As a marketer, it’s your objective to help your company to achieve its goals. Typically, this includes enabling sales with materials, boosting your web presence, and furthering your brand voice. When you look at contrasting occupations like journalism, the rules begin to change. It’s important to look at the big picture in each piece that you create— to report the good, the bad and the ugly. For a journalist, the goal is to report the truth, objectively and without bias. But even for a marketer, whose ultimate goal is to help shape the company into a larger force in the ecosystem, approaching messaging like a journalist can not only help to produce materials that are of more value to their clients, it can help to further cement bonds with prospects and clients. This can be the case for a number of reasons: Value: Journalists write what’s newsworthy. Yes, there are often fluff pieces but ultimately, it’s the stories that bring facts and data to light that are the most coveted. For marketers, this can ring true as well. By thinking in terms of creating messaging that’s valuable— not simply promotional— one can solidify their place as experts, increase readership, and engage more users. Telling your story: As a marketer, of course you want your company to look as good as it possibly can to the outside world. But there’s definite value in telling both the ups and the downs, a journalistic approach in itself. By honestly highlighting your accomplishments and your struggles, where you’ve won and where you’ve lost, you can build a stronger connection with your audience. All good relationships are based on trust and by being transparent, open and honest about where you are as a company, you can make your relationships even stronger. Thought leadership: Often, strong thought leadership starts with objectivity. By looking at situations unbiasedly, you have the ability to see positives and negatives in a new light. What’s more, you have the ability to pick out solutions, recognize more challenges, and to see a bigger picture than you would by looking at things from the perspective of what’s purely beneficial to your company. This can often translate to articles, blogs and collateral that not only provide ideas that aren’t currently in the marketplace, but pieces that are increasingly more shareable. Being a marketer means focusing on company growth. But by looking at things from a more objective perspective and incorporating a journalistic approach into your marketing messages, you can connect with more prospects, clients and help your company to reach its goals.
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