SlideShare a Scribd company logo
1 of 15
Download to read offline
11 TIPS FOR BUILDING A
BRAND NEWSROOM
HOW THE RULES OF CONTENT MARKETING
ARE CHANGING FOR TECHNOLOGY COMPANIES

By Steve Smith
TAKE A FEW TIPS FROM
THE WORLD OF JOURNALISM
Whether you think “brand journalism” is a trendy buzz
phrase or a mantra, you can do worse with your
marketing than to take a few tips from the newsroom.
Technology buyers are bombarded with messages today.
Not only is it harder to rise above the noise, it’s harder to
connect with your sales prospects. Want to make a
connection? Try these 11 tips.
No. 1: CUT THE BULLS#!T
People see right through spin. Real journalists hate it and
will tell you in no uncertain terms. So be real. What does
your brand believe in? Know yourself, don’t be afraid to be
different, and then own it. Be yourself. You’ll connect with
people who share your values.
No. 2: THINK LIKE A JOURNALIST
The best journalists make it a mission to give their reader
something that they can use and makes their lives better.
Think about how your work can benefit your audience,
not just sell stuff.
No. 3: THINK LIKE YOUR AUDIENCE
Empathy is the goal. As you create content, don’t think
about how to sell to them. Think about how to be their
advocate. Develop personas so you know how to talk
with them, not at them or to them.
No. 4: THINK LIKE AN EVANGELIST
Like a crusading journalist, pursue The Truth with
fervor. You have to believe in something passionately and
feel compelled to tell everybody. Make your brand all
about changing the world and you’ll create an emotional
connection. You’ll also see demand increase.
No. 5: TELL STORIES
It’s not complicated. People have a primordial need to
hear stories. To tell a story worth hearing, adopt a
unique point of view. Use your brand's differentiation
goals, message, and products to filter your narrative.
No. 6: COMMIT TO CONSISTENCY
Whether your model is the daily paper or The Daily Show,
keep up a steady cadence of content. Whether you
believe in campaigns or the always-on approach (and you
should believe in both), remember that organizing and
developing content is a process. That means an editorial
calendar.
No. 7: BE AGILE AND BE TOPICAL
Remember this: You’re always on a deadline. React to
news in the moment. Embrace the urgency of now. And
never forget that good content in market today is better
than perfect content in market next month. And don’t be a
slave to your editorial calendar.
No. 8: BE RELEVANT
A key lesson from dead-tree media: What you say better
be worth saying. Deliver the right message to the right
person at the right time. How you say it is as important as
what you say. Commit to context. Timing is everything.
No. 9: THINK IN TERMS
OF RELATIONSHIPS
Newspapers call them subscribers. TV networks call them
viewers. You call them customers. It’s an ongoing
relationship, not a one-time thing. Treat your audience
like people who matter. Because they do.
No. 10: BE CONCISE
Newsflash: People today have short attention spans.
Deal with it. Says Michael Brenner from SAP: “Content
length will continue downward as our real-time, mobile
world seeks smaller, more ‘snackable’ and more
‘shareable’ content.” Think small. Like this e-book.
No. 11: GET A CHAMPION
You can outsource your work, but you can’t outsource
your passion. One person must own and exemplify your
passion — whether you call that person a managing
editor, a chief content officer, or a brand evangelist.
FINALLY!
For journalists, trust and credibility are
everything. You earn it every day. Your work must
communicate personal value and tangible
benefit. It’s the same in technology marketing.

BRAND JOURNALISM? SURE.
CALL IT WHATEVER YOU WANT.
BUT DO IT. NOW.
ABOUT THE STARR CONSPIRACY
You shouldn't have to pay an agency to get to know your industry. The Starr Conspiracy
already knows your market segment, who you are, and where you fit in. We're a
strategic marketing and advertising agency devoted exclusively to enterprise
software and services. When you partner with us, it's to build market share, multiply
brand awareness, and drive sales leads — not to bone up on the basics. We've been
"out there" for more than a decade, so you can hit the ground running. Founded in
1999 and located in Fort Worth, Texas, The Starr Conspiracy has won eight best places
to work awards and countless creative awards. Visit us on the Web at
www.thestarrconspiracy.com.

