Thursday, February 10, 2011

Hey, I'm a "brand journalist." Who knew?

I'm happy to be myself, but I avoid talking about myself on this blog. Forgive me. I'm a little excited right now. This morning, I attended Ann Handley's seminar dedicated to the notion that Content Rules. This morning I learned a new name for what I do.

I am a "brand journalist."

This is a term Ann threw out during the Q&A, when somebody asked how a small organization can possibly "do it all" -- website, blog, social media, content curation and management, etc. Ann's answer was to hire a "brand journalist." Why? Because this is the person who has the skills specific to the accelerating demand for corporate and nonprofit content.

The specific skills of a brand journalist blend marketing, PR, and journalism and include the following attributes:

1. The ability to analyze and identify the needs of the audience for whom content is created.

2. A skill for writing fresh, authoritative, but also conversational, friendly, and approachable stories.

3. A penchant for show-don't-tell writing that's easy to read and accessible to many reader segments.

4. An understanding of and experience with all the ways to present content: blogging, articles, video, podcasting, slidesharing, etc.

5. Knowing how to "reimagine" content, which means, perceiving how to rethink, recreate, and rewrite current material to meet multiple cross-platform needs.

6. A writing style that builds momentum and can take the reader along to the next step or action.

Several weeks ago, I set up a new blog titled Brands That Share, so Ann's word choice was an exciting moment for me. I heard the new role of brand journalism defined exactly as I have been envisioning it.

My next blog will share other takeaways from this seminar. But, for now, I just need to say it: I'm a brand journalist!

And thank you for listening!

-- scrubbed by Marketing Brillo

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