2. a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and
acquire a clearly defined audience – with the objective
of driving profitable customer action,
If content marketing is...
Why do we need journalism?
3. 0
Over 90%
of CMOs use
content marketing.
55%
say they are
dissatisfied with
the results.
That’s because much of content marketing is:
• Self-serving
• Heavily focused on product
• Not far removed from advertising
4. Marketers are trained
to connect with the
reader via the brand.
Journalists are trained
to connect directly
with the reader.
5. In content marketing journalism, the
brand speaks from its core directly to
the audience without the spin that
traditional marketing adds.
Content marketing journalism uses
the whole brand to speak to the
reader and form a relationship.
6. • More objective journalism
• A broader understanding of the readers’ needs and preferences
• A stronger brand message
• A better sense of what the company stands for rather than
simply what it sells
The result?
7. Journalism concentrates on
holding the audience rather than
simply attracting its attention, gaining the
same loyalty that customers have to a
preferred brand.
The best content
marketing translates
that content loyalty
into brand loyalty.
8. an expansive view of their own brand
values that allows them to forego
product- or self-promotion in their
content and instead craft a robust
strategy that places the audience
at the center of the brand.
Organizations that have
had the longest success
with content marketing
have one thing in common:
9. 0
Journalism is about the reader, not the
organization, and that is what makes it engaging.
Engagement is why it still
matters to content marketers.
10. Read our full white paper on the
journalistic approach to content
marketing, with case studies from
∙ Wells Fargo
∙ US Foods
∙ Project Management Institute
Imaginepub.com/journalism