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