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

Embed:

Moderator

Joe Pulizzi

twitter: @juntajoe

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

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RT @JohnFMoore: Will be AWESOME! :-) RT @Marc_Meyer: FYI, Next weeks #socialmedia tweetchat host will be @JohnFmoore #sm87 #sm88
Posted by: @OurTownTalk - 11/23/2010 01:11:01 PM
Will be AWESOME! :-) RT @Marc_Meyer: FYI, Next weeks #socialmedia tweetchat host will be @JohnFmoore #sm87 #sm88
Posted by: @JohnFMoore - 11/23/2010 01:11:01 PM
@jasonbreed Great! Thanks! And thank you Joe @JuntaJoe for great questions and discussion! #sm87
Posted by: @C_Pappas - 11/23/2010 01:06:06 PM
FYI, Next weeks #socialmedia tweetchat host will be @JohnFmoore #sm87 #sm88
Posted by: @Marc_Meyer - 11/23/2010 01:06:06 PM
Thank you @juntajoe and all who joined. So interesting to learn...and hear where the controversies are. #sm87
Posted by: @ken_rosen - 11/23/2010 01:06:06 PM
@C_Pappas every tuesday noon ET. new moderator each week, new topic #sm increases 1 each week. www.hashtagsocialmedia.com #sm87
Posted by: @jasonbreed - 11/23/2010 01:06:06 PM
@jasonbreed Thanks for setting this up Jason. Some awesome questions today. #sm87
Posted by: @juntajoe - 11/23/2010 01:06:06 PM
@samraatkakkar i do see old school media guys turning to adv. to pay bills. they are working with trad agencies but left to 'create' #sm87
Posted by: @MBerman1 - 11/23/2010 01:05:11 PM
Thanks for the chat. When is the next one? #sm87
Posted by: @C_Pappas - 11/23/2010 01:05:11 PM
Thoroughly enjoyed this. Thanks @juntajoe for all your effort. #sm87
Posted by: @dapancost - 11/23/2010 01:05:11 PM
thanks all - big fun #sm87
Posted by: @stevemassi - 11/23/2010 01:05:11 PM
Big thx to @juntajoe for moderating and to all for participating! fill recap is here http://hashtagsocialmedia.com/event/87 #sm87
Posted by: @jasonbreed - 11/23/2010 01:05:11 PM
Thank you @juntajoe and all who joined. So interesting to learn...and hear where the controversies are. #sm87
Posted by: @ken_rosen - 11/23/2010 01:05:10 PM
@C_Pappas every tuesday noon ET. new moderator each week, new topic #sm increases 1 each week. www.hashtagsocialmedia.com #sm87
Posted by: @jasonbreed - 11/23/2010 01:05:10 PM
@jasonbreed Thanks for setting this up Jason. Some awesome questions today. #sm87
Posted by: @juntajoe - 11/23/2010 01:05:10 PM
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
Posted by: @juntajoe - 11/23/2010 01:01:06 PM
Thanks for a good #sm87, all. Back to the grind for the moment.
Posted by: @gigigriffis - 11/23/2010 01:01:06 PM
&that, to me, is excitement of SM. In hands of an artist, can sing RT @stevemassi: @ken_rosen key:what tracked - sales or engagemnt #sm87
Posted by: @ken_rosen - 11/23/2010 01:01:06 PM
@stevemassi Excellent point, Steve. Tracking all you listed would be very enlightening. #sm87
Posted by: @dapancost - 11/23/2010 01:01:06 PM
As we wind down todays #socialmedia tweetchat w/@juntajoe I want to thank @juntajoe and yes even @jasonbreed #sm87
Posted by: @Marc_Meyer - 11/23/2010 01:00:05 PM
@juntajoe, fantastic! One of my goals for 2011 is to connect with the local univs here in Denver on the topic. #sm87
Posted by: @gigigriffis - 11/23/2010 01:00:05 PM
@ken_rosen key is what's tracked - just sales or engagement, sharing, etc. #sm87
Posted by: @stevemassi - 11/23/2010 01:00:05 PM
@gigigriffis Been working on it for a while. Actually talking to a school today about a Content Marketing Careers Day #sm87
Posted by: @juntajoe - 11/23/2010 12:59:03 PM
@KathyHanbury Yes, anyone here seen the best blueprint for department structure. I don't think there is a one size fits all. #sm87
Posted by: @juntajoe - 11/23/2010 12:58:03 PM
@buffalo_MBA, true story. It would be interesting to suggest content strategy or content mktg. classes to local schools. #sm87
Posted by: @gigigriffis - 11/23/2010 12:58:03 PM
True.Combo of GOOD Mktg and SM data tracking. Whew RT @C_Pappas: @stevemassi blog, whitepaper, YouTube all tracked #sm87
