The document discusses best practices for building an effective brand newsroom. It recommends clearly defining the target audience and establishing an editorial proposition that provides "news you can use" rather than just promoting the brand. It also advises finding an authentic tone of voice and focusing on quality over going viral. The key is producing useful content that addresses issues the audience cares about rather than just talking about the brand.
Branded Content Research Network: Seminar 1 Investigating Branded ContentJustin Kirby
This document discusses the evolving definitions and conceptualizations of branded content. It notes there is no agreement on how branded content is defined and there are competing frameworks for understanding it. The document also examines perspectives on whether terms like "branded content" are still relevant given how integrated content and marketing now are. It provides examples of frameworks for analyzing branded content and discusses open questions and needs for further research on the topic from an academic perspective.
BOBCM: Clever Content Builds Great BrandsJustin Kirby
My presentation at HMR International's The Great Content Marketing Summit 2016 (Branded Entertainment in the Digital Age) as part of the Medienforum NRW in cooperation with Eyes & Ears of Europe
Our products will help "any" Business Professional: Physician, Dentist, Insurance Agent, Accountant, Restaurateur, etc., Market themselves and their business, Online or Offline
The Case for Advertising in Interactive Digital Magazinesjgordon
"The Case for Advertising in Interactive Digital Magazines" is the first study exclusively conducted on readers of interactive digital magazine readers, as opposed to the majority of digital magazines which are replicas of print magazines. Interactive digital magazines are different becuase they are designed to compete for online readers and are ideal for use on iPad and e-reader devices.
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
1) Brands that actively participate in helping consumers develop, share, and shape their personal narratives will be more relevant and valuable over time.
2) Understanding consumers' personal narratives provides opportunities for brands to align their products and stories to meaningful experiences in peoples' lives.
3) By connecting content marketing efforts to consumers' personal narratives across multiple platforms, brands can increase engagement and drive business goals.
The document summarizes insights from speakers at the Incite Summit held in September 2013 in New York. Over two days, brand leaders from more than 30 large companies shared marketing and communications insights without using PowerPoint. This book collects the key lessons from the summit, including focusing on customer experience over products, using authentic customer stories, and understanding how marketing is transforming with new channels and data.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
Branded Content Research Network: Seminar 1 Investigating Branded ContentJustin Kirby
This document discusses the evolving definitions and conceptualizations of branded content. It notes there is no agreement on how branded content is defined and there are competing frameworks for understanding it. The document also examines perspectives on whether terms like "branded content" are still relevant given how integrated content and marketing now are. It provides examples of frameworks for analyzing branded content and discusses open questions and needs for further research on the topic from an academic perspective.
BOBCM: Clever Content Builds Great BrandsJustin Kirby
My presentation at HMR International's The Great Content Marketing Summit 2016 (Branded Entertainment in the Digital Age) as part of the Medienforum NRW in cooperation with Eyes & Ears of Europe
Our products will help "any" Business Professional: Physician, Dentist, Insurance Agent, Accountant, Restaurateur, etc., Market themselves and their business, Online or Offline
The Case for Advertising in Interactive Digital Magazinesjgordon
"The Case for Advertising in Interactive Digital Magazines" is the first study exclusively conducted on readers of interactive digital magazine readers, as opposed to the majority of digital magazines which are replicas of print magazines. Interactive digital magazines are different becuase they are designed to compete for online readers and are ideal for use on iPad and e-reader devices.
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
1) Brands that actively participate in helping consumers develop, share, and shape their personal narratives will be more relevant and valuable over time.
2) Understanding consumers' personal narratives provides opportunities for brands to align their products and stories to meaningful experiences in peoples' lives.
3) By connecting content marketing efforts to consumers' personal narratives across multiple platforms, brands can increase engagement and drive business goals.
The document summarizes insights from speakers at the Incite Summit held in September 2013 in New York. Over two days, brand leaders from more than 30 large companies shared marketing and communications insights without using PowerPoint. This book collects the key lessons from the summit, including focusing on customer experience over products, using authentic customer stories, and understanding how marketing is transforming with new channels and data.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
This document discusses the rising importance of branded content in Germany, Austria and Switzerland. It makes the following key points:
- Branded content goes beyond traditional advertising and is becoming a core marketing activity for companies to engage with customers.
- Video content is particularly effective as it can convey information while entertaining viewers and grabbing their attention.
- Brands need to produce compelling, relevant content that fascinates and inspires audiences rather than bores them. They must also actively engage with customers on social media.
- Both paid, owned, and earned media have important roles to play. The focus is shifting to creating stories that integrate brands and reach audiences across different channels in an engaging way.
- Media
GRIMM is a new approach to brand storytelling for the 21st century that focuses on engaging consumers and allowing stories to unfold across multiple platforms. It recognizes that consumers now control their media experiences and seeks to provide an evolving narrative that consumers can pull together themselves from different touchpoints. The approach involves developing a strong brand story, understanding target audiences, and using transmedia planning to tell the story through different channels in a way that generates communities where consumers share and contribute to the brand narrative. GRIMM aims to be the designer and enabler of modern brand stories through bringing together storytellers, strategists, creatives and researchers to craft the best story and most effective way to distribute it.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
In a noisy, multi-tasking world, it is increasingly challenging to capture the attention of consumers.
This is why storytelling is getting more attention. This presentation looks at the value and benefits of storytelling, offers insight around tactical best practices, and features examples of good storytelling from brands such as Airbnb and Budweiser.
Live Webinar - Getting started with Video and Carousel ads on LinkedInTurn Left Media
LinkedIn Marketing Solutions webinar – focused on the launch of Native Video and Sponsored Carousels! In B2B marketing, we sometimes forget the importance of storytelling to build a deeper relationship with our audience. Getting your brand to stand out amid the noise is a challenge, but these connections can create more memorable experiences and keep your brand top of mind. This session will give you all of the tools you need to press play on your video marketing strategy on LinkedIn. Learn how brands such as HP, Volvo Canada, GE, Philips and Audi Canada used these new products to drive business growth.
Is your brand welcome in social media? [research]Headstream
We commissioned in-depth, independent research into whether brands are welcome in social media, and how keen audiences are to accept and interact with them in these spaces.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
The document provides guidance on effective marketing practices during economic downturns. It recommends consistently using multiple marketing channels, such as advertising, direct mail, public relations, and personal contact, to build brand awareness over time. Studies show companies that maintained or increased their marketing expenditures during recessions gained market share and experienced higher sales in subsequent years compared to companies that cut back on marketing.
Author and download:
http://resources.wayin.com/ebook-social-persuasion.html
DESCARGA deshabilitada. Seguir enlace anterior y descargar desde web del autor.
DOWNLOAD disabled from this account. Please, follow the link to author's page to do it.
Nota acerca de los documentos: Todos ellos pertenecen a sus autores. Se incluye el enlace de descarga directa desde la página del autor y se desactiva el enlace desde Slideshare. Se difunde el contenido original desde nuestro blog.
Importante: Si el autor/autores desean que se retire la presentación, por favor, mandar un email a webmaster@comunicacionactiva.com y se hará de inmediato.
