Section 2: What publishing platforms to use, and how to use them

Introduction to Section 2

In Section 1 we looked at establishing, implementing and managing a brand journalism strategy.

In Section 2 we look at how that strategy make use of the full range of publishing platforms at our disposal.

In this area of the website, you will find all the links to sources and further resources referred to in the print and ebook versions of the Brand Journalism textbook.

We kick off in Chapter 7 with a look at one brand that has demonstrated a huge aptitude for brand journalism, content creation and content marketing That company is Red Bull, and it has moved into brand journalism with such vigour and on such a scale that it is as much a media company as it is a manufacturer of energy drinks.

Red Bull uses the full range of available platforms – from print to the web, social media to video, audio, music and games. We look at what it does on each.

We follow that, in Chapters 8 – 13, with a detailed, platform-by-platform look at what other brands are doing on each of those platforms.

We start in Chapter 8 with social media platforms because this is where many of the visitors to your websites and other branded presences, will begin their journey to you. It’s where they often first hear of you.

Then we look at mobile platforms, followed our first look at platforms on which you can create substantial brand journalism content, including blogs, white papers and ebooks.

Not all brands find mainstream platforms the best place to engage with their communities. So, in Chapter 11, we look at when specialist online forums work best.

In Chapter 12 we look at your branded websites: the place we seek to bing those who find us through the means outlined above in order to deepen our relationship with them.

Finally, in Chapter 13, we look at how all these new media entities mesh with our presences on traditional media.