Using Brand Journalism to Create Compelling and Authentic Storytelling
by Gay Flashman
I got the chance to read and review this book as it fits with our role as a marketing agency. When we first started out, we used to offer PR services too. We stopped a few years ago… but that said with B2B and content in the title, I felt this would be a good insightful book.
Short answer is – it is.
Longer answer is – I feel this book is aimed at a particular sized business and lots of SMEs and entrepreneurial type businesses won’t have the resources to put all the ideas Gay suggests.
Which is a bit of a shame, as B2B content marketing right now is huge and only getting bigger. LinkedIn is growing up and becoming less of a CV graveyard and more of a place to do business and content / storytelling is a great thing.
I would suggest people reading the book take notes of the storytelling elements, the brand elements and the distribution ideas. These are good sections, but for smaller businesses, some of this just wont resonate. The case studies while interesting tend to be huge companies. It might have been interesting to pick a few smaller company case studies to make the book feel more accessible.
I did have a few takeaways so that is a good thing for any book really. If you work in a PR department or run PR services then this is a great book to have on your bookshelf. If you are a business owner or in a marketing function in a small business, then I am not so sure.