Brand Journalism
Brand Journalism is a modern approach to company storytelling where organizations create news-style content about themselves and their industry. It's different from traditional marketing because it focuses on telling genuine, informative stories rather than just promoting products. Think of it as having an in-house newsroom that creates articles, videos, and social media content that people actually want to read, while subtly building the company's reputation. This approach combines traditional journalism skills with content marketing, helping companies become trusted sources of information in their field.
Examples in Resumes
Developed Brand Journalism strategy resulting in 50% increase in audience engagement
Led Brand Journalism initiatives by creating compelling news-style content for company blog
Implemented Brand Journalism and Corporate Journalism programs across multiple product lines
Managed team of writers to produce Brand Storytelling content that increased web traffic by 200%
Typical job title: "Brand Journalists"
Also try searching for:
Where to Find Brand Journalists
Professional Associations
Online Communities
Job Boards
Example Interview Questions
Senior Level Questions
Q: How would you develop a brand journalism strategy for a company that's never done it before?
Expected Answer: Look for answers that discuss analyzing the company's industry position, identifying target audiences, creating an editorial calendar, building a content team, and measuring success through engagement metrics and brand awareness.
Q: How do you maintain editorial integrity while serving business objectives?
Expected Answer: Strong answers should balance honest storytelling with business goals, emphasize transparency, and explain how to create valuable content that naturally promotes the brand without being overly promotional.
Mid Level Questions
Q: What's your process for finding and developing story ideas?
Expected Answer: Should discuss methods like monitoring industry trends, interviewing company experts, using data analysis, and connecting company developments to broader industry narratives.
Q: How do you measure the success of brand journalism content?
Expected Answer: Should mention tracking metrics like engagement rates, time spent on page, social shares, lead generation, and how these connect to broader business goals.
Junior Level Questions
Q: What's the difference between brand journalism and traditional marketing?
Expected Answer: Should explain that brand journalism focuses on storytelling and providing value through information, while traditional marketing is more directly promotional.
Q: How do you ensure your content remains engaging while including brand messages?
Expected Answer: Should discuss focusing on human interest, using storytelling techniques, and finding natural ways to include brand elements without forcing them.
Experience Level Indicators
Junior (0-2 years)
- Basic writing and editing
- Social media management
- Understanding of journalism principles
- Basic content creation tools
Mid (2-5 years)
- Editorial planning
- Content strategy development
- Project management
- Analytics and reporting
Senior (5+ years)
- Team leadership
- Strategic planning
- Budget management
- Cross-department collaboration
Red Flags to Watch For
- No portfolio of published work
- Poor writing samples or significant grammar errors
- Lack of storytelling ability in examples
- No understanding of journalism ethics
- Unable to explain how content supports business goals
Related Terms
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