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Content Marketing and Brand Journalism Strategy Ragan

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Content Marketing and Brand Journalism Strategy Ragan

  1. 1. Gene King, APR Director Global Media Relations & Corporate Communications @geneaking
  2. 2.  U.S. newspaper print circulation decreased 8.7% in past 5 years  Digital circulation of newspaper outlets worldwide increased 45.3%  Reporters writing headlines to get more views  NY Times builds out “digital rewrite team”  Dailies don’t print daily anymore 2
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  4. 4. 4 Cerner’s big win sets off Twitter boom Surprise was widespread Wednesday when the business team involving Cerner Corp. won a $9 billion to $11 billion contract with the U.S. Department of Defense.
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  6. 6. YOUR BRAND
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  9. 9.  90 percent of purchase decisions conducted online  60 percent of consumers are inspired to seek a product after reading content about it  50 percent of marketers with content strategy indicate it has increased brand visibility, thought leadership, SEO, web traffic and buyer engagement  80 percent prefer content vs. ads  61 percent more likely to buy from brands with custom content Source: Captora 11
  10. 10. Content Marketing vs. Brand Journalism 12
  11. 11.  Media and marketing are converging as more brands launch their own publishing operations  Storytelling is a powerful way to connect with consumers  The key to gaining trust of your audience is to publish material that is credible and honest 13
  12. 12.  Content Marketing is the planning, creation, and amplification of brand and customer focused narratives that drive measureable business outcomes – Mark Ragan  Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. – The Content Marketing Institute 14
  13. 13.  Brand journalism involves telling journalism-style stories about a company that make readers want to know more, engage with the brand that ultimately leads to a relationship based on trust leading to increase in brand reputation. ◦ PRSA listed it as one of top trends in public relations ◦ Use tools, tactics and style of journalism to tell a company’s story ◦ Give them real and interesting stories they can relate to 15
  14. 14. Content Marketing Transactional/Sales 16 Brand Journalism Relationship/Reputation +
  15. 15.  Combine strategic content produced in a journalistic style for a targeted segment to move audiences through customer hierarchy. ◦ Increase awareness ◦ Engage the audience ◦ Influence behavior ◦ Gain/establish trust ◦ Build relationships ◦ Drive reputation 17
  16. 16. + 18
  17. 17.  Know your audience ◦ Most audiences still get info from news organizations ◦ News and content shared among professionals on LinkedIn ◦ Audiences share content with friends/family and say they read content shared by friends/family 19
  18. 18.  Big data 20
  19. 19.  polyculturalism 21
  20. 20.  Awareness of products/services  Engagement metrics of views, shares, time on page  Clicks as referrals within your site  Lead generation via fillable forms within content  Year-round interaction 22
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  22. 22.  Turn press releases into features and then some  Convert expert interviews into video and/or audio posts  Post slideshows to share  Multiple pieces of content out of studies and whitepapers 24
  23. 23.  Preseason 25 0 10000 20000 30000 40000 50000 60000 70000 1 2 Media Hits Newsroom 0 50000 100000 150000 200000 250000 300000 1 2 3 Media Hits Newsroom  Tax season
  24. 24.  Summer 26 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 1 2 3 Media Hits Newsroom
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  26. 26. 28 50% of Switch to Block media mentions included SwitchToBlock email. Switch To Block post on newsroom was No. 1 most viewed in history. Almost 45,000 views
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  28. 28. 30 Sept '14 Oct '14 Nov '14 Dec '14 Jan '15 Feb '15 Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sept '15 Oct '15* Newsroom Views Google Search
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  32. 32. http://news.shepherd.org/ 34
  33. 33.  Not just Media Relations pros, but Bureau Chiefs ◦ Reporting the news goes both ways ◦ Professional story tellers ◦ Bringing client and/or office stories to life 35
  34. 34. 36 August 2015 Monday Tuesday Wednesday Thursday Friday Saturday FOCUS 3 4 5 6 7 8 News Personal Finance Features Blog Save on college textbooks Are scholarships taxed? National dollar day Book lover's day BA NL W-4 checkup HRB NL Activation TTI.com Wynne and KCET Self-employment tax LinkedIn Culture counts FOCUS 10 11 12 13 14 15 News ITC enrollment Features Blog ITIN and child tax credit Most serious IRS notices Tax ID theft BA NL HRB NL Tax calculator Activation TTI.com IRS notices re: APTC Disaster relief LinkedIn FOCUS 17 18 19 20 21 22 News First-time penalty abatement Features Child care credit First-time penalty abatement Blog "Get Transcript" breach Moving out Basic finance terms Debt-free or no? BA NL Year-end plan HRB NL Activation TTI.com Tangible property rules LinkedIn Time to stop tax fraud FOCUS 24 25 26 27 28 29 News Features Higher education credits Social Security and taxes Blog Health care and life changes Building work wardrobe Life expectancy of appliances BA NL HRB NL Activation TTI.com “Get Transcript” breach LinkedIn Budget Challenge
  35. 35.  Industry has changed  Need to change with it  OWN your content  Already doing some of this  Aligns with PESO model  Measureable and actionable  Content can drive clients  Brand Journalism can drive reputation 37 Content Marketing + Brand Journalism = Success
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  37. 37. Gene King, APR Director Global Media Relations & Corporate Communications @geneaking

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