A brand journalist or corporate reporter works inside the company, writing and producing videos, blogposts, photos, webinars, charts, graphs, e- books, podcasts, and other information that delivers value to the its market.
Such content creators convey company's true story in a compelling way by uncovering the stories about the brand and the way the customers are using their products and services. They narrate those stories in a human, accessible way, and they spark conversation about the company, customers and employees.
In short brand journalists bring a reporter's sensibility to the content - an editorial approach to building a brand. The term "Brand Journalism" was coined in 2004 by Larry Light, then Mc Donald's chief marketing officer, who said in a speech at an industry event that Mc Donald's had adopted it as a new marketing technique. The term has evolved since then, as have the approaches and goals for the media that's created inside a company. But the basic idea of customer - driven versus corporate - driven marketing remains fundamental.
Dan Lyons in his e -book points out that How brand journalism works and the four common approaches in it :
1. Generating brand awareness
2. Producing industry news
3. Creating and sponsoring
4. Generating Leads
That's about Brand Journalism and the way it works .