Corporate Journalism, new declination of the "Brand as publisher"

Everything about "Editori con noi" launched by Innovando.News for Brand Reputation: how to stand out from the crowd by offering quality content

Corporate and Brand Journalism, the evolution of journalism
Corporate Journalism: how to stand out from the crowd by offering quality content (Photo: Envato)

People prefer to buy from those they like. It's a simple fact, as well as the ultimate reason for the existence of old testimonials and influencers. But hiring a well-known face is not the only way to humanize the Brand and make itself known to its target audience.

One of the most efficient strategies to improve the Brand Reputation consists of making your voice heard, talking about what happens "behind the scenes" or putting the customer and his request for news and information on the issues that connect him to the brand at the center of attention.

ChatGPT: “I, Artificial Intelligence, will explain Innovando.News…”
Corporate Journalism: amplifies the Brand and optimizes investments
Join “Editori con Noi” on Innovando News: advantages and opportunities
Journalist ethics: essential principles for responsible information

Corporate Journalism, the evolution of Innovando.News
Corporate Journalism and Brand Journalism were born from the idea that it is not necessary to "scream louder" to be heard (Photo: Envato)

Brand Reputation: is it possible to stand out on the internet and in the world without "screaming"?

That of having one good reputation is perhaps the first and greatest concern of large companies and multinationals: associating the Brand with a credible image in line with consumers' needs is such a disruptive need that over the years it has produced phenomena of global resonance such as the greenwashing and pinkwashing.

Today the world of communication is very different from that of a few years ago: information is widespread and omnipresent, and everything runs much faster. The first need, therefore, is that of work on the reliability of the Brand without getting carried away by shortcuts and current fashions, which in the best of cases result in forcing and marketing campaigns destined to age, not only quickly, but also very badly.

Una communication strategy effective, in a world in which the transmission of information appears to be governed by those who "scream the loudest", between sponsored adverts and expensive bidding sessions on Google Ads, is precisely to stand out by working in a low voice, with consistency and determination.

From this spirit two editorial practices are born that are quite widespread but still partly to be explored: the Corporate Journalism, which tends to humanize the company by talking about internal processes and what happens "behind the scenes", and the Brand Journalism, which instead focuses on sector issues or those that interest its audience, offering an additional service to customers.

A multilingual magazine to innovate and truly reach everyone
Corporate Journalism: amplifies the Brand and optimizes investments
Join “Editori con Noi” on Innovando News: advantages and opportunities
Journalist ethics: essential principles for responsible information

The history of Brand Journalism
Consumers don't just buy: Coca-Cola was among the first large companies to understand the potential of "Brand as publisher" (Photo: Envato)

A more "ethical" evolution of Brand Journalism that already makes a difference

Legend has it that the Brand Journalism was born in 2004 from the mind of Larry Light, historic Chief Marketing Officer of McDonald's: to establish a direct relationship with customers, this is the enlightenment, you need to "make them fond of the Brand even before its products".

In 2010, Renzo Rosso, another golden marketing mind, stated in an interview with “Il Foglio”: “Brands will have to be managed like newspapers, with a strong and clear identity, constant input from the outside and collaborations that adapt to individual projects”. A prophecy that, after 13 years, seems particularly inspired.

Coca-Cola was among the first brands to take up the publishing challenge: in 2014, the company transformed its website in a online shops dedicated to the themes of sustainability and inclusion, which mixed branded content with external content on supply, sports and other current issues.

Today, Brand Journalism is ready to evolve again, expanding the scope of the tried and tested principle of “Brand as publisher”. THE communication strategies based on editorial content are no longer an exclusive possibility of large companies and multinationals such as Coca-Cola, and testing the potential of Brand Journalism is increasingly simple.

Every business, small or large, can transform itself into a media company: for this reason today the Corporate Journalism it can be understood as an evolution of the strategy created by Larry Light, an amplifier of corporate values ​​capable of going far beyond the boundaries of the Brand and its products.

A Christmas together with Innovando.News, and what it has taught us
Corporate Journalism: amplifies the Brand and optimizes investments
Join “Editori con Noi” on Innovando News: advantages and opportunities
Journalist ethics: essential principles for responsible information

Corporate Journalism, a current strategy
Today communication is omnipresent, as are editorial contents: to stand out it is necessary to focus on quality (Photo: Envato)

Why should a company also work on Corporate Journalism today?

Even the most neutral information, when it comes to Brand Journalism, is capable of doing an excellent service to the reputation of a brand. Supply accurate, high-quality content – even on topics distant from the narrowest target of its areas of intervention – contributes to making a Brand perceived as curious and generous with its public.

In a context where the Web journalism is studded with automatic translations, click-counting galleries and advertising banners which are often more numerous than the paragraphs of an article, quality content is recognisable. And associating your brand with quality is the first objective of every campaign aimed at improving its reputation.

Offering interesting and quality editorial content means putting yourself in the position of inspire your audience, to accompany him in the discovery of topics that he did not know, or that he did not know could be connected with his consumer choices.

It means linking the name of the Brand to some themes, but also positioning oneself as a reliable and always present interlocutor on topics that can stimulate reflection, touching on issues that are far from their products, but present in the minds of customers, who have questions, curiosity and a desire to discover.

Furthermore, a Brand capable of creating quality information manifests that it possesses transversal skills and a solid production base, which significantly increases reputation: a company that can become a good publisher will do even better with its products.

Conspiracy, fake news and xenophobia: dangerous digital mix
Corporate Journalism: amplifies the Brand and optimizes investments
Join “Editori con Noi” on Innovando News: advantages and opportunities
Journalist ethics: essential principles for responsible information

Corporate Journalism, how to build a solid Brand Reputation
Offering quality editorial content means building a reputation that can stand the test of time, beyond current trends (Photo: Envato)

How to transform your business into a media company (without spending a fortune)

Business blogs and websites they can be an excellent tool for reaching your most loyal customers, but to broaden the scope of the editorial project linked to the Brand it is necessary to work on a much more extensive type of visibility, capable of reaching a vast audience of new potential customers. And here we are talking about Brand Awareness, another fundamental concept: your brand must be immediately recognizable and present in the minds of users.

The key, for a few years, has always been the same: it's called SEO, determines the ranking of web pages on search engines and it is now impossible to do without it.

Authority of the site, web page loading speed and the presence of structured data are important criteria for SEO positioning, but equally so is the reader dwell time on a page, i.e. the quality of the content.

To improve your presence on the market, however, it is not necessary to take on the costs of an entire editorial team of journalists and SEO experts: thanks to the innovative version of Corporate Journalism developed by Innovating.News, it is possible to create your own editorial space within a platform of recognized quality, available in 56 languages, capable of reaching millions of visitors every month with inspiring content and without the shadow of advertising banners.

THEBranded Area it is a "personal" space to tell your story and your values, but also the right place to highlight them with composure and foresight, exploiting the authority of an authentic and engaging magazine to build a solid reputation and an audience base disconnected from current trends.

Photogallery, the cartoons that exorcise the fears of the web
Corporate Journalism: amplifies the Brand and optimizes investments
Join “Editori con Noi” on Innovando News: advantages and opportunities
Journalist ethics: essential principles for responsible information

The launch trailer for the multilingual version of Innovando.News (in English language)

The trailer presenting the news of the digital magazine Innovando.News (in Italian)

The official presentation trailer of the digital magazine Innovando.News (in Italian)

Corporate and Brand Journalism, Branded Area of ​​Innovando.News
Behind every company, large or small, there is a world: Corporate Journalism was created to give it a voice and build a direct relationship with the public (Photo: Envato)