--- title: Content Marketing and Brand Journalism at Boeing image: https://www.davidmeermanscott.com/hs-fs/file-1605342215-jpg/blog-files/6a00d83451f23a69e2016762187390970b-400wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2012/02/content-marketing-and-brand-journalism-at-boeing.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Content Marketing and Brand Journalism at Boeing February 10th, 2012 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1605342215-jpg/blog-files/6a00d83451f23a69e2016762187390970b-400wi.jpg?width=400&height=227&name=6a00d83451f23a69e2016762187390970b-400wi.jpg) [![Boeing](https://www.davidmeermanscott.com/hs-fs/file-1605342215-jpg/blog-files/6a00d83451f23a69e2016762187390970b-400wi.jpg "Boeing")](http://freshspot.typepad.com/.a/6a00d83451f23a69e2016762187390970b-pi)Back in May, 2010 when [Boeing](http://www.boeing.com/) embarked on a fledgling brand journalism program, I interviewed Todd Blecher, Communications Director, for a blog post I titled [The Plane Truth: Brand journalism and the new Boeing site. ](https://www.webinknow.com/2010/05/the-plane-truth-brand-journalism-and-the-new-boeing-site.html) Since then, I've been using Boeing as an example of an organization that is creating great content but until yesterday I had never met Todd in person. We both spoke at the Purina Digital Summit "Feeding the Beast" event in St. Louis. What a perfect tag-team: I talked about how companies can create excellent content and [how journalists make excellent content creators](https://www.webinknow.com/2009/03/an-open-letter-to-journalists-you-have-an-amazing-career-opportunity-on-the-dark-side.html) (print journalists, photojournalists, and broadcast journalists) because they are skilled storytellers, then Todd outlined how he is doing it at Boeing. Todd and I are both looking forward to Purina taking up the ideas for their marketing programs. **Brakes on Fire!! ** For a great example of the sort of content that Todd and his team create, check out this video [Boeing 747-8F Performs Ultimate Rejected Take-off](http://www.youtube.com/watch?v=am392XmYBps) where a fully-loaded 747-8 Freighter with worn-out brakes attempted an aborted takeoff on a California runway. The rejected takeoff or maximum brake energy test is one of the most dramatic for a new airplane. The resulting video has 680,000 views as of this writing. The video is great because it is ***not*** a product pitch. Rather it is branded content that people want to consume and that shows Boeing in a great way. "We publish content that supports business objectives and fosters positive opinions about Boeing," Todd told me. "We're not (directly) selling planes. We’re selling Boeing." **Todd understands that brand journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel. ** Interestingly, many Boeing communicators were former reporters. Todd himself was a former real-time wire service journalist at Bloomberg News who now among other duties manages the [@Boeing ](https://twitter.com/#!/boeing)Twitter feed. Effective brand journalism is about telling stories. Like newspapers, magazines, and television news reports, Boeing brand journalists publish their by-line with their reports. This shows that real people are behind the stories. I also like that Boeing's reports end up serving as fodder for the media. They repurpose content all the time, promoting it via social media the Boeing site, on [YouTube](http://www.youtube.com/boeing), Facebook, and [Twitter](https://twitter.com/#!/boeing). And they pitch their homegrown stories to the media. Here's a quick discussion with Todd on how brand journalism is done at Boeing. [Direct link to Todd interview on YouTube.](http://youtu.be/giPOAtKgf4U) **Thanks Todd. Keep up the good work. ** [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Thought Leadership ](https://www.davidmeermanscott.com/blog/topic/thought-leadership) [ New Rules of Marketing and PR ](https://www.davidmeermanscott.com/blog/topic/new-rules-of-marketing-and-pr) [ Case Studies ](https://www.davidmeermanscott.com/blog/topic/case-studies) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Media Relations ](https://www.davidmeermanscott.com/blog/topic/media-relations) [ Brand Journalism ](https://www.davidmeermanscott.com/blog/topic/brand-journalism) [ Best Practices ](https://www.davidmeermanscott.com/blog/topic/best-practices) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/DMS%20Banner%20Option%202%20-%20LinkedIn%20_%20Facebook%20Sizing.png?width=1200&height=627&name=DMS%20Banner%20Option%202%20-%20LinkedIn%20_%20Facebook%20Sizing.png) ### How