Important Note: All presentations belong to their authors. We include download link in the author's page. Not from our web neither from here. Our aim is to promote the original source and share what we think it's a useful content. If author wants us to erase/delete/unpublish his work, just write us at: webmaster@comunicacionactiva.com
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
Killing Marketing Come prima uccidere e poi far rinascere il marketing 3.0Adv Media Lab
The document discusses the need to transform marketing from a cost center to a profit center by creating valuable media content that builds an audience. It provides examples of companies like Netflix, New York Times, and Amazon that have transformed their business models to focus on creating original content and building loyal subscriber bases. The key is to publish phenomenal content that builds a loyal community, and then various revenue streams can be generated from that audience, such as sponsorships, events, memberships, e-commerce, and more. Marketing must shift from campaigns to focus on creating experiences that audiences want to engage with.
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...Justin Basini
Transcript of the presentation given by Justin Basini at the Battle of the Big Thinking, 26th November 2009. The presentation poses some questions about the role of marketing today and its impact on society and proposes some changes to leverage marketing and business for the common good.
Content Marketing - What Big Business Discovered and How to Use ItSteve Faber
Content marketing is all the rage these days, with 2013 showing signs that even more marketers are embracing it. There is a good reason for that. Consumers, in both the B2B and B2C environments, respond very well to a properly run content marketing casmpaign. Large organizations have spent big money discovering what works and what doesn't. Use what they've learned about content marketing to power your organization's marketing strategy going forward. 49 pages
30 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
The battle for attention has changed. In the rumbling digital and urban jungle, people are bombarded with a quad zillion messages. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy.
Firstly, people hate ads. Secondly, there are all sorts of ways to block out the messages you are trying to get through. Simply mashing up lots of content won’t work any longer. There are just too many marketers, news media, bloggers and so-me’s screaming to be heard at the same time.
With two decades of experience as a marketing director for large technology and consultancy firms, I understand how daunting the new digital marketing world can be. So, I started on a quest to find a surefire formula. I looked at all the best marketing methods and tools, and consolidated them into one surefire methodology: The Marketing Marksmanship Code.
It’s an easy to adopt and unbelievable powerful marketing formula. So you can create top-notch content, that’s relevant to your audience and capture high quality leads - all based on one methodology and a set of tactics. No more wondering how to do it all.
The Summit eBook from the recent Corporate Social Media Summit New York.
The book includes:
** 10 key findings shared across the two days
** 5 insightful thoughts from our expert, senior-level corporate speakers on key social media issues
** 8 top tweets from the Summit – sharing some of the most significant ideas presented by our speakers
** A foreword from Liam Dowd, Marketing Manager at Useful Social Media
PREVENTIVE DENTISTRY AT GAINESVILLE DENTAL ARTSgainesville11
Gainesville Dental Arts is a hometown dental practice located in Gainesville, Virginia, specializing in comprehensive dentistry for the entire family. Our practice places a premium on excellent service, quality care and patient convenience.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
This document discusses the rising importance of branded content in Germany, Austria and Switzerland. It makes the following key points:
- Branded content goes beyond traditional advertising and is becoming a core marketing activity for companies to engage with customers.
- Video content is particularly effective as it can convey information while entertaining viewers and grabbing their attention.
- Brands need to produce compelling, relevant content that fascinates and inspires audiences rather than bores them. They must also actively engage with customers on social media.
- Both paid, owned, and earned media have important roles to play. The focus is shifting to creating stories that integrate brands and reach audiences across different channels in an engaging way.
- Media
GRIMM is a new approach to brand storytelling for the 21st century that focuses on engaging consumers and allowing stories to unfold across multiple platforms. It recognizes that consumers now control their media experiences and seeks to provide an evolving narrative that consumers can pull together themselves from different touchpoints. The approach involves developing a strong brand story, understanding target audiences, and using transmedia planning to tell the story through different channels in a way that generates communities where consumers share and contribute to the brand narrative. GRIMM aims to be the designer and enabler of modern brand stories through bringing together storytellers, strategists, creatives and researchers to craft the best story and most effective way to distribute it.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
In a noisy, multi-tasking world, it is increasingly challenging to capture the attention of consumers.
This is why storytelling is getting more attention. This presentation looks at the value and benefits of storytelling, offers insight around tactical best practices, and features examples of good storytelling from brands such as Airbnb and Budweiser.
Live Webinar - Getting started with Video and Carousel ads on LinkedInTurn Left Media
LinkedIn Marketing Solutions webinar – focused on the launch of Native Video and Sponsored Carousels! In B2B marketing, we sometimes forget the importance of storytelling to build a deeper relationship with our audience. Getting your brand to stand out amid the noise is a challenge, but these connections can create more memorable experiences and keep your brand top of mind. This session will give you all of the tools you need to press play on your video marketing strategy on LinkedIn. Learn how brands such as HP, Volvo Canada, GE, Philips and Audi Canada used these new products to drive business growth.
Is your brand welcome in social media? [research]Headstream
We commissioned in-depth, independent research into whether brands are welcome in social media, and how keen audiences are to accept and interact with them in these spaces.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
The document provides guidance on effective marketing practices during economic downturns. It recommends consistently using multiple marketing channels, such as advertising, direct mail, public relations, and personal contact, to build brand awareness over time. Studies show companies that maintained or increased their marketing expenditures during recessions gained market share and experienced higher sales in subsequent years compared to companies that cut back on marketing.
Author and download:
http://resources.wayin.com/ebook-social-persuasion.html
DESCARGA deshabilitada. Seguir enlace anterior y descargar desde web del autor.
DOWNLOAD disabled from this account. Please, follow the link to author's page to do it.
Nota acerca de los documentos: Todos ellos pertenecen a sus autores. Se incluye el enlace de descarga directa desde la página del autor y se desactiva el enlace desde Slideshare. Se difunde el contenido original desde nuestro blog.
Importante: Si el autor/autores desean que se retire la presentación, por favor, mandar un email a webmaster@comunicacionactiva.com y se hará de inmediato.
Important Note: All presentations belong to their authors. We include download link in the author's page. Not from our web neither from here. Our aim is to promote the original source and share what we think it's a useful content. If author wants us to erase/delete/unpublish his work, just write us at: webmaster@comunicacionactiva.com
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
Killing Marketing Come prima uccidere e poi far rinascere il marketing 3.0Adv Media Lab
The document discusses the need to transform marketing from a cost center to a profit center by creating valuable media content that builds an audience. It provides examples of companies like Netflix, New York Times, and Amazon that have transformed their business models to focus on creating original content and building loyal subscriber bases. The key is to publish phenomenal content that builds a loyal community, and then various revenue streams can be generated from that audience, such as sponsorships, events, memberships, e-commerce, and more. Marketing must shift from campaigns to focus on creating experiences that audiences want to engage with.
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...Justin Basini
Transcript of the presentation given by Justin Basini at the Battle of the Big Thinking, 26th November 2009. The presentation poses some questions about the role of marketing today and its impact on society and proposes some changes to leverage marketing and business for the common good.
Content Marketing - What Big Business Discovered and How to Use ItSteve Faber
Content marketing is all the rage these days, with 2013 showing signs that even more marketers are embracing it. There is a good reason for that. Consumers, in both the B2B and B2C environments, respond very well to a properly run content marketing casmpaign. Large organizations have spent big money discovering what works and what doesn't. Use what they've learned about content marketing to power your organization's marketing strategy going forward. 49 pages
30 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
The battle for attention has changed. In the rumbling digital and urban jungle, people are bombarded with a quad zillion messages. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy.
