Chapter 2: Who do you want to talk to? Identifying the community you wish to serve

These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at

1 Wall blog

2 Social CMO blog

3 TES’s Edward Griffith in an interview with the Online Journalism Blog

4 on Duck Tape’s Facebook performance

5 Karlene Lukovitz of Mediapost on Red Bull’s Me Statement

6 Jonathan Mildenhall, Coke’s vice-president for global advertising strategy and creative excellence, on Coke’s liquid content strategy

7 Mark Taylor’s advice for a small business

8 Heidi Cohen on creating marketing personas

9 BuzzedUp

10 The Content Marketing Institute guide to building buying personas for B2B organisations