It can be challenging to energize your team when they hear large publishing companies laying off workers. When we attended the CRMA Winter Publisher’s Retreat, there was a lot of talk around investing in your staff, including branding your journalists and editors. If you can inspire them to build their own brand and social following, it keeps them relevant and boosts your own brand as a publishing company.
Here are other ways your editorial team helps build a strong brand for your publishing company.
Focus on Audience First, Brand Second
Because readers are much more discerning about the content they’ll consume, they naturally seek out thought leaders. When your editorial staff thinks and writes like journalists, content is written from the point of view of what readers want. Instead of selling, they’re doing research, telling a story, providing valuable insight and grabbing attention. Compelling content builds trust and people buy from brands they trust.
Boost Your Owned Media
Owned media includes all of the content your company controls. For instance, your website, company blog and social media channels are owned media. Editors and journalists within your organizations can create a name for themselves with the stories told and content created on behalf of your company. Their content gets shared, perhaps even going viral within your niche industry, increasing the visibility of your owned media and branding.
Conferences always inspire new thinking and technology to boost sales. Our recent trip to the AABP Winter Conference prompted some new questions for LaunchPad and our clients. Are we investing enough, not only in technology but in the human cost of integrating those tools to better serve our sales team? As an example, if you’ve purchased or are considering purchasing a new CRM platform to help boost sales performance, does your sales team know how to use it effectively?
Are your sales reps aware of how a new CRM benefits them?
The CRMA Publishers Retreat sparks great ideas for generating revenue, innovating your business and inspiring your team. Here are my notes from the conference.
It’s time to disrupt your culture.
According to HubSpot, high performing sales organizations are twice as likely to provide ongoing training as low performing ones. Many publishers fear that their investment in training their employees will be lost because that person moves on. The real question to consider is: What happens if you don’t train them and they stay? (Is there a good HubSpot link to share? Such as this one?)
Work on objection handling with your sales team.
Research by Gong.io shows that asking between 11-14 questions during the course of a lead call will translate to 74% greater potential success.
Innovate to increase revenue.
What revenue sources will you add to your pie in 2019? You cannot rely on digital to replace the print side of your pie if you have expectations of maintaining or growing revenue. Ask us what others are doing? Also, make sure you are talking to your CPA about how to qualify for the R&D Tax credit.
Work on applying the platinum rule.
“Treat others as they want to be treated.” Change your mindset when working with others and find an authentic and transparent way to communicate.
Invest in software, people, and innovation now to carry you through a potential recession. What does your banking relationship look like? Consider getting a favorable line of credit while the economy is still strong. Waiting until you need it could be costly.
Double down on editorial and content.
I read headlines daily on great journalists losing their job. Put the onus on your audience development team to brand your journalists and editors. Put some responsibility on your editorial and journalist team to build their own brand and social following.