Author, consultant and communications thought-leader David Meerman Scott has come out squarely in support of my project with the Imperial Sugar Company, saying “brand journalism creates an authoritative voice” for the company’s new online newsroom.
In his popular blog, WebInkNow.com, David writes:
I’m particularly excited about how ISC hired journalists to create their newsroom, something I’ve advocated for years. This is something I’ve called brand journalism and is an increasingly effective marketing tool. In fact, ISC has hired the skills of a print journalist, a television journalist, and a photojournalist.
When a company creates information in a newsroom like ISC and updates it frequently, the valuable content is indexed by the search engines, and will gravitate into the top positions.