Impact on the industry Brand journalism Traditional media • Growing sector • In decline • Partial view • Trusted source • Specialist knowledge • Broad appeal • Corporate channels • Limited copy space
Doing it right • Be in it for the long game • Invest in writers • Know your community • Have a clear set of objectives • Make content find-able • Ban the bland
ELOQUA - Objectives • Improve results from search engines • Enhance presence across social media • Creation of high quality content • Increase frequency of content production
ELOQUA - Outcomes • 67% increase in monthly search traffic • Month on month growth in traffic • 18,000 unique visitors to blog • Unified processes for content creation
Brand journalism and PR • Valuable content is a PR asset • Thought leadership • Content to educate • Community building • A reliable media source
All about the content“ News is people. It’s people talking anddoing. Committees, cabinets and courts arepeople; so are fires, accidents and planningdecisions. They are only news because theyaffect and involve people.”Harold Evans: Editor The Sunday Times
What next? • More journalists to become brand journalists • Broader pick up across sectors • Growth of specialist content • Closer relationship with traditional media • Increased share of voice for evangelists
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