Content Marketing Archives | TARA JANTZEN

Leveraging Editorial Boards for Successful Brand Journalism

April 24, 2017Tara JantzenCorporate Communications & PRBrand Journalism, Content Governance, Content Marketing, Editorial Board

The proliferation of content marketing and brand journalism has raised the bar of mid- and large-sized brands and increased expectations from their clients and prospects. No longer are companies relying solely on traditional media and marketing tactics to elevate their position in the marketplace, but instead have taken an aggressive approach in publishing content via online newsrooms, blogs, and social media channels. As the recent survey report by TEKGROUP indicates, companies now have more control over their own messages and how and when they are shared.

At the same time, the imperative for marketing and PR departments to become more closely integrated is fundamental. Greater collaboration for modern brand management and corporate storytelling is undeniably a critical success factor. Producing new and relevant content consistently and across multiple mediums and platforms is paramount to the success of these brands and the joint functions responsible.

So how can we support our more ambitious brand goals and strategies? Establish a robust editorial board for content planning and storytelling.

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Crazy Content Ecosystem | What’s It All Mean?

I’ve recently come across several articles that define various components of the content creation and management community. As a long-time practitioner of content, knowledge, and communications strategies and management, I agree with many of them. However, based on my own experiences, I do have some slight variations in my personal definitions.

More and more, content is the basis of our marketing and PR efforts. Brand journalism, content marketing, storytelling, social media—at the core, there is content. Getting the strategy, development, and distribution of our thought leadership right increases our chances of success.

In a few of my posts, I have shared elements that are important to a winning content program. So let me start by providing a baseline definition for each building block of what I call the content ecosystem.

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