Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic Storytelling

Cover
Contents
List of figures and tables
About the author
Foreword
Acknowledgements
01 Why use brand journalism as part of your content marketing mix?
	Making your brand a contender
	A crisis of trust
	The opportunity: brand purpose
	The complex path to a sale
	Finding ways to connect
	The rise of brand purpose
	Notes
02 A newsroom approach: defining brand journalism for the b2b marketer
	Brand journalism: a definition
	How to create brand journalism
	Approaches to story creation
	Notes
03 Building your storytelling strategy
	Creating your approach
	Define your goals and outcomes
	Map your audience
	Agree your style and tone
	Find your rhythm
	Develop a commissioning process
	Notes
04 Finding the narrative: telling the stories that matter
	Sourcing stories with impact
	Which stories should your organization create?
	Finding stories that resonate
	Planet: Researching the conversation ecosystem
	Purpose: Leading with your values
	People: Demonstrating your human side
	Process: Researching your business or industry environment
	Product: Your business making a difference
	Don’t forget ‘the brand’
	Notes
05 Story mining: uncovering your powerful brand journalism
	Establishing your process
	Building a range of story types
	Sense-checking with an editorial board
	Know your rivals
	Notes
06 Choosing your format: audience needs and the power of text
	Planning your approach
	How to start writing great content
	Choosing the right approach
	Arresting the scroll with your content
	Notes
07 Choosing your format: developing visual, video and audio content
	Video delivering brand journalism
	Short-form social videos
	Interview video
	Live video coverage
	Using imagery for your complex storytelling
	Audio: the rise of podcasting
	Notes
08 Content hubs: finding a home for your stories
	Taking the blog to the next level
	The standalone brand name
	Find the right stories
	Create a clear structure
	Notes
09 Distribution and amplification: growing loyal audiences
	Optimize organic distribution
	Integrate search
	Max out on social media
	Build with paid distribution
	Other paid strategies
	Other paid approaches
	Notes
10 Thought leadership: insight from your people
	Establish your vision and outcomes
	Developing your talent pool
	Employees hold the key
	Thought leadership inspiration
	Content success factors
	Ideation and creation support
	Notes
11 Measuring impact: building a metrics framework
	Investing for the long term
	Measurement throughout the customer journey
	Stretching the value
	Notes
12 Bringing your newsroom to life
	Finding the smarts
	Outsourcing of content
	The perfect team
	Reflecting the newsroom structure
	Notes
Index