EP 96. *EDITED RERUN* How can you merge journalism and marketing to create better, more authentic, videos people don't want to skip? Heidi Collins, former national TV news anchor, turned corporate video storyteller describes that sweet spot between journalism and marketing = JournoMarketing™. Tips to make compelling video stories that still feel natural and genuine; which brands are doing it well; and how best to structure a team with a focus on JournoMarketing™.
To celebrate Marketing With Empathy’s upcoming 100th episode, host Sarah Panus went into the archives to cover one of the show’s most popular episodes. Today, listen to Sarah’s conversation with Heidi Collins, an award-winning TV news anchor turned corporate storyteller.
Heidi has been telling stories through interviews for her whole career, but venturing into marketing led to her coining the term “JournoMarketing™.” Merging journalism with marketing may seem contradictory, but brand storytelling is all about making a connection with your audience, and that’s just what Heidi did as a TV news interviewer.
During this episode, Heidi explains what JournoMarketing™ is, tips to make compelling video stories that still feel natural and genuine, and which brands are doing it well. You’ll also learn how best to structure a team with a focus on JournoMarketing™.
If you’d like more insight into the brands Heidi mentions in this episode, check out episode 46 and episode 47 for Sarah’s two-part interview with Amanda Brinkman, Chief Brand and Communications Officer of Deluxe, who shares what it took to create their Emmy-nominated reality series that went 6 seasons.
TOPICS DISCUSSED IN THIS EPISODE:
- Going from news anchor to the marketing world
- What it takes to be a storyteller
- Brands that are doing JournoMarketing™ well
- Structuring a team for JournoMarketing™
- Tips on creating successful video stories
- Mistakes companies make when venturing into video storytelling
Connect with Heidi: www.storybonesmedia.com
Follow Heidi on LinkedIn: https://www.linkedin.com/in/heidi-collins-971a8376/
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ABOUT SARAH PANUS
Sarah Panus is a brand storytelling marketing strategist, Minnesota mom, and owner of Kindred Speak, LLC, a remote consultancy that helps corporations attract upper-funnel leads that drive bottom-funnel results through storytelling. Her mission is to add value to the world by humanizing brand+consumer connections. Her online courses teach content professionals inside corporations how to think like Editorial Directors to drive stronger results while enjoying their jobs more. She’s spent the last 20 years helping brands including Sleep Number, Starbucks, Nestle Waters, Christos Bridal, Game Crazy, Cone Inc, and others, speak a kindred language with their audiences, driving brand advocacy and millions in revenue and brand engagements. Learn more at www.kindredspeak.com.
This episode was produced by Podcast Boutique http://podcastboutique.com