The buyer’s journey has changed, and that means marketing also needs to change. Now, the buyer is in control of his or her relationship with brands. Brands can continue to market the old-fashioned way, with interruptive marketing that tells the audience how wonderful their products or services are. However, that tactic will work less and less, as audiences’ tolerance of being “talked at” is quickly diminishing.
That’s why brands are embracing content marketing—the creation and distribution of journalistic, audience-focused content. With this change, brands are suddenly charged with creating a significantly higher volume of content; to be successful, they need a new approach.
Enter the brand newsroom concept.
But what exactly is a brand newsroom?
It sure isn’t the marketing department you’ve known all these years. A brand newsroom is designed to meet the new content need; it’s the organization that creates content and drives a brand’s publishing efforts. Here are three characteristics of newsrooms that are different from traditional marketing departments:
- Newsrooms are fast moving. Decisions in a newsroom need to be made quickly. Getting approval from the general counsel’s office in two weeks won’t work. At least not if you want to be effective. Tension between the pace of business and the pace of content creation is just about inevitable. However, this does not mean you need to live on the razor’s edge all the time. Breaking news is only part of the job of a newsroom.Most marketers think that brand newsrooms are all about breaking news and capturing the moment. Blame this on the savvy marketing team for Oreo, which “won” the U.S. National Football League Super Bowl in 2013 with their “You can still dunk in the dark” tweet after a power failure in the arena.
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