House all your content in your newsroom and make sure that every element - press releases, articles, images, videos, tell a consistent brand story.

1. Telling Your Brand Story
with an
Online Newsroom
@sallyfalkow
@pressfeed
#ownthenews

3. Why a Digital Newsroom?
Brands are publishing content – not just
advertising next to what we read
Brand content competes with traditional media
for our attention
The public wants to see how your product or
service fits into their lifestyle – not just the
features of your product

4. Tell the Brand Story
Telling a brand story
needs to be:
• Intentional
• Constant
• Focused.

5. Who Are You?
Develop an Identity –
How you look , what you
say, what you do
Keep the brand at the
center of the story
Always stay on message
about the brand
Always be true to your
values

6. Build the Story
Every business has a story
to tell –
• Origins
• Growth
• Challenges
• Successes
• Losses
• Comebacks
• Testimonials
• Media coverage

7. “Woven together intentionally and
constantly these elements create a
tapestry that tells your brand story.”
Forbes

8. What content should we cover?
1. Act like a traditional newsroom
– Reporters
– Editors
– Designers
3. Monitor and comment on industry news
3. Conduct interviews
4. Go to events and report on the content

9. Media

10. What the Media Wants
• Provide content the media newsrooms no
longer have the resources to cover – medical,
travel, visuals.
• Create in-depth stories the media won’t cover
on their own
• Offer access to resources and experts

11. Newsroom
• Featured Story
• Video
• Images
• Infographics/Charts
• Trend Stories
• Expert Database

12. Search Engines

14. SEO

16. Content for Google
Panda Update July 2015
Original content
Constantly updated
In-depth
Authority
Rich media
Optimized

17. What makes a newsroom great?
• More than press
releases
• Great original content
• Content that the media
and the public will value
• Talent
• Technology
• Data/Analytics

21. How can a small business do this?
• Be smart with
technology
– Hosted newsroom with
visual features
– Train your team to
curate industry news
and create original
content

22. Content Ideas
Company News Customer Stories
Industry Trends Company History
Product Knowledge Big Milestones
Fact Sheets Events
News Capsules Social content
Expert Database Analyst coverage
Images Frontline stories
Videos Employee spotlight

26. Results?
• More traffic
• More media coverage
• More engagement

27. Traffic
Increase in traffic from the newsroom to other
areas of your website
Added a newsroom
Stopped publishing
content regularly

28. Engagement
• According to 37% of marketing managers, the
most important way to engage customers is
content-led websites. (Source: The CMA)
• 58% of consumers trust editorial content.
(Source: Nielsen)
• 54% of brands cited increased engagement as
the number one value of content. (Source:
Econsultancy and Outbrain)

29. Media
• You have to still do the work to make the media
aware of your newsroom and your editorial
content.
“Once we had the newsroom in place with travel
focused businesses in the area contributing contend
made the media aware of our newsroom as a
resource the media coverage just came rolling in.”
CVB Winston-Salem NC.

30. Combined with a Social Dashboard
• Import media lists
• Email reporters and editors
• Post to all social accounts
• Schedule posts
• Monitor mentions of brand and keywords
• Respond to mentions directly from the
dashboard
• Measure results – easy, automatic reporting
• www.sendible.com/partners/meritus for 10%
discount

31. Questions?
sally@press-feed.com
www.press-feed.com
Ask for a demo of the newsroom and/or the
dashboard.