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.
1. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
Presented by:
David McInnis
CEO/Founder, Cranberry
2. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
1) My Journey into News Marketing
2) Press Releases then and Now
3) Why News Marketing?
4) New model for emerges for Cranberry
5) Strategies you can use today
7. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
NEWS
Is Always
Original
Content
Has an
Authoritative
Voice
Builds Trust
and
Confidence
Gets Shared
and
Re-purposed
Ladders up
8. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
Nobody wants
to be first but
they’ll happily
follow each
other off a cliff.
9. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
1997 - The Start
2001-03
SEO / Google
News
2005-07
Social Media PR
2011-12
Decline of the
Press Release
2013
RIP D2C PR?
(What’s next?)
11. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
Wire Services, partly…
Insane editorial restrictions like headline attribution are
killing D2C PR
Diminished SE visibility, Search no longer treats PR
the same.
ROI are no longer very attractive.
12. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
WE
DID!
We wrote
PR for
search
engines
Chasing
Links
Seduced
by “free
traffic”
(SEO)
13. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
Search Engine Referrals
ayfkm? This is alter where we worship?
43. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
5 News
Strategies
Learn the
Art of
Drafting
Write for
People
Learn the
Language
of “We”
Greedy is
Out
Test
Distribution
45. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
Custom Feeds
Don’t feed the beast feeds right out of your CMS.
Build custom feeds for your content for each
distribution channel, etc…
Allows you as news marketer to fix editorial. ; )
46. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
Or Hand Feed
Some platforms may allow you to create custom headlines.
49. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
Use CPC advertising to
test headlines.
Identify your content as news to
improve:
• relevance and time on page
• click through rates
• quality score
51. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
It’s not about you…
Do this instead
Point the spotlight at a customer, partner or
vendor.
Acknowledge shortcomings (industry and self)
Have brass? Give a shout out to your competition.
52. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
Link Strategy
1/3 of links to your online assets.
1/3 to another authoritative article / site
1/3 other sources
No more than 1 link per 125 words of copy.
Less is more.
53. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
rel=“nofollow”
on everything
Make sure your
distribution partners
respect nofollow
directives within your
feed.
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.
Slide 5All Speech bubbles set up to enter after previous on click 2
Slide 6All Speech bubbles set up to enter after previous on click 2
Slide 7
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!