What’s the best way to reach new customers and retain current supporters?
Brand journalism, in my opinion.
What is Brand Journalism?
Put simply, it’s long-form written content designed to inform and entertain relevant readers to attract interest to your brand.
A popular example of this is what Red Bull does with The Red Bulletin or John Deere’s The Furrow.
Here are a few samples of long-form writing designed to “infotain” and lightly raise brand awareness.
For years, Americans narrowly defined success for their kids: either go to college or fail at life.
But today, many older and younger students find that maybe college isn’t the only option.
This article explores alternative means of success for students that don’t need additional classwork.
Here, we briefly mention the money management platform Intuit Mint.
By 2030 the rate of veteran suicides will exceed the number of US combat deaths since 9/11, estimates say.
Here, we outline the wonderful world of music therapy. We know music is healing, and it’s saving lives inside and outside the veteran community.
This piece also directs readers to free online guitar training from Your Guitar Sage for US veterans to help them start their music-making journey.
Several veteran-owned support organizations are mentioned throughout the article to raise awareness.
Note: I originally published this article in July 2021.
After 20 years of war, how do we rebuild Afghanistan?
This article gives an overview of the complicated and violent past of the region.
Here we highlight veteran-owned Combat Flip Flops, which set out to create jobs in Afghanistan.
Is entrepreneurship the key?
Shorter blog posts are good to fill in gaps between publishing longer form pillar content such as those above.
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