Brand journalism offers a tremendous opportunity for companies to connect with their customers and build their brands. Brand journalism is a subset of content marketing. It’s the process of producing valuable, relevant content for your marketplace, whether they are buying from you or not.
Create a First Call Advantage
I wrote earlier this week about the 3% Rule. At any given time only 3% of your market is buying, the rest are not. But here’s the rub. Most marketing communications focus on the 3%. This is content that strives to put the company name forward, demonstrate the value proposition, discuss the products’ features and benefits, and ultimately drive prospects into the sales funnel. This is important content, but it has very little impact on the 97% non-buying audience.