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Secrets to Newsworthy Content

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This presentation was given at BrightonSEO and talks about the elements that make content Newsworthy. Using examples it goes through how brands can build processes to continuously create and leverage newsworthy content. For a write up on the presentation check out this post: http://www.blueglass.co.uk/blog/secrets-newsworthy-content-brightonseo-presentation/

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Secrets to Newsworthy Content

  1. 1. The Secrets to Newsworthy Content Andy Miller - @andyjm101
  2. 2. What is newsworthy content?
  3. 3. The fluffy Definition Newsworthiness is used to describe whether or not a topic is interesting enough for people to want to know about it
  4. 4. The fluffy Definition
  5. 5. A better definition: You want at least 3 out of 5 Timing Credibility Emotion Newsworthy Impact Attention
  6. 6. Scottish independence: Can a royal baby save the Union? 2xTiming Attention Impact
  7. 7. Top five regrets of the dying Emotion Attention Impact Credible
  8. 8. Restored Black and White Pictures Emotion Attention Credible
  9. 9. The World Cup of Everything Else Credible Timing Attention
  10. 10. @therustybea How do we be Newsworthy? r
  11. 11. Principles of Marketing
  12. 12. Principles of Marketing Marketing Management Process Analyse market opportunities Select target markets Design marketing strategies Plan & Implement marketing programs Manage marketing efforts Content Marketing Process Strategy Production Promotion
  13. 13. Sounds straight forward right?
  14. 14. Research Sourcing Ideation Creation Placement Promotion Measurement Having an actionable process makes it easier!
  15. 15. @therustybea This makes it easier to break out of silosr
  16. 16. @therustybea This makes it easier to break out of silosr Promoting the industry thought leader persona Email PPC Offline Content! Social Display
  17. 17. @therustybea And frame to align with your KPIs r
  18. 18. @therustybea It’s the way that users engage with content that makes it newsworrthy Credible Attention Emotion
  19. 19. @therustybea r In case you were wondering…
  20. 20. @therustybea How do we create newsworthy content?r
  21. 21. Tell the audience what they want to hear, not just what the brand wants to tell *Or at least use what the audience is interested in as a framework for the content you develop –PR Newswire
  22. 22. Stop thinking copywriters – think influencers
  23. 23. Stop thinking copywriters – think influencers Brand Marketers: Illustrate and explain data Brand Journalists: Industry commentary & Insights Customers: Brand advocating & industry opinion Influencers: Inspire audience
  24. 24. Stop thinking copywriters – think influencers Credible Attention Impact
  25. 25. Understand what assets are available Credible Impact Attention
  26. 26. Understand what assets are available Statistics help to put things in perspective – people love that! Find it where you can: yougov.co.uk, Google Trends, Insights Find insights by comparing similar studies Be careful about credibility!
  27. 27. Stay on top of the industry
  28. 28. Stay on top of the industry Media enquiries – HARO, Response Source, JournoRequest, PR Newswire Make journalists come to you – Let them know your expertise Go to events – Make connections, know what you are able to offer Always be adding value to the conversations
  29. 29. Stay on top of the industry Timing Attention Emotion
  30. 30. Be careful with Newsjacking
  31. 31. Be careful with Newsjacking Bring it back to your industry and relatable to your audience Always ensure that you are adding value – don’t just report! Don’t be afraid to be controversial – as long as it reflects your brand Speed > Perfection
  32. 32. Be careful with Newsjacking Timing Impact (maybe) ??
  33. 33. Be careful with Newsjacking
  34. 34. @therustybea r Create a dialogue with your customers to find the stories
  35. 35. @therustybea r Create a dialogue with your customers to find the stories Find your advocates – Social Media, forums, reviews Customer surveys – Be imaginative! Facilitate UGC – community forums Tell stories about the way your products affect your customers lives
  36. 36. @therustybea Create a dialogue with your customers to find the storries Diamond Dallas Page - Youtube 10xEmotion Attention Credible Impact
  37. 37. What do you do with newsworthy content?
  38. 38. What do you do with newsworthy content? Promoting the industry thought leader persona Email PPC Offline Content! Social Display
  39. 39. It’s about the story (and a little bit about the brand…)
  40. 40. Entice users into owned properties
  41. 41. Entice users into owned properties Social Media – For regular updates Onsite or Microsite – For further information Email lists – For more in depth stories
  42. 42. Track and segment users
  43. 43. Track and segment users Content Groupings Custom Segments First exposure vs Brand aware Micro-conversions Channel & content sequencing Attribute business value
  44. 44. Track and segment users Identify and compare performance from users exposed to different campaigns and content Converting Users Exposed to content
  45. 45. In summary • Newsorthiness 1. Timing 2. Emotion 3. Attention 4. Impact 5. Credibility • Understand the Marketing/Content Marketing Process • Put the processes in place to continually be newsworthy 1. Influencers not copywriters 2. Understand the available assets 3. Stay on top of the industry 4. Be careful with Newsjacking 5. Create a dialogue with your customers
  46. 46. Thanks for Listening Andy Miller Digital Consultant @andyjm101

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