Brilliant Reads: the power of brand newsrooms, what Facebook means for journalism and the challenge for B2B


Is Facebook the first democratic news distributor?

Facebook has become the most powerful force in the distribution of news content – a position that many journalists find unnerving. In this interview with News Feed product manager, Will Cathcart, The Verge questions Facebook’s business plan for Instant Articles and its strategy to ensure people see relevant news articles in their feed.

Our Facebook feeds often feel like an echo chamber of our own opinions, reinforced and repeated by friends and the publications they chose to read. Although this is a concern for many, Facebook is only interested in creating an environment where people want to spend time – and this often means an environment in which their views go unchallenged.

While this may be bad news for balanced debate and education, the platform’s customer-centricity also means that it is focused on developing Instant Articles and other features in line with the needs and business models of publications.

A long talk with Facebook about its role in journalism
The Verge 20 mins

High-quality content is difficult – regardless of the joke

Branded content is a huge part of The Onion’s business model – it’s a component of over 90% of advertising deals. Its success is down to a huge commitment to quality (comedy is just as difficult as straight copy, if not even more so). To make sure it knows where the line of acceptability lies, the editorial and ad teams work closely with clients before unleashing the trademark Onion wit and creativity.

‘Don’t make a commercial’: The Onion’s CCO explains why so much content marketing sucks
Contently 7 mins

‘Live interactive journalism’

The New York Times is one of the first publishers to fully explore Facebook Live. During the first month of using the video streaming platform, a dedicated team produced over 90 videos, ranging from weddings to travel features and interviews with public figures.

The key learnings have been around the interactivity of the format (journalists can directly address commenters) and the need for people to be able to dip in and out of the story. The NYT also found that content doesn’t need to directly relate to newspaper editorial and that measurement needs to be about more than viewing figures – engagement and sentiment are also hugely important.

One month in: four things the New York Times has learned using Facebook Live
Digiday 2 mins

Marketing teams that bring the focus to the customer

In this post, Brilliant Noise CEO Antony highlights the hidden value of newsroom teams within brands. These empowered teams are tasked with creating content and responding to customers in real-time, but their value could be much more far-reaching.

The combination of fast, iterative work, disregard for organisational silos and an unrelenting focus on the customer creates a perfect test bed for organisational innovation and digital maturity.

Brand newsrooms’ hidden talents: why they are the future of marketing and business
Brand Republic 3 mins

B2B customers are just as demanding as B2C customers

Our recent work with global B2B clients has involved a lot of research into the state of B2B content – and we haven’t been impressed with what we’ve seen.

Too often marketers appear to be talking to a cardboard cutout executive rather than the intelligent, engaged professionals they would like to work with. B2B marketers can learn a lot from their B2C peers – invest in content and operations, listen to the customer and their real needs and produce content that matters enough to be shared.

B2B customers want brilliant content
B2B Marketing 2 mins

Early bird tickets for Dots 2016 on sale May 31st

Join us on September 16th for a marketing conference like no other. A day of inspiring presentations full of insight into the inspiration, determination and perspiration that result in brilliant work.

We’ll be announcing the first fantastic speakers in the next few days. In the meantime read more about this year’s event, or catch up on the fantastic speakers from last year.