Telling ordinary, made-up stories isn't what makes your content marketing engaging for your customers and would-be customers. What matters is telling interesting true stories that help your audience understand your product, service, or business. So, to help your company unearth real-life stories from within your organization, consider hiring a brand journalist.
"A brand journalist or corporate reporter works inside the company, writing and producing videos, blog posts, photos, webinars, charts, graphs, e-books, podcasts, and other information that delivers value to your marketplace," explains Ann Handley, chief content officer at MarketingProfs, in her Daily Fix blog post titled "Seven Reasons Your Content Marketing Needs a Brand Journalist."
So why might you hire a brand journalist for your business? Here are three reasons, based on Handley's post.
Brand journalists recognize good stories. Journalists are trained to sift through massive amounts of information and separate the stories that people want to hear. As Handley puts it, "Their innate understanding of audience means that every time they sit down at their desk to create content, there's always a little voice in the back of their head reminding them, 'Nobody has to read this.'"
Brand journalists know how to simplify. Journalists not only spot engaging stories but also know how to make them easily digestible, even if the subject matter is weighty or complex. "Journalists excel in deconstructing the complex to make it easily understood," says Handley. A brand journalist can rise to the challenge of telling engaging stories about unruly topics, highly regulated industries, and seemingly dull products.
Brand journalists rely on facts. When you hire a brand journalist, you are choosing to produce content that goes beyond marketing copy or collateral. "Journalists are trained in backing up opinions and assertions with research and facts, and attributing ideas to proper sources," reminds Handley. "That enhances your credibility as a voice in your industry."
The Po!nt: Consider hiring a brand journalist to produce fact-based stories and other content that both attract and engage—and do so credibly, while elevating your credibility.
Read more: http://www.marketingprofs.com/short-articles/2584/why-you-might-need-a-brand-journalist-to-tell-your-story#ixzz1vYPKfzED
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