This document discusses strategies for content marketing and distributing news stories online. It outlines a three-stage process for building an audience and promoting a story that includes testing content with networks, spreading the word on social media, and keeping conversation flowing. It also provides examples of posts for each stage and estimates the effort required for a weekly promotion.

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Content Marketing
THE WEEK

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"The internet is bypassing the
professional reporter."
JAMES HARDING
BBC director of news and current affairs

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Are broadcasters and newspapers
by force becoming makers of
content and ceding distribution to
other platforms—currently
Facebook, Google and YouTube?
What if Facebook decided to launch a news division?
Yes!

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in a world where everyone can report on news, there will be a lot of noise

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in that case, how will we define stories?

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ideas
any idea
can be
tested
anything tested
can be measured
anything measured
can be perfected

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Different people
read
THE WEEK
for different reasons
We need to tell different stories, to different people, in different ways.

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“Automation
Journalism”
Collaborative
Stories
Video is here to
stay
...and so isdata
journalism
Data algorithms were used to
produce a report for the LA Times on
the earthquake which stuck Los
Angeles in 2014.
More than 215,000 people have
signed up to the Public Insight
Network, an initiative founded by
American Public Media, where they
offer insights, story leads and other
information to more than 60
newsrooms across the US.
Video is currently top of the agenda
for many news outlets and social
platforms. Facebook claims to have
more than 3 billion video views a
day while Twitter recently introduced
an in-app video function.
Data journalism is another area
which will continue to grow as
interactivity and infographics have
become intuitive.
All this may mean redefining how we think of news: it is not just
news stories, but also relevant data, context and information that
people need, delivered to fit into their lives.
These are here to stay…

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Example: The Making of a Story
OUTLOOK does it, but not always
Poll
Event
Blog
Article
Shared: 250
Tweeted: 49
Shared: 31
Tweeted: 0
RSS Interview to DD
Published on YouTube
YouTube
Views: >6000

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Not about predicting the next news, but preparing for it.

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Stages in Building an Audience and Distributing a Story Online
Building engagement through the stages
• Longlist content ideas
• Share with groups/communities
• Track & measure engagement
• Shortlist identified stories
• Seek out audience for
selected stories
• Build interest
• Win reader opt-in
• Spread the news
• Engage
• Build community
• Share updates

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Stage 1: Getting Response from Networked Communities
Testing the waters by sharing an update with listed contacts, journalists, and peers
Pushing content to a tapped audience market known to the
writer/publisher will help in determining its click-worthiness.
Post a statement
linked to the story
Post on OMG moment
with the subject
Post on what’s behind
the story
Twitterfeed #Kejriwal goes ballast
over the #Hazare ad.
#Bedi still causing
nightmare. #Kejriwal
cancels meet.
“Why big businesses &
Hazare are lining up to
Kejriwal?” Read my blog:
Mjoseph.ly/ BJRxS
Long-list top
stories from the
content plan
Long-list stories Test
Share snippets with professionally linked, closed audience group*
Measure
Shortlist stories
for the social
media push &
share them with
ISOBAR.
Days before D-
Day:
10
* Initiative rests with the writer/publisher.

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Post a feeler about the
issue
Post on OMG moment on the
subject
Post a poll and regularly
tweet the updates
Deliver the news
There’s a Anna rally again.
Will he share platform with
Kiran Bedi or Kejriwal?
When Bedi’s name cropped up,
Kejriwal stopped taking questions at
the press meet.
“Kejriwal deserves another
chance!” Anna feels sorry
him!! Do you agree?
The WEEK report says that
Kejriwal is again joining hands
with Anna Hazare week.ly/
BJRxS
#Anna’s overtures make
#Kejriwal rethink
#AAPvisionforDelhi
New Post: #kejriwal cranks at press
meet
New Post: 60% feel
#Kejriwal deserves another
chance #AAPvisionforDelhi
New Post: Another #Anna-
#Kejriwal bombshell over
alliance. Read and RT week.ly/
BJRxS
Stage 2: Spreading the Word
Building up interest on Facebook, Twitter, WeChat and WhatsApp
ARTICLE: Inside
the mind of
Kejriwal
Days before D-
Day:
Issue
D-Day!
6
If the feeler clicks, then use the most
discussed issue to create the poll.
Else, make the post a subsidiary one
and select another theme.
Responsibilit
ies
The Week Content clearance Shortlisting feelers Poll question
Isobar ISOBAR will share the
content plan for the
shortlisted articles to THE
WEEK for clearance.
Imagery, posting Content curating, imagery, posting Imagery, posting

