Content marketing vs brand journalism allows you to explore new marketing opportunities through refined content.
At one point, marketers focused on reaching their target audience and finding out who their prospects are and what they want. Today, marketing is all about storytelling and creating an experience. Content marketing and brand journalism come in.
While Brand journalism focuses on creating valuable content that builds a community around your brand, content marketing involves using blogs, videos, or other media to attract prospects by educating them about your services or product.
Understanding the difference between brand journalism and content marketing is the first step toward creating promotional campaigns that nurture prospects to buyers and long-term customers. But content marketing vs brand journalism, which one would you choose for your business. Read on to learn how to utilise content marketing and brand journalism for your business!
Difference Between Content Marketing and Brand Journalism
Marketing is all about getting your message across. For most people, this means advertising and branding.
Content marketing generates content that drives awareness, engagement, and conversions for a brand. It deals with creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. So, it ultimately drives profitable customer action.
Brand journalism goes beyond just writing articles that tell a story and includes how journalists cover news events. The artful combination of storytelling with reporting provides context to news events. Brands that employ brand journalism create journalistic pieces that get written to appeal to their target audiences without any bias or paid promotion by the company itself. It helps you tell stories about your company authentic to your target audience – usually in a magazine-like format.
The key difference between content marketing and brand journalism is the intent for the content. Content marketing is a marketing strategy to promote a business. In comparison, brand journalism is an extension of corporate communications, marketing, and public relations but focuses on the emotional aspects of the brand.
Similarity Between Content Marketing and Brand Journalism
In today’s business landscape, a brand faces many challenges. One of the biggest is staying relevant to consumers. It is challenging to keep up with the ever-changing whims of the public, but some companies are more successful than others. It is so because they find the right balance between curating content for marketing and journalism. While the difference between content marketing and brand journalism might be clear to you, understanding their similarities will help you create smart campaigns.
1. Long term strategies
Long term marketing strategies help create marketing systems that convert and retain prospects with a stable flow. Content marketing and brand journalism focus on serving authentic information to your target audience. You can re-purpose the content provided under these campaigns to communicate effectively whenever new leads enter your sales funnel.
2. Distribution Mediums
Whether you create content for marketing or brand journalism, the distribution mediums remain the same. Some of the prominent ones are:
- Social media channels like LinkedIn, Facebook, Youtube, etc.
- Websites
- Emails
- Paid Advertising
3. Content Format
The content format produced under both tactics can be similar for integrating content marketing and brand journalism strategies. Blogs, webinars, newsletters, case studies, etc., are some of how you can merge content marketing vs brand journalism. For example, a landing page for a digital marketing company delivers all the necessary information about the brand through an enticing user experience providing excellent brand journalism. At the same time, it motivates visitors to convert through content like design, copy, and lead magnet.
How To Create a Great Content Strategy From Both
Instead of choosing one from content marketing vs brand journalism, the wiser option is to use them together. These marketing strategies are great for tapping into new and missed marketing opportunities. All you need to know is how to employ them efficiently.
Brands Journalism: What The Audience Wants
Brand journalism is all about sharing stories that connect your audience with your brand. You need to study and curate stories of great interest to your target audience. They should be at the top of your mind while creating content for brand journalism. Sharing facts and the latest research with your prospects should be the main aim.
Content Marketing: What The Brand Wants
Content that speaks all about a brand’s services should get created under content marketing. The information shared should revolve around a company’s achievements and vision. It should advocate how their services and solutions can solve common consumer problems.
From the above, we can understand that brand journalism helps engage potential prospects with valuable information, while content marketing helps them understand a brand in more depth. When combined, both play a crucial role in your promotional campaigns.
Conclusion
Every marketer wants efficient lead generation. Content marketing vs brand journalism pushes for this narrative by building content buckets that attract and educate prospects. When you can understand the purpose and implementation, you will never fall short of content topics. For example, you can create content buckets for social media posts and have a reliable content inventory.
Content marketing reminds prospects where they can find solutions to their pain points and how you can help them. By providing content that presents authentic information about the latest market developments through brand journalism, it becomes easier to connect with the leads. It also allows you to stay in direct touch with established clients.
So whether you are a new business or an old one looking to change your content strategy, employing content marketing and brand journalism together would be the best choice.
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