To help communicators capitalize on opportunities created by the flourishing content marketing field, enterprise content platform PowerPost recently released a definitive step-by-step guide for turning content marketing programs into true media operations.
The firm’s report, The Brand Publishing Roadmap, helps create publishing programs using a specific methodology based in principles of journalism. This method helps marketers publish content with greater efficiency and effectiveness, saving time, money and resources.
The term “brand publisher” refers to innovative brands that produce scaled, high-quality content using strategies and structures similar to those of media companies. Elements of such a strategy include a commitment to core principles of journalism, as well as using data to drive strategic decisions.
“When we talk about helping marketers become brand publishers, we’re talking about a very specific process and governance structure,” said PowerPost CEO Dan Curran, in a news release. “Brand publishing involves an unwavering commitment to data-driven content strategy, efficient editorial workflows and a mastery of owned media distribution. This new guide is the playbook for marketers looking to become Brand Publishers.”
The report explores a range of tactics from creating the right mission statement, studying the competition and establishing SMART goals to defining your audience and building the right team of internal and external players.
These steps all lead to the ultimate goal of creating a content marketing roadmap that lets marketing and sales strategists come together to create and publish content that meets the needs of the buyer from top to bottom.