While brand journalism is becoming the standard for companies both large and small, the majority of businesses are still trying to understand how to use it effectively.
Brand journalists must combine an authoritative voice, consumer education and comprehensive marketing integration. Rather than push an agenda, good brand journalism tells a story; consumers are not easily fooled by advertising disguises and are increasingly less tolerant of interruptions by advertisers.
In its share happiness with a friend campaign, Coca-Cola relied on its in-house team to tell a story rather than trying to sell it to journalists using a press release. The company has promised to kill the press release by 2015.
In 1968, NASA sold the Apollo Lunar Program to the American public using professional journalists.
In “A Giant Leap for Content Marketing: The Evolution of Brand Journalism,” Kuno Creative’s Annie Zelm explains three things NASA did then that content marketers can still learn from today.
While the concept is new to many organizations, major companies like Jello, Betty Crocker and John Deere have published their own content for decades. MasterCard, Chrysler and others produce their own news through corporate websites.
The following infographic from Kuno Creative details the history of brand journalism: