Brand Journalism and Online Content Creation

Question: Discuss about the Report for Brand Journalism and Online Content Creation. Answer: The rapid development of technology and the availability of information have led to companies and organizations to invent new approaches to marketing strategies. One of the recent strategies which have received wide usage is brand journalism. Brand journalism is perceived as an art of using well researched, factual and credible information in telling a story about an organization or a company using journalistic styles with the intention of making the reader of the story want to get more information on the company or the organization (Bull 9). In addition, brand journalism is used to create online content such as blog posts, eBooks, charts, white papers, essays, graphs and videos which deliver valuable information to potential consumers as well as positioning the company or the organization as a reliable and worthy of establishing business relationship with (Light 12). Fundamentally, brand journalism has a marketing agenda, and its content is not meant for the newspaper, rather it is meant to be published either in the organization's or the company's website, social media channels or blog sites. The article aims at discussing brand journalism and online content creation with an example of brand journalism. To create brief and appealing online content brand journalism integrates elements from various disciplines which include marketing communication, public relation, and visionary planning. As a result there exists a slight difference between online content and public relation exercise for many companies a fact made possible through the use of brand journalism (Cole and Jennifer 87). However, brand journalism has proven effective in creating online content. According to a Google report an average consumer consult at least ten sources before making any purchase on the web. The example below illustrates the use of brand journalism in creating online content that consumer can identify with. The Virgin Atlantic blog is one of the best blogs that utilizes brand journalism to create informative online content to its consumers. Though, an airline company it has proven itself to be excellent in brand building, maintaining as well as creating impressive online content in their blog page. Te company social media platform are full of creative and dynamic content. Such content manifest a clear understanding of the role of brand journalism in creating online content. The blog presents Virgin brand as a personalized experience. The holiday updates invite the reader to want to know more of the company. In addition, a visitor to the site enjoys a variety of posts including the various airline myriad destinations, posts on extreme sports, and fine dining. Similarly, they write with precision and clarity about their products as well as their services. However, post regarding their product and services are a minority on their blog. From the discussion and the example, it can be concluded that brand journalism assumes different forms such as blogs, videos, essays, and pseudo- styled articles. But, the backbone of brand journalism is a well-crafted content which is aided through journalistic styles with the ability to effectively market a brand online thus, winning more customers/consumers (Du Plessis 94). Works cited Bull, Andy. Brand journalism. Routledge, 2013. Print. Cole, James T., and Jennifer D. Greer. "Audience Response to Brand Journalism The Effect of Frame, Source, and Involvement." Journalism Mass Communication Quarterly (2013). Web. Du Plessis, Charmaine. "Brand storytelling: the case of Coca-Cola's Journey Corporate Website." (2015). Web. Light, Larry. "Brand journalism: How to engage successfully with consumers in an age of inclusive individuality." Journal of Brand Strategy 3.2 (2014): 121-128. Web.