More Related Content

What's hot

From Consumer to Collaborator: Reimagining the Marketplace as If People Mattered
From Consumer to Collaborator: Reimagining the Marketplace as If People MatteredFrom Consumer to Collaborator: Reimagining the Marketplace as If People Mattered
From Consumer to Collaborator: Reimagining the Marketplace as If People Mattered
Sustainable Brands
 
Becoming Relevant: How brands can compete in a digital world
Becoming Relevant: How brands can compete in a digital worldBecoming Relevant: How brands can compete in a digital world
Becoming Relevant: How brands can compete in a digital world
Arcangela Mele Chapman
 

What's hot (20)

Writing good job adverts
Writing good job advertsWriting good job adverts
Writing good job adverts
 
Is new advertising really new?
Is new advertising really new? Is new advertising really new?
Is new advertising really new?
 
The Power of Everything
The Power of EverythingThe Power of Everything
The Power of Everything
 
What is the future of influencer marketing?
What is the future of influencer marketing?What is the future of influencer marketing?
What is the future of influencer marketing?
 
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free ExcerptYoutility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt
Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt
 
From Consumer to Collaborator: Reimagining the Marketplace as If People Mattered
From Consumer to Collaborator: Reimagining the Marketplace as If People MatteredFrom Consumer to Collaborator: Reimagining the Marketplace as If People Mattered
From Consumer to Collaborator: Reimagining the Marketplace as If People Mattered
 
Creating Story-Driven Brand Experiences
Creating Story-Driven Brand ExperiencesCreating Story-Driven Brand Experiences
Creating Story-Driven Brand Experiences
 
Content Creation Best Practices & The Problem With Editorial Calendars
Content Creation Best Practices & The Problem With Editorial CalendarsContent Creation Best Practices & The Problem With Editorial Calendars
Content Creation Best Practices & The Problem With Editorial Calendars
 
What is copywriting
What is copywritingWhat is copywriting
What is copywriting
 
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders 2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders
 
Event Hacks: 8 ways to transform attendees into your event ambassadors
Event Hacks: 8 ways to transform attendees into your event ambassadorsEvent Hacks: 8 ways to transform attendees into your event ambassadors
Event Hacks: 8 ways to transform attendees into your event ambassadors
 
Becoming Relevant: How brands can compete in a digital world
Becoming Relevant: How brands can compete in a digital worldBecoming Relevant: How brands can compete in a digital world
Becoming Relevant: How brands can compete in a digital world
 
Harvesting Consumer Intent from the Social Web
Harvesting Consumer Intent from the Social WebHarvesting Consumer Intent from the Social Web
Harvesting Consumer Intent from the Social Web
 
Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups Content Inc - The Six Step Business Model for Startups
Content Inc - The Six Step Business Model for Startups
 
Webinar: Aligning Marketing with Sales
Webinar: Aligning Marketing with SalesWebinar: Aligning Marketing with Sales
Webinar: Aligning Marketing with Sales
 
Hotel Marketing Benchmark - June 2015
Hotel Marketing Benchmark - June 2015Hotel Marketing Benchmark - June 2015
Hotel Marketing Benchmark - June 2015
 
How GREAT Marketers Win at Digital Advertising
How GREAT Marketers Win at Digital AdvertisingHow GREAT Marketers Win at Digital Advertising
How GREAT Marketers Win at Digital Advertising
 
Trade Secrets Of Getting More Press Exposure
Trade Secrets Of Getting More Press ExposureTrade Secrets Of Getting More Press Exposure
Trade Secrets Of Getting More Press Exposure
 
How to fix your marketing blind spot
How to fix your marketing blind spot How to fix your marketing blind spot
How to fix your marketing blind spot
 
Gravity thinking digital digest #89
Gravity thinking digital digest #89Gravity thinking digital digest #89
Gravity thinking digital digest #89
 

Viewers also liked

Creative Newsroom: Brand Storytelling at the Speed of Social
Creative Newsroom: Brand Storytelling at the Speed of SocialCreative Newsroom: Brand Storytelling at the Speed of Social
Creative Newsroom: Brand Storytelling at the Speed of Social
Edelman Digital
 
Creating a Government Brand Journalism Site
Creating a Government Brand Journalism Site Creating a Government Brand Journalism Site
Creating a Government Brand Journalism Site
Greg Licamele
 
