Content production with journalistic standards and a clear goal
What to publish, on which platform and in which format, so that concrete goals are reached. MediaLink produces content with reporting, sources and language suited to each audience.
Definition
What is content production in corporate communications?
It is the application of the journalistic method to the organization's own channels.
The practice is also called brand journalism: the organization starts publishing useful information about its sector, with reporting and sources, instead of talking only about itself.
Before producing, you need to decide. Who the content is for, what that person needs to know, where they look for information and what the organization expects to happen next. Without these answers, content fills a calendar but does not play a role.
- Story pitch
- Topics chosen for the audience's interest and the organization's goals.
- Reporting
- Checked data, with source and date.
- Format
- Text, video, audio or infographic, depending on the channel and the audience.
- Editing
- Review of language, clarity and consistency with the brand.
Publishing is easy. The hard part is having something to say, to someone, with a purpose.
The company has knowledge that does not show
In-house experts know a lot, and none of it reaches the audiences.
Owned channels are idle
Website, blog and newsletter exist, but without a publishing routine.
Content only talks about the company
There is no information of interest to readers.
Reports that are hard to read
Technical documents that need to reach non-specialist audiences.
An organization with a lot of information
Associations that produce data and studies and need to organize them.
Content made only with AI
Generic texts, without reporting, that do not set the organization apart.
Editorial planning
Topics, formats, channels and calendar, tied to goals.
Articles and features
Reported texts for the website, blog, newsletter and press.
Reports and publications
Annual reports, studies and institutional materials.
Video and audio
Script, recording and editing, with partners from the ecosystem when appropriate.
Bylined articles
Texts by executives and experts, in the voice of the person who signs.
Follow-up
A reading of each piece's performance, with data from the channels themselves.
How it works
From diagnostic to measurement, in four steps
Content production follows the MediaLink Method.
Diagnostic
What already exists, what the audiences look for and what is missing.
Strategy
Editorial line, topics, formats and channels.
Execution
Story selection, reporting, writing, editing and publication.
Measurement
Content performance and adjustments to the editorial line.
It makes sense for
- Organizations with relevant knowledge about their sector.
- Companies that want owned channels with quality content.
- Associations that publish studies and data.
- Executives who need support to write regularly.
It is probably not for
- Those looking for volume of text without reporting.
- Those who want content that only praises their own company.
- Those who cannot provide internal sources for interviews.
- Those who expect immediate sales results.
Where to start
How do the press, the market and AI see your company today?
The communication diagnostic shows the current situation and points to where to start, before any plan.
A reading of the contextClear prioritiesNo promise of results
Request a communication diagnosticFrequently asked questions
Common questions about content production
Want to organize your organization's content?
Talk to MediaLinkDoes MediaLink use artificial intelligence to write?
Who approves the content?
Is the content useful for the press?
How often should we publish?
Where does it start?
- Service
Editorial projects
Magazines, websites, newsletters, videos and podcasts.
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- Service
Digital and social media management
Integrated presence on social media and the web.
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- Service
Executive positioning
The voice of leaders, with method.
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- Service
Digital PR and Data-Driven PR
Proprietary data that becomes a story.
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Does your organization have knowledge that has not yet become content?
Tell us about your situation. MediaLink will reply with a reading of what to publish, where and for whom.