A newsroom approach to
Ahead of the Content 360 conference on 27 October Advertising + Marketing spoke with Christopher Ross de Cruz, the editor in chief of GE Reports ASEAN and associate director at Edelman about the steps to a winning content strategy.
De Cruz highlighted how many companies struggle to see the value in spending money for content but the primary focus must be on establishing a collaborative journalism approach among employees.
“First I would ask, how much does it cost to adopt an approach?” Nothing, it costs zero to change your mind set.”
The next step is analytics.
“Your overall objectives and content calendar act as your north star and then everything needs to be tied to analytics. Otherwise you get content that’s all about me and all about the brand."
“We adopt a newsroom approach to storytelling … and reach our audiences where they are instead of asking them to come to us.”
Check out the full story here.
De Cruz will join a lineup of the brightest marketing and content minds at the Content 360 conference on 27 October from brands including BSN, Shell, Spotify, Marriott and more.
Grab the full agenda here.
There are only limited seats left make sure you contact Hazran on +65 9186 9324 or firstname.lastname@example.org to reserve your team’s place.
Hope to see you there!
The Advertising + Marketing team
27 October 2016
9.00am - 5.00pm
Aloft Sentral Kuala Lumpur
Client-side marketers: USD599
Solutions providers: USD799
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