3. Editorial Chart[1] PM ppt
3. Editorial Chart[1] PM ppt3. Editorial Chart[1] PM ppt
3. Editorial Chart[1] PM ppt
Arzoo Sahni
 
Newsroom structure
Newsroom structureNewsroom structure
Newsroom structure
Saqib Naveed
 

Viewers also liked (17)

Creative Newsroom: Brand Storytelling at the Speed of Social
Creative Newsroom: Brand Storytelling at the Speed of SocialCreative Newsroom: Brand Storytelling at the Speed of Social
Creative Newsroom: Brand Storytelling at the Speed of Social
 
MasterCard's Jennifer Stalzer presents The Evolution of the Corporate Newsroo...
MasterCard's Jennifer Stalzer presents The Evolution of the Corporate Newsroo...MasterCard's Jennifer Stalzer presents The Evolution of the Corporate Newsroo...
MasterCard's Jennifer Stalzer presents The Evolution of the Corporate Newsroo...
 
Newsroom 3.0
Newsroom 3.0Newsroom 3.0
Newsroom 3.0
 
Emory News Center
Emory News CenterEmory News Center
Emory News Center
 
Print and beyond insights transforming the enterprise print room in the new...
Print and beyond insights   transforming the enterprise print room in the new...Print and beyond insights   transforming the enterprise print room in the new...
Print and beyond insights transforming the enterprise print room in the new...
 
2006 EBU Training Croatian TV newsroom
2006 EBU Training Croatian TV newsroom2006 EBU Training Croatian TV newsroom
2006 EBU Training Croatian TV newsroom
 
Creating a Government Brand Journalism Site
Creating a Government Brand Journalism Site Creating a Government Brand Journalism Site
Creating a Government Brand Journalism Site
 
The Changing Newsroom
The Changing NewsroomThe Changing Newsroom
The Changing Newsroom
 
Newsroom of the Future - R. Sukumar, Mint at the IndiaSocial Summit 2012
Newsroom of the Future - R. Sukumar, Mint at the IndiaSocial Summit 2012Newsroom of the Future - R. Sukumar, Mint at the IndiaSocial Summit 2012
Newsroom of the Future - R. Sukumar, Mint at the IndiaSocial Summit 2012
 
Newsroom org models (iapa)
Newsroom org models (iapa)Newsroom org models (iapa)
Newsroom org models (iapa)
 
MSLGROUP Newsroom: An Overview
MSLGROUP Newsroom: An OverviewMSLGROUP Newsroom: An Overview
MSLGROUP Newsroom: An Overview
 
Stress management.
Stress management.Stress management.
Stress management.
 
Xm Asia nokia ap digital case history
Xm Asia nokia ap digital case historyXm Asia nokia ap digital case history
Xm Asia nokia ap digital case history
 
3. Editorial Chart[1] PM ppt
3. Editorial Chart[1] PM ppt3. Editorial Chart[1] PM ppt
3. Editorial Chart[1] PM ppt
 
Newsroom structure
Newsroom structureNewsroom structure
Newsroom structure
 
Modern marketing organizational structure @kaykas - jascha kaykas-wolff
Modern marketing organizational structure   @kaykas - jascha kaykas-wolffModern marketing organizational structure   @kaykas - jascha kaykas-wolff
Modern marketing organizational structure @kaykas - jascha kaykas-wolff
 
A Simple Content Marketing Org Chart
A Simple Content Marketing Org ChartA Simple Content Marketing Org Chart
A Simple Content Marketing Org Chart
 

Similar to 11 Tips for Building a Brand Newsroom: How the Rules of Content Marketing are Changing for Technology Companies

20 Really Useful Chinese Focused Content Marketing Tips
20 Really Useful Chinese Focused Content Marketing Tips20 Really Useful Chinese Focused Content Marketing Tips
20 Really Useful Chinese Focused Content Marketing Tips
Reach China Holdings Limited
 
15 content-marketing-nuggets
15 content-marketing-nuggets15 content-marketing-nuggets
15 content-marketing-nuggets
Amanda Snyder
 

Similar to 11 Tips for Building a Brand Newsroom: How the Rules of Content Marketing are Changing for Technology Companies (20)

The Incite Summit 2013 eBook
The Incite Summit 2013 eBookThe Incite Summit 2013 eBook
The Incite Summit 2013 eBook
 
