4. Newsroom
approach
now
required
to
fulfill
new-‐age
marke9ng
&
PR
PR
Brand
Media
Na9ve
Adver9sing
Social
Media
5. A
sustained
opera9on
covers
the
content
spectrum
Eventually
all
companies
will
move
to
a
sustained
content
opera4on
business
impact
specializa4on
Content
to
support
PR
and
marke9ng
tac9cs
Content
suppor9ng
campaigns
Content
suppor9ng
social
media
Content
as
a
sustained,
managed
opera9on
6. American Express
Owning a space: Small
business.
Different companies have different objectives
Verizon Wireless
Transforming corp news
and reputation
management.
Johnson & Johnson
Right data and insight on
their target with the #1
destination of new and
expecting moms.
Degree Men
Brand building through
scaled digital and social
engagement.
Threadless
Selling product by tapping
into the power of product as
content.
6
Disney
Optimizing existing assets
to drive engagement and
greater brand affinity.
7. mission
|
editorial
defini4on
pla:orm
discovery
|
development
editorial
opera4ons
content
distribu4on
program
op4miza4on
persona
development
|
audience
mapping
who
(and
where)
are
we
trying
to
engage?
how
we
reach
them
as
a
media
producer?
what
is
the
best
experience
to
to
deliver
content?
what
is
our
system
to
create
and
share
engaging
editorial?
what
do
we
use
media
to
circulate
content
to
engage?
how
do
we
relentlessly
improve
to
achieve
business
outcomes?
All
opera9ons
require
a
new
process
10. Q: What kind of content should I create to engage consumers?
A: Interesting and sharable content.
- Utility (tips, tricks, lifehacks)
- Longform (#longreads)
- Podcasts
- Infographics
- Short-Form Video
- Documentary Video
- Spotify Playlists
- Vine + Instagram
- Social Media Contests
- Events
You can create all of the above in-house
or work with publishers (hai, Mashable!)
11. Publishers help brands become
premium content creators* and optimize
distribution across digital platforms.
*So long as legal is on board
What We Do
12. Branded Content
Publishers understand what content resonates most with the
audience. Content produced for partners should be native to the
site’s editorial flow and aligns brand messages directly with their
target consumer. Mashable’s custom content is directly funded by the
advertiser, but 100% controlled/executed by editorial.
1. Develop
Work directly with clients to create an original, compelling content
experience that aligns with brand strategy. The content is built to be
utility-driven and most importantly, shareable! What does the brand
want to be aligned with? Who are they trying to reach? What are the
goals?
2. Distribute
Publisher works with brand to outline publication, promotion, and
social distribution strategies that leverage social reach and secure as
many viewers as possible. YES, the brand should share the content!
3. Analyze
Are you reaching the right audience? How did the audience engage
with the content? Did the content impact brand perception?
