Creating Purposeful News Content

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At our institutions, we commit a significant amount of resources to creating news content — press releases, internal and external newsletters, homepage feature stories, and more. We rely on this content to tell our story, communicate important information, and forge connections with readers in a timely, high-impact fashion. But how do we ensure that news content is on-brand, reaching the right audiences, and providing real value?

News content can have high strategic value for supporting institutional goals, but only if we plan and publish it with that intent. How much do we publish news content out of habit or reflex, rather than with clear purpose? Are we making good use of our time and resources — and our readers’ attention?

This webinar was originally delivered April 29, 2014.

Published in: Marketing, Technology, Business
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Creating Purposeful News Content

  1. 1. Creating Purposeful News Content Georgy Cohen @radiofreegeorgy
  2. 2. “To set his paper apart from its more sensational competitors, [New York Times publisher Adolph Simon] Ochs adopted the slogan “All the News That’s Fit to Print” (first used October 25, 1896) and insisted on reportage that lived up to that promise.” Encyclopedia Britannica
  3. 3. WHAT IS ‘FIT’?http://www.flickr.com/photos/usdagov/7087349351/
  4. 4. WHAT PROMISE DOES OUR NEWS LIVE UP TO?http://www.flickr.com/photos/74497032@N08/6900311851/
  5. 5. NEWS IS NOT INHERENTLY VALUABLEhttp://www.flickr.com/photos/74497032@N08/6900311851/
  6. 6. WHO CARES ABOUT YOUR NEWS?
  7. 7. Less than 1% of visitors view a news release. We can see by looking at landing pages for visits that include a news release that, when a visitor lands on a news release page, it is typically a dead-end with most of those visitors leaving the site from that page. “ 9 Chris Scott, Headscape http://boagworld.com/content-strategy/website-news/ #meetcontent
  8. 8. Less than 1% of visitors view a news release. We can see by looking at landing pages for visits that include a news release that, when a visitor lands on a news release page, it is typically a dead-end with most of those visitors leaving the site from that page. - Chris Scott, Headscape “ http://boagworld.com/content-strategy/website-news/ NEWS INHIBITS TASK COMPLETION http://www.flickr.com/photos/robandstephanielevy/4616960925/
  9. 9. It is not enough, for example, to write a press release saying how your organisation has won an award. Instead you need to clearly explain how that benefits the user. “ 12 Paul Boag, Headscape http://boagworld.com/content-strategy/website-news/ #meetcontent
  10. 10. Why does this matter to the organization? Why does this matter to me?
  11. 11. HOW DO WE MAKE NEWS SOCIAL?http://www.flickr.com/photos/33917831@N00/2911248047/ VALUE OVER VOLUME
  12. 12. We focus on publishing content our readers love so much they think it is worth sharing. It sounds simple but it’s hard to do and it is the metric that aligns our company with our readers. In the long term it’s good for readers and good for business. “ 15 Jonah Peretti, Buzzfeed http://cdixon.org/2012/07/24/buzzfeeds-strategy/ #meetcontent
  13. 13. “ http://boagworld.com/content-strategy/website-news/ NEWS IS THE ‘SHOW DON’T TELL’ OF OUR BRAND http://www.flickr.com/photos/eleaf/2536358399/
  14. 14. Universities have an opportunity to leapfrog the mainstream media and explain our research, teaching and wider contributions to society in forms beyond the text-based press release. ... We have websites, and access to the tools needed to reach the public. “ 17 Kyle Christie, formerly King’s College http://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/ #meetcontent
