5 Content Disasters that will Never Happen Again with a Brand Newsroom!

Just as bus drivers dream of the fastest vehicle, pilots of the latest Airbus and restaurateurs of the most modern dispensing system, there is probably that one thing in every job that the people doing it secretly hope for because it would not only make their job easier, but also much more enjoyable. In the case of content managers, this holy grail is a Brand Newsroom.

Definition Brand Newsroom

The principle is simple because it is ingenious, but the implementation is a task that cannot simply be completed by the next quarter. A Brand Newsroom is more – a new structure in the team, new ways of thinking every day, the expansion of some job profiles, but also the next generation of content management. What happens when weekly updates become editorial meetings, departments become departments and employees become editors? This new title already contains the definition of a brand newsroom. This does not necessarily mean a physical location or the expansion of an existing team. Rather, a Brand Newsroom is a project in which employees take on new roles and processes – precisely those that resemble those of a medium. It may take some time before this generates added value. However, the following content disasters are now a thing of the past with a Brand Newsroom:

“Oh, that’s tomorrow?”

If content management is a department at the end of the value chain, it is all too likely that promising events and stories will be communicated too late and suitable content will not be produced. If the company becomes a medium, however, those responsible are located at various interfaces within the team. A Brand Newsroom makes it impossible for topics that deserve editorial work to suddenly pop up just like that.

“Has Mr. Unimportant seen this yet?”

Approvals must also be granted in a team with Brand Newsroom. However, the fact that a single Facebook post travels across fifteen desks and floors is a thing of the past. The people with responsibilities and powers from departments A, B or C were already at the table when the post was planned. The result: a message that was distorted by the mustard of a much smaller group of people.

“Still hanging in legal, sorry!”

What are approval processes that run via numerous parties? Correct: Long! A brand newsroom not only creates shorter, but also faster processes. If you keep in mind the comparison with a medium, it becomes clear why the speed factor is so crucial in content management. What is news if it is not new? A Brand Newsroom allows brands to work on a completely different timeline than their competitors.

“The Team needs a larger Office.”

From classic news jacking and the creation of seasonal home screens to your own documentary film series – the possibilities that a company has in content marketing are so diverse that the size of the corresponding team could grow infinitely – and in some cases does. A brand newsroom thinks holistically, centers all tasks from strategy to community management and thus prevents the seventh junior Instagram assistant.

“That would have been nice!”

The best possible distribution of content requires the best possible content to be produced. The question is no longer when something happens in the company, but what happens at all. There is no better way to show the target group the values and vision behind a brand. And believe it or not, things happen every day in every organization that define exactly that. But no one tells them because no one has recognized them from that point of view. This is precisely where a brand newsroom creates its greatest added value in summary – using synergies within the company to play out targeted storytelling at the right time on the right channel. If your employees also see themselves as your reporters, content can grow out of every event. So that nobody has to say at the Christmas party months later: “That would have been nice”!