Posted by: @ken_rosen - 11/23/2010 12:57:03 PM
i'm off from the #sm87 chat...thanks to @juntajoe for a great session
Posted by: @samraatkakkar - 11/23/2010 12:57:03 PM
@KathyHanbury Fun challenge! Sounds like they know they need to change & that's very positive to hear! Brands are getting it! #sm87
Posted by: @C_Pappas - 11/23/2010 12:57:03 PM
And publishing process & a new team (& using the team they already have) are key elements. Anyone have a blueprint for this? :-) #sm87
Posted by: @KathyHanbury - 11/23/2010 12:57:03 PM
@ken_rosen I see great disconnect in both Journalism and MBA programs that don't address this shift. Frustrating #sm87 http://bit.ly/gTkL2g
Posted by: @Buffalo_MBA - 11/23/2010 12:57:03 PM
@juntajoe @JasonBreed again, so you want to usurp the corporate communication department's primary role... #sm87
Posted by: @jgombita - 11/23/2010 12:57:03 PM
Wow.Good pt.B4 interview, read a Mktrs blog. Won't=yes, but might=no! RT @juntajoe: @ken_rosen why blogs impt for marketers #sm87
Posted by: @ken_rosen - 11/23/2010 12:56:03 PM
@C_Pappas, excellent. Marketing pros would do well to have online portfolios, even if they aren't "creatives" in a trad. sense. #sm87
Posted by: @gigigriffis - 11/23/2010 12:56:03 PM
@ken_rosen I see great disconnect in both Journalism and MBA programs that don't address this shift. Frustrating #sm87 http://bit.ly/gTkL2g
Posted by: @Buffalo_MBA - 11/23/2010 12:56:02 PM
@juntajoe @JasonBreed again, so you want to usurp the corporate communication department's primary role... #sm87
Posted by: @jgombita - 11/23/2010 12:56:02 PM
@juntajoe biz schools too busy teaching theory, fin models, entrepreneurship, not storytelling or key mktg skills #sm87
Posted by: @IpsosVantis - 11/23/2010 12:55:04 PM
@stevemassi Not familiar with ROR but I like it! #sm87
Posted by: @C_Pappas - 11/23/2010 12:55:04 PM
RT @juntajoe: @ken_rosen That's why blogs are so important for marketers to have. Clearly shows you can tell a story. #1 on my list. #sm87
Posted by: @dapancost - 11/23/2010 12:55:04 PM
RT @KathyHanbury Im currently working with a nonmedia brand to shift their traditional mktg team to content mktg. #sm87
Posted by: @juntajoe - 11/23/2010 12:55:04 PM
@C_Pappas would rather segment and focus on ROR (return on relationship) vs. ROi #sm87
Posted by: @stevemassi - 11/23/2010 12:55:04 PM
@KathyHanbury Wow. Great job title. Think I'll adopt it for my own. ;-) #sm87
Posted by: @dapancost - 11/23/2010 12:54:03 PM
@ken_rosen That's why blogs are so important for marketers to have. Clearly shows you can tell a story. #1 on my list. #sm87
Posted by: @juntajoe - 11/23/2010 12:54:03 PM
@stevemassi I think traditional ROI can work but in a new way. Your blog, whitepaper, YouTube video can all be tracked to pipe #sm87
Posted by: @C_Pappas - 11/23/2010 12:54:03 PM
I'm currently working with a nonmedia brand to shift their traditional mktg team to content mktg. Creative Director is Chief of All. #sm87
Posted by: @KathyHanbury - 11/23/2010 12:54:03 PM
@jasonbreed but Chief Communication Officer is most often a different position/title than Chief Marketing Officer.... #sm87
Posted by: @jgombita - 11/23/2010 12:53:03 PM
Love this RT @C_Pappas: @gigigriffis Good point. Writing samples will be essential going forward. Put these in your portfolio! #sm87
Posted by: @ken_rosen - 11/23/2010 12:53:03 PM
@jgombita Not different title, with @JasonBreed and different approach. Think more like a publisher, less like a marketer #sm87
Posted by: @juntajoe - 11/23/2010 12:53:03 PM
Yes.Picked up "All Mktrs" for lite fun. Ended seeing as among best Mktg texts RT @juntajoe: @ken_rosen disconnect in Journalism/MBA #sm87
Posted by: @ken_rosen - 11/23/2010 12:53:03 PM
I'm currently working with a nonmedia brand to shift their traditional mktg team to content mktg. Creative Director is Chief of All. #sm87
Posted by: @KathyHanbury - 11/23/2010 12:53:02 PM
@gigigriffis Good point. Writing samples will be essential going forward. Put these in your portfolio! #sm87
Posted by: @C_Pappas - 11/23/2010 12:52:03 PM

