Transform Your Marketing Department into a Publishing Department


TOPIC QUESTIONS
Q1) How does media and publishing relate to marketing and branding?
Q2) What's the difference between what a real publisher or media company does versus a brand?
Q3) What's the setup look like in a non-media company brand?
   Event Details
Event Date:
     2010-11-23
Event Time:
     12PM - 1 PM EST
Participants:
     45
Tweets:
     396


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Moderator
joe-pulizzi.jpg
Joe Pulizzi
twitter:
web: http://blog.junta42.com
BIO: Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe is first and foremost a content marketing evangelist, and founded content marketing client-vendor matching site Junta42 as well as Junta42's how-to sister site, the Content Marketing Institute. Joe is also co-author of the highly praised book Get Content Get Customers (McGraw-Hill), recognized as THE handbook for content marketing.

Awarded "Custom Media ...more
Filter out Re-tweets
  • 20 minutes until Tweet chat on content marketing #socialmedia. Everybody is talking content, but what are brands really doing? Use #sm87
    Posted by: - 11/23/2010 11:43:01 AM
  • FYI-We're about 20 minutes away from rockin todays #sociamedia tweetchat #sm87
    Posted by: - 11/23/2010 11:44:03 AM
  • My first tweet chat #sm87 in 15 minutes! Cannot wait!
    Posted by: - 11/23/2010 11:46:02 AM
  • RT : 15 min until Tweet chat on content marketing. Everybody is talking content, what are brands really doing? Use #sm87
    Posted by: - 11/23/2010 11:49:01 AM
  • #sm87 #socialmedia
    Posted by: - 11/23/2010 11:50:05 AM
  • RT : 20 minutes until Tweet chat - content marketing #socialmedia. Everybody is talking content, what are brands doing? Use #sm87
    Posted by: - 11/23/2010 11:50:05 AM
  • I've been on dozens of Tweetchats but this is the first one I've hosted. Thx to for asking. Starts in 8 min. #sm87
    Posted by: - 11/23/2010 11:53:01 AM
  • I'm looking forward to your insights. #sm87 #socialmedia
    Posted by: - 11/23/2010 11:54:03 AM
  • Jump Start on 2011 Planning http://j.mp/ai5az4 | B2B Social Media Calendar Worksheet - Download a free PDF or EXCEL Version #sm87
    Posted by: - 11/23/2010 11:55:04 AM
  • Jump Start on 2011 Planning http://j.mp/ai5az4 | B2B Social Media Calendar Worksheet - Download a free PDF or EXCEL Version #sm87
    Posted by: - 11/23/2010 11:55:05 AM
  • Jump Start on 2011 Planning http://j.mp/ai5az4 | B2B Social Media Calendar Worksheet - Download a free PDF or EXCEL Version #sm87
    Posted by: - 11/23/2010 11:56:03 AM
  • 5 minutes until #socialmedia chat featuring on Transforming your MKTG dept into a Publishing Dept. follow #sm87
    Posted by: - 11/23/2010 11:58:01 AM
  • #sm87 I think absolutely. Majority of my time is spent writing content and/or putting it in a cool format.
    Posted by: - 11/23/2010 11:59:05 AM
  • RT : 3 minutes until #socialmedia chat featuring on Transforming your MKTG dept into a Publishing Dept. follow #sm87
    Posted by: - 11/23/2010 11:59:05 AM
  • So, let's start thinking about the first Q: Are marketing depts really changing into publishing depts? #sm87 Truth?
    Posted by: - 11/23/2010 11:59:05 AM
  • Join me in the #sm87 chat at http://hashtagsocialmedia.com/live
    Posted by: - 11/23/2010 11:59:06 AM
  • More and more HR folks are looking for marketers with a journalistic bground or EVEN just hiring journalists #sm87
    Posted by: - 11/23/2010 12:00:03 PM
  • #sm87 I think absolutely. Majority of my time is spent writing content and/or putting it in a cool format.
    Posted by: - 11/23/2010 12:00:04 PM
  • RT : 3 minutes until #socialmedia chat featuring on Transforming your MKTG dept into a Publishing Dept. follow #sm87
    Posted by: - 11/23/2010 12:00:04 PM
  • So, let's start thinking about the first Q: Are marketing depts really changing into publishing depts? #sm87 Truth?
    Posted by: - 11/23/2010 12:00:04 PM
  • May be a consolidation of the professions since print newspapers and magazines are increasingly declining #sm87
    Posted by: - 11/23/2010 12:01:03 PM
  • yes, evolution of social media requires mkting depts to create content #sm87
    Posted by: - 11/23/2010 12:01:03 PM
  • #SM87 Q1: I don't think they're changing into publishing depts, but I do think they are thinking about the content they produce differently.
