David McInnis - Cranberry-Newsmarketing
•Download as PPTX, PDF•
0 likes•673 views
Content Curation: David McInnis, CEO, Cranberry, Founder, News Marketer and PRWeb. Curation and News Marketing: Strategies that turn the news you make into a powerful content marketing strategy.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to David McInnis - Cranberry-Newsmarketing
Similar to David McInnis - Cranberry-Newsmarketing (20)
More from dlvr.it
More from dlvr.it (20)
Recently uploaded
Recently uploaded (20)
David McInnis - Cranberry-Newsmarketing
- 1. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Presented by: David McInnis CEO/Founder, Cranberry
- 2. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 1) My Journey into News Marketing 2) Press Releases then and Now 3) Why News Marketing? 4) New model for emerges for Cranberry 5) Strategies you can use today
- 3. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 4. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 360-483-8441 damcinnis @giantcranberry
- 5. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 6. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 7. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry NEWS Is Always Original Content Has an Authoritative Voice Builds Trust and Confidence Gets Shared and Re-purposed Ladders up
- 8. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Nobody wants to be first but they’ll happily follow each other off a cliff.
- 9. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 1997 - The Start 2001-03 SEO / Google News 2005-07 Social Media PR 2011-12 Decline of the Press Release 2013 RIP D2C PR? (What’s next?)
- 10. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 11. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Wire Services, partly… Insane editorial restrictions like headline attribution are killing D2C PR Diminished SE visibility, Search no longer treats PR the same. ROI are no longer very attractive.
- 12. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry WE DID! We wrote PR for search engines Chasing Links Seduced by “free traffic” (SEO)
- 13. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Search Engine Referrals ayfkm? This is alter where we worship?
- 14. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Wait, it gets worse. . .
- 15. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Press Releases High Bounce Rates Low Time on Page Lower Time on Site
- 16. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry > 12,000 Page views with News Marketing 600 Page views on press release newswire 4 search engine referrals
- 17. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 446 Page views on press release newswire 4 search engine referrals > 2,000 Page views with News Marketing
- 18. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Is social the next Google News? What we really need are engaged consumers
- 19. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Press Releases Keep using them, just not exclusively
- 20. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry @giantcranberry recommends Regional Distribution 380 words $370 400-500 words $80
- 21. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry A New Model for Cranberry News MarketingNews Crafting
- 22. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry So, how do we fix things?
- 23. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Good News! Content marketers already have most of the skills for successful news marketing.
- 24. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 5 News Strategies Learn the Art of Drafting
- 25. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 26. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 5 News Strategies Learn the Art of Drafting Write for People
- 27. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry COMPETITIVE SPONTANEOUS METHODICAL HUMANISTIC
- 28. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 5 News Strategies Learn the Art of Drafting Write for People Learn the Language of “We”
- 29. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry What is Pendulum?
- 30. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 31. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 32. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 33. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 34. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 35. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 36. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 37. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Today we are in the upswing of a “WE” cycle.
- 38. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry How does this affect you and your news?
- 39. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 40. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry PendulumGift.com
- 41. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 5 News Strategies Learn the Art of Drafting Write for People Learn the Language of “We” Greedy is Out
- 42. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry
- 43. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 5 News Strategies Learn the Art of Drafting Write for People Learn the Language of “We” Greedy is Out Test Distribution
- 44. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Proper Care and Feeding of the Beast
- 45. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Custom Feeds Don’t feed the beast feeds right out of your CMS. Build custom feeds for your content for each distribution channel, etc… Allows you as news marketer to fix editorial. ; )
- 46. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Or Hand Feed Some platforms may allow you to create custom headlines.
- 47. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Test Your Headlines
- 48. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Parents help to secure schools
- 49. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Use CPC advertising to test headlines. Identify your content as news to improve: • relevance and time on page • click through rates • quality score
- 50. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Share the Love
- 51. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry It’s not about you… Do this instead Point the spotlight at a customer, partner or vendor. Acknowledge shortcomings (industry and self) Have brass? Give a shout out to your competition.
- 52. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Link Strategy 1/3 of links to your online assets. 1/3 to another authoritative article / site 1/3 other sources No more than 1 link per 125 words of copy. Less is more.
- 53. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry rel=“nofollow” on everything Make sure your distribution partners respect nofollow directives within your feed.
