How can editors and journalists become more digital? That was the focus of the first BSME webinar of 2021, held on 20 January. Host Tim Pollard, Digital Editorial Director at Bauer Media, was joined by Sarah Brown, Head of Northern Europe News Partnerships at Facebook, Deborah Joseph, Editor of GLAMOUR at Condé Nast, and Chris Phin, Head of Podcasts at DC Thomson Media, in sharing insight and tips.
Here are ten things we learned.
Summarised by Angela Locatelli, Editorial Admin Assistant, APL Media
Don’t be afraid of digital
“It’s just not the dark arts at all!” said Deborah Joseph. “There’s so much fear around it, especially for print journalists who’ve been doing it for maybe 20 or 30 years, but our skills are very transferable to digital.” Having started her career in print, Deborah moved into the online space after having been made redundant. Fast-forward a few years, and she now strongly believes digital is the future.
Do your due diligence when launching social media projects
From ad breaks in videos to instant articles, there are numerous ways to monetise content, develop your business and reach new people on social media. Researching your audience can help you make the most of these online spaces. “Sometimes it can be a case of pick one thing and do it well,” said Sarah. “Be mindful that what works on Facebook might not work on Instagram, and think about how you nuance the content you’re putting on that platform.”
Experiment to learn
“When people tell me they’re a digital expert, I don’t believe them,” said Deborah Joseph. “You’re an expert one week, and the next week absolutely everything changes and you have to learn everything again.” The important thing is to remain open-minded to learning and bringing in new things. “We try things all the time at Glamour, we move quickly, and we pivot,” she continued. “That’s really how we work: experiment and learning.”
A good podcast respects its audience
“You shouldn’t necessarily make podcasts that are a direct equivalent of another part of your brand,” said Chris Phin, “but you absolutely have to replicate that brand value, that brand experience and that brand tone.” Think about what podcasting can do brilliantly — intimacy, personality, a deep hold that you can have with people — and where these qualities fit into what your brand already does.
When it comes to branded content, put your values first
Always look at whether other brands reflect your values before working with them. “We often think content first, and then find a way to monetise it,” said Deborah — an approach that can work well from both an editorial and commercial perspective. “When I took over Glamour it was making a multi-million-pound loss, and within three years we’ve made it profitable,” she said. “We’ve done that by sponsoring as much of our content as possible, but with authenticity at the heart of it.”
Digital is collaborative
Work with and learn from people who know more than you do — and if you have someone in your team who’s keen to take on a challenge or is passionate about a particular digital ecosystem, harness that enthusiasm. “Ye’ve got and SEO team, you’ve got pockets of expertise in your business,” said Tim Pollard. “Get to know them, they are your friends. No one can be expected to know all of this, so lean on your colleagues.”
The perception of digital journalism is changing
“When Glamour went digital first, people just thought it was finished,” said Deborah Joseph, “but the pandemic has changed that snobbery. A lot of brands have realised online sales are key, and the conversation is changing.” One of the reasons behind this distrust is the conversation around journalism and churnalism. “Online, when you have to produce so many pieces of content so quickly, being able to craft a quality piece of journalism is not as easy,” she continued. “That’s why training is important.”
It’s all about the storytelling, no matter the format
Storytelling should underpin everything you do, in any medium you’re in — whether it’s an email newsletter or a social channel. “It’s almost a trite thing to say, almost something that we ignore and move on from because it’s such a basic, fundamental part of any for any form of journalism,” said Chris Phin. The challenge is understanding the best bits of each medium that you’re working with — why it’s important, where and when it’s consumed and what it means to people — and adapt your storytelling to it.
How can print journalists start getting involved with digital?
If you have a particular interest in something, get to know that ecosystem and pursue it on your own, the panel advised. Take advantage of the various free courses available from Facebook, NCTJ Google Analytics and many other platforms, for example. “Within most publishing companies, I would just start badgering people a little bit, see if you can help out, get writing for online,” said Tim Pollard. “Otherwise, try blogging, writing for yourself, building up your own following on social media.”
Get to know the platforms
While you should become familiar with the tools that social media platforms offer, it can also be helpful to be aware of what is going on around them. “We always post updates in our newsroom, and other platforms do the same, so keep up to date on what we’re doing and how we’re thinking,” said Sarah Brown. “It’s important in order to be able to show internally that you are up-to-date, but it also just helps to keep you mindful of what kind of things are happening in the ecosystem.”
