As fall gets into full swing here in New England, our Greenough team has been focusing on two of the things we're most passionate about. One is the Pats (we're still celebrating Sunday's win over the Jets). The other is brand journalism, a best practice that should be on everyone's radar for 2018 campaigns. In this issue, we examine the growing importance of brand journalism programs; share effective content marketing strategies; celebrate a staff promotion, four new clients, a longtime client's leadership award and a new capital campaign for an important community organization; and announce a new open position.
Cheers,
The Greenough Team
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Do You Have a Brand Journalist on Your Team?
Have you been getting mixed results from your content marketing efforts? Have you adopted a brand storytelling approach and gotten better results, but you're eager to do more? In either case, we advise you to start thinking like a journalist - specifically, a brand journalist.
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Why brand journalism? Because brand-generated content is now a commodity. Quality journalism, with its focus on answering vital questions and featuring authentic points of view, is now more valuable than ever. Brands can and should be developing quality journalistic content that goes beyond marketing pablum and becomes truly useful to their marketing efforts.
We've penned blog posts on behalf of a client's physician thought leaders, for example. While the physicians don't write the stories -- our brand journalists do -- the output is hardly different from a compelling piece in Becker's Hospital Review, a leading industry publication. In fact, these blogs are so successfully composed in the journalistic style that
Becker's itself has praised them and even shared them with its readers
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Interviews with key opinion leaders are central to any brand journalism strategy. Original, authentic, knowledgeable insights can anchor earned, owned and paid stories
effectively. Likewise,
brand journalism research
can generate insights that are both newsworthy and feature-article-worthy. Data points are story anchors, too, and brand journalism supported by data can drive extensive earned media coverage as well as lead-gen programming that features the same data behind gated online pages.
We see a few forward-looking companies that are beginning to employ brand journalists. Yet, most aren't aligning those resources to a larger, more strategic, more disciplined editorial function rooted in editorial calendars, original research and regularly scheduled interviews with key opinion leaders who hold sway with the brand's key audiences. Nonetheless, we are confident that brand marketers and communications pros already know that high-quality brand journalism performs better than traditional content marketing. The real challenge for marketers is reshaping their approach to ensure that their brand journalists not only are telling stories authentically, but that they are telling the right stories- the ones that hit home with customers and other stakeholders.
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5 Brand Journalism Strategies for Marine Robotics
Marine robots play key roles in many government, military, environmental, scientific, educational, industrial, commercial and even recreational applications. The broad range of applications and target markets, along with government agencies' typical prohibitions against disclosing how they use these vehicles, create significant marketing challenges. Rachel Robbins shares five strategies for attracting new prospects, strengthening customer engagement and positioning your
marine robotics brand as a thought leader in this increasingly competitive market.
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Rachel Robbins Promoted to Senior Vice President
"In her five-plus years with the agency, Rachel has mastered the challenges at each step up the ladder to her new role on our leadership team as senior vice president. A journalist before she joined Greenough, Rachel immediately made a positive impact on the media relations front in the healthcare, robotics and professional services markets. What really makes her stand out, however, is her strategic thinking, commitment to client service, and prowess in developing and mentoring her team members. We are lucky to have her in this new senior leadership role."
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Phil Greenough
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Seeking Healthcare Savvy Account Director, PR
We currently have an opening for an Account Director to oversee Healthcare and Life Sciences clients ranging from health systems and health plans to diagnostic and medical device companies. At Greenough, our primary focus is our culture of collaboration, creativity and most importantly, our terrific people. We encourage an active work-life balance and provide great benefits. If this sounds like your ideal environment, then we would love to hear from you.
Apply now.
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Supporting the Watertown Boys and Girls Club "Great Futures" Capital Campaign
The Watertown Boys and Girls Club is kicking of its Great Futures capital campaign to raise $1.4 million for updates to the club and provide a space that meets the growing demands of the community. Greenough is proud to be a long time supporter of this important community organization. In addition to messaging and marketing support for this campaign, we also created this video for special events and social sharing. Learn more about the campaign at G
reatFuturesWatertown.com
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Celebrating Leadership, Service and Courage at the
2017 Solas Awards
Greenough is proud to be a sponsor of the Irish International Immigrant Center's Solas Awards ceremony for the sixth straight year. The 2017 Leadership Award went to our client, John Donohue, President and CEO of Arbella Insurance! Congratulations to John and to former Secretary of State John Kerry, who was given this year's Service Award, and Sudanese immigrant and current UMASS Boston student Noon Elhassan, who received the IIIC's inaugural Courage Award.
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