Every organization is in the media business now, which means there’s a growing number of corporations that are building out full-blown newsrooms.By producing original journalism, these organizations establish themselves as industry thought leaders, supplement income with an advertising revenue stream, and get discovered by the people who will eventually become customers.
Brand journalism isn’t just restricted to established content powerhouses like Cisco, Intel, and Microsoft. Organizations large andsmall are doing their best to figure out how to create content at scale.
One simple indicator of that trend is the growing number of corporate content teams that have adopted HubSpot’s Content Optimization System — nearly 7,000 teams now — to create, optimize, distribute, measure, and manage all of their web content. The brands that aren’t yet producing journalism of their own are most likely thinking about how to join in on this content game … before their competitors do.
Regardless of how new to publishing your organization is, though, there’s one common puzzle every organization has to solve: How in the heck you’re going to build and structure the team of writers, designers, editors, and producers who will make your corporate content engine run.
To help solve that puzzle, we dissected five common corporate content team structures so you can identify which model makes the most sense for your organization now and as it evolves. If you’re curious how other organizations are churning out content that arguably competes with mainstream media, or if you simply need some inspiration, this post is for you.
The Anatomy of a Corporate Content Team: 5 Models Your Brand Can Follow
