The Secrets of Successful Brand Journalism
In-house course available on demand
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According to ‘Content Marketing in the UK: 2013 Benchmarks, Budgets and Trends’ from the Content Marketing Institute and the Direct Marketing Association, UK companies are now devoting 27% of their marketing budget to content marketing and 90% of them are producing their own journalism.
Cisco has its 'Platform' blog, EMC its 'Pulse' blog, O2 runs the well-curated 'Blue Room'. in its Journey site Coca Cola curates a vast amount of corporate, B2B and consumer content. Even less well-known brands such as Sodexo Prestige are joining in: the contract catering firm recently started producing its own in-house magazine.
Brands - consumer and business, large and small - are increasingly expecting their PR agencies to do less of the traditional media relations, and more of this journalism work: writing new stories, opinion pieces, thought leadership articles, feature articles, case studies and so on. Yet many are finding it is far from easy to produce content that strikes the right balance between speaking with authority on a subject or issue whilst also conveying their marketing messages.
This workshop gives PR professionals the skills, knowledge and confidence they need to produce content that achieves that balance, that engages readers, and that inspires clients. We cover:
- how to find the most relevant angle in any subject (no matter how technical, un-newsworthy, or downright dull)
- how to use the elements of storytelling to bring a story/issue to life (and to make the most out of time-pressured briefings with client spokespeople)
- how to write with simplicity and clarity
- how to avoid the most common copywriting errors
The theory is broken down into 20 clear steps, and each delegate brings a piece of journalism they're working on to the session so we apply the theory to that actual work, and they see how it works in practice.
After the session they work with me on a further four pieces of their own copy so the learning is embedded for the long-term.
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