Gartner Research

Content Marketing Pushes Digital Marketers to Adopt Newsroom Habits

Published: 13 March 2013

ID: G00250220

Analyst(s): Jake Sorofman, Allen Weiner


Brands are under pressure to embrace content marketing techniques as the foundation for social and engagement marketing. But doing so forces a change in distribution cycle tempos. Content marketers can use this research to develop a newsroom-style process that enables a brand publishing strategy.

Table Of Contents
  • Key Challenges



  • Explicitly Define a Vision, Mission and Governance Model
  • Create an Editorial Team to Oversee Publishing Operations
  • Build Skills Internally and Forge Partnerships for Leverage
  • Balance Real-Time Response With Calendar-Driven Reporting
  • Live and Die by Deadlines

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