December 19, 2015 / by Katie Gaab

Do you know what customers think about your brand?

With brand journalism, you can increase customer loyalty and satisfaction.

In fact, data from Content Marketing Institute reveals that 82 percent of consumers think more highly of a brand and are more likely to purchase after reading custom content.

Brand journalism can help increase the loyalty of current customers and pique the interest of prospective ones.

Here are three ways brands have already benefited from this marketing tactic:

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1. McDonald’s

If you’ve ever wondered why Coca-Cola tastes differently at McDonald’s, you’re not the only one.

When rumors spread about the fast-food restaurant, McDonald’s followed social listening best practices to develop its response and prevent a social media crisis from fully developing.

Once McDonald’s pinpointed the public’s assumption that it had a secret contract with Coca-Cola, its communication team corrected the information and spread the real facts in a story that was distributed via social media.

2. Starbucks


Unless you know someone who’s worked at Starbucks or get super chatty with your local barista, you probably don’t know how much Starbucks employees love its workplace or company culture.

To maintain its great reputation, resonate more with consumers and boost social sentiment and sales, Starbucks asked employees to tell their stories.

Asking employees to participate in brand journalism can help humanize a brand to the public and prove to employees that they’re valued.

3. Verizon

Some industries, like telecommunications, are unlikely to be associated with heart-warming, exciting feelings. But that didn’t stop Verizon from setting up its news center to highlight the Verizon lifestyle and break free from a negative stereotype.

Verizon’s news hub highlights everyone from musicians and photographers to realtors and entrepreneurs.

By showcasing how people have overcome challenges and resolved problems, Verizon demonstrates its interest in improving customers’ lives.

Want four more successful brand journalism stories to inspire your brand? Get the free white paper!

Images: badjonniFranklin Heijnen (Creative Commons)

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About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.