SlideShare a Scribd company logo
1 of 46
The Secrets to 
Newsworthy Content 
Andy Miller - @andyjm101
What is newsworthy content?
The fluffy 
Definition 
Newsworthiness is used to describe 
whether or not a topic is interesting 
enough for people to want to know 
about it
The fluffy 
Definition
A better 
definition: 
You want at 
least 3 out of 
5 
Timing 
Credibility 
Emotion 
Newsworthy 
Impact Attention
Scottish 
independence: 
Can a royal baby 
save the Union? 
2xTiming 
Attention 
Impact
Top five regrets 
of the dying 
Emotion 
Attention 
Impact 
Credible
Restored Black and White Pictures 
Emotion 
Attention 
Credible
The World Cup of Everything Else 
Credible 
Timing 
Attention
@therustybea 
How do we be Newsworthy? r
Principles of 
Marketing
Principles of 
Marketing 
Marketing Management 
Process 
Analyse market opportunities 
Select target markets 
Design marketing strategies 
Plan & Implement marketing 
programs 
Manage marketing efforts 
Content Marketing 
Process 
Strategy 
Production 
Promotion
Sounds straight 
forward right?
Research 
Sourcing 
Ideation 
Creation 
Placement 
Promotion 
Measurement 
Having an actionable 
process makes it 
easier!
@therustybea 
This makes it easier to break out of silosr
@therustybea 
This makes it easier to break out of silosr 
Promoting the industry thought leader persona 
Email PPC Offline 
Content! 
Social Display
@therustybea 
And frame to align with your KPIs r
@therustybea 
It’s the way that users engage with content that makes it newsworrthy 
Credible 
Attention 
Emotion
@therustybea 
r 
In case you were 
wondering…
@therustybea 
How do we create newsworthy content?r
Tell the audience what they want to hear, not just what the 
brand wants to tell 
*Or at least use what the audience 
is interested in as a framework for 
the content you develop –PR Newswire
Stop thinking 
copywriters – 
think 
influencers
Stop thinking 
copywriters – 
think 
influencers 
Brand Marketers: Illustrate and explain data 
Brand Journalists: Industry commentary & 
Insights 
Customers: Brand advocating & industry 
opinion 
Influencers: Inspire audience
Stop thinking 
copywriters – 
think 
influencers 
Credible 
Attention 
Impact
Understand what 
assets are 
available 
Credible 
Impact 
Attention
Understand what 
assets are 
available 
Statistics help to put things in perspective – 
people love that! 
Find it where you can: yougov.co.uk, Google 
Trends, Insights 
Find insights by comparing similar studies 
Be careful about credibility!
Stay on top 
of the 
industry
Stay on top 
of the 
industry 
Media enquiries – HARO, Response Source, 
JournoRequest, PR Newswire 
Make journalists come to you – Let them know 
your expertise 
Go to events – Make connections, know what 
you are able to offer 
Always be adding value to the conversations
Stay on top 
of the 
industry 
Timing 
Attention 
Emotion
Be careful with Newsjacking
Be careful with Newsjacking 
Bring it back to your industry and relatable to your audience 
Always ensure that you are adding value – don’t just report! 
Don’t be afraid to be controversial – as long as it reflects your 
brand 
Speed > Perfection
Be careful with Newsjacking 
Timing 
Impact (maybe) 
??
Be careful with Newsjacking
@therustybea 
r 
Create a 
dialogue with 
your customers 
to find the 
stories
@therustybea 
r 
Create a 
dialogue with 
your customers 
to find the 
stories 
Find your advocates – Social Media, forums, 
reviews 
Customer surveys – Be imaginative! 
Facilitate UGC – community forums 
Tell stories about the way your products affect 
your customers lives
@therustybea 
Create a dialogue with your customers to find the storries 
Diamond Dallas Page - Youtube 
10xEmotion 
Attention 
Credible 
Impact
What do you do with newsworthy content?
What do you do with newsworthy content? 
Promoting the industry thought leader persona 
Email PPC Offline 
Content! 
Social Display
It’s about the story (and a little bit about the brand…)
Entice users 
into owned 
properties
Entice users 
into owned 
properties 
Social Media – For regular updates 
Onsite or Microsite – For further information 
Email lists – For more in depth stories
Track and segment users
Track and segment users 
Content Groupings Custom Segments 
First exposure vs 
Brand aware 
Micro-conversions 
Channel & content 
sequencing 
Attribute business 
value
Track and segment users 
Identify and compare performance from users exposed to 
different campaigns and content 
Converting 
Users 
Exposed 
to content
In summary 
• Newsorthiness 
1. Timing 
2. Emotion 
3. Attention 
4. Impact 
5. Credibility 
• Understand the Marketing/Content Marketing Process 
• Put the processes in place to continually be newsworthy 
1. Influencers not copywriters 
2. Understand the available assets 
3. Stay on top of the industry 
4. Be careful with Newsjacking 
5. Create a dialogue with your customers
Thanks for Listening 
Andy Miller 
Digital Consultant 
@andyjm101

