Because the best marketers deserve great content.
The Real Magic Behind Newsrooms: Systems
Today, Digiday posted a story I wrote called What Brands Can Learn from Newsrooms.
Here’s the intro:
In real-time marketing, the focus has largely been on the output: the home-run tweets, photos and meme-jacks that prove that brands live in the same internet world as the rest of us.
But behind those great moments — we all know them by now: all things Oreo, Red Bull’s homage to Daft Punk, brands that stumped for gay marriage and so on – is the real innovation: how it all gets out the door.
Fundamentally, to scale beyond one-off executions or creative ideas, real-time marketing requires an entirely different mode of content creation so that brand messaging is at home in-feed, where brands compete with both my friends and the news cycle for attention.