Weber Shandwick was already offering content creation and publishing talent to clients with its Mediaco unit, and it's now backing the people up with software.
Weber Shandwick is releasing Mediaco Publish, a custom content management platform it developed to give both its content publishing team and its clients a platform designed for creating branded content. The Mediaco Publish platform is the first product to be developed by Weber Shandwick's new content technology unit, a team of creative technologists, user experience designers, and software engineers charged with creating custom solutions for content marketers.
Although content marketing and social media have increasingly become the domain of PR agencies, it's rare to see an agency get into the software game, developing an in-house platform to be used alongside its team of creatives.
"In our extensive work supporting client efforts, we've investigated and even worked with a number of content management systems powering top-tier digital media outlets today," said Eric Helgesen, EVP, technical product development of the new Mediaco tech unit. "It became clear there wasn't a CMS leveraging best-in-class technology from the media world that was also tuned to the unique needs of brand-centric content operations, so we decided to address the gap ourselves by building Mediaco Publish."
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