    Posted by: - 11/23/2010 12:01:03 PM
  • More and more HR folks are looking for marketers with a journalistic bground or EVEN just hiring journalists #sm87
    Posted by: - 11/23/2010 12:01:04 PM
  • Not sure...I see large brands scoping out large media companies (have been for years) to duplicate their models #sm87
    Posted by: - 11/23/2010 12:02:05 PM
  • May be a consolidation of the professions since print newspapers and magazines are increasingly declining #sm87
    Posted by: - 11/23/2010 12:02:05 PM
  • yes, evolution of social media requires mkting depts to create content #sm87
    Posted by: - 11/23/2010 12:02:05 PM
  • #SM87 Q1: I don't think they're changing into publishing depts, but I do think they are thinking about the content they produce differently.
    Posted by: - 11/23/2010 12:02:05 PM
  • #sm87 I recently spoke to a marketer that was considering buying out a few media brands from a trade publisher
    Posted by: - 11/23/2010 12:03:04 PM
  • To me, a publishing dept feels like a lot of outbound. I think marketing depts need to think both ways. #SM87
    Posted by: - 11/23/2010 12:03:04 PM
  • I think #socialmedia accelerated what we were already seeing. That marketers need to create their own channels. #sm87
    Posted by: - 11/23/2010 12:03:04 PM
  • Remember, magazine readership overall is UP. It's the business model that is failing for media companies #sm87
    Posted by: - 11/23/2010 12:04:04 PM
  • True to an extent. Marketing starts at the content and someone needs to create it. There are people versed in dissemination #sm87
    Posted by: - 11/23/2010 12:04:04 PM
  • They certainly need to expand their notions or beliefs of what it used to be... #SM87
    Posted by: - 11/23/2010 12:04:05 PM
  • Q1 While chging, Mktg as *publishing* pushes wrong ideal. Mktg must know stakeholders, set plan, do what needed. MIGHT publish #sm87
    Posted by: - 11/23/2010 12:05:03 PM
  • RT kicked off todays chat Q1: Are marketing depts really changing into publishing depts? #sm87
    Posted by: - 11/23/2010 12:05:03 PM
  • kicked off today's chat Q1: Are marketing depts really changing into publishing depts? #sm87
    Posted by: - 11/23/2010 12:05:03 PM
  • Remember, magazine readership overall is UP. It's the business model that is failing for media companies #sm87
    Posted by: - 11/23/2010 12:05:03 PM
  • True to an extent. Marketing starts at the content and someone needs to create it. There are people versed in dissemination #sm87
    Posted by: - 11/23/2010 12:05:03 PM
  • RT : RT : To me, a publishing dept feels like a lot of outbound. I think marketing depts need to think both ways. #SM87
    Posted by: - 11/23/2010 12:06:03 PM
  • RT : To me, a publishing dept feels like a lot of outbound. I think marketing depts need to think both ways. #sm87
    Posted by: - 11/23/2010 12:06:04 PM
  • RT : To me, a publishing dept feels like a lot of outbound. I think marketing depts need to think both ways. #SM87
    Posted by: - 11/23/2010 12:06:04 PM
  • #sm87 A1: Companies as a whole, not just marketing departments, can't afford NOT to become publishers of engaging content. Content is king.
    Posted by: - 11/23/2010 12:07:02 PM
  • Absolutely. But remember, the first step in publishing is listening. Letter's to the editor happens in 2 seconds now. #sm87
    Posted by: - 11/23/2010 12:07:03 PM
  • RT : RT : To me, a publishing dept feels like a lot of outbound. I think marketing depts need to think both ways. #SM87
    Posted by: - 11/23/2010 12:07:03 PM
  • RT : content strategies HAVE to change. needs more than publishing though, pub as part of engagement #sm87
    Posted by: - 11/23/2010 12:08:03 PM
  • RT : certainly content strategies HAVE to change from trad press release. needs more than publishing though, pub as part of engagement #sm87
    Posted by: - 11/23/2010 12:08:03 PM
  • RT : Tweetchat today Noon ET w/me on Topic: Transforming your MKTG dept into a Publishing Dept. Use #sm87 http://bit.ly/
    Posted by: - 11/23/2010 12:08:03 PM
  • RT : #sm87 A1: Companies as a whole, not just marketing departments, can't afford NOT to become publishers of engaging content. Content is king.
    Posted by: - 11/23/2010 12:08:03 PM
  • Great point Ken. Need to know when not to create content as well. #sm87
    Posted by: - 11/23/2010 12:08:03 PM
    • Load 20 More
Moderator
20 minutes until Tweet chat on content marketing #socialmedia. Everybody is talking content, but what are brands really doing? Use #sm87
I've been on dozens of Tweetchats but this is the first one I've hosted. Thx to for asking. Starts in 8 min. #sm87
So, let's start thinking about the first Q: Are marketing depts really changing into publishing depts? #sm87 Truth?
More and more HR folks are looking for marketers with a journalistic bground or EVEN just hiring journalists #sm87
So, let's start thinking about the first Q: Are marketing depts really changing into publishing depts? #sm87 Truth?
