Nowadays, humans are being flooded with advertising. People keep getting hit with sponsored stories on Facebook and Twitter while trying to escape traditional ads on TV. The attention span of an average user, however, is not limitless. Brands must therefore carefully choose how to approach potential and existing clients - because audiences are not responding to campaigns the way they used to.
This tendency is precisely what pushes marketing and PR experts into a never-ending, vicious battle for "innovative stuff" - new ads, new campaigns, new pitches.
Enter brand journalism
Brand journalism is trying to fill in the gap between traditional advertising, journalism and marketing campaigns. Humans have an innate desire to communicate and share stories, which is why story-telling seems to be the best way to approach modern media consumers. Let's face it - brands are not very adept at conveying human stories. The effort to humanise brands (especially those of technology companies) has had mixed results. The promise: by genuinely engaging with customers, brands establish a healthier and more stable relationship.
"Even talented writers are having a hard time maintaining consistent work. At the same time, companies are now realising that if they want to remain relevant, they need to produce stories that are of interest to their customers; it's no longer enough to run a 30-second spot or a banner ad to convey a brand's message. Those things are easily ignored and often provide little or no informational or entertainment value."
- James Del, director of digital content at TAO Group, formerly executive director of Studio@Gawker
Is brand journalism really "journalism"?
Brand journalism advocates will try to convince you it is "simply another kind of journalism" - like political, sports or tech journalism. It is not. This content is not produced in newsrooms and does not abide by basic journalistic norms, especially around objectivity. Putting aside the fact that pure objectivity is a fiction - and that journalists should at least seek objective methods to convey the intersubjective reality we live in - there is no way any company can credibly call its own content "journalistic".
Brand journalism will always be another name for PR content sold as news-worthy. That's precisely why so many companies are hiring ex-journalists to write their brand's story - they know what can and can't pass as newsworthy. This is especially true in countries with insufficient or limited media freedom, where traditional outlets like newspapers struggle to make ends meet. They lean heavily on traditional advertising, but brand journalism (sometimes called "advertorial") is emerging as the new cool kid on the block. It looks like a win-win - outlets keep their integrity in the eyes of the public while securing cash flow, and brands reach audiences they otherwise couldn't.
But do people actually believe it? Or are they spotting the PR behind the "journalism"?
Public opinion is the real arbiter
Reputation is a complex concept. The lines between online and offline reputation are inescapably blurring. Companies are turning more and more often to brand journalism to win the hearts of their consumers - but before crafting a good story to define a brand, there are a few key things to get right.
1. Public opinion doesn't care what reality is - it sees what's manifested
Before you start building your brand story, dedicate some time to examining the objective reality around it. Although people say they want to know "the truth", what they actually respond to is what's manifested. Examine what's being misinterpreted by the public and what can be done about it. What are the most perplexing things customers comment on? Why are they hating on your brand? Why are they loving it?
Don't limit yourself to archaic methods to find out. Don't rely on traditional sociology alone - look at places where people are being true to themselves. Social listening platforms and media analysis may be the answer.
2. Understand your product - and change it if you have to
You've got a grasp of user opinion and now understand your brand's basic issues. What next - do you change the product to match user expectations, or change the general perception of the brand? Decide case by case. The key is to listen and base your decision on solid data. The answer isn't always to change and respond to consumer desires. After all, customers don't always know what they want - thanks, Steve.
3. Turn to brand journalism only if you know what you're doing
Brand journalism is a tricky venture, and not everyone can pull it off properly. Understand your brand before turning to it. Once you know your weaknesses and strengths, use that knowledge - don't paper over them with a glossy story.
The bottom line
The thing to remember about brand journalism is that while it has evident advantages, it is not a panacea for every problem posed by the need to raise brand awareness. Done well, with self-awareness and real listening, it deepens the relationship with your audience. Done badly, it's just an ad in a borrowed costume - and most readers can spot the difference.