4 Common Brand Journalism Pitfalls

As more companies warm to the notion of becoming their own publishers, here are a few pitfalls to avoid before launching an employee brand journalism strategy.

Just because someone else wrote it…

How many times have you endured: “In today’s challenging, global economy…” – or something just as banal? Maybe you’ve used it yourself? I know I have. Guess what? Just as water will always be wet, the global economy will always be challenging. And social media will hyper-connect us like never before. And mobile devices will proliferate. And millennials will disrupt the workforce (ok, you get the picture). Unless you’re looking to boost your bounce rate, avoid the same trite phrases that a bazillion other writers have used before you.

The State of Brand Journalism: Are brands becoming the media?

The old way of inspiring brand awareness and loyalty focused on influencing consumers by subtly “highlighting” a certain word or term in marketing campaigns. Today, users no longer respond to marketing language and advertising campaigns that speak generically about a brand. It seems to me that customers want a personal connection, and brand journalism allows companies to entrench themselves in consumer’s lives without the in-your-face, sales tactics people hate.