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Moderator

@jasonbreed Thanks for setting this up Jason. Some awesome questions today. #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

@gigigriffis Been working on it for a while. Actually talking to a school today about a Content Marketing Careers Day #sm87

@KathyHanbury Yes, anyone here seen the best blueprint for department structure. I don't think there is a one size fits all. #sm87

RT @KathyHanbury Im currently working with a nonmedia brand to shift their traditional mktg team to content mktg. #sm87

@ken_rosen That's why blogs are so important for marketers to have. Clearly shows you can tell a story. #1 on my list. #sm87

@jgombita Not different title, with @JasonBreed and different approach. Think more like a publisher, less like a marketer #sm87

@ken_rosen I see great disconnect in both Journalism and MBA programs that don't address this shift. Frustrating #sm87

@Marc_Meyer I see that too. Marketers today all need to be great storytellers. Why don't Biz Schools see this? #sm87

@ken_rosen I'm with you. It's not end of marketing. Just an (re)volution in the marketing department. #sm87

@Marc_Meyer Do you see more journalists or traditional marketing roles being hired? Or specialists? #sm87

@jasonbreed So, you are saying the marketing director is now the Chief Content Officer? #sm87

@dapancost A non-media co brand is one that doesn't make DIRECT $$$ from the content in either paid content or sponsored content #sm87

@ken_rosen 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

Non-media brands looking to take talent and especially processes, creating the ultimate content dev and distribution team #sm87

So, here is what I see. Big non-media brands scoping out large and small media companies. Does anyone else see this? #sm87

@joshhealan maybe a 2x4? #sm87

Okay folks: Q3: What is the setup of a non-media company brand look like today? Discuss #sm87

@dapancost hence why non-media brands are hiring more journalists. The future journalist has more chance at Cisco than NYTIMES #sm87

@stevemassi That's where media companies win. They think about long-term relationships with readers, NOT CAMPAIGNS #sm87

@ken_rosen And Seth has grown in popularity because of what - his storytelling ability. #sm87

@C_Pappas whitepaper can't be salesy. Think helpful, relevant, compelling storytelling in 8-12 pages. #sm87

@dapancost Storytellers win. Well said. #sm87

@stevemassi Yes Steve! Are you hanging out where our customers are hanging out? That opens the door for content marketing. #sm87

@C_Pappas There is the big opportunity. If a non-media company can position themselves as true solutions providers, everyone wins #sm87

@C_Pappas I think that consumers feel everyone is trying to sell them something. Take young adults - they trust brand info more #sm87

@ken_rosen Media companies have opened the door for non-media companies. Customers just want great info, don't care who it is #sm87

@jannamarkle Less control of message and more focus on what customers' pain points are. Better, right? #sm87

May be better to say, media company versus non-media company. Both doing the same activities for different end goals re: content #sm87

@azivaziri Amen to that. If you come across as selling in content marketing, you've already lost. It's the ultimate soft sell. #sm87

@Marc_Meyer Can you expand on the "control" concept #sm87

@joshhealan I agree Josh. If you look at media and brands, ultimately no difference except for how the money is made. #sm87

@TomMartin Isn't all content, either from media or brands, biased in some way? #sm87

@MitchKapler The hardest part, imo, is getting execs to buy into the philosophy of content marketing. #sm87

@TomMartin Isn't all content, either from media or brands, biased in some way? #sm87

Q2: What's the difference between what a real media company does and a brand when it comes to content? #sm87

Wow folks, great Q1: Ready for Q2? I'm already tired ;) #sm87

@azivaziri Agreed. If you aren't publishing content that truly takes a stand and solves pain points, it probably won't work #sm87

@ken_rosen Now we are getting on the same page. Marcom, yes. Marketing Journalism perhaps. Content Marketing #sm87

@samraatkakkar Not dead...never dead imo, but the roles have clearly changed. Marcomm - dead on there #sm87

Thanks! RT @jasonbreed I think what @juntajoe refers to is publishing as an approach not a verb #sm87

@ken_rosen Don't get fixated on the term publishing - it's the idea that MKTG depts are setting themselves up more as publishers #sm87

@ken_rosen Ha. I'd rather use the term content marketing - The creation of content to attract and retain customers #sm87

@autom8 I agree. But today, it's content at the center. W/O an engaging message everything else breaks down #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

@ken_rosen Sure. Look at @OpenForum. They have created their own channel. What brands want to do is be the go to source for info #sm87

Instead of having to always "place" media, customers go directly to the brand for critical information. Better, right? #sm87

@ken_rosen Not sure I agree. Traditional MKTG has been more about interruption. Publishing has always been about engaging #sm87

I think the difference today is marketers need to think about creating their own content BEFORE renting someone else's channel. #sm87

@ken_rosen Great point Ken. Need to know when not to create content as well. #sm87

@CoryOBrien Absolutely. But remember, the first step in publishing is listening. Letter's to the editor happens in 2 seconds now. #sm87

@C_Pappas Remember, magazine readership overall is UP. It's the business model that is failing for media companies #sm87

@samraatkakkar I think #socialmedia accelerated what we were already seeing. That marketers need to create their own channels. #sm87

@CoryOBrien Not sure...I see large brands scoping out large media companies (have been for years) to duplicate their models #sm87

@C_Pappas 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?

@C_Pappas 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?

I've been on dozens of Tweetchats but this is the first one I've hosted. Thx to @Marc_Meyer for asking. Starts in 8 min. #sm87

20 minutes until Tweet chat on content marketing #socialmedia. Everybody is talking content, but what are brands really doing? Use #sm87