- 54. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Test Everything
- 55. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry Frequency Not everything is newsworthy. Don’t “invent” news.
- 56. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry What we monitor Page views Bounce Rate Time on page (w/out video assist)
- 57. ANTIOXIDANTS FOR YOUR NEWS@giantcranberry 360-483-8441 damcinnis @giantcranberry
Editor's Notes
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SPEAKER NOTES:
- SLIDE 1DESIGN NOTES:This Pendulum Presentation section is based on this infographic:http://www.penduluminaction.com/the-pendulum-infographic/SPEAKER NOTES:So, you might still be asking, what exactly is Pendulum? I know that quite a few of you probably are familiar with it. But let me give you a brief lowdown of Pendulum.
- Slide 2SPEAKER NOTES:First, think of the term pendulum. We chose that to indicate what we found out about society. It's a way of visualizing how society shifts on an invisible, metaphoric pendulum, back and forth from one social cycle to another every 40 years. These social cycles we've come to define as "We" or "Me" cycles. During these cycles, people have certain shared attitudes toward what is meaningful to them, what speaks to them as consumers, as emotional beings, as citizens, friends and lovers. Our way of looking at the world changes – but swings back between one cycle and another.
- Slide 3SPEAKER NOTES:As I said, we've defined these 40-year cycles as "Me" and "We" cycles. That's because in a "Me" cycle, society hungers for individuality and freedom during the upswing of a “Me.” In a "We" cycle, society hungers for togetherness and the common good. Within each cycle, we take things too far, we become judgmental and intolerant. But even with those extremes, certain things speak to use more powerfully in one cycle than in another.
- Slide 3.2Need each of these 4 images to enter on click. I’ve added the animation already.SPEAKERS NOTES:During a "Me" cycle – the last one ran between 1963 and 2003 – people want freedom of expression. They applaud personal liberty, they believe that one man can be wiser than a million ("Mr. Gorbachev, tear down this wall"). A "Me" cycle is about big dreams, being number one, heroism and derring-do. Leadership is "look at me, admire me, try to be like me… if you can." "A We" cycle – our current cycle, which began in 2003 – is about the group, the team, the tribe, the collective. People want conformity for the common good, they applaud personal responsibility, they believe the group is wiser than the individual. People want to build a better world, take small actions toward a greater good and become a productive member of the team. It's not for nothing that during our current age, crowd-sourcing, crowd-funding – the Internet-driven "crowd" – has become so powerful.
- Slide 4SPEAKER NOTES:In our current era, the 20-year upswing to the zenith of “We” (1923-1943) was followed by a 20-year downswing as that “We” cycle lost energy (1943-1963). Society then began a 20-year upswing into “Me” (1963-1983) followed by a 20-year downswing as the “Me” cycle lost energy (1983-2003). Now we're in the upswing and maturing of the "We" cycle. You could also think of the pendulum as a slow 40-year heartbeat of society. When it contracts, the pendulum swings upward, and when it relaxes the pendulum swings down again. Back and forth, up and down, in and out, contraction and release: however you picture it, it's a rhythm of society that we all need to know, in order to understand the world around us.
- Slide 5All Speech bubbles set up to enter after previous on click 2
- Slide 6All Speech bubbles set up to enter after previous on click 2
- Slide 7
- Slide 8SPEAKERS NOTES:So where do we fall today in the swing of the Pendulum? ME or WE?We are in the upswing of a “WE” cycle.We entered our current “WE” cycle in 2003, 13 years ago.In 2023 we will reach the Zenith of the WE cycle, and then begin to swing back down
- WHAT DOES THIS MEAN TO YOU?
- Slide 9SPEAKER NOTES:Your audience wants to Be a team playerAssume and reward personal responsibilityTo build a better societyAdmires individual humilityBelieves a million men are wiser than oneConsiders all of society’s problemsDemands conformityIs about small actionsThis Webinar will take you through where we are today, and show you how to learn how to navigate the land of "We" thinking. I'll be taking you through training into how to utilize the principles of the Pendulum in your business, what to look for, what to avoid, how to write to make your marketing that much more effective. I will give you the tools to put into action what you learn, so that it becomes second nature. And I will show you how to spot trends that can help you refine your message. And if you stay until the end of the webinar, there'll be a special offer for you, available only to the faithful followers of Pendulum in Action!