Ever since Oreo won the Super Bowl blackout with their rapid-response "Dunk in the Dark" tweet, "brand newsrooms" has been one of the buzziest terms in the marketing world. But while a brand newsroom may be atop every CMO's wish list this holiday season, there's little consensus about how to build one. What does a brand newsroom even look like?
Simply put, a brand newsroom is the organization that drives a brand's publishing efforts. A successful newsroom has to be agile, empowered, intelligent and on-message—no matter whether the core mission is breaking news, selling credit cards or making the world's most dunkable cookie.
Traditional publishers have had generations to figure this out, while the new wave of brand publishers is starting from scratch. But if marketers today know one thing, it's that timely content is the best way to build strong relationships with customers. For that reason, the question is shifting from "Do I need a brand newsroom?" to "How do I build one?"
There are risks involved. When a brand newsroom isn't done the right way, the results are visible for all to see. The industry is haunted by tales of embarrassing Facebook updates, tweets that take dozens of approvals and lawyers who communicate only via fax.
With the right approach, however, brands can bypass these pitfalls and connect with their customers in incredible ways. To discover how to build, measure and maintain a great brand newsroom, read Contently's "Guide to Building a Brand Newsroom":
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