The benefits of having a journalist build your brand and audience

The art of story-telling is as old as the ability to communicate verbally, and may even predate actual language itself, come to think of it. It’s not hard to imagine the cave-dwelling denizens of ancient days grunting and gesturing to get a point across. The most proficient of them probably told the best stories.

Of course, no one seems to know when people began speaking to each other in a structured language. Research estimates it could be as recent as 50,000 years ago or as far back as two million years. Whatever the timeframe, as long as people have been able to speak they have used language to communicate, make sense of things and tell stories of lives, histories, families and communities.

The more interesting the telling, or narrative, the more compelling the story for the audience, or in today’s parlance, the market. And if you want someone to tell your story with style, quality and impact, get a journalist for the job – or more to the point, a brand journalist.

Why? Well, effective communication lies in the telling. If you need some lights wired, get an electrician. If you want your story told so that it resonates with current and future customers, employ the talents of a brand journalist who will bring the principles of journalism to the table so that your narrative gets noticed.

There’s a term in the newspaper trade for information that wants to be seen as something more than mere marketing: advertorial. It’s vested-interest content contained in a story, rather than traditional ads. Why? Because advertisers know that readers are more likely to respond to their message if it’s presented as a story. That establishes credibility and trust.

Brand journalism goes beyond simple advertorial, uniting journalistic principles and skills with strategic corporate and business content and messaging to inform, entertain and engage – all with the goal of building brand and audience. The idea is to connect with the audience by not simply pushing out promotional material but instead thinking and acting like publishers.

Journalists think differently from a traditional marketer, putting audience and reader first. That’s why so many businesses are developing blogs. They see the benefits, including:

• developing a connection with your audience

• strategic messaging

• improving SEO with keywords in narrative

• building a reputation as a brand leader

• better customer relations

• supporting social media strategies

Brand journalism is a new way of approaching marketing and audience, developing content that speaks to your narrative while also impacting the audience through a ‘good read.’ Contact us today for more on how we can help build your brand and audience.

City Scene Barrie

City Scene Barrie is an independent online source of news, views, analysis, comment, and community-focused content. It begins as a work in progress, and we hope it always remains that, continuing to grow and evolve to meet the needs of its residents.

Media monitoring helps you stay ahead of the news and trends

If information is currency and knowledge potential and opportunity, then it stands to reason that the more information a business or organization has, the greater the potential for opportunity to be realized.

Media monitoring serves a number of different purposes, including:

• Staying on top of trends and developments that can and will impact your business and/or reputation, allowing you to proactively respond to complaints and/or customer/client worries

• Avoiding unwelcome surprises – being aware of what is being said helps you to manage the message

• Crisis management is much enhanced when you can lead the conversation because you know, through media monitoring, how the conversation is evolving

• Tracking the success of media campaigns, including the impact of press releases in getting news attention

• Identifying new business opportunities

• Spotting the influencers by finding out who is talking about your services/products, and connecting with them to get them talking about you

• Staying alert as to what the competition is doing, from product development to marketing campaigns

• Spreading the good news posted on social media by customers thrilled by the quality of service/product you provide

Once, not too long ago, monitoring the media meant reading a few newspapers, watching a couple of TV stations and listening to some radio channels. With the advent of social media and the explosion of online content, the job has become a lot more complex. The good news is that there are a variety of online tools to simplify that task.

Devine Media Service deploys these tools to monitor media mentions of your brand, compiling a report that measures the success of a marketing campaign, or threats to your brand. It’s about listening to what is being said, and interacting with that conversation in a positive and proactive manner.

Contact us today for more on how a strategy of media monitoring can assist you stay informed in a very competitive environment.

TIFT brings Barrie-raised author to town for illuminating chat

Andrea Curtis

An intimate one-on-one conversation with an award-winning novelist, lyricist, publisher, journalist, editor, literacy advocate and Barrie-raised writer, comes to Five Points Theatre next week.
On Monday, August 20, Andrea Curtis kicks off Talk Is Free Theatre’s 5th Season of Illuminating Conversations with a special summer edition.
Her first book, Into the Blue: Family Secrets and the Search for a Great Lakes Shipwreck, won the Edna Staebler Creative Nonfiction Award. The Stop: How the Fight for Good Food Transformed a Community and Inspired a Movement, co-written with Nick Saul, is an international bestseller.
This spring she released a work of young-adult fiction, Big Water, inspired by the true story of one of the worst shipwrecks in the history of the Great Lakes. Ms. Curtis also writes books for kids, including a new non-fiction work, called Eat this!, and What’s for Lunch? How schoolchildren eat around the world. Ms. Curtis will be selling and autographing copies of her books.
An Illuminating Conversation with Andrea Curtis happens on Monday, August 20, from 7:30 until 9 p.m. at Five Points Theatre, 1 Dunlop St. W., Barrie ON. Tickets available at www.tift.ca, Five Points Theatre Box Office, or at the door. The event is made possible with the generous support of McBride Robillard Financial Solutions Inc.