Firstly, people hate ads. Secondly, there are all sorts of ways to block out the messages you are trying to get through. Simply mashing up lots of content won’t work any longer. There are just too many marketers, news media, bloggers and so-me’s screaming to be heard at the same time.
With two decades of experience as a marketing director for large technology and consultancy firms, I understand how daunting the new digital marketing world can be. So, I started on a quest to find a surefire formula. I looked at all the best marketing methods and tools, and consolidated them into one surefire methodology: The Marketing Marksmanship Code.
It’s an easy to adopt and unbelievable powerful marketing formula. So you can create top-notch content, that’s relevant to your audience and capture high quality leads - all based on one methodology and a set of tactics. No more wondering how to do it all.
The Summit eBook from the recent Corporate Social Media Summit New York.
The book includes:
** 10 key findings shared across the two days
** 5 insightful thoughts from our expert, senior-level corporate speakers on key social media issues
** 8 top tweets from the Summit – sharing some of the most significant ideas presented by our speakers
** A foreword from Liam Dowd, Marketing Manager at Useful Social Media
PREVENTIVE DENTISTRY AT GAINESVILLE DENTAL ARTSgainesville11
Gainesville Dental Arts is a hometown dental practice located in Gainesville, Virginia, specializing in comprehensive dentistry for the entire family. Our practice places a premium on excellent service, quality care and patient convenience.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
GENERAL DENTISTRY SERVICES AT GAINESVILLE DENTAL ARTSgainesville11
Gainesville Dental Arts specializes in various fields of dentistry including; periodontics, cosmetic and aesthetic dentistry, orthodontics, restorative dentistry and children’s dentistry. A highly talented and motivated team operate our clinic and state of art technologies and top line techniques are incorporated into our practice. To underline our competence, our experienced and certified dentist Dr. Palwinder Kaur goes for continuous advanced international training, retraining in the newest approved dental treatments and attends various conventions. After preliminary examination, an individualized treatment plan is developed for every patient.
HTML defines the structure of a webpage, CSS controls the appearance, and JavaScript adds behavior. HTML uses elements like <body>, <h1>, and <p> to structure content. CSS opens with { and ends lines with ;, and is used to style elements with properties like color, float, and pseudo elements. The Chrome Developer console allows inspecting page elements and debugging code.
Gainesville Dental Arts is a hometown dental practice located in Gainesville, Virginia, specializing in comprehensive dentistry for the entire family. Our practice places a premium on excellent service, quality care and patient convenience.
Hmc Outdoor Media / Billboards / HoardingsASIM SHAIKH
HMC Media providing best services in OOH Market having own billboards and Haordings in different cities.
We have installed our billboards i Faisalabad, Lahore, Sialkot, Gujranwala, Gujrat, Chiniot, Sargodha, Jhung and othrer small cities.
We have capability to cater any kind of OOH campaign by Brand/Advertising agencies.
For further information you can contact by following;
Email: info@hmcmedia.biz
Call or WhatsApp: 0345-7776627
Thanks and Regards,
Team HMC Media
برنامج انتاج نماذج الاشتراطات التخطيطيةAkram Sabry
برنامج إنتاج نماذج الإشتراطات المرجعية TORCreator للمخطط العمراني التفصيلي , وهو برنامج يعمل تحت بيئة الأوتوكاد بمختلف إصداراته.
هدف البرنامج هو انتاج نماذج اشتراطات البناء التخطيطية , وهو موجه إلى البلديات والهيئات الحكومية ومكاتب الإستشارات الهندسية التي تعمل في مجال التخطيط العمراني.
The Role Of Brand Journalism In PR
Are you wondering what brand journalism is, and what makes it worth the investment? Done well and done consistently, brand journalism will:
Generate goodwill, trust and positive brand value as customers come to you are your platforms again and again for information and insight
Educate and build brand awareness by taking a lead role in your sector and establishing your company as a thought leader.
When shared and optimized it will build a community for your brand and a community that will become your advocates and your company’s champions
To find out more about brand journalism and how it can benefit your business, read our eBook. It will help you understand:
the concept of brand journalism
its place in, and implications for, the wider industry
what good practice looks like
its role in PR
what you need to do it well
This document discusses the design elements of transmedia branding. Transmedia branding is defined as a communication process where brand information is distributed across multiple media channels to create an interactive brand experience. Some key elements of transmedia branding include harnessing collective intelligence, promoting participation as a brand value, and generating spreadability. An example discussed is Old Spice's 2010 "The Man Your Man Could Smell Like" campaign, which saw great commercial success through its creative use of multiple media channels.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long...
RetailOasis are proud to announce a new partnership with Edge (www.edgecustom.com.au), one of Australia's leading content marketing agencies.
With the proliferation of media channels, it's getting harder to truly connect with customers. We believe the future of communications is in content creation - engaging customers with your brand, through a meaningful story that leverages your own channels.
In partnership with the NRA, Edge have surveyed some of Australia's biggest retailers to shed light on the key opportunities in this area.
This document provides an 11-step guide for public relations professionals to engage audiences in the age of distraction. It discusses trends like declining attention spans and the rise of mobile usage. The steps include creating compelling stories rather than just listing facts, leading with your unique point of view, using plain language over jargon, prioritizing content over media tours, writing effective headlines, rethinking press releases as news stories, securing impactful quotes, sharing content on social media, and measuring strategies. Throughout, it emphasizes the need for speed, relevance and focusing on audiences rather than products or companies.
My recent presentation on building magazine audiences in this data-driven era was showcased in the latest edition of The New Single Copy.
I discuss the concept of collaborative industry data, dynamic third party data, predictive modeling and using data to target hyper-niche audience segments.
____________________________________________
Published with John Harrington's permission, co-founder and editor of The New Single Copy.
Since 1996, The New Single Copy has been the publishing industry's leading source of news, data, and information about publications, the retail marketplace, and the changes brought on by digital delivery technology.
Subscribe to The New Single Copy:
http://www.nscopy.com/pages/nsc.asp
Marketing executives agree that content is now the core of marketing strategy. As media becomes more fragmented, marketers must provide high-quality content across multiple channels to engage customers who consume information in various ways. This represents a major shift from mass marketing to customized, micro-marketing approaches centered around useful content that attracts customers and encourages them to share content with others. The rise of content marketing is transforming marketing approaches and requiring the integration of advertising, public relations, and marketing disciplines.
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
The document discusses best practices for brands establishing themselves as publishers in the current media landscape. It finds that one-third of top global brands have created publishing platforms. There are three main types: core branding sites, content marketing hubs, and sponsored destinations. The most successful platforms use a blend of brand and user-generated content, have a strong visual style and editorial mandate, and engage their communities. The document analyzes various brand publishing platforms and rates them on metrics like audience value and brand value. It provides the example of Virgin's data-driven content strategy improving site engagement through personalized storytelling.
