How can you effectively promote brand journalism content and reach a wider audience?

Se o objetivo é ampliar o alcance das mensagens, além de apostar em diferentes canais e formatos que possam interessar às suas audiências, também vale investir em uma estratégia de impulsionamento para amplificar a entrega do conteúdo nas redes sociais. É necessário acompanhar regularmente os dados de performance de cada conteúdo para ir refinando a estratégia. Estabelecer parcerias com influenciadores que tenham alinhamento com a sua marca também é uma estratégia que costuma trazer bons resultados.

Don't forget about your newsroom and engage with external influencers which you want to build up long relationships with. If you have larger events, invite influencers, analysts and editors/journalist to, but always keep your main goals such as brand awareness and reputation in mind.

Kick off by crafting stories that resonate deeply, shining a light on topics your audience cares about. Mix in keywords naturally to climb the SEO ladder without losing your narrative's soul. Capture curiosity with headlines and sneak peeks that promise a journey worth clicking on. Spread the word on social media using captivating images and hashtags that spark discussions. The magic ingredient? Your analytics. Keep tabs on what stories resonate, allowing you to refine your approach and boost your brand journalism's reach and impact.

A strategic approach to expanding your reach with new audiences is to collaborate with brands that have values and audience demographics that align closely with yours. It is a natural and mutually beneficial partnership. Such partnerships allow both brands to offer more value to their audiences by presenting a broader range of insights and expertise.

Es lohnt sich immer, Empfehlungsmarketing in Betracht zu ziehen, wenn es darum geht, markenjournalistische Inhalte zu bewerben. Indem man Kundinnen und Kunden dazu anregt, ihre Erfahrungen als Erfolgsbericht oder auch beispielsweise in einer Google-Bewertung zu teilen, schafft man authentische Nutzerberichte, die das Vertrauen in die eigene Marke stärken und die Reichweite dieser Markengeschichten effektiv erweitern. Anerkennung und Belohnung für aktive Teilnahme, zum Beispiel „Mitglieder-werben-Mitglieder“-Programme fördern dabei die Kundenbindung und tragen dazu bei, wertvolle Empfehlungen über Mund-zu-Mund-Propaganda zu generieren. Wer diese Strategie clever nutzt, kann seine Marke erfolgreich in der Zielgruppe positionieren.

This is gold! Who else can give you more credibility then your users/customers for example? Customer case studies are one format you can leverage on your social media platforms, own events. One of the best approaches to position your brand. Just make sure to that both sides are benefitting out of it. This is never a one-way strategy.

In my long experience as head of corporate communication for Sony Europe, I would like to add that you should try to leverage the power of storytelling and emotional connection as you will attract a broader audience. By crafting narratives that resonate on a personal level, brands can foster a deeper engagement with their content. Utilizing multimedia elements such as videos, podcasts, and infographics further enhances the appeal, making stories more accessible and shareable across diverse demographics. Investing in targeted advertising and PR strategies can ensure that content reaches beyond existing followers to new eyes and ears, effectively broadening the audience base.