More Related Content

What's hot

Towson E-Business Presentation
Towson E-Business PresentationTowson E-Business Presentation
Towson E-Business Presentation
Will Davis
 
Building Your Content Marketing Plan - AAM Philadelphia
Building Your Content Marketing Plan - AAM PhiladelphiaBuilding Your Content Marketing Plan - AAM Philadelphia
Building Your Content Marketing Plan - AAM Philadelphia
Will Davis
 

What's hot (19)

Linked in pulse ppt
Linked in pulse pptLinked in pulse ppt
Linked in pulse ppt
 
Creating Thought Leadership Through Content Marketing Strategy & Execution
Creating Thought Leadership Through Content Marketing Strategy & ExecutionCreating Thought Leadership Through Content Marketing Strategy & Execution
Creating Thought Leadership Through Content Marketing Strategy & Execution
 
Content Strategy: The Importance of Content Strategy in Marketing
Content Strategy: The Importance of Content Strategy in MarketingContent Strategy: The Importance of Content Strategy in Marketing
Content Strategy: The Importance of Content Strategy in Marketing
 
What skills should you be training? And what skills could you be selling? - ...
What skills should you be training?  And what skills could you be selling? - ...What skills should you be training?  And what skills could you be selling? - ...
What skills should you be training? And what skills could you be selling? - ...
 
The Future of Content Marketing
The Future of Content MarketingThe Future of Content Marketing
The Future of Content Marketing
 
Linked in training
Linked in trainingLinked in training
Linked in training
 
Day in the Life of a LinkedIn Social Seller
Day in the Life of a LinkedIn Social SellerDay in the Life of a LinkedIn Social Seller
Day in the Life of a LinkedIn Social Seller
 
Best Practices for Integrated Content and Social
Best Practices for Integrated Content and SocialBest Practices for Integrated Content and Social
Best Practices for Integrated Content and Social
 
Live Webinar: Creating a Winning Content Strategy for Sponsored Content
Live Webinar: Creating a Winning Content Strategy for Sponsored ContentLive Webinar: Creating a Winning Content Strategy for Sponsored Content
Live Webinar: Creating a Winning Content Strategy for Sponsored Content
 
11 Content Marketing Predictions for 2015
11 Content Marketing Predictions for 201511 Content Marketing Predictions for 2015
11 Content Marketing Predictions for 2015
 
Towson E-Business Presentation
Towson E-Business PresentationTowson E-Business Presentation
Towson E-Business Presentation
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content Marketing
 
Building Your Content Marketing Plan - AAM Philadelphia
Building Your Content Marketing Plan - AAM PhiladelphiaBuilding Your Content Marketing Plan - AAM Philadelphia
Building Your Content Marketing Plan - AAM Philadelphia
 
LinkedIn for Business, with a touch of Inbound Marketing Strategy
LinkedIn for Business, with a touch of Inbound Marketing StrategyLinkedIn for Business, with a touch of Inbound Marketing Strategy
LinkedIn for Business, with a touch of Inbound Marketing Strategy
 
How to Use LinkedIn for Exposure and Lead Generation
How to Use LinkedIn for Exposure and Lead GenerationHow to Use LinkedIn for Exposure and Lead Generation
How to Use LinkedIn for Exposure and Lead Generation
 
E-Commerce Content ROI
E-Commerce Content ROIE-Commerce Content ROI
E-Commerce Content ROI
 
Tips for Mastering the Art of LinkedIn Prospecting
Tips for Mastering the Art of LinkedIn Prospecting Tips for Mastering the Art of LinkedIn Prospecting
Tips for Mastering the Art of LinkedIn Prospecting
 
Overview of SourceIn 2013
Overview of SourceIn 2013Overview of SourceIn 2013
Overview of SourceIn 2013
 
