What Is Brand Journalism & How Does It Help Your Company? Jim Molis, TBJApodcast 159
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Brand Journalism, Marketing & More
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What is brand journalism? Do I need a brand newsroom? How does this compare to content marketing? Should I hire journalists? I talk with fellow Brand Journalist, Jim Molis,  about how brand journalism helps your company.

Jim Molis connects companies to customers by writing compelling stories and
informative content that aligns a company’s goals with its audience’s interests.
As president of Brand Journalists Group, a B2B content creation firm, he applies
business and editorial skills that he has honed through more than 20 years of experience
writing for and about businesses as a journalist and marketer.
Jim is a former editor of the Jacksonville Business Journal and was previously
managing editor of the Atlanta Business Chronicle.

Think Like A Journalist Excerpt

“Brand journalists bring a reporter’s sensibility to your content—an editorial approach to building a brand.” From the article: A Marketer and a Journalist Walk Into a Bar: 5 Definitions of Brand Journalism

Success Quote

“There is no limit to what a man can do or where he can go, if he doesn’t mind who gets the credit.”

Career Highlight

Jim share his story about starting out in traditional journalism and becoming the editor of the Jacksonville Business Journal before moving into brand journalism.

When It Didn’t Work

Jim shares his story about when it didn’t work and what he needed to do to help his company. Find out what went wrong and why.

How Brand Journalism Can Help Your Company

  1. Put your customers first.
  2. Think about what they want to hear, see, or read.
  3. Start with the 5 Ws and H and tell stories that are focused on helping the consumer.
  4. Study where and when your customers are seeking this information.
  5. Think about how your brand can tell those stories, such as human interest stories that match the interest of your consumers.
  6. Make sure your stories have an authentic voice that represents the brand.
  7. Be transparent.
  8. Learn from what the marketplace demands. How will your brand solve the customers’ pain points?
  9. Find relatable stories that demonstrate what the brand does best.

Multimedia Resource



Rough Draft Podcast

Mentioned In This Episode

TBJA 143 Why Creators Win, Ryan Hanley On Successful Online Marketing In The Insurance Industry


Brand Journalist Group Website

Twitter @JaxB2Bwriter



Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to “Be the Media”. Phoebe is the host of “The Brand Journalism Advantage” podcast and a “Top 50 Podcaster To Follow”. Listen in iTunes or at ThinkLikeAJournalist.com

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