By: Brianna Valleskey
I am, admittedly, biased when it comes to this topic. Journalism was (and always will be) my first love. And it was my education and years as a journalist that shaped my idiosyncratic approach to marketing. As a journalist, my goals were to create, educate and serve. As a marketer, my goals are to create, educate and serve.
I was recently featured in an article by Andrew Friedenthal, marketing campaign research analyst for the online reviews firm Software Advice: How to Succeed at Marketing in the Age of Adblock. Friedenthal proposes that the future of marketing lies within a concept that seems counter-intuitive to traditional go-to-market practices: transparency.
“Ad-blocking has become ubiquitous amongst most seasoned internet users today, making it harder than ever for marketers to reach out to potential customers online,” Friedenthal told me in an email after the article went live. “I wanted to write an article about ways that marketers could get around ad-blockers, and from my research it seemed that the most effective method is to adopt a form of more personalized, transparent marketing that those customers will welcome, instead of blocking it.”
Transparency is the very foundation of journalism. Without it, media are quickly identified as inaccurate, biased or sensationalized. A reporter’s only constituents are her readers. Their writing moves people, because they know how to tell a story that reaches into the depths of our hearts. Some of the greatest authors were also journalists: Charles Dickens; Ernest Hemingway; Mark Twain; Geraldine Brooks; Neil Gaiman. Journalists have mastered the art of clear communication and definitive messaging.
A quick note: Marketing is a very different craft than journalism. I’m not saying that marketers should try to be journalists (or pose as them), nor am I saying that “marketing” is a part of the fourth estate. I have nothing but the utmost respect for the profession of journalism and its practitioners, which is why I want to credit them for the strategies below that I use for modern marketing.
Here’s what I learned from being a journalist about writing well, educating your readers and serving a greater cause - all of which comprise this unprecedented idea of transparent marketing.
Journalists develop trust with their audience.
Journalists don’t ask for trust; they earn it. Credible news media do this by being transparent about who they are, what they’re reporting, how they’re reporting and why they’re reporting. They serve their readership by bringing forth important, relevant and interesting information. In return, the readers give them loyalty and credibility. The consumers have control. When Friedenthal was drafting his piece on using transparency marketing, he sought out experts on the subject. That’s how we started talking.
“As you explained to me, in order to provide that control to your consumers, you need to be crystal clear in your communications with them so that they know what your business does, build up a sense of trust with it and see you as a resource, rather than an imposition,” he told me.
Between the Internet, social media and traditional media, people are constantly being marketed to. It gets old. Andrew said the plethora of information now available on the Internet gives people more answers than they know what to do with. As marketers, we must be a trusted source that stands out from the crowd.
“By building up your brand with consumers, you can become that trusted source whose content they will actively seek out, and who they will then trust when it comes to making buying decisions,“ Andrew said and I completely agree.
Marketers can build trust by being upfront about who they are and what they’re trying to do. Publish and editorial mission statement on your website or blog. Clearly communicate what your company does and how it helps the lives or businesses of your customers. Maintain a consistent narrative throughout your branding and messaging - if something has to change, be honest about it with your audience. Trust is the foundation of relationships, and transparency builds trust.
Journalists answer important questions.
A primary role of journalism is to act as a watchdog of government, and one way the media does this is by asking and answering tough questions. How high up in government did the Watergate scandal go? (Bob Woodward and Richard Bernstein). When will the U.S. ban segregation in interstate travel? ( Ethel Payne). What are the working conditions like for immigrants in the meatpacking industry? (Upton Sinclair). Marketers must do the same for the industries they serve.
Friedenthal’s thoughts on how marketing can adapt this method echoed my own: “Marketers need to be active in this Internet-wide conversation, providing direct, useful, transparent answers to the questions related to their business. If you are a resource, and not just a product, you draw customers to you, rather than having to go to them (and potentially getting rebuffed by their ad-blocking software).”
The easiest way to understand what questions you can answer for your audience is to ask them. Interview your audience and buyer personas. Find out what their key challenges and pain points are. Understand what questions they want answered (instead of what questions you think you should answer for them). You can even go so far as to search websites like Quora or conduct SEO research to uncover the most common queries from your industry. Do your readers need an updated guide on the most popular industry data and trends? That’s a blog post. Are they interested in learning about unique tactics from thought leaders? Blog post. A prospect wants to know what ROI they’ll see from your solution? Start writing.
Journalists facilitate productive conversations.
The news media serve their readers by introducing new ideas and bringing issues to light. As communications researcher Stanley J. Baran explains, “Media may not tell us what to think, but that media tell us what to think about.” Marketers have the same duty - to bring to light important topics within their industry. This demonstrates to your audience that your mission is more than just creating a profit; it’s furthering that field or vertical as a whole.
“As you pointed out, one of your key goals should be to ‘build your credibility in your field and demonstrate to consumers that your goal is to help them,’” Friedenthal commented. “Creating useful and helpful content as part of a marketing campaign may not immediately make as many sales as an advertisement on Facebook or Google, but in the long run it prepares you to take on a more transparent style of marketing in the coming years.”
In the future of marketing, transparency will be key. We’re surrounded by millions of advertisements, brand messages and marketing attempts that the only thing setting organizations apart is actual authenticity. Journalists do it. Marketers can, too.
By the way, here are some of my favorite books about journalism and writing well:
Fearless Thoughts are my insights on marketing, entrepreneurship, startups, business growth, creativity and whatever else comes to mind on any given day. Writing is how I make sense of the world.