David McInnis - Cranberry-Newsmarketing
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David McInnis - Cranberry-Newsmarketing

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Content Curation: David McInnis, CEO, Cranberry, Founder, News Marketer and PRWeb. Curation and News Marketing: Strategies that turn the news you make into a powerful content marketing strategy.

Content Curation: David McInnis, CEO, Cranberry, Founder, News Marketer and PRWeb. Curation and News Marketing: Strategies that turn the news you make into a powerful content marketing strategy.

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  • SLIDE 1DESIGN NOTES:This Pendulum Presentation section is based on this infographic:http://www.penduluminaction.com/the-pendulum-infographic/SPEAKER NOTES:So, you might still be asking, what exactly is Pendulum? I know that quite a few of you probably are familiar with it. But let me give you a brief lowdown of Pendulum.
  • Slide 2SPEAKER NOTES:First, think of the term pendulum. We chose that to indicate what we found out about society. It's a way of visualizing how society shifts on an invisible, metaphoric pendulum, back and forth from one social cycle to another every 40 years. These social cycles we've come to define as "We" or "Me" cycles. During these cycles, people have certain shared attitudes toward what is meaningful to them, what speaks to them as consumers, as emotional beings, as citizens, friends and lovers. Our way of looking at the world changes – but swings back between one cycle and another.
  • Slide 3SPEAKER NOTES:As I said, we've defined these 40-year cycles as "Me" and "We" cycles. That's because in a "Me" cycle, society hungers for individuality and freedom during the upswing of a “Me.” In a "We" cycle, society hungers for togetherness and the common good. Within each cycle, we take things too far, we become judgmental and intolerant. But even with those extremes, certain things speak to use more powerfully in one cycle than in another.
  • Slide 3.2Need each of these 4 images to enter on click. I’ve added the animation already.SPEAKERS NOTES:During a "Me" cycle – the last one ran between 1963 and 2003 – people want freedom of expression. They applaud personal liberty, they believe that one man can be wiser than a million ("Mr. Gorbachev, tear down this wall"). A "Me" cycle is about big dreams, being number one, heroism and derring-do. Leadership is "look at me, admire me, try to be like me… if you can." "A We" cycle – our current cycle, which began in 2003 – is about the group, the team, the tribe, the collective. People want conformity for the common good, they applaud personal responsibility, they believe the group is wiser than the individual. People want to build a better world, take small actions toward a greater good and become a productive member of the team. It's not for nothing that during our current age, crowd-sourcing, crowd-funding – the Internet-driven "crowd" – has become so powerful.
  • Slide 4SPEAKER NOTES:In our current era, the 20-year upswing to the zenith of “We” (1923-1943) was followed by a 20-year downswing as that “We” cycle lost energy (1943-1963). Society then began a 20-year upswing into “Me” (1963-1983) followed by a 20-year downswing as the “Me” cycle lost energy (1983-2003). Now we're in the upswing and maturing of the "We" cycle. You could also think of the pendulum as a slow 40-year heartbeat of society. When it contracts, the pendulum swings upward, and when it relaxes the pendulum swings down again. Back and forth, up and down, in and out, contraction and release: however you picture it, it's a rhythm of society that we all need to know, in order to understand the world around us.
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  • Slide 8SPEAKERS NOTES:So where do we fall today in the swing of the Pendulum? ME or WE?We are in the upswing of a “WE” cycle.We entered our current “WE” cycle in 2003, 13 years ago.In 2023 we will reach the Zenith of the WE cycle, and then begin to swing back down
  • WHAT DOES THIS MEAN TO YOU?
  • Slide 9SPEAKER NOTES:Your audience wants to Be a team playerAssume and reward personal responsibilityTo build a better societyAdmires individual humilityBelieves a million men are wiser than oneConsiders all of society’s problemsDemands conformityIs about small actionsThis Webinar will take you through where we are today, and show you how to learn how to navigate the land of "We" thinking. I'll be taking you through training into how to utilize the principles of the Pendulum in your business, what to look for, what to avoid, how to write to make your marketing that much more effective. I will give you the tools to put into action what you learn, so that it becomes second nature. And I will show you how to spot trends that can help you refine your message. And if you stay until the end of the webinar, there'll be a special offer for you, available only to the faithful followers of Pendulum in Action!

