Brand Journalism: Beyond the buzz

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What You’ll Learn:: 

What is brand journalism? It’s authentic, lightly-branded yet relevant storytelling that drives key messages, Healy says. It shapes the conversation and often includes a call to action.

And it’s embraced by a powerhouse organization like Cisco. Discover their strategy.

Key Takeaways:

  • The basics of creating a brand journalism program
  • The importance of building a separate, unique content team
  • Ways to repurpose content to become a part of larger conversations
  • How to find, reproduce and share published content
  • How to measure success in your brand journalism
October 2014

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Presenter bio: 

Joie Healy is a senior manager of global social media communications at Cisco, where she manages the social media team responsible for the "The Network: Cisco's Technology News Site" and other corporate communication channels.