Introduction to Editorial Marketing

About the course

Editorial marketing is the approach to strategic communications that our editor-in-chief, Flavia Barbat, has applied not only to Brandingmag, but also to some of the largest brands on the planet. She's used it to help clients around the world leverage their organic thought leadership to drive their brand leadership across all channels, both online and off. And while Flavia has an entire executive program dedicated to training other communications professionals to do the same, she's now offering this introductory set of lessons to get you already thinking about some of the core principles behind the mindset and framework of editorial marketing.

Here are some of the questions this course answers:

What are the values behind successful strategic communications?
What's the secret to an editorial calendar that builds itself?
How do you remain distinct in an AI-obsessed era?
How does an editorial marketer measure communications?
What's the editorial approach to driving conversions?
And many more...

In only two hours, you'll get a better understanding of how your communications strategy changes when you switch from thinking about the attention economy to thinking about the intention economy—and how that sets you up for durable success moving forward. We guarantee you'll be glad you started on this journey.

Flavia Barbat Recorded, Self-paced 2 hours

"It's our responsibility as comms professionals to shift our organization's focus from a rushed 'What the heck is everybody else doing, and how can we get in on it?' to a thoughtful 'Who do we have internally that can help specify exactly what it is we WANT to be known for?' We alone have the power to change that by adopting an approach that dives way deeper than any narrative strategy, which is usually my favorite place to start when consulting brand leaders on their editorial approach."
Flavia Barbat, a guiding voice for all things editorial in the branding space

As Editor-in-Chief of Brandingmag, Flavia has been responsible for nurturing and promoting the creation of purposeful thought leadership for over a decade. She represents undiscovered talent within branding and beyond, and vouches for the industry’s collective responsibility to safeguard human creation in an age of synthetic content. Flavia also consults leading B2B organizations on building scalable content platforms through her “editorial marketing” approach. When she’s not working with her partners and clients, you can find Flavia sharing her opinions on LinkedIn or discussing mindset on the Think Editorial podcast.

Latest articles from Flavia

Who this course is for

Communications, marketing, and content professionals looking to upgrade the way they see and present the value they add to their organizations. This course is for practitioners and leaders alike, offering both cohorts a new way of looking at the power of strategic communications, along with its ability to finally bridge brand and business strategy.

Be prepared to walk away with a revived sense of passion and purpose for what you do, armed with the right arguments for counteracting some of those “trends” you simply don’t align with.

How the course is structured

This introductory course is based on two of Flavia’s most popular workshops, broken down into quick and digestible 5- to 10-minute lessons. Here’s what the syllabus looks like:

Module 1

What is editorial marketing?

The origin of mindset vs. framework—Which of the two comes first?
Bridging brand and business strategy—Which editorial principles never change?
A brand is nothing if not communicated—What does communications look like in an organization?
Brand leadership is thought leadership—Where does thought leadership play its role?
The gap that leads to redundancy—How do we ensure comms teams succeed?
Every brand needs an editor-in-chief—How do you remain distinct in an AI-obsessed era?
Return on intention rather than investment—Is there something better than having more?

Module 2

Debunking what makes “content” great

Your brand’s hierarchy of values—What are the values driving the intention behind your comms?
Relevant and engaging by default—How does an editorial marketer see these metrics?
Putting your audience first—What does providing value and gaining clout really look like?
The real “intention” economy—What’s the editorial approach to driving conversions?
Humans are the ones driving—Why focus on output when it’s the input that decides?
Achieving efficiency from the inside out—Did you know an editorial calendar can build itself?

Want to see a sample lesson?

Follow-up actions

Once you’ve completed this introductory course, be sure to follow Flavia on LinkedIn as she’ll soon be making her full-length executive program available on demand as a Brandingmag course. It’s a 20-hour training that was once available only a couple times a year to a small group of selected communications professionals.

Flavia also offers 1-hour private sessions in which you can ask all your questions about strategic communications, your career, or anything else that might be on your mind that you think she can help with. If you’re interested in booking a session with her, please write to info@brandingmag.com with details of your context and preferred timing.

Branding over Wine

Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.

What Is the Role of Marketing and Branding Within Organizations?

Theo van Uffelen, Yakult

Theo van Uffelen, seasoned marketer (Unilever, Coca-Cola) and European marketing manager at Yakult, talks about purpose; the role of marketing and branding in organizational cultures; how marketing and marketers have changed over the years; and how to build a high-performance (marketing) culture.

LISTEN

Masterclasses

We've invited experts from around the world to tackle important subjects for any brand leader. We question if purpose really is for every brand, think of ways to get closer to your consumers through data-driven personas and micro-actions, discuss how sonic branding can help your impact and memorability, and more.

Why Human-Crafted Messaging Will Never Go Out of Style

Given the amount of commentary claiming copywriting to be in jeopardy as a profession, what with all the generative AI going around and whatnot, we thought it the perfect moment to get 3 of our industry’s most revered copywriters together to tell us all what’s what.

WATCH

Think Editorial Executive Program

If you’re a leader in communications, content, or marketing, then this multi-week deep dive will take your mindset and career to the next level—one built to stand the *tech* of time.

Flavia Barbat

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From PR Professional to Strategic Communications Leader

Are you a public relations expert looking to establish yourself as a more strategic partner for brand leaders? Learn how adopting an editorial mindset can help make that happen.

Flavia Barbat

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Bm | Narrating the discussion

Latest publications

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Humanity in Branding: Is AI Driving or Hindering Your Customers’ Trust?

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Introduction to Editorial Marketing

About the course

Meet your teacher

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