Transcript

  • 1. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryPresented by:David McInnisCEO/Founder, Cranberry
  • 2. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry1) My Journey into News Marketing2) Press Releases then and Now3) Why News Marketing?4) New model for emerges for Cranberry5) Strategies you can use today
  • 3. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 4. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry360-483-8441damcinnis@giantcranberry
  • 5. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 6. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 7. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryNEWSIs AlwaysOriginalContentHas anAuthoritativeVoiceBuilds TrustandConfidenceGets SharedandRe-purposedLadders up
  • 8. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryNobody wantsto be first butthey’ll happilyfollow eachother off a cliff.
  • 9. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry1997 - The Start2001-03SEO / GoogleNews2005-07Social Media PR2011-12Decline of thePress Release2013RIP D2C PR?(What’s next?)
  • 10. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 11. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryWire Services, partly…Insane editorial restrictions like headline attribution arekilling D2C PRDiminished SE visibility, Search no longer treats PRthe same.ROI are no longer very attractive.
  • 12. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryWEDID!We wrotePR forsearchenginesChasingLinksSeducedby “freetraffic”(SEO)
  • 13. ANTIOXIDANTS FOR YOUR NEWS@giantcranberrySearch Engine Referralsayfkm? This is alter where we worship?
  • 14. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryWait, it gets worse. . .
  • 15. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryPress ReleasesHigh Bounce RatesLow Time on PageLower Time on Site
  • 16. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry> 12,000 Page views with NewsMarketing600 Page views on press release newswire4 search engine referrals
  • 17. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry446 Page views on press release newswire4 search engine referrals > 2,000 Page views with NewsMarketing
  • 18. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryIs social the nextGoogle News?What we really need areengaged consumers
  • 19. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryPress ReleasesKeep using them, just not exclusively
  • 20. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry@giantcranberryrecommends Regional Distribution 380 words $370 400-500 words $80
  • 21. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryA New Model forCranberryNews MarketingNews Crafting
  • 22. ANTIOXIDANTS FOR YOUR NEWS@giantcranberrySo, how do we fix things?
  • 23. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryGood News!Content marketers already have most of theskills for successful news marketing.
  • 24. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry5 NewsStrategiesLearn the Artof Drafting
  • 25. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 26. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry5 NewsStrategiesLearn theArt ofDraftingWrite forPeople
  • 27. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryCOMPETITIVE SPONTANEOUSMETHODICAL HUMANISTIC
  • 28. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry5 NewsStrategiesLearn the Artof DraftingWrite forPeopleLearn theLanguageof “We”
  • 29. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryWhat is Pendulum?
  • 30. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 31. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 32. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 33. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 34. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 35. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 36. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 37. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryToday we are in the upswing of a “WE” cycle.
  • 38. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryHow does this affect youand your news?
  • 39. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 40. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryPendulumGift.com
  • 41. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry5 NewsStrategiesLearn theArt ofDraftingWrite forPeopleLearn theLanguageof “We”Greedy isOut
  • 42. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
  • 43. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry5 NewsStrategiesLearn theArt ofDraftingWrite forPeopleLearn theLanguageof “We”Greedy isOutTestDistribution
  • 44. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryProper Care andFeeding of the Beast
  • 45. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryCustom FeedsDon’t feed the beast feeds right out of your CMS.Build custom feeds for your content for eachdistribution channel, etc…Allows you as news marketer to fix editorial. ; )
  • 46. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryOr Hand FeedSome platforms may allow you to create custom headlines.
  • 47. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryTest Your Headlines
  • 48. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryParentshelp tosecureschools
  • 49. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryUse CPC advertising totest headlines.Identify your content as news toimprove:• relevance and time on page• click through rates• quality score
  • 50. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryShare the Love
  • 51. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryIt’s not about you…Do this insteadPoint the spotlight at a customer, partner orvendor.Acknowledge shortcomings (industry and self)Have brass? Give a shout out to your competition.
  • 52. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryLink Strategy1/3 of links to your online assets.1/3 to another authoritative article / site1/3 other sourcesNo more than 1 link per 125 words of copy.Less is more.
  • 53. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryrel=“nofollow”on everythingMake sure yourdistribution partnersrespect nofollowdirectives within yourfeed.
  • 54. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryTest Everything
  • 55. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryFrequencyNot everything is newsworthy.Don’t “invent” news.
  • 56. ANTIOXIDANTS FOR YOUR NEWS@giantcranberryWhat we monitorPage viewsBounce RateTime on page (w/out video assist)
  • 57. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry360-483-8441damcinnis@giantcranberry