Why Journalism

Still Mattersto Content Marketers

from the minds of

a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly de�ned audience – with the objective of driving pro�table customer action,

If content marketing is...

Why do we need journalism?

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Over 90% of CMOs use

content marketing.

55% say they are

dissatis�ed with the results.

That’s because much of content marketing is: • Self-serving • Heavily focused on product • Not far removed from advertising

Marketers are trained to connect with the reader via the brand.

Journalists are trained to connect directly

with the reader.

In content marketing journalism, the brand speaks from its core directly to

the audience without the spin that traditional marketing adds.

Content marketing journalism uses the whole brand to speak to the reader and form a relationship.

• More objective journalism• A broader understanding of the readers’ needs and preferences • A stronger brand message • A better sense of what the company stands for rather than simply what it sells

The result?

Journalism concentrates on holding the audience rather than simply attracting its attention, gaining the same loyalty that customers have to a preferred brand.

The best content marketing translates that content loyalty into brand loyalty.

an expansive view of their own brand values that allows them to forego product- or self-promotion in their content and instead craft a robust strategy that places the audience at the center of the brand.

Organizations that have had the longest success with content marketing have one thing in common:

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Journalism is about the reader, not the organization, and that is what makes it engaging.

Engagement is why it still matters to content marketers.

Read our full white paper on the journalistic approach to content marketing, with case studies from ∙ Wells Fargo ∙ US Foods ∙ Project Management Institute

Imaginepub.com/journalism