As more B2B vendors have started doing content marketing, B2B content marketers have begun turning to “Brand Journalism” to produce content that cuts through the clutter.
Hiring a journalist has a number of advantages. Most journalists know how to write. They use storytelling techniques to make the story more human, inviting and relatable. They put information into context—and more.
But the goals of mainstream journalism differ from those of content marketers. Mainstream journalism shines a spotlight on important challenges. But while the goal may be to spur change, these articles don’t necessarily prescribe solutions. For example, a journalist can write about global warming without telling people what to do about it.
In contrast, marketers bring up problems to demonstrate the need for their solution and provoke people to take action, whether that’s buying the product or simply taking the next step in the buying process.
Service Journalism Aligns With Marketing
One sub-specialty within journalism has always had similar goals as content marketing. Service publications—such as New York Magazine, Modern Bride, Car and Driver, and PC Magazine—create useful content that helps people act.
These publications attract people when they’re deciding on a purchase and put them in the path of appropriate vendors. For example, readers who pay the most attention to a computer magazine article on networking are more likely to be buyers of routers. Router companies will buy the ad space across from the page.
The content attracts and engages readers by being immediately useful. Retired University of Missouri journalism professor Don Ranly, PhD, coined the phrase “refrigerator journalism” to describe service journalism. He meant that the article should be so relevant that people cut it out and stick it to their refrigerator.
Many service publications offer content to help buyers navigate the buying process or use existing products better. For example, many technology magazines include articles that:
- Talk about technology trends, how those trends will transform business, and new solutions
- Help buyers compare products
- Provide news you can use
- Offer tips and tricks to do something better
A service publication uses this content as bait for customers so they can sell advertising to vendors. A B2B content marketer uses content to attract potential customers. Strategically placed calls to action in service publications and B2B content encourage people to move to the next step in the buying process.
The goals of service journalism have always aligned closely with the goals of marketers. The difference is that service journalism has been around for years. PC Magazine was founded 30 years ago; Progressive Grocer has been around for 90 years. These publications have had time to hone their craft. By using their time-tested techniques, marketers can create their own “refrigerator” content.
Principles of Service Journalism
Service journalism principles that can be applied to marketing content are:
- Start with the reader. Service publications start with in-depth knowledge about their readers gleaned through focus groups, surveys, or simply talking to people.
- It has to be useful. Service journalism provides information that readers can use right now.
- It should be actionable. Service pieces include calls to action. A product review in a service publication typically comes with information on how to contact the vendor or a reply card for more information.
- It should be usable. Content is presented in a highly usable manner to respect people’s time. Article summaries tell readers what the piece is about and the benefits of reading it. Headings and sub headings let the reader see the outline at a glance. Pieces are peppered with interesting call outs. Info graphics repeat information in the article so people can glean salient information. Fact files summarize key points.
Conclusion
If you’re looking to make your content more engaging and compelling, pay attention to service journalism techniques. Learn about your reader to make your content useful, actionable, and easy to use. If your content is useful, readers will refer to it as they solve their business challenges. And they may even take the action you suggest to move to the next step in the buying process. So as you look for people to create your content, consider someone with expertise in service journalism.
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