Journalism is based on a number of rules that happen to work well in a buyers driven market where content is king. Good journalism isn’t just about writing skills, but also research and increasingly also about distributing the content across a plethora of channels.
With journalism I refer to content creation by journalists who are at least partly dependent on you for their income. In other words, I’m referring to sponsored content without the control this normally entails.
How can journalism help your B2B communications and marketing? By showing your prospects and customers you aren’t scared back from objective content. When prospects and customers can find everything out about you and your products, as they can on the Internet, you can only get away with bad press if your product is like Apple’s iPad — a gadget everybody wants to have.
In B2B communications and marketing, gadget appeal doesn’t play much of a role, and even Apple doesn’t get away with everything. Think about what just got in the news: that Apple’s business partners are employing children. True, not really Apple’s fault, but the damage to their image has been done.
Journalism can help keep such damage under control by focusing on what you’re doing to turn bad situations around, and by diverting the attention away. Under normal circumstances, journalistic content will help your marketing efforts by delivering a broad context for your product.
The content should cover topics that are not directly related to your product or service, but sideways involved with it. If you sell lease cars, then a good approach to journalistic communications would be a newsletter or magazine not just discussing the pros and cons of leasing cars, but also how the government is trying to stimulate electric cars, for example.