Ragan’s PR Daily has a really good blog post on brand journalism. Here is a snippet from Shel Holtz’s piece, who we saw present at a Ragan social media conference two years ago.
“Marketing is what companies do to promote and sell products or services. Organizations produce plenty of it. Brand journalism, though, is different. This is content that could be inspiring, clarifying, funny, useful, or just plain interesting. Because it has these characteristics, people will want to link to it, share it, and talk about it precisely because it’s not trying to pitch something. As soon as it begins to smack of The Pitch, it loses its appeal.”
Click here to read more. Shel “gets” it!