The branded content newsroom: a model for corporate communications

According to Hubspot, B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month, and B2B companies blogging at similar frequencies had almost 3X more traffic than those blogging 0-1 times per month. In addition, companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts.
We know, you get it: content creation is driving more opportunities now than ever before. But what does it take to make this happen? There is no straight answer to this question. Some companies choose to hire freelance writers while others instruct their marketing teams to handle the heat. Thing is, creating quality, appropriate content is not that easy, particularly if you are not used to doing so. In this line, what are the best possible solutions to this problem?
Good content vs. Content pollution
In our experience, smaller companies can survive by hiring the occasional, freelance copywriter and designer, but for mid-sized and larger companies, the problem takes a whole new dimension. The solution? A branded content newsroom.
The branded content newsroom is a relatively new concept in the marketing industry, and its mission revolves around taking content creation, management and distribution very seriously, with the goal of providing a regular stream of original content to linked to a company and/or brand. It adopts some of the defining characteristics of traditional journalism newsrooms, but instead of producing news, it centralizes the whole production of a company’s content, including:

  • Manual of styles and tones.

  • Publications, ranging from corporate communications to newsletters, presentations, collaterals and support material.

  • PR releases, CEO’s message and stakeholder reports.

  • Social Media postings.

  • Web content, blogs, articles.

Needless to say, a branded content newsroom can be built as an in-company department, be outsourced to an agency with the experience and expertise to deliver content on a regular basis, or a combination of both.
The branded content newsroom’s ultimate goal is to place the company above its competitors in terms of content, and that means to avoid content pollution by delivering the exact amount of content needed to thrive. Once again, the times are changing, but the target remains the same: to stay at the cusp of what works and not be left behind.