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The new rules of
    content

   Keith Beech
What is brand journalism?
                 • Business investment in content

                 • A provider of news

                 • Thought leadership
Values
         • Based on facts

         • Fast & topical

         • Consistent generation of new material

         • Adds value to customer

         • Complete transparency
Original content creation
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
Keith Beech: The new rules of content - LEWIS Catch-Up Kennisforum 2012
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 and
doing. Committees, cabinets and courts are
people; so are fires, accidents and planning
decisions. They are only news because they
affect and involve people.”

Harold Evans: Editor The Sunday Times
http://social.ford.com/archive/?searchterm=ra
chel+veitch
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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Keith Beech: The new rules of content - LEWIS Catch-Up Kennisforum 2012

  • 1. The new rules of content Keith Beech
  • 2. What is brand journalism? • Business investment in content • A provider of news • Thought leadership
  • 3. Values • Based on facts • Fast & topical • Consistent generation of new material • Adds value to customer • Complete transparency
  • 5. 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
  • 7. 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
  • 8. ELOQUA - Objectives • Improve results from search engines • Enhance presence across social media • Creation of high quality content • Increase frequency of content production
  • 9. 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
  • 10. Brand journalism and PR • Valuable content is a PR asset • Thought leadership • Content to educate • Community building • A reliable media source
  • 11. All about the content “ News is people. It’s people talking and doing. Committees, cabinets and courts are people; so are fires, accidents and planning decisions. They are only news because they affect and involve people.” Harold Evans: Editor The Sunday Times
  • 13. 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