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Six reasons we believe journalists are so good at writing branded content and marketing copy.
The content around your brand is essential; it tells your customers who you are, what you do and what you stand for.
Journalists (yep, that’s us) can help you talk to your customers in a very different way from traditional marketers. Here’s how:
We love a chat! We’re naturally curious, and this means we like to ask a lot of questions. It’s our job to learn everything about your brand.
During this process, we often uncover facts your customers might love, or things that need a little more explanation. We believe questions lead to ideas, which translate into clever ways of telling your brand’s story.
Journalists understand the importance of a clever headline or a great intro. These capture your customer’s attention and keep them engaged with your content. Making your content easy to consume is key; if customers can’t find the important information easily - and quickly - they’ll go elsewhere.
Different audiences need different content. Whether it’s writing in a specific tone of voice, understanding what your customer cares about, or referencing trends that will resonate with them, tailoring your content is essential. It’s our bread and butter. While much of our work is data-led, there’s an instinct that comes with many years of being a journalist, and understanding audience is where it really kicks in.
Showing that your brand is self-aware is essential. Tapping into trends or contributing to wider conversations within your industry helps customers see you as an authority. Journalists can spot a relevant story or event that links to your product or service from a mile off. Linking your brand to the news cycle keeps you relevant and front-of-mind for your customers.
Informative or educational content needs to be easy to understand. We know how to distill tricky ideas into simple takeaways. We don’t use jargon or marketing speak; we understand that presenting the facts in a straightforward way shows your brand as trustworthy. (No, that doesn’t mean boring.)
You can’t miss a deadline in a newsroom.
In our 25 years of being journalists, we’ve had a few late nights, but we haven’t missed a single deadline – and some of them have been tight. That means your content is delivered on time, every time.