to Write and Publish a Book that Supercharges Your Personal Brand July 2nd, 2025|1 min read ](https://www.davidmeermanscott.com/blog/how-to-write-and-publish-a-book-that-supercharges-your-personal-brand) [![David Meerman Scott signing books after an event](https://www.davidmeermanscott.com/hs-fs/hubfs/DMScott%20book%20signing-1.jpg?width=4961&height=3390&name=DMScott%20book%20signing-1.jpg) ### Write and Publish a Book that Transforms Your Business and Supercharges Your Personal Brand December 12th, 2023|1 min read ](https://www.davidmeermanscott.com/blog/write-and-publish-a-book-that-transforms-your-business-and-supercharges-your-personal-brand) [![Amazon listings for the phase ](https://www.davidmeermanscott.com/hs-fs/hubfs/Amazon%20shutterstock_1219099198.jpg?width=1500&height=1001&name=Amazon%20shutterstock_1219099198.jpg) ### Using the Amazon Search Engine as Marketing July 18th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/using-the-amazon-search-engine-as-marketing) [![Cover of The Carbon Almanac](https://www.davidmeermanscott.com/hs-fs/hubfs/Book%20mockup.jpg?width=1250&height=1000&name=Book%20mockup.jpg) ### The Carbon Almanac: It's Not Too Late July 12th, 2022|1 min read ](https://www.davidmeermanscott.com/blog/the-carbon-almanac) [![](https://www.davidmeermanscott.com/hubfs/trademark%20shutterstock_761198749.jpg) ### Why you should NOT trademark your great idea May 5th, 2021|1 min read ](https://www.davidmeermanscott.com/blog/do-not-trademark-your-great-idea) [![](https://www.davidmeermanscott.com/hubfs/shutterstock_503377519.jpg) ### The Incredible Power of a Simple Gift April 28th, 2021|1 min read ](https://www.davidmeermanscott.com/blog/the-incredible-power-of-a-simple-gift) [![](https://www.davidmeermanscott.com/hubfs/shutterstock_books_621157613.jpg) ### Top Ten Tips for Writing a Business Book April 1st, 2021|1 min read ](https://www.davidmeermanscott.com/blog/top-ten-tips-for-writing-a-business-book) [![](https://www.davidmeermanscott.com/hubfs/Internship%20shutterstock_1470542297.jpg) ### Advice for Young People to Get an Internship, First Job, or Funding March 17th, 2021|1 min read ](https://www.davidmeermanscott.com/blog/advice-for-young-people-to-get-an-internship-first-job-or-funding) [![](https://www.davidmeermanscott.com/hubfs/Clubhouse%20audio%20app.jpg) ### Clubhouse: The Great, the Bad, and the Very Worrisome February 23rd, 2021|1 min read ](https://www.davidmeermanscott.com/blog/clubhouse-great-but-worrisome) [![](https://www.davidmeermanscott.com/hubfs/DMS%20Covid%20post.jpg) ### My Thoughts on COVID-19 and Your Business March 18th, 2020|1 min read ](https://www.davidmeermanscott.com/blog/my-thoughts-on-covid-19-and-your-business) [![DMS at Tony Robbins](https://www.davidmeermanscott.com/hubfs/DMS%20at%20Tony%20Robbins.jpg) ### How to Effectively Use Q&As after Keynote Speeches October 10th, 2019|1 min read ](https://www.davidmeermanscott.com/blog/should-keynote-speaker-take-questions) [![DMScott webinar](https://www.davidmeermanscott.com/hubfs/DMScott%20webinar.jpg) ### 12 Ways to Make Your Webinar Presentations WAY More Effective November 5th, 2018|1 min read ](https://www.davidmeermanscott.com/blog/12-ways-to-make-your-webinar-presentations-way-more-effective) [![DMS photos](https://www.davidmeermanscott.com/hubfs/DMS%20photos.jpg) ### 5 Ways to Implement Business Casual Communications October 23rd, 2018|1 min read ](https://www.davidmeermanscott.com/blog/5-ways-to-implement-business-casual-communications) [![Branding and Marketing for renewable energy companies](https://www.davidmeermanscott.com/hubfs/Branding%20and%20Marketing%20for%20renewable%20energy%20companies.jpg) ### Free Ebook Generates Millions of Dollars in New Business July 31st, 2018|1 min read ](https://www.davidmeermanscott.com/blog/free-ebook-generates-millions-of-dollars-in-new-business) [![lawyer at work](https://www.davidmeermanscott.com/hubfs/lawyer%20at%20work.jpg) ### Expert Witnesses Find New Business By Newsjacking April 18th, 2018|1 min read ](https://www.davidmeermanscott.com/blog/expert-witnesses-find-new-business-by-newsjacking) [![DMS and MR](https://www.davidmeermanscott.com/hubfs/DMS%20and%20MR.jpg) ### Matt Risinger Shows How a YouTube Channel Helped Grow Business from Zero to $20 Million February 22nd, 2018|1 min read ](https://www.davidmeermanscott.com/blog/how-a-youtube-channel-grows-business-to-20-million) [![shutterstock_520594918.jpg](https://www.davidmeermanscott.com/hubfs/shutterstock_520594918.jpg) ### Personal Privacy Online, Data Condoms, And Protecting Your Kids May 10th, 2017|1 min read ](https://www.davidmeermanscott.com/blog/personal-privacy-online-data-condoms-and-protecting-your-kids) [![](https://www.davidmeermanscott.com/hubfs/IMG_4142.jpg) ### Join Me at The Nature of Business Executive Program in Panama October 3rd, 2016|1 min read ](https://www.davidmeermanscott.com/blog/join-me-at-the-nature-of-business-executive-program-in-panama) [![](https://www.davidmeermanscott.com/hs-fs/hub/413105/file-2567409867.jpg) ### When Venture Capitalists Are Worth Much More Than Their Money March 3rd, 2015|1 min read ](https://www.davidmeermanscott.com/blog/when-venture-capitalists-are-worth-much-more-than-their-money) [![](https://www.davidmeermanscott.com/hs-fs/hub/413105/file-2345956285.jpg) ### 8 Ways to Ruin Your Chance of Making a Sale [Infographic] January 14th, 2015|1 min read ](https://www.davidmeermanscott.com/blog/8-ways-to-ruin-your-chance-of-making-a-sale-infographic) [![](https://www.davidmeermanscott.com/hs-fs/hub/413105/file-2302438155.gif) ### The Year to Manage your Fear January 5th, 2015|1 min read ](https://www.davidmeermanscott.com/blog/the-year-to-manage-your-fear) [![](https://www.davidmeermanscott.com/hs-fs/hub/413105/file-2280729572.jpg) ### Learning from the Best SlideShares of 2014 December 29th, 2014|1 min read ](https://www.davidmeermanscott.com/blog/learning-from-the-best-slideshares-of-2014) [![](https://www.davidmeermanscott.com/hs-fs/hub/413105/file-2202989115.jpg) ### A Visual Representation of The New Rules of Selling December 9th, 2014|1 min read ](https://www.davidmeermanscott.com/blog/a-visual-representation-of-the-new-rules-of-selling) [![](https://www.davidmeermanscott.com/hs-fs/hub/413105/file-1676134398.jpg) ### The power of SlideShare for social sharing September 22nd, 2014|1 min read ](https://www.davidmeermanscott.com/blog/the-power-of-slideshare-for-social-sharing) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "datePublished" : "2012-02-10T11:26:33.000Z", "headline" : "Content Marketing and Brand Journalism at Boeing", "image" : [ "https://www.davidmeermanscott.com/hs-fs/file-1605342215-jpg/blog-files/6a00d83451f23a69e2016762187390970b-400wi.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.davidmeermanscott.com/blog/2012/02/content-marketing-and-brand-journalism-at-boeing.html", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.davidmeermanscott.com/hubfs/_Assets/Logo/david-meerman-scott.png" }, "name" : "David Meerman Scott" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#person", "@type" : "Person", "description" : "Marketing and sales visionary, international bestselling author of 12 books, keynote speaker in 47 countries, and advisor to emerging companies.", "email" : "mailto:David@DavidMeermanScott.com", "image" : "https://www.davidmeermanscott.com/hubfs/DMS-Homepage-Featured.jpg", "jobTitle" : [ "Keynote Speaker", "Author", "Business Growth Strategist", "Marketing Advisor" ], "knowsAbout" : [ "Content Marketing", "Fandom Marketing", "Newsjacking", "Real-Time Marketing", "Public Relations", "Sales Strategy", "Business Growth" ], "name" : "David Meerman Scott", "sameAs" : [ "https://en.wikipedia.org/wiki/David_Meerman_Scott", "https://www.linkedin.com/in/davidmeermanscott", "https://x.com/dmscott", "https://www.instagram.com/dmscott/" ], "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#website", "@type" : "WebSite", "author" : { "@id" : "https://www.davidmeermanscott.com/#person" }, "name" : "David Meerman Scott", "potentialAction" : { "@type" : "SearchAction", "query-input" : "required name=search_term_string", "target" : { "@type" : "EntryPoint", "urlTemplate" : "https://www.davidmeermanscott.com/search?q={search_term_string}" } }, "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "dateCreated" : "2014-09-10T23:46:15", "datePublished" : "2012-02-10T06:26:33-0500", "description" : "", "headline" : "Content Marketing and Brand Journalism at Boeing", "image" : [ "http://cdn2.hubspot.net/hub/413105/file-1605342215-jpg/blog-files/6a00d83451f23a69e2016762187390970b-400wi.jpg" ], "inLanguage" : "en-us", "keywords" : [ "Thought Leadership", "New Rules of Marketing and PR", "Case Studies", "Marketing", "Media Relations", "Brand Journalism", "Best Practices" ], "learningResourceType" : "article", "name" : "Content Marketing and Brand Journalism at Boeing", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://413105.fs1.hubspotusercontent-na1.net/hubfs/413105/_Assets/Logo/david-meerman-scott.png" }, "name" : "Freshspot Marketing LLC" }, "timeRequired" : "1 minutes", "url" : "https://www.davidmeermanscott.com/blog/2012/02/content-marketing-and-brand-journalism-at-boeing.html" } ```