Content to Conversion: How to use content marketing to build your business
Content to Conversion: How to use content marketing to build your businessContent to Conversion: How to use content marketing to build your business
Content to Conversion: How to use content marketing to build your business
 

Viewers also liked

Mia kevin gibbons - 01.10.2013
Mia   kevin gibbons - 01.10.2013Mia   kevin gibbons - 01.10.2013
Mia kevin gibbons - 01.10.2013
Kevin Gibbons
 
How to write newsworthy articles
How to write newsworthy articlesHow to write newsworthy articles
How to write newsworthy articles
Simone Collins
 
What is news? Elements of Newsworthiness
What is news? Elements of NewsworthinessWhat is news? Elements of Newsworthiness
What is news? Elements of Newsworthiness
Sung Woo Yoo
 
Publicity and media relation
Publicity and media relationPublicity and media relation
Publicity and media relation
Farisha Raz
 

Viewers also liked (20)

What makes something newsworthy
What makes something newsworthyWhat makes something newsworthy
What makes something newsworthy
 
Mia kevin gibbons - 01.10.2013
Mia   kevin gibbons - 01.10.2013Mia   kevin gibbons - 01.10.2013
Mia kevin gibbons - 01.10.2013
 
20 Content Rules to Keep Your Link Building Organic
20 Content Rules to Keep Your Link Building Organic20 Content Rules to Keep Your Link Building Organic
20 Content Rules to Keep Your Link Building Organic
 
Everything You Need to Know About Local Search
Everything You Need to Know About Local SearchEverything You Need to Know About Local Search
Everything You Need to Know About Local Search
 
What is News? Traditional Journalism Basics
What is News? Traditional Journalism BasicsWhat is News? Traditional Journalism Basics
What is News? Traditional Journalism Basics
 
How to Create Newsworthy Content
How to Create Newsworthy ContentHow to Create Newsworthy Content
How to Create Newsworthy Content
 
How to write newsworthy articles
How to write newsworthy articlesHow to write newsworthy articles
How to write newsworthy articles
 
What is news? Elements of Newsworthiness
What is news? Elements of NewsworthinessWhat is news? Elements of Newsworthiness
What is news? Elements of Newsworthiness
 
ENGLISH JOURNALISM - MATERI : Elements of News
ENGLISH JOURNALISM - MATERI : Elements of NewsENGLISH JOURNALISM - MATERI : Elements of News
ENGLISH JOURNALISM - MATERI : Elements of News
 
What makes a news story newsworthy
What makes a news story newsworthyWhat makes a news story newsworthy
What makes a news story newsworthy
 
How to write for the media
How to write for the mediaHow to write for the media
How to write for the media
 
What is news?
What is news?What is news?
What is news?
 
Mainstream Media Relation Strategies
Mainstream Media Relation StrategiesMainstream Media Relation Strategies
Mainstream Media Relation Strategies
 
Publicity and media relation
Publicity and media relationPublicity and media relation
Publicity and media relation
 
What is Newsworthy?
What is Newsworthy?What is Newsworthy?
What is Newsworthy?
 
Media relation
Media relationMedia relation
Media relation
 
3 Pillars of Content Marketing: Strategy, Creativity & Promotion
3 Pillars of Content Marketing: Strategy, Creativity & Promotion3 Pillars of Content Marketing: Strategy, Creativity & Promotion
3 Pillars of Content Marketing: Strategy, Creativity & Promotion
 
30 Ways to Make Your Content Marketing REALLY Work
30 Ways to Make Your Content Marketing REALLY Work30 Ways to Make Your Content Marketing REALLY Work
30 Ways to Make Your Content Marketing REALLY Work
 
What is news?
What is news?What is news?
What is news?
 
Media relations strategy
Media relations strategyMedia relations strategy
Media relations strategy
 

Similar to Secrets to Newsworthy Content

Pomp Forum Joe Pulizzi Publishing Is The New Marketing
Pomp Forum Joe Pulizzi Publishing Is The  New  MarketingPomp Forum Joe Pulizzi Publishing Is The  New  Marketing
Pomp Forum Joe Pulizzi Publishing Is The New Marketing
PM, poslovni mediji
 
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Kevin K. Lau
 

Similar to Secrets to Newsworthy Content (20)

Content Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New MarketingContent Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New Marketing
 
7 Trends In Content Marketing In 2024.pdf
7 Trends In Content Marketing In 2024.pdf7 Trends In Content Marketing In 2024.pdf
7 Trends In Content Marketing In 2024.pdf
 
