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    THE CMO'S GUIDE TO BRAND JOURNALISM

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    5. BEST PRACTICES

    There are some ways in which the corporate journalism and traditional journalism should play by the same rules:

    Be transparent.

    Be honest about who you are and why you’re publishing this blog. Sometimes you can’t avoid having a conflict of interest. That’s fine, but you should disclose it.

    Don’t write ad copy.

    You can (and should) write about your company and your products. But there’s a way to do this that feels honest and legitimate.

    Tell the truth.

    Ethics are the cornerstone of what you’re doing. Just like a newspaper reporter, you should be seeking to tell the truth at all times.

    Have an opinion.

    People respond to content that comes with a point of view. Your point of view is what distinguishes you in the marketplace and defines you to customers.

    Admit mistakes.

    If you goof up, admit it. Express your regret, and apologize. You will be amazed what happens next. Fessing up makes people trust you more. It shows people that you are human -- and honest.

    Get people to contribute to your blog.

    Seek out people I call “megaphones,” meaning they have a huge presence on social media. When they write for you, they will promote their article, and your brand will go along for the ride. If you can’t get them to write for you, the next best thing is to write about them.

    Be promiscuous.

    Promiscuity is a virtue, at least in the world of publishing. LinkedIn, Huffington Post, Forbes and others have huge audiences of business-savvy people. Try to write for them, or get them to syndicate articles that have already appeared on your blog. Do the same with industry publications from your market space, and the local paper. Your goal is to be in as many places as possible.

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