  15. 15. NEWS NEEDS CONTENT STRATEGY
  16. 16. 1. PROCESS 2. PRODUCT 3. PEOPLE http://www.flickr.com/photos/49392356@N03/8446610848/
  17. 17. http://www.flickr.com/photos/49392356@N03/8446610848/ 1. PROCESS
  18. 18. http://www.flickr.com/photos/49392356@N03/8446610848/ CRITERIA
  19. 19. http://www.flickr.com/photos/49392356@N03/8446610848/
  20. 20. http://www.flickr.com/photos/49392356@N03/8446610848/
  21. 21. http://www.flickr.com/photos/49392356@N03/8446610848/
  22. 22. http://www.flickr.com/photos/49392356@N03/8446610848/ SOCIAL PROMOTION
  23. 23. http://www.flickr.com/photos/49392356@N03/8446610848/
  24. 24. CONTENT DISCOVERY
  25. 25. EDITORIAL CALENDAR
  26. 26. http://www.flickr.com/photos/49392356@N03/8446610848/ http://www.flickr.com/photos/chefranden/390872656/ MEASUREMENT
  27. 27. http://www.flickr.com/photos/49392356@N03/8446610848/
  28. 28. http://www.flickr.com/photos/49392356@N03/8446610848/
  29. 29. 35 Style guide http://www.flickr.com/photos/londonmatt/3559945802/ Planning and publishing #cssummit @radiofreegeorgy http://en.wikipedia.org/wiki/Pocket_protector TAXONOMY
  30. 30. 36 http://www.flickr.com/photos/argenberg/184104386/http://www.flickr.com/photos/soldiersmediacenter/4367407655/ LANDING PAGES
  31. 31. “The old mantra that every page needs to be a homepage has never been more true...The goal is to give [the reader] a clean and interesting reading experience for the article... and beyond that to make sure that we are giving the reader a sense of what else is on our site. - Bob Cohn, editor, Atlantic Digital http://www.niemanlab.org/2012/08/coming-in-the-side-door-the-value-of-homepages-is-shifting-from-traffic-driver-to-brand/
  32. 32. #ncsrmr @radiofreegeorgy 38 Story metadata: -
  33. 33. EDITORIAL PLANNING
  34. 34. 40 REAL-TIME
  35. 35. 41 CONTENT HUB
  36. 36. 42
  37. 37. 2. PRODUCT http://www.flickr.com/photos/49392356@N03/8446610848/
  38. 38. The ultimate goal is to retire the press release. It’s a great holder for facts, but you’d never want to read one. We want to tell stories.“ 44 Tomas Kellner, GE http://contently.com/strategist/2013/07/29/we-want-to-retire-the-press-release-an-interview-with-ges-tomas-kellner/ #meetcontent
  39. 39. 2 . STORYTELLING AND CONTENT TYPES http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/eguidetravel/5662538696/ 1. CONVEY RELEVANCE 2. EVOKE EMPATHY 3. SPUR ACTION
  40. 40. 46 Style guide http://www.flickr.com/photos/londonmatt/3559945802/ Planning and publishing #cssummit @radiofreegeorgy http://en.wikipedia.org/wiki/Pocket_protector
  41. 41. #ncsrmr #psuweb12 @radiofreegeorgy
  42. 42. #ncsrmr #psuweb12 @radiofreegeorgy
  43. 43. #ncsrmr #psuweb12 @radiofreegeorgy
  44. 44. 56 Style guide http://www.flickr.com/photos/londonmatt/3559945802/ Planning and publishing #cssummit @radiofreegeorgy http://en.wikipedia.org/wiki/Pocket_protector
  45. 45. 57 Style guide http://www.flickr.com/photos/londonmatt/3559945802/ Planning and publishing #cssummit @radiofreegeorgy http://en.wikipedia.org/wiki/Pocket_protector
  46. 46. 3. PEOPLE http://www.flickr.com/photos/49392356@N03/8446610848/
  47. 47. http://www.flickr.com/photos/49392356@N03/8446610848/
  48. 48. http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/acanella/7260425106/
  49. 49. http://www.flickr.com/photos/vitike/5217716870/in/photostream/
  50. 50. http://www.flickr.com/photos/35927320@N03/4549876293/
  51. 51. 64 http://www.flickr.com/photos/wonker/1436280027/
  52. 52. 65 http://www.flickr.com/photos/wonker/1436280027/ Owned and facilitated Take, share and archive minutes Source ideas from across the organization Include social, photo and video Revisit editorial priorities Share measurement
  53. 53. meetcontent.com @meetcontent
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