Pomp Forum Joe Pulizzi Publishing Is The New Marketing
Pomp Forum Joe Pulizzi Publishing Is The  New  MarketingPomp Forum Joe Pulizzi Publishing Is The  New  Marketing
Pomp Forum Joe Pulizzi Publishing Is The New Marketing
 
Who's afraid of the FCA? How to comply and thrive on social media
Who's afraid of the FCA? How to comply and thrive on social mediaWho's afraid of the FCA? How to comply and thrive on social media
Who's afraid of the FCA? How to comply and thrive on social media
 
451 Brand Bootcamp Deck
451 Brand Bootcamp Deck 451 Brand Bootcamp Deck
451 Brand Bootcamp Deck
 
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]
 
The Social Enterprise of 2014
The Social Enterprise of 2014The Social Enterprise of 2014
The Social Enterprise of 2014
 
Singapore Management University Marketing Bootcamp
Singapore Management University Marketing BootcampSingapore Management University Marketing Bootcamp
Singapore Management University Marketing Bootcamp
 
Contentmarketing1
Contentmarketing1Contentmarketing1
Contentmarketing1
 
ContentMarketingADMA
ContentMarketingADMAContentMarketingADMA
ContentMarketingADMA
 
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammesWeek3-DBS-B2C&B2B-ContentMarketingProgrammes
Week3-DBS-B2C&B2B-ContentMarketingProgrammes
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
 
Marketing on a Shoestring Budget - October 2013
Marketing on a Shoestring Budget - October 2013Marketing on a Shoestring Budget - October 2013
Marketing on a Shoestring Budget - October 2013
 
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCB2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
 
The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2The Death of Marketing & The Rise of the Content Engineer 2
The Death of Marketing & The Rise of the Content Engineer 2
 
Platforum Logicav3.0
Platforum Logicav3.0Platforum Logicav3.0
Platforum Logicav3.0
 
Day 1 buyer personas content marketing
Day 1  buyer personas content marketingDay 1  buyer personas content marketing
Day 1 buyer personas content marketing
 
Creating an effective PR foundation and strategies
Creating an effective PR foundation and strategies Creating an effective PR foundation and strategies
Creating an effective PR foundation and strategies
 
Content Marketing Strategies & Tactics
Content Marketing Strategies & TacticsContent Marketing Strategies & Tactics
Content Marketing Strategies & Tactics
 
Content marketing workshop in Athens with Michael Leander, part 2 of 2
Content marketing workshop in Athens with Michael Leander, part 2 of 2Content marketing workshop in Athens with Michael Leander, part 2 of 2
Content marketing workshop in Athens with Michael Leander, part 2 of 2
 

Recently uploaded

Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
ayush20231
 

Recently uploaded (20)

Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing Agency
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.
 
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdfReport-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintAction
 
All Over Conclusion Digital Marketing / Digital Marketing Benefits
All Over Conclusion Digital Marketing / Digital Marketing BenefitsAll Over Conclusion Digital Marketing / Digital Marketing Benefits
All Over Conclusion Digital Marketing / Digital Marketing Benefits
 
How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
 
What is Digital Marketing? Advantages and Disadvantages
What is Digital Marketing? Advantages and DisadvantagesWhat is Digital Marketing? Advantages and Disadvantages
What is Digital Marketing? Advantages and Disadvantages
 
DSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEODSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEO
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
The ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsThe ClearVoice Approach to Content Audits
The ClearVoice Approach to Content Audits
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 

