Am I just a hammer looking at the challenges of modern marketing and seeing nails?
No, I don’t think so.
You see, a lot of other folk also view newsrooms as the big emerging model for organizing a brand’s content marketing. It’s why “brand newsroom” has become such a hot buzzword in the last couple years. So it’s not just guys like me, who literally grew up (from age 15) working in daily newsrooms and ended up overseeing a half-dozen or so different newsrooms back in the heyday of tech-industry business journalism.
But I should have seen this coming sooner; I’m the guy who has pushed brands to “think like a publisher” for seven or eight years. Newsrooms are the brains that enable publisher thinking. That’s a metaphor, of course, but it’s so precise a metaphor that my first version of that sentence said, “Newsrooms literally are ...” So it’s logically obvious that brands require newsrooms if they ever wish to engage their audiences deeply, thoroughly, and for the long-term, like a world-class news organization.
Brand newsrooms combine the best elements of real-time marketing and content marketing/brand publishing to:
• Enhance a brand’s position as a thought leader and educator;
• Ensure that the brand is part of the most important conversations in the market--with participation timed to maximal effect;
• Arm the brand with marketing opportunities that engage its audience as those opportunities emerge in the audiences’ minds;
• Remain continually active with the most relevant content, thus keeping the brand always top-of-mind with prospects to drive consideration--and sales;
• Demonstrate the applicability of the brand’s products to specific emerging opportunities--in real time.
Brand newsrooms do all of this by providing a time-tested organizational and process model for figuring out what’s most important in your audience’s mind at any given point (i.e., listening), discovering related content sources (i.e., curating), determining your brand’s “take” on the story (i.e., aligning with brand messaging), and getting your story our there fast (i.e., brand publishing).
Perhaps most importantly, brand newsrooms provide the mechanism by which marketers-who-would-be-publishers can overcome “campaign think.” As said by a marketer in an earlier “brand newsroom” CMO.com post:
“Brand publishing requires marketers to do something very difficult: Stop thinking in a campaign mindset. Most campaigns are heart-stopping one-night stands, and even the most successful campaigns aren’t more than summer flings. Brand publishing is a marriage you have to build for the long haul ... You need to commit, listen, and adapt to your audience, and earn their respect and trust.”
The link above is worth following because the brand newsroom article on the other side is quite insightful--mostly. If you do read it, though, know that I disagree with the notion that you must in-source your brand newsroom.
Some outside agencies have the ability to spin up a brand newsroom for you far faster and better than most marketers could do on their own. They draw on the experience of seasoned editorial managers (such as yours truly), but are guided by world-class brand marketing strategists. And they tap into a large extended network of veteran--and vetted--professional journalists.
It’s a powerful brew.