Content and Community: Telling Your Story
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How leveraging brand journalism and a content strategy can drive awareness
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Content and Community: Telling Your Story
- 1. Content and Community Telling Your Story
- 2. Journalist | PR Pro | Entrepreneur Get the story Red Sky Public Relations | www.RedSkyPR.com | 208.287.2199
- 3. Lobbyist | Catalyst| Connector Guard the Reputation Red Sky Public Relations | www.RedSkyPR.com | 208.287.2199
- 4. 4
- 5. What‟s The Difference? > Marketing – The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. > Advertising – The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. > Public Relations – A strategic communication process that builds mutually beneficial relationships between organizations and their publics. 5
- 6. 6
- 7. 7
- 9. What It Is About Today Earned PaidOwned 9
- 10. What It Is About Today Earned PaidOwned 10 Website Facebook Page Storefront Database Brochure Direct Mail TV Commercial Outdoor SEM/Paid Search Print Ads Media Coverage Blog Posts Word of Mouth Posts, Links, Shares Reviews
- 11. What It Is About Today Earned PaidOwned 11 STRANGERS CUSTOMERS FANS
- 12. What is about Tomorrow Paid Owned Earned Organic EVANGELISTS
- 13. 13
- 14. Focusing on content first, channels second Communicating with your audience without selling Delivering information that makes your audience smarter Becoming a resource destination, not merely a transaction stop A Content First Approach 14 WHAT IT IS
- 16. 16 Content Marketing “Creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell…” Source: Copyblogger
- 18. The difference Brand Journalism Looks at how an audience can benefit from content that has been created by the brand. Content Marketing Develops content related to the brand, thinking how the brand can benefit from it 18
- 19. Brand Journalism: Coke‟s Content 2020 > It‟s what‟s inside the message that counts > Create ideas and elements of content so contagious they cannot be controlled > No-one now has the ‘Smarts’ on ideas > Switch from one-way to dynamic storytelling 19Source: Coca Cola Content 2020
- 20. Brand Journalism American Express Cisco 20
- 22. 22 “Audiences want and value informative content from knowledgeable parties – that includes journalists, topic- specific experts and marketers.”
- 23. Forbes Wisdom We need to be timely, relevant and authentic We need to give up a measure of control A generation of sophisticated consumers is emerging, demanding respect (from us and the brands we represent) 23
- 24. Tenents of Brand Journalism > Trusted Relationship > Access > Long-form and serial storytelling > Rapid production and publishing schedule > Up-to-the-minute relevance > Transparent, honest, open 24
- 25. IDEAS TO GET STARTED 25
- 26. THE „TIONS > Curation : manually discovering, gathering and presenting digital content that surrounds specific subject matter – Aggregation: automated curation (RSS feed) > Narration : assimilating information and retelling it > Creation : developing newsworthy, educational and/or entertaining material for distribution over various platforms 26
- 27. "I believe that there is a role for trusted curators of news, people who have unique access or unique insight, who can get to news more quickly than anybody else, or dive into it more deeply." - Louis Gray 27 CURATION Source: Page One Curator
- 28. • Industry News sections of company websites • RSS feeds on blogs • E-newsletters featuring themed content • Paper.li e-newsletters 28 CURATION EXAMPLES Source: Gallatin Public Affairs
- 30. “Well, if storytelling is important, then your narrative ability, or your ability to put into words or use what someone else has put into words effectively, is important too.” - Howard Gardner 30 NARRATION
- 31. • Live blogging events • Tweeting speeches, presentations, conferences with #hashtag • Facebook album chronicling a journey 31 NARRATION EXAMPLES
- 32. NARRATION PLATFORM: STORIFY 32 9/11 Ohio Drought Chicago Teacher’s Strike
- 33. “We are made of stories… and there are [sic] increasing opportunities that technology presents in terms of telling deeper and more immersive stories.” - Jonathan Mildenhall 33 CREATION
- 34. • Corporate blog • Company Photo Album • YouTube channel • Presentations • Case Studies • Customer Experiences • Testimonials • Webinars 34 CREATION EXAMPLES Source: Whole Foods
- 36. STOCK YOUR TOOLBOX: THE BASICS 36 • Digital Still Camera • Digital Video Camera • Mini Tripod • E-Marketing Service • Blog • Online Video Channel • Online Photo Channel • Google Alerts • RSS Feed Reader
- 37. STOCK YOUR TOOLBOX: OPTIONAL 37 • Twitter Feed(s) • Company Facebook Page • Company LinkedIn Page • Pinterest Account • Tumblr Blog • Slideshare Account • Storify Page
- 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. CONTENT SOURCES: EXTERNAL > Google Alerts > Trend searches > Competitive moves > Industry articles > Industry blog posts > Industry studies > Recognition/Awards > Conferences 40
- 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 Newsletters 41
- 42. DON‟TS 42 > Sell 24/7 > Abuse the dashboard > Put content in the same format on every platform > Make platform orphans > Be devoid of personality
- 43. DO‟S 43 > Create an editorial calendar > Find content champions > Open the kimono > Create regularly > Make your content shareable > Respect speed of thumbs
- 44. PEOPLE CAN’T BUY YOUR PRODUCT EVERY DAY, BUT THEY CAN CONSUME YOUR CONTENT AND BE INSPIRED DAILY. - YULI ZIV Final Thought 44
Editor's Notes
- Jess
- Karianne
- The secret is to be the host of the conversation your audience cares about, not the subject of it.