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Post the writer’s revelation on why he
wanted to do the story
Post quotes/quips /data from the article
Community page Post related news/updates
“Why big businesses & Hazare are lining up to
Kejriwal?” prodded Manu Joseph to look into
Kejriwal’s new plans. week.ly/ BJRxS
“Where did the money go, the Aam Aadmi
wants to know” – Kejriwal
week.ly/ BJRxS Follow THE WEEK
Or
Follow discussion
Fallout: Anna decides to go it alone
after Kejriwal murmurs in week.ly/
BJRxS
New Post: #Kejriwal’s plans upset AAP cadre.
RT week.ly/ BJRxS
#Kejriwal still sticks to black money
baloney. RT week.ly/ BJRxS
TW Fallout: Anna decides to go it
alone. Read and RT week.ly/ BJRxS
Stage 3: Keeping the Conversation Flowing
Traffic is diverted to THE WEEK’s page, which begins to host reader comments
Responsib
ilities
The Week Images, Updates
Isobar Posting Posting Moderation Posting
Days after
D-Day:
2
Day 3: Having a commentary here by the
edit team or a columnist will help in
building the community page.

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Making the Audience Keep Coming Back
Distributed posts that create intrigue and kindle engagement
Heading Tone Casual Newsroom style Newsroom style
Audience Community list Public Public

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Showcasing the Writer’s Approach
There’s always a preference for readers to follow their favorite reporters
To reach a younger audience, what
seems to be working is a free‐flowing,
behind the scenes approach—says
Nic Newman, digital strategist,
BBC. It should explain to the
audience what a reporter knows (and
doesn’t know), and showcase his/her
lead up to the work by publishing short
transcripts of interviews, etc.

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Using Tools & Snippets to Aid in Story Read-Through
Interactive tools (which are often free) tell stories in visually engaging ways
Interactive charts, data visualization,
online games and quizzes help explain
the news to a younger audience

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Commercials & Team
Structure

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Effort Estimation
No. of posts calculated for one story promotion*
Days Stages FB TW
Stage 1
1 Statement
2 OMG Moment
3 Behind the scene
Stage 2
4 Feeler 1 1
5 OMG Moment 1 1
6 Poll 1 1
7 News 1 1
Stage 3
8 Behind the Scene 1 1
9 Quotes 1 1
10 Update 1 1
Total Posts/Story 7 7
* About 6 posts/day for 7 days for a three-story promotion. Cost may vary depending on the assets and the number of stories for promotion.

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Effort Estimation
Promotion efforts per week*
Content Requirement Weekly*
* A 5-day work
week
Tasks Involved Skills Required Staff requirement
@30 FB posts /day 150 • Content aggregation
• Editing
• Image repurposing
• Posting
Content management (20%)
Content writing /updating (60%)
Graphic designing (10%)
Community management (10%)
2- Content Writers
1- Lead Content & Copywriter
1-Campaign Manager
1 – Designer
1 – Account Manager
@50 tweets/day 250
@20 follow-up entries/day 100
* Inclusive of the three-story promotion and estimating that the total assets for promotion number around 100/issue.

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Team Structure for the Week
The Week
Account
Management
Account
Manager
(Shared)
Associate
Account
Manager
(Shared)
Campaign
Manager
(Shared)
Social Media
Management
Community
Manager
Copy Lead
Content Writers
(2)
Designer
(shared)
The Week should ideally have an 8
Member team on the account, of
which four would be shared resource
& 4 would be dedicated resource

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Monthly Cost for the team
Manpower
Working Days per
Month
Resource Count Rate per Month (INR) man-days
Account Manager 11 2
154,000
22
Copy Lead 22 1
198,000
22
Designer 11 1
99,000
11
Content Writer 22 2
308,000
44
Community
Manager
22 1
154,000
22
Campaign Manager 11 1
77,000
11
COST PER MONTH 8
990,000
132

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Other Costs
Head Cost
Fan Acquisition on Facebook INR 100,000 per month
Post Amplification on Facebook INR 200,000 per month
Twitter Promotion INR 650,000 per six months
Tracking & Monitoring On actuals

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Thank You