Brand journalism is storytelling meant to draw readers to a company’s field of expertise, without laying on the hard sell. Familiar examples include the cocktails-and-recipes magazines you might pick up at the liquor store, or inflight magazines on airplanes that report from exotic destinations. But the digital age has given brand journalism a new urgency. It’s becoming a force that could shape the way all of us receive our information. Most purchasing decisions today begin with a search query (“What…

Everybody in marketing is talking about content. But few brands are making it. And when they are, even fewer are doing it well. Why? Probably because a lot of brands don’t know what to make content about. Or at the very least how to sustain a consistent programme of content marketing. And that’s because they have no guiding principle on which to build a content strategy – they have no editorial positioning. Now, any brand worth its salt has a…

It’s called brand journalism, a new form of communications for business that’s rapidly emerging as the digital revolution continues to evolve. It’s igniting excitement because of the way it boosts awareness for a company, often faster than social media, advertising or PR. Boeing uses it to show us what an Air Force base test flight is really like. Louisiana Seafood taps it as a way for fishermen and seafood processors to tell their stories after the devastating BP oil spill.…