The Incite Summit 2013 eBook
The Incite Summit 2013 eBookThe Incite Summit 2013 eBook
The Incite Summit 2013 eBook
 
10 marketing questions
10 marketing questions10 marketing questions
10 marketing questions
 
BuzzMarketing
BuzzMarketingBuzzMarketing
BuzzMarketing
 
The ultimate guide to successful advertising (updated version)
The ultimate guide to successful advertising (updated version)The ultimate guide to successful advertising (updated version)
The ultimate guide to successful advertising (updated version)
 
20 Useful Content Marketing Tips
20 Useful Content Marketing Tips20 Useful Content Marketing Tips
20 Useful Content Marketing Tips
 
20 Really Useful Chinese Focused Content Marketing Tips
20 Really Useful Chinese Focused Content Marketing Tips20 Really Useful Chinese Focused Content Marketing Tips
20 Really Useful Chinese Focused Content Marketing Tips
 
Storytelling, A New Brand Imperative. CosmoProf Interview with David Altman,...
Storytelling, A New Brand Imperative.  CosmoProf Interview with David Altman,...Storytelling, A New Brand Imperative.  CosmoProf Interview with David Altman,...
Storytelling, A New Brand Imperative. CosmoProf Interview with David Altman,...
 
Engaging a business audience of One
Engaging a business audience of OneEngaging a business audience of One
Engaging a business audience of One
 
The ultimate guide to successful advertising
The ultimate guide to successful advertisingThe ultimate guide to successful advertising
The ultimate guide to successful advertising
 
The Top 10 Marketing Concepts You Should Know For Your Small Business
The Top 10 Marketing Concepts You Should Know For Your Small BusinessThe Top 10 Marketing Concepts You Should Know For Your Small Business
The Top 10 Marketing Concepts You Should Know For Your Small Business
 
Judging Creative Advertising
Judging Creative AdvertisingJudging Creative Advertising
Judging Creative Advertising
 
15 content-marketing-nuggets
15 content-marketing-nuggets15 content-marketing-nuggets
15 content-marketing-nuggets
 
15 content-marketing-nuggets
15 content-marketing-nuggets15 content-marketing-nuggets
15 content-marketing-nuggets
 
30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?
 
Copyrighting Notes
Copyrighting Notes Copyrighting Notes
Copyrighting Notes
 
Marketing WISDOM anthology | Quotes and more by Bluesophy
Marketing WISDOM anthology | Quotes and more by BluesophyMarketing WISDOM anthology | Quotes and more by Bluesophy
Marketing WISDOM anthology | Quotes and more by Bluesophy
 
30 min guide: Discover the ZEN of B2B marketing
30 min guide: Discover the ZEN of B2B marketing30 min guide: Discover the ZEN of B2B marketing
30 min guide: Discover the ZEN of B2B marketing
 
The 10 most abused words in Marketing
The 10 most abused words in MarketingThe 10 most abused words in Marketing
The 10 most abused words in Marketing
 
9 Tips for Pitching the Media
9 Tips for Pitching the Media9 Tips for Pitching the Media
9 Tips for Pitching the Media
 

More from The Starr Conspiracy

More from The Starr Conspiracy (12)

Marketing Velocity and the 5 Keys to Making the Cash Register Ring
Marketing Velocity and the 5 Keys to Making the Cash Register RingMarketing Velocity and the 5 Keys to Making the Cash Register Ring
Marketing Velocity and the 5 Keys to Making the Cash Register Ring
 
The Ultimate Question to Ask Your Employees: An Introduction to the Employee ...
The Ultimate Question to Ask Your Employees: An Introduction to the Employee ...The Ultimate Question to Ask Your Employees: An Introduction to the Employee ...
The Ultimate Question to Ask Your Employees: An Introduction to the Employee ...
 