The document provides guidance on using inbound public relations strategies. It discusses how traditional PR approaches are no longer effective given changes in how media is consumed and produced. It recommends becoming your own storyteller by creating blog posts and other content to attract journalists and drive traffic. It also suggests building relationships with journalists by making it easy for them to find relevant information about your company on your website and being helpful sources of industry data and insights.
This document discusses content marketing and its importance as a fundamental tool of digital marketing. It begins by defining content marketing as the process of creating and distributing valuable content to attract and engage a target audience to drive customer action. The history of content marketing is then reviewed, noting examples from the late 19th century. Objectives and strategies of an effective content marketing plan are outlined, including focusing on quality over quantity and aligning with target interests. Metrics for measuring impact are also discussed. In conclusion, the document emphasizes that content marketing has become essential for companies to develop relationships and loyalty with audiences in the digital age.
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CR.docxwellesleyterresa
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR.docxHOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR
Source: http://www.socialmedia-forum.com/smwf-2015-in-pictures/
Why Ford of Europe’s Vice President of Communications and Public Affairs Mark Truby, a former newspaper business editor, worries about whether his company’s content is worthy of reading aloud over the breakfast table and how the launch of a new car in Germany with just 300 media present became the number one trending subject on Twitter and was watched in full by more than 360,000 people around the world. Ahead of #SMWF this June we wanted to find out more from the man himself:
1)Mark your focus is very much about creating content and storytelling but how do you manage that? What do you need to consider?
“Over the past four years we have moved from a Ford of Europe communications team focused primarily on media relations and servicing the automotive press to a team focused first and foremost on constant storytelling to a broad spectrum of media and audiences. This was a major strategic shift and required new skills and resources.
We created a content team with writers, photographers, videographers, graphic artists – people with strong backgrounds in print, broadcast and digital journalism. We augmented our Ford team with new talent on the agency side to help us tell more compelling stories and reach new audiences – such as tech, design and lifestyle press, as well as bloggers and digital influencers.”
2)What are the key elements to consider when creating any content or story for Ford and what can other businesses learn from your approach?
“We try to keep it simple and ask ourselves a few questions. Is the story interesting enough that a news editor would just have to have it for their newspaper, TV broadcast or website? Would the average person find it interesting enough to read or view, and share online? Would a husband read it aloud across the breakfast table to his wife, for example?
You have to be really honest with yourself on these questions or you will waste time and effort on the low-value stories. If a story passes those first hurdles, then we ask whether the story – once read or watched – could truly improve our corporate reputation or raise someone’s opinion of our vehicles and technologies. We have all read a story or seen a feature on TV that forever changed our perception of a person, company or organization. We quote it to friends or share it on Twitter.
This is the power of great storytelling whether you are creating it yourself or working with journalists. So, simple rules but a difficult task. It takes a lot of creativity and hard work to create content that is entertaining, interesting and meaningful.”
3)How can you reach new audiences most effectively through social media and how is this different to the traditional days of PR?
“Certainly online video, infographics and other forms of digital storytelling are amaz ...
This document provides best practices for brands becoming publishers based on research analyzing leading brands' publishing platforms and content strategies. Some key findings include:
- 1/3 of top brands have created publishing platforms, with 1/5 replacing their main website. Platforms include branding sites, content hubs, and sponsored destinations.
- Successful platforms are visually innovative, have a strong editorial mandate, and include user-generated content. Blended brand and user content outperforms solely brand content.
- Publishing frequency varies by platform type, with content hubs averaging 4.6 posts/day and destinations 2.2 posts/day.
- Case study of Virgin's data-led content strategy shows how research
The document discusses how collaborative marketing, where brands market with consumers rather than at them, will drive winning companies in the future. It outlines 5 trends driving the shift to collaborative marketing: 1) democratized product development, 2) close, continuous customer relationships, 3) open organizations, 4) peer-powered media, and 5) measuring influence rather than impressions. It also provides 5 steps for embracing collaborative marketing strategies: 1) audit audiences, 2) engage core brand advocates, 3) align content, 4) do things faster, smarter and better, and 5) empower communities.
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
What is Content Marketing? (For The Effective Content Marketer) Shana Pilewski
Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
2. 4. Find your tone of voice
This is especially important when looking for content
that will work across multiple digital channels, including
social networks.
B
rands have to work really hard to get
audiences to engage on Facebook
and they don’t do it by pumping out
glossy information about themselves, nice
images of their execs and of their products,”
says Stephen Waddington. “They do it by
tapping into some of the emotional insight
that’s going to generate a response from
their audience.”
He advises a more relaxed style of
communication, something that is “more
informal and direct”. It means telling stories
that work at a human level.
“There is an art to getting it right,” says
Neville Hobson, independent consultant and
co-presenter of the For Immediate
Release podcast.
...at the Super Bowl on 3 February 2013, a metaphorical
light bulb went on above the head of one of the editorial
marketers working for Nabisco, makers of the Oreo
cookie. And in that moment, real-time content marketing
went mainstream.
I
n perhaps the smartest example of “news
jacking” to date, the cookie company
combined quality creative with a killer line
of copy: “You can still dunk in the dark.”
[1] The process was agile, delivered at
speed and proved highly effective –
it resulted in thousands of Twitter retweets
and Facebook shares while, in a perfect
confluence of owned and earned, the story
was picked up by dozens of media outlets in
the days that followed.
Two things are often forgotten in the retelling
of the Oreo story. First, the company had
also paid for a conventional, multi-million
dollar advertising slot to run during American
sport’s richest event [2], hinting at a future
where guerrilla marketing and conventional
advertising will coexist.
Second, the company’s rapid response was
only made possible by months of planning.
The Super Bowl exemplar was part of a
100-day project [3], a product of production
and meticulous preparation, of governance
already in place, sign-off processes agreed
and editorial practices honed in advance.
This is the untold story of successful content
marketing and brand journalism.
We'll look at best practice examples, hear
from practitioners and examine the
circumstances when it will work for
your brand.
But we’ll start with...
WHEN THE LIGHTS
WENT OUT...
3. 3 #brandnewsroom
“If that’s the opportunity,
the challenge is to make
it happen.”
A brief history of content marketing
The story of content marketing – or brand storytelling as
some prefer – stretches back well over a century, from
John Deere’s The Furrow in 1890s, a magazine which
taught farmers how to use new agricultural tools; to the
Michelin Guides of the early 20th century; from the pre-
and post-war radio and television soap operas; to the
customer magazine boom of the 1980s and beyond.
I
n the digital age, content marketing in its
many guises (see glossary on page 30)
has been shaped by an unforeseen
collision of events. First, digital has provided
a platform which is disintermediated in most
respects while, post Web 2.0, it has become
a social channel through which messages
can be shared, stories amplified and
conversations joined.
At the same time, says Tony Hallett, former
publishing director at CBS Interactive and
now managing director of Collective
Content, we’ve witnessed a challenging
media landscape where conventional
banner and classified advertising rates have
declined sharply. Not only has this led to
publishing houses seeking alternative
advertising models, notably native
advertising, it has also resulted in a
contraction of the journalism market – fewer
publications and fewer journalists on staff in
those publications that have survived.
The result? “You now have a lot of those
professional content people working on
the type of content that proves effective
with an audience. But instead of pure
journalistic work, they are doing it as a
marketing project for a client, or as a
campaign on the pages of Forbes or the
Huffington Post,” says Hallett.
