6 essentials for outstanding brand journalism
Cobbling together a promotional article about your organization and hitting the ‘publish’ button is not enough. Follow these practices to capture audience attention and build loyalty.
Gone are the days when brand managers needed an intermediary to reach their target audience. Now, they have the luxury of reaching out to their audiences directly through content storytelling. But how do they do this effectively?
Brand content must be both appealing and mapped to business objectives. Content storytelling is all about creating attractive, valuable and interesting information that your customers are passionate about, so they pay attention and engage with the brand.
In the words of Mark Ragan, CEO of Ragan Communications, “If we tell our stories the right way, we have the ability to become legitimate publishers in our own right.”
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