If “content marketing” and “brand journalism” are among the phrases you’ve been yawning at recently, a new report from Mynewsdesk is worth reading and may make you decide to give your closer attention to those two phrases.
Written by journalist and consultant Jon Bernstein, The Rise of The Brand Newsroom offers some useful insights on brand storytelling and the role of the online newsroom in presenting news, information, links to and content from social channels, multimedia content and more in one space, designed for people to consume and share, and for search engines to discover and index.
The 32-page PDF includes short interviews (including one with me), practical tips, advice and case studies on what some organizations are doing with online newsrooms that are central to how a company can enjoy the benefits of it being a media company – a concept first mooted by Tom Foremski in 2009.
The report is divided into two sections, with the ten steps in How to Build a Newsroom as the foundation that leads to 8 Steps to Newsroom Success. It includes case study examples from Mynewsdesk customers Moneysupermarket.com, Oslo Airport and Shazam whose newsroom illustrates this post.
The introduction to the report includes a concise history of content marketing that serves well as an introduction to the detail of the report. It includes a quote from an interview with Stephen Waddington, Ketchum Europe’s director of digital and social media, which sets the scene perfectly:
“It’s the market that’s pushing organisations to do things much better,” he says. “The whole thing is being driven by the consumerisation of media. It’s very much the audience that’s in the driving seat and it’s the market that’s responding to the audience demand.”
“If that’s the opportunity, the challenge is to make it happen.”
The Rise of the Brand Newsroom is available from Mynewsdesk on free download: register to get your copy.
- Related: “Corporate newsrooms fail to provide what journalists want, study finds” – news item in this week’s episode 741 of The Hobson and Holtz Report business podcast with Shel Holtz and I, published on February 3: discussion starts at about 5 mins 16 secs into the show.