Brand Journalism: The Newest Buzzword in Online Marketing
I’ve learned a new phrase: Brand Journalism.
However the people at Contently.com object to the term Brand Journalism, and from the perspective of pure semantics, they have a point.
Marketing is about getting people interested in your products and/or services. Journalism is about truth (ideally).
It’s Really Blogging for Business Anyway
Yes, it is. No matter if you call it:
- Brand Publishing
- Content Marketing
- Inbound Marketing
- Brand Journalism
- or anything else
What it actually is, is blogging. The publishing of articles and stories (in various formats: text, images, video) that your desired audience will find interesting, and most importantly USEFUL.
Google does work to quantify our subjective experience of the quality of webpages through the use of human raters, and their instructions to the human raters are the number one criteria for a high ranking website should be how useful it is.
Brand Journalism Resembles Journalism in Processes, Not Intent
While Inbound Marketing uses processes familiar to journalism, the primary objective is not the truth, but interest.
However in terms of processes to obtain a high ranking on Google, what matters is:
- Quantity: Publish a lot
- Quality: Publish useful stuff
- Consistency: Publish regularly and often
- Longevity: Keep at it
The fact is, all other things being equal, a website with more pages rank higher than websites with fewer.
Quality has two meanings in Content Marketing: 1) Properly formatted for SEO, and 2) Written to appeal to people.
You must strike the right balance. If your posts appeal to people but not to search engines, no one will find them. If your posts appeal to search engines but not to people, people will find them, then not read them.
The best I can say is publish often. Ideally 3 times a day.
How do you publish so much? By publishing short snippet posts of 200 to 250 words each. Why do these work?
- By publishing short posts you can publish more posts (search engines love sites that are updated multiple times a day).
- In 200 to 250 words you can answer one question or make one point. In our age of diminishing attention spans, this works for us.
Again, all other things being equal, search engines give preference websites that have been around long. So start today, and keep at it.
When you’re tired of blogging, keep blogging. When the website visitors and pageviews climb, and the leads start coming in, you’ll be glad you did.
You also need to learn about link building.SEO Needs Link Building