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"Cover your own industry and become trade publishers," said Mark Ragan, CEO of Ragan Communications in our conversation at his conference, Ragan's 6th Annual Social Media for PR and Corporate Communications Conference at the Walt Disney World Resort.
"Principles of brand journalism state that you can't market directly," said Ragan. "If you start to market directly you'll lose any credibility."
When you begin your media outlet there will be a natural skepticism because you are a brand and not purely an editorial outlet, said Ragan. You'll have to conquer your audience's initial feeling of "Why should I trust you?"
You combat that with useful information. Ragan refers to it as "refrigerator journalism" or stories so compelling you want to put it up on your refrigerator so you're always reminded of it.
"The more they trust you the more they're not going to care that you're a brand putting out this news site," said Ragan.
The goal of brand journalism is for your audience to see your content, and eventually your product as part of their workflow. In actuality, you should never have to overtly market to them if you're building a positive relationship with them.