Brand journalism is the perfect union between marketing and journalism. It is a new approach to the valuable content that companies want to provide to the user. Its objective is to increase brand loyalty and trust through original pieces published in their own media.
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The content generated from this new perspective is current, fact-based, transparent and, above all, provides value to the user. Brands benefit from the diffusion power of this type of pieces, which are much more useful to the user than traditional advertising.
An example of successful brand journalism is Adobe's online magazine CMO.com, aimed at digital marketers "obsessed" with innovation. CocaCola Journey is another example, the American giant focuses its publications on the brand's business story. Finally, the example of Red Bull's monthly newsletter, Red Bulletin, a monthly magazine focused on culture and sports, with an air of "cheekiness" in all topics.