I’ve been directing content marketing programs designed to support sales enablement on behalf of clients for about four years. Most of the time my teams and I work behind the scenes, crafting content and executing on strategy for clients. One of the terms to describe this is brand journalism — helping your client take on the attitude and the attributes of a trade publisher.
Like traditional journalism, this can be done poorly or it can be done well. Everything we produce is based on the thoughts and opinions of our clients. They are the thought leaders. We draft and format the content, and then promote directly to the right audiences online.
Recently I helped launch a new publication for a client who preferred to have me front and center as Editor in Chief. Note the full transparency about my title and my role as a consultant.
We’ve come out of the gate quickly, and have been successful in attracting a number of third party contributors. The success of the program will hinge on the quality of our published content, and how that content contributes to the business objectives of the organization.
Just like a traditional trade magazine.