With too much brand, you end up creating an ad. And your content ends up losing credibility.

A problem that seems easier said than resolved many might say.

Marketing, as we know it, has mostly focused on making sure selling is part of the message. And some marketers make sure it is sometimes a little too obvious.

In the content marketing field, this can often end up having the opposite effect. Seem like the brand is begging.

Creating independent content is key. But how to do it? How does a brand create content that is independent yet able to create a positive spin on the brand?

In today’s article, Carlijn Postma, looks at how the media industry does it, and does it well:

The media produces content the public wants: Content that gets read, viewed, or listened to. Content that’s not simply pushed into the faces of its target group but, rather, where the target group has made a conscious choice to engage in the content.

Once again, easier said than done for brands.

This is where brand journalism comes in. It means taking a different approach at communicating your brand’s values and core beliefs. Without overselling, without putting your logo and brand name on every frame or page.

Independent content transcends all egos and puts the audience in pole position, answering key questions like, “What is relevant, interesting, and entertaining for my audience?” and “What content can we offer to help them?”

In her article, Postma also shares some tips on how to create better independent content, how to find brand journalists, how to view your audience in light of creating powerful and effective branded content assets.