Video: Washington Post CMO Miki King on how to organize marketing teams
Many publishers have marketing resources scattered across different parts of their organization. In the case of the Washington Post, a pivot to subscriptions meant a shake up for the company’s marketing resources. In this presentation from Digiday’s Hot Topic: Subscriptions and Commerce, which took place in New York City this past February, hear from Miki King, chief marketing officer at the Washington Post, on how she reorganized her teams to get everyone rowing in the same direction. The key hits:
- How the Washington Post centralized marketing efforts in one group to unify its approach
- Transitioning your team members from print to digital can be difficult, and requires a culture shift. But when you look at the skill sets that they share, you can find through lines that allow you to make that transition easier.
- As business continues to shift towards subscriptions for the Washington Post, so does its messaging. King says the publisher is no longer looking at top-of-the-funnel content, but rather digital content that will drive readers to subscribe, or to content that leads to a paywall.
More in Media
Time pitches GEO insights into a new brand offering
Time is turning its AI insights into a new product, selling branded content to shape how brands are talked about inside AI-generated answers.
Why The Guardian’s first reader-facing AI product isn’t a chatbot
The Guardian has begun to roll out its first reader-facing AI product. But it doesn’t really look like an AI product.
CreatorIQ and Sprinklr bet they can solve creator measurement’s fragmentation problem
CreatorIQ and Sprinklr are joining forces to bring creator intelligence, social media management, and paid amplification onto a single platform to try and solve a creator marketing problem.