Creates creative materials for editorial branding and marketing purposes. This can include a company’s external web presence, landing pages, sales collateral, and editorial publications.
Manages content and publishing operations, including day-to-day management of staff, assignments and editorial strategy.
Research, write and report information. This could include interviews, opinion pieces, research papers, blog posts and more.
Shoots and edits original photography for any content produced through the newsroom. Many organizations will also partner with a stock image provider to augment their visual assets.
Every brand newsroom will be staffed differently depending on a company’s size, resources and priorities. This slide shows just one of many options, but it’s one we think fits best with the needs of most organizations.
Manages content creation for specific business lines, content verticals or divisions of a company.
Editors who are specifically responsible for the formatting, style and accuracy of the content produced by the newsroom.
Shoots, edits and produces video and other multimedia content. This could include promotional videos, interviews, commercials and more.
Oversees all creation and multi-channel publication of the organization's content, including text, video, audio, animation, and more. The CCO is also responsible for overall strategy and working with the company’s other business units.
Creates, monitors, filters and otherwise guides the outward facing
social media presence of the company.
Analyzes and tracks content performance against business goals, uses data to provide actionable recommendations on new and existing content campaigns.
Pageviews, reach and share of voice
Measuring the effectiveness of a brand newsroom is a complicated task, and could probably take up its very own (very long) eBook. But here’s a very brief look at a few common goals of brand newsrooms, and a couple of ways each can be measured.
Brand lift, reposts and referrals
Close rate and cost per acquisition
Traditional media have known for a long time that good publishing requires not just talent, but also smart organization. An effective newsroom needs to be agile, empowered, intelligent and on-message—no matter whether your company’s core business is breaking news, selling credit cards, or making the world’s most-dunkable cookie.
Email open rate and renewal rate
Shares, return visits and time spent