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How to Create Newsworthy 
Content
Tug Credentials 
AGENDA 
• Research the hook 
• Using Data 
• Utilizing quotes, sources, and interviews
Tug Credentials 
Researching the hook 
You need a ‘news peg’ 
• It gives your reader a reason to pay attention because it connects them to the 
here and now 
• Where to find them? 
• Press releases 
• Wikipedia 
• Google News 
• Newsjacking
Tug Credentials 
Researching the hook 
Press releases 
• Subscribe to and receive press releases via 
e-mail, e.g. PR Newswire 
• A good press release will give you the news 
peg 
• You can also use it to create your own hook
Tug Credentials 
Researching the hook 
Wikipedia 
• Find out what celebrations or anniversaries are happening any day of the year 
• Allows you to start thinking ahead
Tug Credentials 
Researching the hook 
Google News 
• Search for the latest news in your industry 
• Write your opinion about the news or give a 
differing view or angle
Tug Credentials 
Researching the hook 
Newsjacking 
• Inject your ideas into the day’s news stories 
to draw attention to your content 
• Can be tricky and requires quick thinking
Tug Credentials 
Researching the hook 
Newsjacking: A How-To 
• Set up alerts 
• Google Alerts 
• RSS Feed 
• Twitter 
• Write quickly and accurately. Publish 
immediately. 
• Check Google’s Keyword Search Volume or 
Google Trends
Tug Credentials 
Researching the hook 
Keyword Google Trends 
Search Volume 
• This will provide valuable information on what people are searching for
Tug Credentials 
Using Data 
Statistics 
• People love statistics, it helps them put 
information in perspective 
• Find data where it is available 
• Gov.UK 
• Google Insights or Trends 
• Present it in a cool or interesting way 
• Data Visualization 
• Infographics 
• Maps
Tug Credentials 
Using Data 
Data Visualization
Tug Credentials 
Using Data 
Infographics 
• There are tools to help you make them 
• infogr.am 
• visual.ly 
• Carto DB (mapping) 
• Gephi (network analysis) 
• An excellent list here: 
http://www.creativebloq.com/design-tools/data-visualization- 
712402 
http://www.visual-literacy.org/periodic_table/periodic_table.html
Tug Credentials 
Using Data 
Infographic vs Data Visualization 
http://www.forbes.com/special-report/2011/migration.html 
Source: Handshakez
Tug Credentials 
Using Data 
Maps 
• Word Clouds 
• Wordle 
• Heat maps 
• Interactive maps 
Source: Gotta Keep Movin’
Tug Credentials 
Quotes, Sources, Interviews 
Quotes, Sources and Interviews 
• Give life and add colour to your content 
• Offer another side to the story 
• Improve storytelling and often give you a great hook
Tug Credentials 
Quotes, Sources, Interviews 
Help a Reporter Out 
• HARO - http://www.helpareporter.com/ 
• Daily newsletter that sends out 
queries for sources 
• Useful for high profile sources
Tug Credentials 
Alyssa James 
alyssa.james@tugagency.com 
@aaljames 
http://www.linkedin.com/in/alyssajames

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How to Create Newsworthy Content

  • 1. How to Create Newsworthy Content
  • 2. Tug Credentials AGENDA • Research the hook • Using Data • Utilizing quotes, sources, and interviews
  • 3. Tug Credentials Researching the hook You need a ‘news peg’ • It gives your reader a reason to pay attention because it connects them to the here and now • Where to find them? • Press releases • Wikipedia • Google News • Newsjacking
  • 4. Tug Credentials Researching the hook Press releases • Subscribe to and receive press releases via e-mail, e.g. PR Newswire • A good press release will give you the news peg • You can also use it to create your own hook
  • 5. Tug Credentials Researching the hook Wikipedia • Find out what celebrations or anniversaries are happening any day of the year • Allows you to start thinking ahead
  • 6. Tug Credentials Researching the hook Google News • Search for the latest news in your industry • Write your opinion about the news or give a differing view or angle
  • 7. Tug Credentials Researching the hook Newsjacking • Inject your ideas into the day’s news stories to draw attention to your content • Can be tricky and requires quick thinking
  • 8. Tug Credentials Researching the hook Newsjacking: A How-To • Set up alerts • Google Alerts • RSS Feed • Twitter • Write quickly and accurately. Publish immediately. • Check Google’s Keyword Search Volume or Google Trends
  • 9. Tug Credentials Researching the hook Keyword Google Trends Search Volume • This will provide valuable information on what people are searching for
  • 10. Tug Credentials Using Data Statistics • People love statistics, it helps them put information in perspective • Find data where it is available • Gov.UK • Google Insights or Trends • Present it in a cool or interesting way • Data Visualization • Infographics • Maps
  • 11. Tug Credentials Using Data Data Visualization
  • 12. Tug Credentials Using Data Infographics • There are tools to help you make them • infogr.am • visual.ly • Carto DB (mapping) • Gephi (network analysis) • An excellent list here: http://www.creativebloq.com/design-tools/data-visualization- 712402 http://www.visual-literacy.org/periodic_table/periodic_table.html
  • 13. Tug Credentials Using Data Infographic vs Data Visualization http://www.forbes.com/special-report/2011/migration.html Source: Handshakez
  • 14. Tug Credentials Using Data Maps • Word Clouds • Wordle • Heat maps • Interactive maps Source: Gotta Keep Movin’
  • 15. Tug Credentials Quotes, Sources, Interviews Quotes, Sources and Interviews • Give life and add colour to your content • Offer another side to the story • Improve storytelling and often give you a great hook
  • 16. Tug Credentials Quotes, Sources, Interviews Help a Reporter Out • HARO - http://www.helpareporter.com/ • Daily newsletter that sends out queries for sources • Useful for high profile sources
  • 17. Tug Credentials Alyssa James alyssa.james@tugagency.com @aaljames http://www.linkedin.com/in/alyssajames