Teresa Ovalle

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Is Brand Journalism Content Marketing? – A Blog Post for Class

on February 14, 2015

Is brand journalism content marketing? Yes, I think it is. Well, it’s similar enough that they their titles could be used interchanged without much fuss.

I like to Google the topic of the week before I begin writing my posts because the search usually pulls up something that I find interesting enough to share. Google did not let me down.

I found this quote on brandjournalists.com, “Brand journalism involves telling journalism-style stories about a company that make readers want to know more, stories that don’t read like marketing or advertising copy. It means having conversations with your customer — not preaching at them or bombarding them with bullet points but giving them real and interesting stories they can relate to. People today are so inundated with advertising and marketing speak, they now filter out marketing messages and a well-told story is the best way to get your message across.”

The Content Marketing Institute says that, “Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”

The two quotes, side-by-side, clearly demonstrate how similar brand journalism and content marketing models are. Both focus on communicating with their audiences rather than marketing to their audiences.

Whether it’s through storytelling from a brand journalists or through an ebook or infographic from a content marketer, both are trying to connect with audience without directly marketing to them.

In Mike Murray’s article, “7 Ways to Make Brand Journalism Work for Your Business” he suggests that, “Although brand journalism is soft advertising, its first mission should be about education.”

Soft advertising is another connection to content marketing. Both are connecting to their audience in education and/or informational ways, but if one looks deep enough, it’s usually about getting someone to purchase something to raise the bottom line.

The one difference is that brand journalism focuses primarily on story telling through stories. Content marketing may use stories, but they will use a number of other mediums, such as video, infographics and ebooks.

So are they the same? Yes, to a certain degree they are. Enough so that their titles can be used interchangeable without people thinking you used the wrong term.