As outreach marketers, we know that our goal is to bring marketing back to a simple level that’s about connections with your consumers instead of the process to marketing to them. Adopting the marketing trend of brand journalism is a top tactic to focus on consumers. Brand journalism, which is defined as discovering and creating news content on behalf of a brand, focuses on the audience and their needs. For successful brand journalism, you need very little branding.
But with the rise of brand journalism, departments are becoming infiltrated with a new type of offender – people who commit media misdemeanors and content crimes and sabotage your brand efforts!
Here are the 5 most common culprits and how you can avoid them.
Crime: The Logo Lover plasters her logo everywhere to make sure everyone loves her brand. You may have spotted this person in your advertising department. If so, that’s exactly where the Logo Lover should stay.
Punishment: Brand journalism content should not be overly branded. Shut down the Logo Lover by using your logo in a subtle way that fits seamlessly within your content. As a guideline, think about how an outside journalist would use your logo in the context of the story.
Crime: Professor Jargon is the highly intelligent person on your team who uses a lot of industry jargon in content for a consumer-focused audience. While the professor can be a great source for content, his technical talk can sabotage your brand journalism efforts because it will sound like a foreign language to your target audience.
Punishment: You need to school the professor on the rules of brand journalism. Teach him to be a brand journalist by simplifying his message. Don’t be afraid to provide talking points and rewrite and edit his comments.
Crime: In the marketing world, Narcissistic Nancy is also known as the Brand Bludgeon. Nancy can talk for hours and hours about her brand, its products and experts. While Nancy’s constant promotion may seem helpful, her efforts can actually hurt your brand journalism campaign.
Punishment: When it comes to brand journalism, it’s not about you — it’s about your audience. Put Nancy in rehab while you filter through her branded ideas to see how they apply to your target audience. This idea-filtering skill is important to have as a brand journalist since people like Nancy can be a windfall of ideas for those who understand how to filter them.
Video – meet the criminals you don’t want to ever become: http://bit.ly/1d3k3sC.
Crime: Walter uses too many words when pitching your content to the news media. As a brand journalist you might have created a great story, but journalists will never know about it because they tune out Walter Wordy before he finishes telling his story.
Punishment: Put Walter on mute until he understands how to simplify his pitch. Use bullets with top line story information and include links with more details.
Machine Gun Manny
Crime: Manny is aggressive in achieving brand exposure but has no strategy. He distributes content by targeting everyone everywhere, hoping that someone will be interested in sharing the story.
Punishment: Brand journalists should strategically choose the target they are trying to reach with every story. To lock up Machine Gun Manny, help him understand your target audience and key markets so that he can be more strategic.
Prevention is key. As an outreach marketer you can use these tips to spot and educate these criminals before they commit any crimes.
Lisa Arledge Powell is president of MediaSource , a public relations & marketing firm that specializes in brand journalism. MediaSource has been named Best Health Care Agency in both 2013 and 2014 in Ragan’s Health Care PR & Marketing Awards. Connect on Twitter: @LisaArledge.