Becoming a Brand Journalist by Finding Stories from Within Your SMB

Let’s start out by addressing the giant elephant in the room. Yes, brand journalism is one of the most recent buzzwords to have taken over the world of Internet and content marketing. A brand journalist has been defined in many ways; from “one who tells journalism-style stories about a company that make the reader want to know more,” to “one who records what happens to a brand in the world and creates communications that, over time, tell the story of the brand.”

Chances are, your startup or SMB is unlikely to find a specialized brand journalist, let alone one you can afford. This leaves most businesses between a rock and a hard place. How will you be able to supplement your traditional content marketing with brand journalism that tells interesting stories and keeps your audience interested?

The main part of this answer is to look inward. Taking a news-based approach to sharing insider information from within your company is the most basic way to pique the interest of your audience. These stories can range anywhere from a humorous anecdote explaining the origin of a product name to a sincere vision statement from top management. It’s highly likely (and hopeful!) that things are occurring among your colleagues and within your company as a whole – share these things with the world. Giving your clients and potential customers an understanding of what’s going on internally is an excellent way to build trusting relationships, which is the first step to making your next sale.

As Bill Calder, managing editor of Intel Free Press put it, “don’t think ‘product message.’ think ‘compelling story.’”  [Tweet this]

The key to finding and telling great stories in a way that will make your your audience not only want to engage with them but share and even repurpose them is to commit to trying new things. Brand journalism isn’t content marketing, nor is it sponsored content. In fact, it’s quite the opposite. It is meaningful, quality storytelling. Push the marketer inside your brain aside, and let the stories do the work. It’s likely that you have yet to write a lighthearted piece about how your entertaining employee tells jokes every morning to motivate the rest of the team, or the inside joke between your two co-founders that led to the creation of your most popular product, and that’s okay. The rise of brand journalism is giving you the opportunity to try these new things and appeal to the human side of your audience.

Lastly, here’s a challenge. Instead of reading this piece, thinking to yourself, “Hmm, yes that would probably work. I’ll do it another time,” and moving on, go walk over to your colleague and ask what he or she is working on. Ask a few more questions, and within minutes, you will have gathered enough information to tell a story. Write that story down in a logical, mildly entertaining way, and you’ve successfully completed your first piece of brand journalism. Soon, you’ll be providing the world with inspiring pieces of writing that echo through the Internet and create love for your brand (and let’s be real, love = conversions).

Show us what you create, maybe we’ll even feature it!

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About the Author

Ally Greer
Ally is Scoop.it's Director of Content & Community. She loves to geek out over anything social, Internet, or tech related. When she isn't working, you'll probably find her running the streets of San Francisco. Follow Ally on Twitter @allygreer.
  • http://nistorionel58nistordivinity.wordpress.com/ nistor ionel

    killer doctor has forgotten in my column in the vertebral vertebrae stuck a scalpel!

    <Iframe src = ' http://www.stirileprotv.ro/lbin/video_embed.php?media_id=60408741§ion=1&video_section_id=1

    http://youtu.be/or6Hvd06rxY

    http://www.metacafe.com/watch/562622/3_ani_cu_bisturiul_linga_coloana/

    SCALPEL IN THE SPINE !

    3 years scalpel next column

    MY DEAR

    Dear friends I ask for you help.Considering my dramatic medical and social situation,I was also a victim of the Romanian medical and judiciary sistem,I am sending you this video file about myself ,my page facebook,the victim (patient),the moment where the scalpel blade was extracted from my spine,between the vertebrae.

    I am sorry Ihave to tell you this ,but in 2004 I had a neurosurgery and then septicemia.The neurosurgery took place in Cluj and during the wound he forgot another scalpel blade between my vertebrae.Ihad it for 3 years inside without knowing it.

    During the surgery ,I also got hepatitis B and C during the surgery.

    I spent a lot of money to save and retrieve my life,becoming broke.I have 4 kind to maintain and I have credits at several banks.

    My life it not normal anymore,I live with drugs,teas ,I'm on a diet,I go through many investigations,which are expensive…..

    -Starting December 2010 ,I sit in front of a computer with a sick spine and I struggle to make some money,but cannot do it !…." All I did so far, I clicked links and others took the money.I am sorry to say this."

    I am a very religious man,together with my family and I think that God will help me though you and your colleagues.

    I will pray for you to save me financially,and my life,and my familly……

    Hello, my dear I are NISTOR iONEL from Oradea romania.I are married and have four children.atit wife how I come from very poor families, and many brothers in the family! in 1979 we married and God gave us 4 children.we I did not once a house for our children! In 2004, we had sepsis, and septic focal liver and lung, and was on the brink of the neurosurgical spine .intervened, but after neurosurgical intervention, we were three years for the death-like spinal neurosurgeon forgot the knife stuck in my column, and was contaminated with hepatitis type 2 "b" and "c"! in 2004, are bedridden, with no healthcare, and social.! with the passage of time I had other sequelae, such as:-1-cataract left eye, right eye cataracts, retinal detachment left eye , liver treatment with chemotherapy (interferon), severe heart painful, and many other medical diagnoses! I'm 27 in total-are patologiii. eu sunt cobay victim, the Romanian authorities, and the ECHR, Strasbourg, its high level of influence and corruption, which has shown strength in processes occurring in romania and the ECHR, where I gave to life, health, money for justice, and family-to-please step in my life is in danger without money and drugs! if you have a big heart and faith in God, please save me from hell and they are now..

    With all the faith in Jesus Christ,

  • http://www.callboxinc.com/ Belinda Summers

    Brand transparency is what people love most, not merely telling your story but on how your story relates to their experience. Companies exaggerate things when it comes to reputation and online reviews that they end up too good to be true for their clients. What people want to see is the real you, the real good side of your business. That’s branding.

  • Nadia

    people love stories, that’s true, but not every story would be read anyway. you cannot push one to read your company’s story, if it doesn’t tell them that tey could do the same and be successful… http://www.marketingv.ru/ we help small companies to become great and well-known

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