In yesterday’s post on using social media to drive brand journalism (co-written by Tim Gray, content strategist at online marketing/web design firm Blue Fountain Media), we discussed moving beyond the traditional self-centered PR mindset. Today we go into greater detail about researching and creating great content–and making it social.
We’ll start with the second step in the journey toward successful brand journalism:
2. Establish “The Newsroom Effect”
Brand journalism requires marketing/PR professionals to start thinking like journalists (or, at the the very least, bloggers).
Learn your beat by listening through social media channels. If you have a personal Facebook, Twitter or Pinterest account, then you’re already something of an expert—you just have to practice observing channels that are relevant to your target audience through their eyes.
- Share and share alike: You don’t just need to share your own content—send your audience a few pieces from other sources that you follow. They’ll appreciate the effort as long as the material is relevant to them.
- Develop an editorial calendar: Everyone likes consistency, and readers want to know that they can expect fresh content from you on a regular basis. If scheduling is a challenge, encourage team members and others at your business to contribute ideas or posts of their own.