January 2012
If you’ve spent any time looking at last year’s PR and marketing trends, you’ll find no shortage of buzzwords such as, “engagement,” “SEO,” “hyperlocal,” and “mobile outreach.” We can now add “brand journalism” to the mix as communications professionals look to move beyond traditional content marketing and strengthen their storytelling game in 2012.
With the web saturated with content, more audiences control how, when, and which types of content they receive. Thus, it is no surprise that organizations are taking a journalistic approach when writing their stories, in an effort to emulate more of the tone and feel of the media in their own content creation efforts.