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Building the Brand Newsroom from Scratch: Low Budget Strategy for High ROI

Video Summary

For the first time ever, brands are competing with journalists for scoops, storytelling, and eyeballs. Developing a brand newsroom can help you connect with customers, expand your reach, solidify thought leadership, and keep your finger on the pulse of information. Good news: You don’t need to secure seven-figure budgets and build out a big staff. In this session, Margaret will talk about how to build a newsroom on the cheap through the 5 W’s of journalism she’s perfected over the years, and how to transform your business into a publishing machine that attracts customers in droves. Learn these fundamentals backed with data: — Start with the “what”: your audience, your message, your voice, your style guidelines, and your distribution method. — Assemble the right “who”: the basic and/or advanced team, blending full time staff and freelance resources and how to hire A+ storytellers. — Master the “how”: putting it all into practice, from editorial calendar to meetings that don’t suck, and aligning your PR, comms, and social teams for maximum efficiency.

Speakers

I am an award-winning integrated digital marketing leader specializing in building brand and monetizing messaging across paid, earned, and owned channels.

That’s a mouthful of jargon, so let me put it another way: I help companies make money and improve reputation by getting the right messages to the right people in the right ways.

Mine isn’t your typical vice president of marketing resume, as I made a mid-career pivot from leading editorial at well-known magazines. But while I’m new-ish to “marketing,” the work is not new to me. In my previous career, I created brand messaging, interpreted analytics, developed audience, and strategized distribution—same as now. Plus, years of working in a financially challenged industry taught me to be obsessed with driving revenue. In magazines, that meant brand extensions and licensing; in marketing, it means all forms of customer acquisition.

So I’ve risen up the ladder quickly because I “get it.” But I still haven’t fully embraced the jargon because I think it separates us from our purpose—which is selling a thing (here: me) to a person (here: you ?).

In my current role at Monster—the site that invented online recruiting—I lead B2B and B2C multichannel marketing campaigns across SEO, social media, PR, paid media, and email. I’ve helped actualize real business results, which you can read about in my profile. I also developed a framework called "How? Now. Wow!" that won the Content Marketing Institute’s award for Best Content Program and got me nominated as a finalist for Content Marketer of the Year. Learn more in the clips.

Perhaps my greatest strength is identifying talent. I have an amazing team, and they'll tell you that I champion their ideas and successes. But don’t take my word for it—check out my recommendations.

In my spare time, I speak about marketing, write about marketing (favorite topic: empathy), and spend time with my family doing things that have nothing to do with marketing.

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