A plentiful supply of skilled communicators,
a digital platform that allows brands to
connect directly to their audience, a means
of social distribution and a challenged
advertising market have combined to move
brand newsrooms and other content
marketing forms up the marketing and
public relations agenda.
But don’t mistake this for a proactive push
by large brands, says Stephen Waddington,
European digital and social media director
of Ketchum. “It’s the market that’s
pushing organisations to do things
much better,” he says. “The whole thing
is being driven by the consumerisation
of media. It’s very much the audience
that’s in the driving seat and it’s the
market that’s responding to the
audience demand.”
4. HOW TO
BUILD A
NEWSROOM
Define your audience
Establish an editorial proposition (aka “News you can use”)
Don’t fall for the myth of virality
Find your tone of voice
Build a team
Use the diary
…but be ready to react to news
Define a workable sign-off process
Establish no-go areas
Give them what they want
1
2
3
4
5
6
7
8
9
01
5. BRANDS AS NEWSROOMS
1. Define your audience
If you don’t have a clear idea who you are
writing for, your brand newsroom
experiment will fail.
5
T
hat target audience might
consist of a single cohort
(journalists, for example)
or multiple overlapping
audiences (journalists,
investors, customers, potential
customers, employees, future
employees). If it is the latter,
establish an understanding of
what unites them. In both
scenarios, establish areas of
common interests. One
effective way to do this is to
create a persona of your ideal
reader: give him or her a name,
ascribe attributes and personal
preferences and define needs.
Then every time you consider
producing a piece of content,
test it against your persona.
Would he or she want to
read/watch this? What angle
best serves his or her needs?
And so on.
#brandnewsroom
6. 6 #brandnewsroom
2. Establish an editorial proposition
Ketchum's Stephen Waddington says “Brands typically
want to talk about themselves. The challenge is to
align yourselves with the issues that really matter to
your audience.”
A
nd herein lies the paradox of
successful content marketing – the
more a brand talks about itself the
more likely it is to turn a potential
audience off.
Apply what Will Sturgeon, executive director
of strategy at GolinHarris, calls the
“nobody cares test”. He says: “Once you
get into a world where brands become
their own editors, there’s a sense that
now is the opportunity to fill the space
with all the stuff that those journalists
wouldn’t write because nobody was
interested.” Resist the temptation.
7. 7 #brandnewsroom
In other words, news you can use...
I
nstead write around your subject, provide
news and information that is useful and
valuable for your target audience
Broadcast media has long talked about
“news you can use”, stories that have a
practical, rather than a shock, value.
Personal finance stories are a good
example of this genre and it is these stories
that underpin the proposition behind
Moneysupermarket’s content marketing
success (see case study on page 26)
“It’s very much a soft sell,” explains
editor-in-chief Clare Francis. “As a
journalist I don’t see myself as
producing content just to sell to people.
I’d much rather be producing the content
that they need, that they find useful.” For
Francis the editorial proposition is clear:
“helping households save money”.
Another example of a brand publisher
providing news you can use is American
Express with its Open Forum [5] site (tag
line: Exchange Advice. Make Smart
Decisions”).
“They have a community of thousands
of small businesses reading thousands
of pieces of useful content, very few, if
any, are about which charge card should
we get for the company,” explains
Collective Content’s Tony Hallett.
Moreover, consider, as American Express
has, curating the best of other people’s
content. This can be professional and non-
professional journalism or a combination of
both. Equally, it can be hosted on your
online newsroom or linked to from social
channels. Either way, the material will not
only provide a valuable resource to your
customers but will allow you to cover much
more ground than if you were producing it
all in-house. Other exponents of curation
include Intel (IQ by Intel) [6] and Pepsi
(Pepsi Pulse) [7].
“Align yourselves with
the issues that really
matter to your audience.”
Stephen Waddington,
European Digital & Social Media Director,
Ketchum
8. 8
3. Don’t fall for the myth of virality
If your content goes viral and gets read or watched by
hundreds of thousands of people, that’s great but often
entirely unnecessary.
A
s Tony Hallett points out: “If you’re
Buzzfeed you have it baked into
your DNA … but for brands it’s not
always about virality. It’s about reaching
the right people.”
Take Red Bull and Cisco as two examples.
Both, says Will Sturgeon, understand how
to use content marketing channels properly
and for Cisco, providing technology news
and information at The Network [8], that
means appreciating that the audience sizes
will be very different.
Indeed, as Ramya Chandrasekaran, Chief
Communications Officer of QNET - one of
Asia's leading direct selling companies,
states "The key is to live and breathe
quality content. Make it the heart of your
online presence and a reliable
mouthpiece for your brand."
#brandnewsroom
9. 4. Find your tone of voice
This is especially important when looking for content
that will work across multiple digital channels, including
social networks.
9
"There is an art to getting
it right. Many marketers
that I encounter in big
organisations speak like
the brochures that they
produce and that makes
its way into the writing.
It's easy to laugh at them
but with a bit of help
some of them can tell
great stories."
Neville Hobson,
Consultant and co-presenter of the
For Immediate Release podcast.
Brands have to work really hard to
get audiences to engage on
Facebook and they don’t do it by
pumping out glossy information about
themselves, nice images of their execs
and of their products,” says Stephen
Waddington. “They do it by tapping into
some of the emotional insight that’s
going to generate a response from
their audience.”
He advises a more relaxed style of
communication, something that is “more
informal and direct”. It means telling
stories that work at a human level.
“
#brandnewsroom
10. 10
5. Build a team
Once you’ve established an editorial proposition for a
defined audience, it’s time to build a team.
T
he size of the team will depend on the
stated output which in turn will be
driven by your goals (see below) but
it’s likely you will need specialist writers,
web producers, designers, video producers,
sub-editors and a pool of freelance
journalists to draw on.
The editor who will oversee the team will
most likely report into the chief marketing
officer or similar and be granted sufficient
autonomy to take content ideas from
inception to publication, knowing when to
refer up or when to refer to a lawyer. A
company lawyer, therefore, should always
be on hand to adjudicate on potentially
contentious matters.
If you work for a small or medium business
it is unlikely you will have a huge marketing
budget to spend on hiring video producers
and freelance journalists but you can still
adopt a newsroom approach. As you build
up your marketing team make sure to hire
people with versatile skill sets who can
adopt various roles.
#brandnewsroom
11. 11 #brandnewsroom
6. Use the diary
The deployment of an editorial calendar to pinpoint
“diaried” stories that connect with an audience will be a
concept relatively familiar to marketing professionals
used to managing campaigns.
I
t is an essential but, as we’ll see, not an
exclusive part of the newsroom
storytelling process.
So for Clare Francis at Moneysupermarket
it means providing stories about ISAs ahead
of the new tax year or tips on buying a
new car as new registration plates
become available.
Equally, a pet’s charity might produce
diaried stories in the run up to Fireworks
Night (dealing with loud noises) or in the run
up to Christmas (“a pet’s for life not just
for Christmas”).
And for a technology provider, it might be
the introduction of a new operating system
or the launch of a new breed of hardware.
