How to Create Content Like a Publisher
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How to Create Content Like a Publisher

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In 2007, Scott Gant declared: we're all journalists now. Now, five years later, being a lone journalist is not enough. For brands and organizations to remain relevant in the news cycle and with their ...

In 2007, Scott Gant declared: we're all journalists now. Now, five years later, being a lone journalist is not enough. For brands and organizations to remain relevant in the news cycle and with their audiences, becoming well-oiled publishing machines is a necessity.

In this presentation, former JESS3 co-founder and President, Leslie Bradshaw, shares her insights on how to approach the monumental task of creating around-the-clock content for an always-hungry digital world. Her three-tiered approach to content creation is the secret sauce: content that is pre-made for day-to-day, ready to wear for week-to-week and bespoke for a larger impact.

Originally presented for the Mediabistro Social Media Boot Camp seminar "Storytelling Through Social Media" on March 1, 2012.

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How to Create Content Like a Publisher How to Create Content Like a Publisher Presentation Transcript

  • We’re alljournalists now.Scott Gant, 2007Were All Journalists Now: The Transformation of the Press andReshaping of the Law in the Internet AgeWere All Journalists Now: The Transformation of the Press and Reshaping of the Law in theInternet Age
  • Brands are mediacompanies now.Commonly Said, 2011 - 2012See especially: Red Bull, Intel and American ExpressSee especially: Red Bull, Intel and American Express
  • We’re allpublishingcompanies now.Takes the concept of journalismAnd adds process, volume and scaleAnd adds process, volume and scale
  • The devil is in the details. Brandsaren’t set up to be publishers.They don’t necessarily understandthe editorial process or have thestomach for the length of time ittakes to build an audience.Josh Sternberg, DigidayJanuary 25, 2012January 25, 2012January 25, 2012
  • Today and throughout theMediabistro Social MediaBoot Camp experience, weare going to help youovercome thesechallenges.
  • Weve gone from beingexposed to about 500brand messages a dayback in the 1970s to asmany as 5,000 a daytoday.Jay Walker-SmithYankelovich Consumer ResearchYankelovich Consumer ResearchYankelovich Consumer ResearchYankelovich Consumer Research
  • Engage: 76Recall: 12Act on: 5Act on: 5Act on: 5Act on: 5Act on: 5 Yankelovich Consumer Research
  • Engage: 76 youRecall: 12 have to be theAct on: 5Act on: 5Act on: 5 0.1Act on: 5Act on: 5 % Yankelovich Consumer Research
  • You have to createbreakthrough contentto be noticed.
  • How? Follow the rightprocesses andformulae.
  • edgystar powerhumorby: 72 and sunnyfor: K-Swiss
  • mocumentaryzeitgeisthumorby: john st.for: themselves
  • You have to creatework that providesvalue to be shared.
  • informativestar powertimelyby: JESS3for: Wikipedia’s 10th Anniversary
  • social media pros giving pragmatic insights visualized in a “Mad Men Yourself” styleEloqua - The Social Media ProBookhttp://jess3.com/the-social-media-probook/
  • the growth of the internet and social media’s role visualized in a 5 minute videoThe State of the Internethttp://jess3.com/the-state-of-the-internet/
  • 150 page white paper by The Economist visualized in a 6 minute videoAnimated Study on Women’s Economic Opportunity for The Economisthttp://jess3.com/womens-economic-opportunity-index/
  • ICANN’s new TLDs vs. the “old” TLDs told through a decaying city / burgeoning city paradoxWashington Post - The Future of Domainshttp://jess3.com/the-future-of-domains-icannlove/
  • Creating compellingcontent has become anecessity for brands.
  • how TV ratings work told through puppets and papercraft told through a behind the scenesTV Ratings 101 for ESPN (Puppets & Papercraft)http://jess3.com/espn-tv-ratings-101/
  • Gmail’s fidelity from web to mobile told through papercraft and stop motion animation told through a behind the scenesStop Motion Animation for Gmailhttp://jess3.com/gmail-stop-motion-animation-video/
