Brand Journalism: Thoughts and Insights from Communication Pros (VIDEO)
Cisco’s newsroom has been around for years, but our team, the social media communications team, set out to redefine how the newsroom functioned. We made it more social, more visual, more interactive and connected it with our corporate social channels (i.e. Facebook, Twitter, Pinterest, LinkedIn, etc.). We added commenting through Disqus and launched a fully-functional mobile site. So, you’re asking…what’s so special about that? Well, the social functionality and focus on visual may have been obvious, albeit valuable, enhancements…but what really sets this corporate newsroom apart is our approach to content development.
We have a team of more than ten contributing professional writers who’ve produced for BusinessWeek, PBS, Forbes to name just a few of the outlets. We feature two articles a week from these writers and balance our site with content produced by our team and curated through the company.
As the brand journalism conversation continues to gain momentum, we are often asked about our approach to content. We like to describe what we are doing as an experiment of sorts, wherein our goal is to produce engaging multimedia content about industry trends, innovation and best practices developed by a creative team of seasoned journalists, editors and artists with the goal of driving conversation among key influencers. To give you an idea of how the stories our contributing writers produce compare with some of our other content, on average, their pieces get about 60% more page views and are 3 times more likely to receive comments.
We stuck a camera in front of some of our friends who joined us for The Network’s anniversary gathering earlier this summer. Hear what they are saying about Brand Journalism and, if you have thoughts on the trend, share them below…we’d love to hear what you think.