The Essential Role in Every Brand Newsroom

Content is king. The content marketing revolution is upon us. Everyone is a publisher. You’ve heard it all before, right? Marketers from big brands to micro-businesses are embracing the idea of brand journalism with unbridled enthusiasm. But a vital gap in execution is preventing many organizations from being truly effective in their publishing efforts. Take a look at any traditional media outlet and it doesn’t take long to identify the oversight.

One of the best things about blogging—and the wider opportunity in digital publishing—is the lack of barrier to entry. No longer are we at the mercy of traditional media to get our stories out. If you adopt a media mindset and invest in a website or other digital property, you can publish what you like, when you like and as often as you like.

Build a good subscriber database and you can communicate directly with your target audience without paying ransom for PR and advertising. Even without a healthy subscription catalogue, social networking allows you to discover and connect with people all over the world. It’s a crazy, exciting time for corporate communication.

But it’s too much like the Wild West and that needs to change.

Take it from someone who worked as a freelance journalist for more than a decade—the editor is the biggest barrier to selling a story and seeing your work in print. There isn’t a newspaper, radio station or TV station in the world that doesn’t rank editorial control crucial to quality publishing and broadcasting. But business, by and large, ignores this role or, worse, doesn’t understand it.

Why editors are essential to brand journalism

In her new book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content,

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