The Newsroom: How Brands are Becoming Media Companies


Published on

Breaking: Faced with a content surplus and a consumer attention deficit, brands need to deploy a content strategy that connects the right audience with the right content on the right channels. Michael Brito, author of "Your Brand, The Next Media Company", Slideshare's Marisa Wong, and Spredfast's Jordan Slabaugh report on key lessons from traditional media companies and the technology that make this transition possible.

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

The Newsroom: How Brands are Becoming Media Companies

  1. 1. the newsroom How Brands are Becoming Media Companies
  2. 2. Michael Brito Jordan Slabaugh Marisa Wong W2OGroup @britopian Spredfast @jordanv SlideShare @marisa_wong
  3. 3. today‟s discussion • The newsroom mindset • Successful brand traits • The approach to transforming from brand to media-minded brand • Panel Discussion
  4. 4. timely, relevant, valuable content Builds a relationship with your audience Gives a reason to share, discuss & create WOM
  5. 5. 90% Consumers find custom content useful 78% 80% Consumers believe organizations providing custom content are interested in building good relationships with them. Business decision-makers prefer to get company information in a series of articles versus an ad. 82% Consumers like reading content from brands when it's relevant Sources: Content Marketing Institute, Content Marketing Association, McMurry/TMG
  6. 6. thinking like a newsroom PEOPLE PROCESSE S
  7. 7. the(& newsroom mentality PEOPLE MINDSET) PROCESS • Content creators and editors • Strategy for content breakdown • Insatiable curiosity and news consumption • Familiarity with your audience • Editorial Calendar • Storytellers • Curation of timely, relevant developments • Embracing an editorial slant • “Beat” assignments • Analytics and insight
  8. 8. how brands are becoming media companies Marisa Wong, SlideShare Oct. 17, 2013
  10. 10. why become a „newsroom‟?
  11. 11. CONTROL conversation
  12. 12. TRUST
  13. 13. how do you build trust?
  14. 14. 1. stop pushing promotions 2. provide real information 3. have a voice
  15. 15. other newsroom tactics…
  16. 16. have a powerful headline
  17. 17. be timely & relevant
  18. 18. seek sources
  19. 19. tailor to your audience Share Knowledge Be Highly Visual
  20. 20. THANK YOU.
  21. 21. there is a content & media surplus 1 5
  22. 22. there is an attention deficit 1 5
  23. 23. the customer journey is unpredictable 1 5
  24. 24. consumers have tunnel vision 1 5
  25. 25. all consumers are influential 1 5
  26. 26. creating content isn‟t easy 1 78% 43% 51% of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it 5 say that developing content takes too much time of marketers say that producing enough content is their biggest challenge; with 49% say that producing "engaging" content was a challenges
  27. 27. business objectives remain constant 1 5
  28. 28. but, why a media company? 1 2 3 4 5 Storytelling: Media companies tell stories. Conde‟ Nast has a diverse narrative told through their media properties from fashion and travel to sports and weddings. Traditional news organizations also tell stories, although their narrative is current or breaking news. Content: Media companies are content machines with an "always on" mentality. It doesn't matter what time a day it is or what the hour, media companies distribute content all the time. Relevance: Media companies provide relevant content all the time to someone, somewhere. Their content is recent and real-time. Ubiquity: Media companies are everywhere. They dominate the search engine results and their content is shared daily across social media channels. Agility: Media companies are content organizations and move quickly. They have workflows that facilitate the entire content supply chain (ideation, creation, approval, distribution and integration.)
  29. 29. 8 steps to transform your brand to a media company 1. 2. Assign roles & responsibilities 3. Define your brand narrative 4. Create channel strategy 5. Establish the content supply chain 6. 5 Build a team Build real-time capabilities 7. Integrate converged media models 8. Invest in the right technology