Freelance writing definition // Work on the Internet at Home

Only ten years ago, scoring an undercover scoop would most likely be the sole reason you’d locate an experienced journalist within the walls of the major corporation. But occasions are altering. With brand journalism increasing, companies for example General electric, MasterCard, and LinkedIn are embracing leading journalists to assist tell their brands’ tales. It’s another era.

For a lot of journalists, though, the idea of “brand journalism” remains a little murky. Even authors with ninja Google abilities end up perplexed by multiple definitions from the term, as well as the numerous heated debates in forums over the Web. As one example of, here are a few related head lines:

“Seven Reasons Your Articles Marketing Requires a Brand Journalist”
“Brand Journalism Isn't Content Marketing”
“Brand Journalism May be the New PR”
“Why Brand Journalism Must Die”

See? Confusing. While there's no conclusive definition and also the concept is continually changing, transpire today is to provide you with the fundamentals of brand name journalism from the writer’s perspective.

What Exactly Is It?

My personal favorite definition originates from Erica Swallows, who stated brand journalism is “research, storytelling, and confirming for any non-media company, for the reason that company’s profession, with the aim of thought leadership.”

Famous labels are starting posting procedures for connecting with clients through newspaper storytelling. Brand journalists—who might be full-time employees or freelance writers—apply their newspaper abilities to assist tell individuals tales.

That’s a little abstract, check out media sites for example Microsoft’s Tales and IBM’s Midsize Insider (a Skyword client) to determine brand journalism for action. And you know what! You’re reading through brand journalism at this time. The Information Standard is Skyword’s method of discussing well-investigated industry news, guidelines, and compelling tales using the marketing and writing towns.

While brand journalism takes great shape, it's transparent, compelling, and audience-focused when done correctly. If you’ve ever written for any media publication, it’s exactly the same deal. You’re telling a properly-investigated, timely, compelling, factual story which will resonate having a brand’s audience. And you’re never hiding the truth that you’re writing for your brand.

What It Really Isn’t

Brand journalism isn't marketing copy. It isn't about selling an item. You will find no pamphlets, literature, or marketing speak. As Bill Calder place it, “Don’t think ‘product message, ’ think ‘compelling story.'” Whereas traditional marketing concentrates on how the organization may benefit, brand journalism is about creating content that benefits the crowd.

Simultaneously, this isn't traditional journalism. Firms that hire journalists and operate their very own newsrooms frequently possess a marketing goal in your mind, which goal is frequently thought leadership. Like a author, it’s vital that you acknowledge might be transparent regarding your associations without compromising newspaper integrity. (We’ll be diving into this problem in-depth in a few days. Get excited!)