Burn After Reading: The Vendor's HR Technology Conference & Exposition Manual
Burn After Reading: The Vendor's HR Technology Conference & Exposition ManualBurn After Reading: The Vendor's HR Technology Conference & Exposition Manual
Burn After Reading: The Vendor's HR Technology Conference & Exposition Manual
 
Focusing Your Spark — Tips for Growth From the Inc. 5000
Focusing Your Spark — Tips for Growth From the Inc. 5000Focusing Your Spark — Tips for Growth From the Inc. 5000
Focusing Your Spark — Tips for Growth From the Inc. 5000
 
Putting Drive Into Gear — Executing on Your Company’s Obsession to Achieve Ma...
Putting Drive Into Gear — Executing on Your Company’s Obsession to Achieve Ma...Putting Drive Into Gear — Executing on Your Company’s Obsession to Achieve Ma...
Putting Drive Into Gear — Executing on Your Company’s Obsession to Achieve Ma...
 
Dissecting the Top 7 Trends Impacting HCM
Dissecting the Top 7 Trends Impacting HCMDissecting the Top 7 Trends Impacting HCM
Dissecting the Top 7 Trends Impacting HCM
 
The Content Marketing Mix: An Infographic
The Content Marketing Mix: An InfographicThe Content Marketing Mix: An Infographic
The Content Marketing Mix: An Infographic
 
The Future of HCM: 7 Trends You Need To Know
The Future of HCM: 7 Trends You Need To KnowThe Future of HCM: 7 Trends You Need To Know
The Future of HCM: 7 Trends You Need To Know
 
TSC Brief Employer Branding Do's and Don'ts
TSC Brief Employer Branding Do's and Don'tsTSC Brief Employer Branding Do's and Don'ts
TSC Brief Employer Branding Do's and Don'ts
 
The Overlooked Importance of Market Share
The Overlooked Importance of Market ShareThe Overlooked Importance of Market Share
The Overlooked Importance of Market Share
 
The Message Manifesto
The Message ManifestoThe Message Manifesto
The Message Manifesto
 
The Final Word on Social Media Marketing
The Final Word on Social Media MarketingThe Final Word on Social Media Marketing
The Final Word on Social Media Marketing
 

Recently uploaded

Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di DepokObat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di SurabayaObat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
ogawka
 
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
prakheeshc
 
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
daisycvs
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
CaitlinCummins3
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 

Recently uploaded (20)

10 Easiest Ways To Buy Verified TransferWise Accounts
10 Easiest Ways To Buy Verified TransferWise Accounts10 Easiest Ways To Buy Verified TransferWise Accounts
10 Easiest Ways To Buy Verified TransferWise Accounts
 
Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacova
 
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deckPitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
 
Navigating Tax Season with Confidence Streamlines CPA Firms
Navigating Tax Season with Confidence Streamlines CPA FirmsNavigating Tax Season with Confidence Streamlines CPA Firms
Navigating Tax Season with Confidence Streamlines CPA Firms
 
Most Visionary Leaders in Cloud Revolution, Shaping Tech’s Next Era - 2024 (2...
Most Visionary Leaders in Cloud Revolution, Shaping Tech’s Next Era - 2024 (2...Most Visionary Leaders in Cloud Revolution, Shaping Tech’s Next Era - 2024 (2...
Most Visionary Leaders in Cloud Revolution, Shaping Tech’s Next Era - 2024 (2...
 
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di DepokObat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
 
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di SurabayaObat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
 
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
如何办理(SUT毕业证书)斯威本科技大学毕业证成绩单本科硕士学位证留信学历认证
 
Should Law Firms Outsource their Bookkeeping
Should Law Firms Outsource their BookkeepingShould Law Firms Outsource their Bookkeeping
Should Law Firms Outsource their Bookkeeping
 
hyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementshyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statements
 
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
A BUSINESS PROPOSAL FOR SLAUGHTER HOUSE WASTE MANAGEMENT IN MYSORE MUNICIPAL ...
 
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
Pay after result spell caster (,$+27834335081)@ bring back lost lover same da...
 
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
Abortion pills in Muscut<Oman(+27737758557) Cytotec available.inn Kuwait City.
 
What are the differences between an international company, a global company, ...
What are the differences between an international company, a global company, ...What are the differences between an international company, a global company, ...
What are the differences between an international company, a global company, ...
 