  • Creating content forbrands is a delicatebalance betweenbusiness objectives,creativity & user goals.
  • http://www.flickr.com/photos/opensourceway/4639590640/sizes/l/in/photostream/
  • The only importantthing about design ishow it relates topeople.Victor PapanekDesign for the Real World: Human Ecology and Social Change (1971)
  • 4. Enhances editorial content, reinforcing its thesis, supporting dataand overall argument.5. Smart media brands rely heavily on editorial templates. Brandslike Bloomberg, The Economist and WSJ have set the standard forsmart, branded assets that accompany their editorial. Follow theirlead. rely heavily on editorial templates. Brands like Bloomberg, TheEconomist and WSJ have set the standard for smart, branded assetsthat accompany their editorial. Follow their lead. rely heavily on editorial templates. Brands like Bloomberg, TheEconomist and WSJ have set the standard for smart, branded assetsthat accompany their editorial. Follow their lead. rely heavily on editorial templates. Brands like Bloomberg, TheEconomist and WSJ have set the standard for smart, branded assetsthat accompany their editorial. Follow their lead. rely heavily on editorial templates. Brands like Bloomberg, TheEconomist and WSJ have set the standard for smart, branded assetsthat accompany their editorial. Follow their lead. rely heavily on editorial templates. Brands like Bloomberg, TheEconomist and WSJ have set the standard for smart, branded assetsthat accompany their editorial. Follow their lead. rely heavily on editorial templates. Brands like Bloomberg, TheEconomist and WSJ have set the standard for smart, branded assetsthat accompany their editorial. Follow their lead.
  • Overview of how the graphics are integrated with their editorial. These "spreads" areheralded as some of the best because of their attention to editorial design. 41
  • The layout and information flow is interesting and unique, while still ensuring that thecolors and textures are distinctly Bloomberg BusinessWeek. 42
  • Lists and tables of contents dont have to be relegated to text; Bloomberg BusinessWeek shows us that visual design can help spice up any information (and layout!). 43
  • Data-driven design is a part of Bloombergs overall style. It is smart,trendy and modern. Consider levering this for your own brand. 44
  • Notice how the red in the lefthand corner ties it toThe Economists brand. Copy, colors and fonts alsoconsistent with their publication.How do you want to leave your (water)mark?How do you want to leave your (water)mark?How do you want to leave your (water)mark? 45
  • More complex chart graphics, but still on brand. Creates"snackable" assets for The Economist to share in social and retain credit. 46
  • http://www.smashingmagazine.com/2011/10/21/the-do%E2%80%99s-and-don%E2%80%99ts-of-infographic-design-revisitehttp://www.digiday.com/publishing/brands-apply-for-content-curator-roles/http://blog.junta42.com/2010/11/are-brands-ready-to-be-media-companies-4-steps-to-yes/http://www.mediapost.com/publications/article/139613/
  • http://www.behance.net/http://dribbble.com/http://forrst.com/http://ffffound.com/http://www.good.is/infographicshttp://www.fastcodesign.com/http://jess3.com/the-state-of-wikipedia/http://jess3.com/eloqua-content-grid-v2/http://flowingdata.com/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/http://datavisualization.ch/
  • For Today’s Graduate, Just One Word: Statisticshttp://www.nytimes.com/2009/08/06/technology/06stats.htmlCreative Internet by Google Creative Labshttp://bit.ly/creativeinternetHave You Restructured for Global Success?http://hbr.org/2011/10/have-you-restructured-for-global-success/ar/1How Much Data Will Humans Create & Store This Year? [INFOGRAPHIC]http://mashable.com/2011/06/28/data-infographic/FFunction - What is Data Visualizationhttp://blog.ffctn.com/what-is-data-visualizationHal Varian on how the Web challenges managershttp://www.mckinseyquarterly.com/Hal_Varian_on_how_the_Web_challenges_managers_2286Eric Schmidt: Every 2 Days We Create As Much Information As We Did Up To 2003http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/http://techcrunch.com/2010/08/04/schmidt-data/