12. 12 #brandnewsroom
7. …but be ready to react to news
Sometimes the campaign mindset won’t do.
I
f you want to take advantage of an
ongoing conversation, manage a crisis in
real time, react or add perspective to an
ongoing news story or, as Oreo did, hijack a
breaking story then a different mentality
is required.
As Rita Suttarno, Social Media Manager of
QNET, stresses "you can't plan too much
ahead. Things will change and you'll
have to respond to it. Especially if
customers are involved, you need to
engage fast.”
The story of how Oslo Airport’s
communications department dealt with a fuel
crisis in September 2012 amply
demonstrates how a newsroom can be
deployed “live” (see case study on page 28).
Asked if he was concerned about the risks
of this approach, the airport’s media advisor
Joachim Westher Andersen replied: “No
risk, only possibilities.”
Moreover, a study by Edelman found that
real-time branded content generated four to
six times the level of engagement of a
typical post. [9]
"Being ready to publish
and distribute content on
the fly - whether in
reaction to an opportunity
or a crisis - requires skill,
confidence, authority and
effective technology.
Having a digital
newsroom platform like
Mynewsdesk makes it
easier to deliver real-time,
multichannel and
multimedia
communications to the
audiences you want to
reach and influence."
Adam Cranfield,
Head of Marketing, Mynewsdesk
13. 13 #brandnewsroom
8. Define a workable sign-off process
A
nd because you will want to publish
in a timely fashion, you need to
ensure you’ve established a sign-off
process that everyone understands,
everyone buys into and that can be
deployed even on the busiest of days.
Culturally this may prove difficult but it is
essential in order to benefit from the real-
time opportunities of digital publishing.
“There’s no such thing as a deadline
anymore,” says Stephen Waddington. “A
topic trends on Twitter or Facebook for a
period of time and if you want to be part
of that conversation you can’t wait 24
hours to get some content signed off.”
Will Sturgeon pinpoints the root of the
problem: “Because this isn’t heart
surgery, every CEO, CFO and CMO
thinks they know what makes
good editorial.
They’ll tell you that it needs to read more
like Harvard Business Review because
they read Harvard Business Review on a
plane once and thought that it was kind
of cool.
Everyone brings their subjective
opinions to bear which is fine so long as
you get that all out of the way in the
planning process. But you can’t have
every piece pulled apart by committee –
it slows things down, gets messy and
gets expensive.”
"You can't have every
piece pulled apart by
committee - it slows
things down, gets messy
and gets expensive."
Will Sturgeon,
Executive Director of Strategy, GolinHarris
14. 14
9. Establish no-go areas
In addition to a sign-off process, define upfront the
subject areas you are willing to write about and those
you should avoid.
S
tephen Waddington says: “You have to have areas of no-go – topics you can
talk about, topics you can never talk about and topics you can only talk about
with legal sign-off.”
#brandnewsroom
15. 15 #brandnewsroom
10. Give them what they want
“[Brand journalism] needs to be as interesting as
anything else someone might be reading in their lunch
hour irrespective of who they are,” says Will Sturgeon
of GolinHarris.
M
eanwhile, listen to the words
of Ashley Brown, global group
director, digital communications
and social media at The Coca-Cola
Company. “If there is one thing I want to
do, it’s kill off the press release,” Brown
says. “For the first time ever our PR
teams are challenged to think beyond
the press release … They have to think,
‘What is a two minute, really high-quality
video that someone would actually want
to share? How do I package up that
announcement as a story that someone
who doesn’t work at Coke and who
doesn’t care would want to read it and
share it with their friends?’
We developed a 10-point framework
that’s a guide for when you are thinking
about storytelling. Does it spark an
emotion? Is it something new or
noteworthy? Very basic things that a
journalist would go through.” [10]
“A CEO of an
organisation shouldn’t
accept that 60 per cent of
the media he or she
endures is boring. It
doesn’t work like that –
CEOs are just as likely to
enjoy 25 cats on
Buzzfeed as the rest of
us. So you have to police
yourself to make this
stuff interesting.”
Will Sturgeon,
Executive Director of GolinHarris
16. 8 STEPS TO
NEWSROOM
SUCCESS
Secure buy-in
Establish success measures first
Define workable timelines
Integrate
Read
Listen
Don’t forget mobile
Invest
1
2
3
4
5
6
7
8
17. 17 #brandnewsroom
1. Secure buy-in
Siloed thinking and siloed action is the quickest path to
failure with a project like this, says Neville Hobson.
I
nstead you need to do everything in your
power to lobby for support within the
organisation, explaining goals and
objectives and gaining approval.
“That requires diplomacy and a lot of
courage,” Hobson says. “This is
marketing 101. You need to understand
your organisation … people, behaviours,
attitude, and support.”
18. 18 #brandnewsroom
2. Establish success measures first
What does success look like? If you don’t know before
you start you won’t know when you’ve finished.
S
o embark on a cost benefit analysis,
decide how much you are prepared
to invest and define a suitable return
on investment (ROI).
In reality, measurement is not always
straightforward. For example, your objective
might be to warm up an audience as part of
the sales process but the gap between
content consumption and the sale is likely to
be a long one.
This is the case with Moneysupermarket
which knows that the prospective sale might
be weeks or months away. “From a content
perspective it doesn’t matter if people
are using us to research, what matters is
that they then come back when they are
ready to buy,” says Clare Francis.
Moneysupermarket spends much of its time
improving calls to actions and improving
conversions to sales to ensure this happens.
At a more basic level, your measure of
success might mean increasing the traffic
that passes through your site. As media firm
Trensic demonstrated there is direct
correlation between the volume of high
quality content you produce and publish and
the amount of traffic your site will receive; a
1,000 per cent increase in traffic in one
eight-week experiment which involved the
production of 50 blog posts. [11]
So where possible, define success. As Will
Sturgeon points out: “For Red Bull it was
really simple – did 300 million people
watch Felix Baumgartner [12] jump out of
a balloon at the edge of space? Yes. Was
the name Red Bull plastered around it?
Job done.
They are playing a game that is
analogous to advertising. It’s about
eyeballs and association. With
something more niche, then you need to
look at engagement. How are you getting
the material in front of the right people?”
If you are struggling to apply a metric for
success, consider the counter factual –
what would happen if you didn’t act? To
quote Joe Churnov, VP marketing at
Kinvey: “How many shipwrecks do
lighthouses prevent?” [13]
19. 19
3. Define workable timelines
Agree the timescale for a proof of concept, a pilot or a
full blown launch across which you will assess the
merits or otherwise of the project.
B
ear in mind that these timelines may
be longer than is traditional within
sales and marketing.
“A lot of people’s frame of reference
here is advertising and advertising is
quite a quick win,” says Will Sturgeon.
“You announce a special offer and
people are either queuing up outside the
shop tomorrow or they’re not.”
An editorial effort will take longer, not least
to build up a loyal following. Allow for this in
your plans.
#brandnewsroom
20. 20 #brandnewsroom
4. Integrate
Use each communications channel within the
organisation to amplify the message, increase your
social media footprint and search engine authority.
M
oneysupermarket’s Clare Francis
says: “We work with the PR team,
the SEO team, the social team,
the brand team and with the CRM team to
ensure that from a content perspective
we’re integrated. And that we have a plan
for campaigns throughout the year.”