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptxGoal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
 
WAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdfWAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdf
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
 
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjwSCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
 
The Art of Decision-Making: Navigating Complexity and Uncertainty
The Art of Decision-Making: Navigating Complexity and UncertaintyThe Art of Decision-Making: Navigating Complexity and Uncertainty
The Art of Decision-Making: Navigating Complexity and Uncertainty
 

11 Tips for Building a Brand Newsroom: How the Rules of Content Marketing are Changing for Technology Companies

  • 1. 11 TIPS FOR BUILDING A BRAND NEWSROOM HOW THE RULES OF CONTENT MARKETING ARE CHANGING FOR TECHNOLOGY COMPANIES By Steve Smith
  • 2. TAKE A FEW TIPS FROM THE WORLD OF JOURNALISM Whether you think “brand journalism” is a trendy buzz phrase or a mantra, you can do worse with your marketing than to take a few tips from the newsroom. Technology buyers are bombarded with messages today. Not only is it harder to rise above the noise, it’s harder to connect with your sales prospects. Want to make a connection? Try these 11 tips.
  • 3. No. 1: CUT THE BULLS#!T People see right through spin. Real journalists hate it and will tell you in no uncertain terms. So be real. What does your brand believe in? Know yourself, don’t be afraid to be different, and then own it. Be yourself. You’ll connect with people who share your values.
  • 4. No. 2: THINK LIKE A JOURNALIST The best journalists make it a mission to give their reader something that they can use and makes their lives better. Think about how your work can benefit your audience, not just sell stuff.
  • 5. No. 3: THINK LIKE YOUR AUDIENCE Empathy is the goal. As you create content, don’t think about how to sell to them. Think about how to be their advocate. Develop personas so you know how to talk with them, not at them or to them.
  • 6. No. 4: THINK LIKE AN EVANGELIST Like a crusading journalist, pursue The Truth with fervor. You have to believe in something passionately and feel compelled to tell everybody. Make your brand all about changing the world and you’ll create an emotional connection. You’ll also see demand increase.
  • 7. No. 5: TELL STORIES It’s not complicated. People have a primordial need to hear stories. To tell a story worth hearing, adopt a unique point of view. Use your brand's differentiation goals, message, and products to filter your narrative.
  • 8. No. 6: COMMIT TO CONSISTENCY Whether your model is the daily paper or The Daily Show, keep up a steady cadence of content. Whether you believe in campaigns or the always-on approach (and you should believe in both), remember that organizing and developing content is a process. That means an editorial calendar.
  • 9. No. 7: BE AGILE AND BE TOPICAL Remember this: You’re always on a deadline. React to news in the moment. Embrace the urgency of now. And never forget that good content in market today is better than perfect content in market next month. And don’t be a slave to your editorial calendar.
  • 10. No. 8: BE RELEVANT A key lesson from dead-tree media: What you say better be worth saying. Deliver the right message to the right person at the right time. How you say it is as important as what you say. Commit to context. Timing is everything.
  • 11. No. 9: THINK IN TERMS OF RELATIONSHIPS Newspapers call them subscribers. TV networks call them viewers. You call them customers. It’s an ongoing relationship, not a one-time thing. Treat your audience like people who matter. Because they do.
  • 12. No. 10: BE CONCISE Newsflash: People today have short attention spans. Deal with it. Says Michael Brenner from SAP: “Content length will continue downward as our real-time, mobile world seeks smaller, more ‘snackable’ and more ‘shareable’ content.” Think small. Like this e-book.
  • 13. No. 11: GET A CHAMPION You can outsource your work, but you can’t outsource your passion. One person must own and exemplify your passion — whether you call that person a managing editor, a chief content officer, or a brand evangelist.
  • 14. FINALLY! For journalists, trust and credibility are everything. You earn it every day. Your work must communicate personal value and tangible benefit. It’s the same in technology marketing. BRAND JOURNALISM? SURE. CALL IT WHATEVER YOU WANT. BUT DO IT. NOW.
  • 15. ABOUT THE STARR CONSPIRACY You shouldn't have to pay an agency to get to know your industry. The Starr Conspiracy already knows your market segment, who you are, and where you fit in. We're a strategic marketing and advertising agency devoted exclusively to enterprise software and services. When you partner with us, it's to build market share, multiply brand awareness, and drive sales leads — not to bone up on the basics. We've been "out there" for more than a decade, so you can hit the ground running. Founded in 1999 and located in Fort Worth, Texas, The Starr Conspiracy has won eight best places to work awards and countless creative awards. Visit us on the Web at www.thestarrconspiracy.com.