Why is brand journalism an important content marketing strategy?

As businesses progress from basic blogs and articles to more robust content marketing initiatives, brand journalism, or corporate journalism has become something of a buzzword.

But what is it?

The term itself relates more to a change in attitude for content producers and managers, rather than a new discipline.

Brand journalism says, content must be interesting, engaging and newsworthy in order to be publishable.

The methodology forces writers to adhere to journalistic standards, often an internal editorial presence is involved and sometimes the publications themselves can achieve their own level of value.

This came about, due to promotional blogs and articles no longer being read, or achieving results. Through creating engagement based on demonstrative knowledge, businesses have been able to deepen their relationships, and increase their audience through shareable and compelling material.

Through combining high-quality brand journalism with best practice content management, organisations have been able to access influencer bloggers, and their audiences also. By using social media as a distribution tool, businesses have increased platforms and readership.

Brand journalism can be seen as a replacement for the old-fashioned corporate newsletter that spoke about what a particular business did. Now, corporate journalists talk about industry, politics and other influences and innovations, and build rapport at a far more fundamental level.

The most critical byproduct of brand journalism is the creation of a community of readers. Through allowing a community to take active ownership of publications, and engage with other members, the readership becomes a sub-ecosystem – growing, adapting and evolving.

The combination of robust editorial best practice, high-energy journalism, and digital engagement has resulted in businesses being able to not only influence markets, but create them.