The big social networks such as Facebook,
Twitter, LinkedIn and Google+ should play a
key part in disseminating content and
amplifying your message.
However, don’t forget smaller – and often
more powerful – consumer forums that
operate around your subject area.
Appreciating the reach of the likes of
Mumsnet (parenting) [14],
Moneysavingexpert (personal finance) [15]
and PistonHeads (automotive) [16] in the
UK and similar forums elsewhere matters
whether you are in storytelling or crisis
management mode.
21. 21 #brandnewsroom
5. Read
Consume as much digital journalism as you can to see
what is working.
P
ore over the editorial and execution
of brands such as Coca-Cola (Coca-
Cola Journey) [17], Cisco (The
Network), American Express (Open Forum)
and Intel (iQ by Intel).
Examine the most compelling native
advertising on Forbes.com [18] and the
Atlantic spin-off Quartz.com [19], among
others. And look at the best of the pure
editorial plays online from Daily Mail to
Buzzfeed, via Politico and the Guardian.
Learn, adapt and execute.
22. 22 #brandnewsroom
6. Listen
Monitor what others are saying about your brand on
social networks, blogs, forums and other social media.
E
stablish how often your brand is
talked about, the sentiment
expressed, the nature of the praise
and the nature of the criticism.
Understand the language of social media so
when you are ready to tell your own stories
through brand newsrooms or other content
marketing vehicles you will have developed
a tone of voice that reflects your brand and
talks to your audience(s).
Kings of content: 6 brands who stand out
Red Bull aims to appeal to extreme sports lovers and create extreme PR stunts
and media frenzies, such as the Stratos space jump, to reflect this. They also
have their own TV channel and magazine full of extreme sports articles.
Coca-Cola has been leading the way with their newsroom and Content 2020
plan. Their 'liquid storytelling' strategy aims to link business objectives and the
brand with consumer interests to provoke conversation and secure the brand's
place as part of popular culture.
Colgate - their online Oral and Dental Health Resource Centre is a dedicated
section of their website which is full of videos, interactive guides, hundreds of
articles and value added content.
DollarShaveClub shows just how valuable a sense of humour can be. Their
$4,500 video spoke jokingly of the hassle and expense their service alleviates
gaining the startup not only 23,000 followers on Twitter and 76,000 Facebook
fans but also 12,000 new customers within 2 days.
Lauren Luke - a former taxi cab dispatcher dreamed of having her own make-up
business, so she cashed in her savings and began producing a series of how to
videos on YouTube, she now has more viewers than Estée Lauder and her
products are stocked by Sephora in the US.
Of a Kind - with a former senior editor of a magazine as a co-founder it's little
wonder this startup has mastered the newsroom approach. They select one
designer at a time and share a series of stories about them including what
inspires them, their personal life, taste, training and so on. They have also
managed to gather over 2,000 pins on Pinterest.
23. 23
#brandnewsroom
7. Don’t forget mobile
The growing adoption of smart devices – smartphones
and tablet computers – is fundamentally changing
digital consumption habits.
C
lare Francis of Moneysupermarket
says, for example, that over 50 per
cent of visits to her site come from
mobile devices, predominantly users starting
their journey from an email newsletter.
This is a trend that is reflected across the
consumer web from online newspaper sites
to takeaway pizza websites via YouTube
where 40 per cent of traffic now comes from
mobile devices. [20]
It’s a trend that should inform any approach
to content marketing.
First, it should change the way marketers
design their websites. Any site that doesn’t
work in multiple form factors – 10 and 7 inch
tablets, Samsung S3, iPhone 5 and so on –
is going to turn off prospective visitors.
Lower clicks per visit will result.
Responsive design is one answer to this
challenge.
Second, smart devices means more traffic
at weekends and evenings than ever
before. If the intended audience of brand
newsroom journalism is in consumption-
mode at these times, the newsroom should
probably be open for business at those
times too.
24. 8. Invest
“Stick some money behind it,” says Will Sturgeon.
Why? Because the newsroom is representing
your brand.
C
ontent marketing can ultimately be a
cost effective way of reaching the
right audience, he says, but some
people get carried away with what should
be achieved yet put almost zero money into
it. You get out of it what you put in.
Make it premium.
24 #brandnewsroom
26. 26 #brandnewsroom
Moneysupermarket.com
“
We’ve got three editors, four writers,
six publishers and two video
producers. We’re a team of 16 in-
house and then we use freelance
journalists each week.” Clare Francis runs
an editorial team that would be the envy of
most magazine editors and section editors.
The reason for all this effort? Three reasons
in fact – to increase engagement, to
improve search engine rankings and to
build brand trust.
First, engagement. “We’re not a company
you need to purchase from every week.
We’re not a Sainsbury’s or a Tesco. What
we want is that when people are in the
market to buy – whether it’s their car
insurance, a new credit card or whatever
– they think of coming to us. So, if
they’ve got a relationship with us
through content … then when they are in
purchase mode they think of coming to
us rather than to somebody else.”
Internal metrics tell her that customers that
engage with the content are “worth
considerably more” than those that do not.
The second reason for producing so much
content is to ensure high rankings on
search engines, most notably Google.
Recent changes to Google’s algorithms that
dictate those rankings – the Panda and
Penguin updates – mean "You need to do
more than just have keywords on your
websites. Google now requires that
content on your website is relevant to
your audience."
Finally, it is about building trust which in turn
informs the nature of the content.
“I see it very much as journalism,” says
Francis. “Yes we work for a commercial
organisation but the content is not
influenced by the commercial
relationship – it’s independent
and impartial.
The purpose of it is to say, ‘We’re here to
help you and you can trust the
information we are giving you.’ Hopefully
that will build brand trust and loyalty.”
"Google now requires that
content on your website is
relevant to your audience."
27. 27 #brandnewsroom
“We have a catch-up every morning to
look at what’s in the news today that we
can produce content on because that’s
not only important for the site being up-
to-date but that’s also important from a
social perspective: content that
reflects what other people are talking
about today.”
Twitter and Facebook are important, if
markedly different, channels, she says.
Facebook is more about “digestible ‘5 top
tips’-type material” while the Twitter
audience tends to consist of more industry
insiders: other journalists, rival companies
and analysts among them. That demands a
different tone of voice.
Notably, however, social media is not the
main means of disseminating content for
Moneysupermarket. Every week, 3.2 million
More Money email newsletters are sent out
and this drives a significant volume of traffic
to content.
The ongoing newsroom strategy is
designed to drive more traffic from social
and, crucially, from organic search results.
Among the advice she offers others thinking
about the newsroom approach is to know
who you are producing content for. “Who
do you want to talk to? It’s all about
relevancy. If you get the content right,
the rest should follow. It’s good stories,
it’s good videos, it’s things people want
to consume.”
"If you get the content right, the rest should follow."
28. 28
Oslo Airport
W
hen Oslo Airport suffered a major
fuel shortage in September 2012
the whole operation went into
crisis management mode.
For Joachim Westher Andersen, the
airport’s media adviser, and the team it was
about getting the latest news and updates
out in the most effective fashion.
For Andersen there was an added
complication: he was on holiday at the time.