- It combines the approaches of professional journalism and brand storytelling to create, curate and share information, looking to engage and educate the brand’s target audience with relevant content, but without being too ‘salesly’.
- Tipp-Ex http://socialitemedia.com.au/german-brand-whites-out-competition-social-media/1953/
- What exactly is content marketing? In short, brands using the tools of digital media and social sharing to behave like original-content publishers. They want to break out of the silos (full and partial-page display ads, 30-second spots and Web banners) that both traditional and new media forced them into.
- http://zombiejournalism.com/2012/06/curation-in-newsroom/ (from Digital First Media)It’s hardly a new idea, just a new way going about doing it.How should we provide curation around big national stories, where primary coverage will be handled either by our staffs or by our content partners?How should be capitalize on local stories that might have national appeal?How should we curate the social conversation around the day’s big “talker” stories in a way that would interest even those who aren’t on social media?How should we help local newsrooms in their curation efforts without just taking it over?What curation tools should we use? Which do YOU use?What kind of content should we curate? Is there anything we should avoid?How should we evaluate, verify and attribute content we curate?
- http://zombiejournalism.com/2012/06/curation-in-newsroom/ (from Digital First Media)It’s hardly a new idea, just a new way going about doing it.How should we provide curation around big national stories, where primary coverage will be handled either by our staffs or by our content partners?How should be capitalize on local stories that might have national appeal?How should we curate the social conversation around the day’s big “talker” stories in a way that would interest even those who aren’t on social media?How should we help local newsrooms in their curation efforts without just taking it over?What curation tools should we use? Which do YOU use?What kind of content should we curate? Is there anything we should avoid?How should we evaluate, verify and attribute content we curate?
- http://storify.com/OhioFarmBureau/ohio-drought-2012-2013
- http://jonathanmildenhall.tumblr.com/Think about why you’re telling it, who is telling it, what am I (as the listener) going to take away from it, what is the moral, why should I tell my own friends this story? All important questions.As well as a compulsion to hear great stories, humans also have a desire to tell their own stories, to make the memories, experiences and emotions of their lives come to life and hopefully inspire others. It is key to the role of a modern comms professional that we do our utmost to root out these compelling stories and help them spread their wings throughout the digital and traditional audience.There is a story to tell in everything that we as individuals and as large organisations do. Just look around your office at the depth of talent you can plug into as a storytelling resource, to share great wisdom and experiences.Further afield, imagine the stories that your environmental wardens, your countryside ranger, your social worker, your Chief Executive, your recycling operative etcetc all have to tell and all that have validity in this context.http://www.contentcomms.co.uk/content-creation-and-the-power-of-stories/
- http://jonathanmildenhall.tumblr.com/Think about why you’re telling it, who is telling it, what am I (as the listener) going to take away from it, what is the moral, why should I tell my own friends this story? All important questions.As well as a compulsion to hear great stories, humans also have a desire to tell their own stories, to make the memories, experiences and emotions of their lives come to life and hopefully inspire others. It is key to the role of a modern comms professional that we do our utmost to root out these compelling stories and help them spread their wings throughout the digital and traditional audience.There is a story to tell in everything that we as individuals and as large organisations do. Just look around your office at the depth of talent you can plug into as a storytelling resource, to share great wisdom and experiences.Further afield, imagine the stories that your environmental wardens, your countryside ranger, your social worker, your Chief Executive, your recycling operative etcetc all have to tell and all that have validity in this context.http://www.contentcomms.co.uk/content-creation-and-the-power-of-stories/http://www.simplyzesty.com/technology/the-50-best-corporate-blogs-you-should-be-reading/
- http://jonathanmildenhall.tumblr.com/Think about why you’re telling it, who is telling it, what am I (as the listener) going to take away from it, what is the moral, why should I tell my own friends this story? All important questions.As well as a compulsion to hear great stories, humans also have a desire to tell their own stories, to make the memories, experiences and emotions of their lives come to life and hopefully inspire others. It is key to the role of a modern comms professional that we do our utmost to root out these compelling stories and help them spread their wings throughout the digital and traditional audience.There is a story to tell in everything that we as individuals and as large organisations do. Just look around your office at the depth of talent you can plug into as a storytelling resource, to share great wisdom and experiences.Further afield, imagine the stories that your environmental wardens, your countryside ranger, your social worker, your Chief Executive, your recycling operative etcetc all have to tell and all that have validity in this context.http://www.contentcomms.co.uk/content-creation-and-the-power-of-stories/http://www.simplyzesty.com/technology/the-50-best-corporate-blogs-you-should-be-reading/