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Content and Community: Telling Your Story

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How leveraging brand journalism and a content strategy can drive awareness

Published in: Business, Technology
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Content and Community: Telling Your Story

  1. 1. Content and CommunityTelling Your Story
  2. 2. Journalist | PR Pro | EntrepreneurGet the storyRed Sky Public Relations | www.RedSkyPR.com | 208.287.2199
  3. 3. Lobbyist | Catalyst| ConnectorGuard theReputationRed Sky Public Relations | www.RedSkyPR.com | 208.287.2199
  4. 4. 4
  5. 5. What‟s The Difference?> Marketing– The systematic planning, implementation and control of a mix ofbusiness activities intended to bring together buyers and sellers forthe mutually advantageous exchange or transfer of products.> Advertising– The paid, public, non-personal announcement of a persuasivemessage by an identified sponsor; the non-personal presentation orpromotion by a firm of its products to its existing and potentialcustomers.> Public Relations– A strategic communication process that builds mutually beneficialrelationships between organizations and their publics.5
  6. 6. 6
  7. 7. 7
  8. 8. 8Source: Jaime Derringer
  9. 9. What It Is About TodayEarnedPaidOwned9
  10. 10. What It Is About TodayEarnedPaidOwned10WebsiteFacebook PageStorefrontDatabaseBrochureDirect MailTV CommercialOutdoorSEM/Paid SearchPrint AdsMedia CoverageBlog PostsWord of MouthPosts, Links, SharesReviews
  11. 11. What It Is About TodayEarnedPaidOwned11STRANGERSCUSTOMERSFANS
  12. 12. What is about TomorrowPaid Owned Earned OrganicEVANGELISTS
  13. 13. 13
  14. 14. Focusing on content first, channels secondCommunicating with your audience without sellingDelivering information that makes your audience smarterBecoming a resource destination, not merely a transaction stopA Content First Approach14WHAT IT IS
  15. 15. 15ThoughtLeadership
  16. 16. 16Content Marketing“Creating and sharingvaluable free contentto attract and convertprospects intocustomers, andcustomers into repeatbuyers.The type of contentyou share is closelyrelated to what yousell…”Source: Copyblogger
  17. 17. 17Source: Brandjournalists.com
  18. 18. The differenceBrand JournalismLooks at how anaudience canbenefit fromcontent that hasbeen created bythe brand.Content MarketingDevelops contentrelated to thebrand, thinkinghow the brand canbenefit from it18
  19. 19. Brand Journalism: Coke‟s Content 2020> It‟s what‟s inside themessage that counts> Create ideas andelements of contentso contagious theycannot be controlled> No-one now has the‘Smarts’ on ideas> Switch from one-wayto dynamic storytelling19Source: Coca Cola Content 2020
  20. 20. Brand JournalismAmerican Express Cisco20
  21. 21. Brand Journalism21
  22. 22. 22“Audiences wantand valueinformative contentfrom knowledgeableparties –that includesjournalists, topic-specific experts andmarketers.”
  23. 23. Forbes WisdomWe need to be timely, relevant and authenticWe need to give up a measure of controlA generation of sophisticatedconsumers is emerging,demanding respect(from us and the brands we represent)23
  24. 24. Tenents of Brand Journalism> Trusted Relationship> Access> Long-form and serialstorytelling> Rapid production andpublishing schedule> Up-to-the-minute relevance> Transparent, honest, open24
  25. 25. IDEAS TO GET STARTED25
  26. 26. THE „TIONS> Curation : manually discovering, gatheringand presenting digital content that surroundsspecific subject matter– Aggregation: automated curation (RSS feed)> Narration : assimilating information andretelling it> Creation : developing newsworthy, educationaland/or entertaining material for distribution overvarious platforms26
  27. 27. "I believe that thereis a role for trustedcurators of news,people who haveunique access orunique insight, whocan get to newsmore quickly thananybody else, ordive into it moredeeply."- Louis Gray27CURATIONSource: Page One Curator
  28. 28. • Industry Newssections of companywebsites• RSS feeds on blogs• E-newslettersfeaturing themedcontent• Paper.li e-newsletters28CURATION EXAMPLESSource: Gallatin Public Affairs
  29. 29. CURATION PLATFORM: PAPER.LI29
  30. 30. “Well, if storytellingis important, thenyour narrativeability, or yourability to put intowords or use whatsomeone else hasput into wordseffectively, isimportant too.”- Howard Gardner30NARRATION
  31. 31. • Live bloggingevents• Tweetingspeeches,presentations,conferences with#hashtag• Facebook albumchronicling ajourney31NARRATION EXAMPLES
  32. 32. NARRATION PLATFORM: STORIFY329/11Ohio DroughtChicagoTeacher’s Strike
  33. 33. “We are made ofstories… and thereare [sic] increasingopportunities thattechnologypresents in terms oftelling deeper andmore immersivestories.”- JonathanMildenhall33CREATION
  34. 34. • Corporate blog• Company PhotoAlbum• YouTubechannel• Presentations• Case Studies• CustomerExperiences• Testimonials• Webinars 34CREATION EXAMPLESSource: Whole Foods
  35. 35. CREATION PLATFORM: WORDPRESS35
  36. 36. STOCK YOUR TOOLBOX: THE BASICS36• Digital Still Camera• Digital Video Camera• Mini Tripod• E-Marketing Service• Blog• Online VideoChannel• Online PhotoChannel• Google Alerts• RSS Feed Reader
  37. 37. STOCK YOUR TOOLBOX: OPTIONAL37• Twitter Feed(s)• Company FacebookPage• Company LinkedInPage• Pinterest Account• Tumblr Blog• Slideshare Account• Storify Page
  38. 38. IDENTIFYING CONTENT38
  39. 39. CONTENT SOURCES: INTERNAL> New offerings> Behind the scenes> Partnerships> How-To‟s, tips> Customer service> Customer feedback> Insights into Culture> Predictions> Events> Infographics (data!)39
  40. 40. CONTENT SOURCES: EXTERNAL> Google Alerts> Trend searches> Competitive moves> Industry articles> Industry blog posts> Industry studies> Recognition/Awards> Conferences40
  41. 41. CONTENT SOURCES: EXTERNAL> Google Alerts:– Your company, your executives, your competitors– Industry keywords> Trends:– Google Trends– Trendwatching.com> Industry articles/blogs/studies– LinkedIn Industry Groups– SmartBrief.com– Quora.com– Industry Association Newsletters41
  42. 42. DON‟TS42> Sell 24/7> Abuse the dashboard> Put content in the same formaton every platform> Make platform orphans> Be devoid of personality
  43. 43. DO‟S43> Create an editorialcalendar> Find content champions> Open the kimono> Create regularly> Make your contentshareable> Respect speed of thumbs
  44. 44. PEOPLE CAN’T BUYYOUR PRODUCT EVERY DAY,BUT THEY CANCONSUME YOUR CONTENTAND BE INSPIRED DAILY.- YULI ZIVFinal Thought44

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