In this series by Raidious CEO Taulbee Jackson, we learned what the brand newsrooms is, and the reason your strategy is likely to fail if you don’t have processes in order to live in the real time marketing world. Here are pitfalls numbers six and seven in our ten-part series.
#6. You think marketing and PR people can make content. Most brands and agencies and PR firms don’t have a team in house that understands audience development. They understand PR . . . they understand Marketing . . . they understand technical production requirements, and are skilled at delivering high quality output with industry standard tools . . . but that is not what a Brand Newsroom is about. It is not about the “how do I get you to buy something” mindset, but thinking in the “how do I deliver content to you that is relevant, interesting, compelling, and remarkable . . . consistently, so you stay engaged with me?” way. Much different proposition… this is not a marketing problem, it is an entertainment problem that takes a much different mindset.
You should also examine the difference between functional capability, and experience and expertise. Everyone can type. Very few can write. Everyone can shoot video on their cell phone. Very few can tell a compelling story with video. Everyone can draw a picture. Few are illustrators. Everyone can take photos. Very few can compose a compelling image. Everyone can sing. Everyone can dance. Everyone can act. But very few are good at it in a way that would cause an audience to consistently pay attention and engage. The ability to make a :30 second spot and write a press release or a great headline is a transferable technical skill set – but it’s a totally different mindset and approach to use those skills to develop your own audience, rather than just influence or sell to someone else’s audience.
#7. You think technology can solve the problem. Owning a hammer does not make you a carpenter. It definitely does not make you an architect. Yet, the first thing most brands do when faced with the problem of how to deal with real time marketing is look to technology. This is a hard and expensive lesson to learn in the real world, but I imagine almost every brand has some tool or software or technology somewhere that they thought would solve all their problems that is currently gathering dust. Leveraging technology is a crucial component to making this work, especially if you don’t want your entire marketing team standing in a room waiting to approve content in two or three shifts a day, and on weekends.
But the tech is truly the very last thing you should be worried about. Too many brands are letting the technology they have invested in drive their strategy, instead of letting their strategy drive their technology decisions. We have seen this with literally every brand we have worked with. Doing real time well requires more than just addressing content and social media tools for creation, management and measurement. It often has implications for enterprise systems, from office productivity suites to CRM to customer service tools. It all has to work together, and there is no one tool or system in existence that does it all well.
Even if there was, without the appropriate strategic, cultural, philosophical, tactical, monetary and human resources, investing in technology is like burning money you could be using to create great content – which is the only thing that makes it work in the first place, so invest there before you buy that shiny new software tool with all the cool charts and dashboards.
Staty tuned for the remaining ten as we countdown the launch of the new Raidious website.