Telling a powerful story: How to succeed at brand journalism

Telling a powerful story: How to succeed at brand journalism

As the year quickly comes to a close, we have been working in tandem with our clients to plan for the upcoming year. What are some of the interesting trends that will be prominent in 2014, and how can we leverage them to successfully execute on strategic campaigns for PR, marketing and social media? One such trend that we anticipate will take flight is brand journalism in healthcare.

Marketers and public relations specialists may already be familiar with brand journalism – the concept that using powerful stories to relate to and communicate with one another is the key to success. As described by Forbes, “[it’s] the idea was that a company invested in high-quality stories that offered a closer look at their products, services, customers, employees, or issues that they cared about.”

So what exactly will brand journalism mean for the healthcare B2B industry? Well, creating custom content for our audience should be no different. For example, this article by Healthcare Finance News addresses how different healthcare organizations have pushed out an array of interesting information and stories via Facebook, YouTube and Twitter to their respective audiences. By creating or curating valuable stories in a publication, blog, e-newsletter or membership site, you’ve already got a content strategy in place to start acting as a brand journalist.

In today’s market, everyone is a consumer. Patients, providers, payers – we all have high levels of expectations to connect with a brand. Take this stat for example: Ninety percent of consumers find custom content useful, and 78 percent believe that organizations providing custom content are interested in building good relationships with them.  Technology is only making it easier, and more critical, to create a brand behind an organization. Such interaction with an audience can improve trust and loyalty, ultimately boosting revenue for a positive financial impact.

What are some things you should consider to become a great brand journalist? Consider the following best practices:

Understand your audience. What pain points are you addressing, and for whom? A speaking abstract could and should take a very different slant, depending on the audience to whom you are presenting.

Make the story relatable. A message will resonate that much more if the audience is able to relate to it. Quotes, statistics and descriptions will help, but even better are real-life examples and results to bring some life to the story.

Keep timing in mind. Stories tend to perform better when there’s relevancy to the timing. If there’s a natural fit between what you’re saying and when you’re releasing it, there’s a higher likelihood of garnering interest.

What are some things you think should be at top of mind to succeed at brand journalism?