More companies are seeing the impact from self-publishing and self-distribution of their news through the use of a brand journalism strategy. This means less money spent on newswires and press releases and more time spent on crafting relevant stories. Whether it is retail giants such as Coca-Cola and Sprint or a steadfast pharma company like AbbVie, the idea is the same. Develop a mentality of creating great content that talks about the industry, the people, and the products in a way that connects directly with the consumer.

Recently, AbbVie launched a new online newsroom that offers insight into not only their company but also the hot topics and issues surrounding their industry. Stories about new drug treatments, 3D printing, and virtual reality are front and center along with thoughts on their latest financial statements. Press releases, events calendars and photos can also be easily retreived as well as direct links to AbbVie's social channels, including Twitter, LinkedIn and Facebook.

Using an online newsroom to help create relevant and timely content is only part of the process. Utilizing email and social media as direct, self-distribution channels also helps companies save time and money. AbbVie's Twitter account has more than 30,000 followers and nearly 8,000 Facebook friends. This network gives them the ability to publish their stories and insight directly to their consumer while at the same time giving them the ability to share their stories with their friends. Less dependence upon the newswires and journalists and more direct engagement with potential customers.

Examples of companies from all industries are beginning to spring up and the success stories that follow will certainly ensure that enlisting a brand journalism strategy will be critical for your communications team. AbbVie's new online newsroom highlights several great examples of how effective storytelling can lead to an impact on the bottom line.

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