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Need Content? Drop Your Agency and Create Your Own Brand Newsroom

by Aviv Canaani  |  
August 1, 2016

You've probably been hearing the buzz around "brand newsrooms." But what are they?

Those "newsrooms" create engaging content, both planned and real time, for sharing across social media channels and blogs.

Some might say that such a newsroom sounds like a social media team, and they're probably right. What differentiates a good brand newsroom from a regular social media team, however, is a strong editorial calendar and an ability to quickly create content to respond to current events and trends.

In short, a brand newsroom is much more a content marketing team.

Moreover, a report from the Content Marketing Institute and MarketingProfs indicates that content marketing spend will grow its share in the total marketing budgets for brands from 25% to 29%.

So what I want to argue is that companies should drop their ad agency-run newsrooms and create their own, internal brand newsrooms—i.e., content marketing teams.

Why I dropped my ad agency newsroom and replaced it with an in-house team

When I joined my team, we had a retainer with an ad agency newsroom, and it worked great. Every time we wanted a new piece of content, we'd get on the phone with the ad agency, brief members on what we needed, and about a week later, we would be presented with their creative.

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Aviv Canaani is a content marketing manager at IBM MobileFirst and serves as editor-in-chief for Mobile Business Insights.

LinkedIn: Aviv Canaani

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  • by Neil Mahoney Mon Aug 1, 2016 via web

    Having an agency or taking your Marketing Communications in house is a debate that's dragged on for years. The reason why agencies add value is that they're somewhat removed from the daily grind. They see things from a different perspective. Some of the most successful promotional programs I ever conducted came from the fresh ideas the agency had.

  • by Andres Riggioni Mon Aug 1, 2016 via web

    Thanks Aviv. Great first-hand insight.

    I'm sure the debate goes both ways, but I agree with you. There is tremendous added value from an in-house team, especially in a growing business. I see the pitfalls for businesses that are already spread too thin and wouldn't be able to focus all the necessary time and energy, but assuming you have the internal resources to start properly, this in-house team can become be a much better catalyst for the brand and business.

    Do you have any experience with dedicated agency teams assigned in-house? I wonder if this may be a middle-ground or it's simply one of those traps that doesn't quite provide the benefits of either end of the spectrum.

  • by Thor Johnson Mon Aug 1, 2016 via web

    Yes, in the pushme-pullu of buy vs. build, Content, especially Social Content is an area I like to own. I love working with outside agencies and professional content developers, too, but for the fast pace of social blocking and tackling, get it done at home, quickly, accurately and economically.

    Thanks. Nice piece.

  • by Aviv Canaani Mon Aug 1, 2016 via web

    Thanks Neil, Andrews and Thor for your great comments.
    I totally agree to your additions.

    1. Andres, Never tried a dedicated agency teams assigned in-house but I think it's still more cost effective to build your own team internally.
    2. There is definitely a place in marketing for ad agencies, but as Thor mentioned, in regards to a newsroom model, agencies can't match a strong in-house team in terms of speed and alignment to the overall marketing strategy.
    3. Neil, I think that both brands and agencies are sometimes at fault in regards to how they collaborate together and share data. If they're not aligned the campaigns won't be effective.

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