Table of Contents

• • Chapter - 01: Why use brand journalism as part of your content marketing mix?;
  • Chapter - 02: A newsroom approach – defining brand journalism for the B2B marketer;
  • Chapter - 03: Building your storytelling strategy;
  • Chapter - 04: Finding the narrative – telling the stories that matter;
  • Chapter - 05: Story mining – uncovering your powerful brand journalism;
  • Chapter - 06: Choosing your format – audience needs and the power of text;
  • Chapter - 07: Choosing your format – developing visual, video and audio content;
  • Chapter - 08: Content hubs – finding a home for your stories;
  • Chapter - 09: Distribution and amplification – growing loyal audiences;
  • Chapter - 10: Thought leadership – insight from your people;
  • Chapter - 11: Measuring impact – building a metrics framework;
  • Chapter - 12: Bringing your newsroom to life;

About the Author

Gay Flashman is a former television news journalist for the BBC, Sky and ITN, based in the UK, where she was Managing Editor of Channel 5 News and Channel 4 News. She is the founder of Formative Content, a global digital marketing and communications agency, which develops content strategy and output for clients including Microsoft, Coca-Cola, Tata Consultancy Services and the World Economic Forum.

Reviews

"A richly illustrated guide to how businesses can create their own media brands."
*Mark Jones, Head of Digital Content, World Economic Forum*

"This book is a comprehensive review of how B2B brands can build the most important aspect of sales and marketing today: trust."
*Robert Rose, Founder, The Content Advisory*

"An in-depth examination of how B2B brands can build trusted relationships in today's volatile information environment."
*Arun Sudhaman, CEO and Editor-in-Chief, The Holmes Report*

"Rich in examples, frameworks and models, this book provides hands-on analysis exploring the careful balance between creating compelling digital content that actively engages audiences throughout the customer journey and brand positioning that is authentic. A top read for brand experts and business leaders alike."
*Christine Diamente, Head of Brand, Nokia*

"What constitutes a good story? How can compelling content be created not just once, but continually and indefinitely? And how, in the era of fake news, can brands engender and earn trust of their audiences? This book tells you how, both with practical advice and scores of real world examples. It's a must for the B2B content marketer."
*Rebecca Lieb, analyst and author of Content: The Atomic Particle of Marketing*