A new channel for corporate stories

I’ve spent some time this week playing with the new Apple News mobile and tablet app, which arrived in the UK (via an operating system update) at the end of October.

It’s a news aggregation service like Google News and Flipboard – allowing users to create a personalised feed of articles from a wide range of newspapers, magazines and blogs.

Like Google News, it can be a bit overwhelming at first. But it’s certainly prettier than Google’s offering, as well as good old RSS feeds, and is easy to personalise.

Importantly, publishers and readers alike will also be pleased with the fact that each publication’s fonts and layouts are preserved via the Apple News app, rather than merely poured into a crude ‘feed’ template.

I mention this app because it got me thinking about the fashion for corporate ‘stories’ –using journalistic and other ‘traditional’ narrative techniques to convey an organisation’s messages in more engaging ways.

If traditional publishers are increasingly using third-party services to widen the reach of their output, shouldn’t corporate web managers be thinking more about this route too?

Some companies have already been experimenting with this. The former head of Coca-Cola’s corporate site worked hard to get his team’s material syndicated by the likes of The Huffington Post.

Unilever has a media partnership with UK newspaper The Guardian to spread the word about its sustainability agenda.

Professional services firm EY has a “content marketing” tie-up with Forbes’ site.

But many companies’ efforts to produce more engaging online editorial material remains confined to their own channels.

For sure, there is a good reason for using your corporate website as the hub of your company’s editorial output: it’s the one channel over which your company has complete control.

But third-party news outlets may have a powerful future role to play – alongside a company's own Twitter feed and other channels – in ensuring that more people find your company's stories in the first place. Something to muse over, perhaps, if and when you get the chance to play with Apple’s latest app.

- Jason Sumner