But by liaising over the phone with head of
media Vegar Gystad, the two men were
able to construct a communications strategy
that kept the print, online and broadcast
media – and, by definition, would-be
passengers, family and friends – updated
on delays and cancellations.
Armed with an iPad, Gystad made his way
to the departure lounge to conduct a series
of TV interviews. In between times he
posted the latest updates to the airport’s
online newsroom, provided by
Mynewsdesk.
“The effect was enormous,” says
Andersen. “Only minutes after he
published an update, we could see it
coming through all the major online
newspapers … also, [Vegar] could
choose to publish a link to our Facebook
and Twitter pages.”
Was there a risk in communicating in this
real-time way? “No risk, only
possibilities,” Andersen says.
“We managed to create a sense of
understanding because we were honest
about the situation. We did not try and
cover up anything and we kept people
updated as soon as we had news to
tell them.”
"No risk, only possibilities."
#brandnewsroom
29. 29 #brandnewsroom
Shazam
I
f rule number one of content marketing is
knowing who your audience is then
Shazam, the media engagement
company that most people know for its
music identification service, can happily
move on to rule number two.
For PR and communications manager Rica
Squires, who manages a Mynewsdesk
newsroom integrated into the main Shazam
website, her primary audience is the media.
“If consumers stumble upon it then great
but the media is my foremost concern.
I’m not sure many consumers are going
to want to trawl around a series of
announcements.”
What Squires wanted from her newsroom
was a service that allowed her to publish
more than just the words on a screen.
“Every announcement we do has some
kind of visual with it,” she says. “It’s
about linking visuals with press
releases. If we are talking about adding a
new feature [to the Shazam app] we want
to show what it looks like in situ. We
also produce videos and other assets
that help illustrate the app or provide
information about the company, so
making it easy for journalists to access
and download them is paramount.”
Because of this primary audience – and
Shazam’s profile – search engine
optimisation is low down Rica’s list of
priorities. She knows her audience of
journalists will find her content. She adds:
“We have a Twitter feed just for the
media.” Twitter is, she says, the best
social network for reaching the media.
“It’s a press ‘circle’,” she says.
“Facebook is much softer and
friendlier. It’s much more targeted to
the consumer.”
"Making it easy for
journalists to access and
download videos and
other assets is
paramount."
30. 30 #brandnewsroom
GLOSSARY OF TERMS
Brand journalism
Where journalism meets brand marketing. Brand journalism tells the story of a company
and / or brand in a timely and transparent way. The storytelling will be ongoing and the
conversation two-way.
Brand newsroom
Akin to a traditional newspaper or broadcast newsroom, a brand newsroom is where a
team (sometimes of ex-journalists) commission, research, create, publish and disseminate
brand journalism. Many of the disciplines of traditional journalism – high quality content
written in a timely manner – apply here. This can be done by any brand regardless of
its size.
Content marketing
The creation and dissemination of useful, valuable and relevant content. The end goal
might be acquiring new customers and/or making sales. The focus is often, but not
exclusively, on owning rather than renting the media.
Native advertising
Contextual material that appears alongside editorial content within a publication or
platform, usually online. The content may be text, video, a slide show, infographic or other
media. In this respect its antecedent is the advertorial. LinkedIn’s sponsored updates,
promoted Tweets and Facebook posts are other examples of native advertising as are
contextual Google Ads that relate to specific search queries and appear alongside organic
search results.
Newsjacking
Capitalising on a high profile news story to the benefit of the brand. The ability to
piggyback on stories in the news requires agile marketing teams and quick sign-off.
Sponsored content
A form of native advertising (see above), labelled as such or similarly, within publications
or platforms.
31. 31 #brandnewsroom
With thanks to our contributors:
Joachim Westher Andersen, Oslo Airport
@JoachimWesther
Clare Francis, Moneysupermarket
@clareefrancis
Tony Hallett, Collective Content
@tphallett
Neville Hobson, Consultant
@jangles
Will Sturgeon, GolinHarris
@willsturgeon
About us
Mynewsdesk is the world's leading all-in-one brand newsroom and multimedia PR
platform. Over 5,000 brands as diverse as Costa Coffee, Allianz, Volkswagen, Canon,
Nectar, UNICEF, Sitecore, QNET and Virgin Trains use their Mynewsdesk newsrooms to
publish and distribute their content, achieve greater visibility across search and social
media, connect with key influencers, and tell their stories.
If you'd like to see how our newsrooms can enhance yet simplify your comms strategy
then get in touch by tweeting us @mynewsdesk_uk, email us at uk@mynewsdesk.com or
call us on 020 7029 5785. Or pop into our office for a coffee and a chat. We're located at
25 Farringdon Street, London, EC4A 4AB.
Jon Bernstein was deputy editor, then digital director, at the New
Statesman working across a portfolio of titles including Press Gazette and
Blueprint; multimedia editor at Channel 4 News; ran the Channel 4
FactCheck website during the 2005 general election; editor-in-chief of
Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-
in-chief of dot com start up and technology website silicon.com.
Rica Squires, Shazam
@ShazamNews
Stephen Waddington, Ketchum
@wadds
Ramya Chandrasekaran, QNET
@ramyac
Rita Suttarno, QNET
@mochachocolata
Adam Cranfield, Mynewsdesk
@adamcranfield
He was named Consumer Website Editor of the Year 2011 by the British Society of
Magazine Editors for NewStatesman.com and was shortlisted for the same award in 2010.
He was also shortlisted for Web Editor of the Year at the 2012 Online Media Awards.
About the author
32. 32 #brandnewsroom
Sources
[1] http://www.theverge.com/2013/2/4/3949882/oreo-super-bowl-blackout-ad-is-a-winner
[2] http://www.theverge.com/2013/2/3/3942234/watch-all-super-bowl-2013-ads-here
[3] http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie-
conversation/237104/
[4] http://contentmarketinginstitute.com/what-is-content-marketing/
[5] https://www.openforum.com
[6] http://iq.intel.com/
[7] http://www.pepsi.com/en-gb/d/
[8] http://newsroom.cisco.com/
[9] http://www.edelmandigital.com/2013/04/30/creative-newsroom-brand-storytelling-at-
the-speed-of-social
[10] http://tresnicmedia.com/the-blogging-magic-number-increasing-website-traffic-1000-
in-8-weeks-case-study/
[11] http://www.redbullstratos.com/
[12] http://medialab.butlertill.com/post/60956120716/how-many-shipwrecks-have-
lighthouses-prevented
[13] http://www.mumsnet.com/Talk
[14] http://forums.moneysavingexpert.com/
[15] http://www.pistonheads.com/gassing/
[16] http://www.coca-colacompany.com/
[17] http://www.forbes.com/find-more/brandvoice/
[18] http://qz.com/
[19] http://techcrunch.com/2013/10/17/youtube-goes-mobile/
Interviews
20 September 2013: telephone interview with Tony Hallett
20 September 2013: telephone interview with Stephen Waddington
23 September 2013: telephone interview with Clare Francis
1 October 2013: telephone interview with Will Sturgeon
8 October 2013: telephone interview with Rica Squires
14 October 2013: email interview with Joachim Westher Andersen
22 October 2013: telephone interview with Neville Hobson