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May 12, 2015

How to Use Analytics to Tap Into Better Brand Journalism

When you hear the term “brand journalism,” what comes to mind? Brands touting their new products? Companies flaunting their best side? Brand journalism happens when a company tells its own story. It happens on the website, through blog posts, in emails, and on social media. Instead of relying on the traditional method of getting PR, through press releases, brands often take matters into their own hands. Today’s technology makes that easier than ever. There are many platforms where brands can have a voice and share an opinion. But there’s just one problem. With so many brands shouting their story from the rooftops, how can you be sure yours gets heard?

Brand Journalism Isn’t About the Brand at All

While you’re telling your company’s story, it’s important to remember that brand journalism isn’t a soap box. This is your chance to tell a story that’ll make your audience fall in love with you. That story must center on your customers. With each blog post you write, social media update you publish, or newsletter you send, you’re branding your business to potential and current customers. News flash: Your marketing messages aren’t the only ones your customer will see that day. To stand out, you need to empathize with your customer. Show that your brand understands by demonstrating what your brand does to make her life better. For example, if you sell gardening services, tell the story about happy experiences in the garden after it’s been groomed. By showing what you do to improve your customer’s life, your brand’s story becomes more compelling.

Use Analytics to Learn About Your Audience

You know you need to tell your audience’s story, but how do you find out what that story is? How do you know what type of information they’ll resonate with the most?


Analytics shed light on what’s happening on the other side of the screen. The data behind your content shows you what happens when your blog, email, or social media post first appears in front of the person you’re targeting. Was it ignored? Shared? Commented on? Knowing the type of content that gets people excited is fundamental to a strong brand journalism strategy. If the garden service company only talks about rodents eating plants, but the audience only cares about weed control, they’re missing the mark.

To help you distinguish which types of content will work best for your business, and help you create a better brand journalism strategy, here are the analytics you should watch:

Page Views:

Which pages are getting the most attention on your website?

  • Time on the Site:

    How much time are people spending with your content? Enough to show interest?

  • Social Shares:

    What happens when your audience is finished reading? Do they share it or move on without care?

  • SEO:

    Are people finding you through search engines?

  • Referrals:

    Do other websites view your brand as an industry expert and therefore refer their audience to your content?

Pulling out this information helps you get a better idea of the story your customers want to hear from you. It shows you what to publish and how to promote your content in a way that’ll work harder for your business. With AddNow+, you’re not left taking a shot in the dark, but rather, you know with confidence that every piece of content you publish will have an impact on your bottom line.