This is an excerpt from our new ebook, The CMO’s Guide to Brand Journalism. Download your free copy if you want to learn more about how to build a news organization, big or small, inside your company.
Call it what you will: brand journalism, corporate journalism, corporate media. More and more companies are creating “journalistic” content. Some are even hiring journalists and camera crews, building studios, and launching dedicated news sites to cover themselves and their industries.
Cisco, Intel, Microsoft, and Oracle all operate newsrooms. Maersk, the shipping company, has a news operation. So does Nissan, the Japanese automaker. LinkedIn has a managing editor. So does GE. Three big venture capital firms in Silicon Valley — Sequoia Capital, Andreessen Horowitz and Battery Ventures — have hired in-house journalists from the Wall Street Journal, Wired, and Forbes, respectively.
It’s not just big companies. Kapost, a small startup in Boulder, CO., hired Jesse Noyes, a former Boston Herald reporter, to run its content marketing operation. I’m another example. I’m the former technology editor at Newsweek, and now I’m a blogger at HubSpot.
If you’re the CEO or CMO of a mid-sized or large brand, you may have started thinking about building an in-house news operation of your own. To help you get there, we’ve created an ebook,
The book will help you structure a team and figure out what obstacles you should expect to encounter and how to get over them. We also explain the structure of a newsroom, and how to map that structure to a corporate environment.
Also provided is an explanation of four business models adopted by various companies. The four models are explained via case studies developed by interviewing journalists and executives at Microsoft, IBM, GE, Intel, Adobe, and other companies.
We also include a section explaining the unique challenges that a small company faces when trying to build a news or publishing operation. Finally, there are a set of “best practices” that apply in mainstream media and make sense for corporate news operations, as well.