Secrets to Newsworthy Content

  • 1. The Secrets to Newsworthy Content Andy Miller - @andyjm101
  • 3. The fluffy Definition Newsworthiness is used to describe whether or not a topic is interesting enough for people to want to know about it
  • 5. A better definition: You want at least 3 out of 5 Timing Credibility Emotion Newsworthy Impact Attention
  • 6. Scottish independence: Can a royal baby save the Union? 2xTiming Attention Impact
  • 7. Top five regrets of the dying Emotion Attention Impact Credible
  • 8. Restored Black and White Pictures Emotion Attention Credible
  • 9. The World Cup of Everything Else Credible Timing Attention
  • 10. @therustybea How do we be Newsworthy? r
  • 12. Principles of Marketing Marketing Management Process Analyse market opportunities Select target markets Design marketing strategies Plan & Implement marketing programs Manage marketing efforts Content Marketing Process Strategy Production Promotion
  • 14. Research Sourcing Ideation Creation Placement Promotion Measurement Having an actionable process makes it easier!
  • 15. @therustybea This makes it easier to break out of silosr
  • 16. @therustybea This makes it easier to break out of silosr Promoting the industry thought leader persona Email PPC Offline Content! Social Display
  • 17. @therustybea And frame to align with your KPIs r
  • 18. @therustybea It’s the way that users engage with content that makes it newsworrthy Credible Attention Emotion
  • 19. @therustybea r In case you were wondering…
  • 20. @therustybea How do we create newsworthy content?r
  • 21. Tell the audience what they want to hear, not just what the brand wants to tell *Or at least use what the audience is interested in as a framework for the content you develop –PR Newswire
  • 22. Stop thinking copywriters – think influencers
  • 23. Stop thinking copywriters – think influencers Brand Marketers: Illustrate and explain data Brand Journalists: Industry commentary & Insights Customers: Brand advocating & industry opinion Influencers: Inspire audience
  • 24. Stop thinking copywriters – think influencers Credible Attention Impact
  • 25. Understand what assets are available Credible Impact Attention
  • 26. Understand what assets are available Statistics help to put things in perspective – people love that! Find it where you can: yougov.co.uk, Google Trends, Insights Find insights by comparing similar studies Be careful about credibility!
  • 27. Stay on top of the industry
  • 28. Stay on top of the industry Media enquiries – HARO, Response Source, JournoRequest, PR Newswire Make journalists come to you – Let them know your expertise Go to events – Make connections, know what you are able to offer Always be adding value to the conversations
  • 29. Stay on top of the industry Timing Attention Emotion
  • 30. Be careful with Newsjacking
  • 31. Be careful with Newsjacking Bring it back to your industry and relatable to your audience Always ensure that you are adding value – don’t just report! Don’t be afraid to be controversial – as long as it reflects your brand Speed > Perfection
  • 32. Be careful with Newsjacking Timing Impact (maybe) ??
  • 33. Be careful with Newsjacking
  • 34. @therustybea r Create a dialogue with your customers to find the stories
  • 35. @therustybea r Create a dialogue with your customers to find the stories Find your advocates – Social Media, forums, reviews Customer surveys – Be imaginative! Facilitate UGC – community forums Tell stories about the way your products affect your customers lives
  • 36. @therustybea Create a dialogue with your customers to find the storries Diamond Dallas Page - Youtube 10xEmotion Attention Credible Impact
  • 37. What do you do with newsworthy content?
  • 38. What do you do with newsworthy content? Promoting the industry thought leader persona Email PPC Offline Content! Social Display
  • 39. It’s about the story (and a little bit about the brand…)
  • 40. Entice users into owned properties
  • 41. Entice users into owned properties Social Media – For regular updates Onsite or Microsite – For further information Email lists – For more in depth stories
  • 43. Track and segment users Content Groupings Custom Segments First exposure vs Brand aware Micro-conversions Channel & content sequencing Attribute business value
  • 44. Track and segment users Identify and compare performance from users exposed to different campaigns and content Converting Users Exposed to content
  • 45. In summary • Newsorthiness 1. Timing 2. Emotion 3. Attention 4. Impact 5. Credibility • Understand the Marketing/Content Marketing Process • Put the processes in place to continually be newsworthy 1. Influencers not copywriters 2. Understand the available assets 3. Stay on top of the industry 4. Be careful with Newsjacking 5. Create a dialogue with your customers
  • 46. Thanks for Listening Andy Miller Digital Consultant @andyjm101

Editor's Notes

  1. Statistics help to put things in perspective – people love that! Find it where you can: yougov.co.uk, Google Trends, Insights Find insights by comparing similar studies Be careful about credibility!
  2. Media enquiries – HARO, Response Source, JournoRequest, PR Newswire Make journalists come to you – Let them know your expertise Go to events – Make connections, know what you are able to offer Always be adding value to the conversations
  3. Bring it back to your industry and relatable to your audience Always ensure that you are adding value – don’t just report! Don’t be afraid to be controversial – as long as it reflects your brand Speed > Perfection
  4. Find your advocates – Social Media, forums, reviews Customer surveys – Be imaginative! Facilitate UGC – community forums Tell stories about the way your products affect your customers lives
  5. Social Media – For regular updates Onsite or Microsite – For further information Email lists – For more in depth stories