More and more HR folks are looking for marketers with a journalistic bground or EVEN just hiring journalists #sm87
Not sure...I see large brands scoping out large media companies (have been for years) to duplicate their models #sm87
I think #socialmedia accelerated what we were already seeing. That marketers need to create their own channels. #sm87
Remember, magazine readership overall is UP. It's the business model that is failing for media companies #sm87
Remember, magazine readership overall is UP. It's the business model that is failing for media companies #sm87
Absolutely. But remember, the first step in publishing is listening. Letter's to the editor happens in 2 seconds now. #sm87
Great point Ken. Need to know when not to create content as well. #sm87
Great point Ken. Need to know when not to create content as well. #sm87
I think the difference today is marketers need to think about creating their own content BEFORE renting someone else's channel. #sm87
Not sure I agree. Traditional MKTG has been more about interruption. Publishing has always been about engaging #sm87
Instead of having to always "place" media, customers go directly to the brand for critical information. Better, right? #sm87
Sure. Look at . They have created their own channel. What brands want to do is be the go to source for info #sm87
Not that we should get rid of marketing...but leverage traditional marketing to get customers to engage in our own media #sm87
Instead of having to always "place" media, customers go directly to the brand for critical information. Better, right? #sm87
I agree. But today, it's content at the center. W/O an engaging message everything else breaks down #sm87
Ha. I'd rather use the term content marketing - The creation of content to attract and retain customers #sm87
Thanks! RT I think what refers to is publishing as an approach not a verb #sm87
Don't get fixated on the term publishing - it's the idea that MKTG depts are setting themselves up more as publishers #sm87
Not dead...never dead imo, but the roles have clearly changed. Marcomm - dead on there #sm87
Not dead...never dead imo, but the roles have clearly changed. Marcomm - dead on there #sm87
Agreed. If you aren't publishing content that truly takes a stand and solves pain points, it probably won't work #sm87
Now we are getting on the same page. Marcom, yes. Marketing Journalism perhaps. Content Marketing #sm87
Wow folks, great Q1: Ready for Q2? I'm already tired ;) #sm87
Q2: What's the difference between what a real media company does and a brand when it comes to content? #sm87
Q2: What's the difference between what a real media company does and a brand when it comes to content? #sm87
Isn't all content, either from media or brands, biased in some way? #sm87
The hardest part, imo, is getting execs to buy into the philosophy of content marketing. #sm87
I agree Josh. If you look at media and brands, ultimately no difference except for how the money is made. #sm87
Isn't all content, either from media or brands, biased in some way? #sm87
Amen to that. If you come across as selling in content marketing, you've already lost. It's the ultimate soft sell. #sm87
Can you expand on the "control" concept #sm87
May be better to say, media company versus non-media company. Both doing the same activities for different end goals re: content #sm87
Less control of message and more focus on what customers' pain points are. Better, right? #sm87
Media companies have opened the door for non-media companies. Customers just want great info, don't care who it is #sm87
I think that consumers feel everyone is trying to sell them something. Take young adults - they trust brand info more #sm87
There is the big opportunity. If a non-media company can position themselves as true solutions providers, everyone wins #sm87
Yes Steve! Are you hanging out where our customers are hanging out? That opens the door for content marketing. #sm87
Storytellers win. Well said. #sm87
Yes Steve! Are you hanging out where our customers are hanging out? That opens the door for content marketing. #sm87
whitepaper can't be salesy. Think helpful, relevant, compelling storytelling in 8-12 pages. #sm87
And Seth has grown in popularity because of what - his storytelling ability. #sm87
That's where media companies win. They think about long-term relationships with readers, NOT CAMPAIGNS #sm87
hence why non-media brands are hiring more journalists. The future journalist has more chance at Cisco than NYTIMES #sm87
Okay folks: Q3: What is the setup of a non-media company brand look like today? Discuss #sm87
maybe a 2x4? #sm87
So, here is what I see. Big non-media brands scoping out large and small media companies. Does anyone else see this? #sm87
Non-media brands looking to take talent and especially processes, creating the ultimate content dev and distribution team #sm87
Agree. There is a time to be salesy. Maybe at the last 5% of the buying process. Sadly, that is 80% of non-media content #sm87
So, you are saying the marketing director is now the Chief Content Officer? #sm87
A non-media co brand is one that doesn't make DIRECT $$$ from the content in either paid content or sponsored content #sm87
Do you see more journalists or traditional marketing roles being hired? Or specialists? #sm87
I'm with you. It's not end of marketing. Just an (re)volution in the marketing department. #sm87
I see that too. Marketers today all need to be great storytellers. Why don't Biz Schools see this? #sm87
I see great disconnect in both Journalism and MBA programs that don't address this shift. Frustrating #sm87
Not different title, with and different approach. Think more like a publisher, less like a marketer #sm87
That's why blogs are so important for marketers to have. Clearly shows you can tell a story. #1 on my list. #sm87
RT Im currently working with a nonmedia brand to shift their traditional mktg team to content mktg. #sm87
Yes, anyone here seen the best blueprint for department structure. I don't think there is a one size fits all. #sm87
Been working on it for a while. Actually talking to a school today about a Content Marketing Careers Day #sm87
Thanks everyone for a great session. Love to see you all in person in Sept in CTOWN discussing the same thing. http://bit.ly/hRsNAt #sm87
Thanks for setting this up Jason. Some awesome questions today. #sm87
Thanks for setting this up Jason. Some awesome questions today. #sm87