The Marketer’s Guide to Crafting A Successful Brand Journalism Strategy

Is it news? Is it an ad? Look, it’s brand journalism! An ever-evolving form of marketing, brand journalism is more than a hundred years old. It dates way back to 1895, when Deere and Co. published The Furrow — a print magazine for farmers. At its peak, it reached four million readers. In 2004, Larry Light formally coined the term “brand journalism” to describe his efforts to revamp McDonalds’ public image. Today, marketers use brand journalism to shape the narratives around their brand and industry and etch a powerful image in their consumer’s mind. Contemporary brand journalism rivals world-class news stories, …

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