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Dive Into Brand Journalism

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Tony Scida
Tony Scida

AMA Richmond workshop presentation by Jon Newman of The Hodges Partnership.

Marketing
1 of 29
Teach Me How to Dive Into Brand Journalism Jon Newman The Hodges Partnership
History/Overview
What is brand journalism?
How we got here • Technology • Social media
75%Of people don’t accept advertisements as truth Source: https://blog.hubspot.com/blog/tabid/6307/bid/30239/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-Infographic.aspx
Photo: Gage Skidmore
Content Marketing Brand Journalism Vs.
Content Marketing
Brand Journalism
What about you? • What is your brand’s personality? • What are your areas of expertise? • Education • Ability • Time and Money • Voice/Tone • Categories • Who is your target audience?
Research the landscape
Background • Married with two kids – ages 10 and 7 • Active in parent groups • Enjoys participating in community events – Old Town Farmers Market • Strong community with other parents • Shares parenting tips and frustrations online • Wants to live healthy lifestyle Challenges • A lot of competing priorities and messages demanding their attention • Limited “free” time online PARENT PAUL
How do they want to be communicated to? • Facebook • Website • E-Newsletter Supporting points: • More than 10% of Alexandria residents are school-age children • More than a third of households have children under 18 years old (37%) • Target more homeowner issues/child education/preserving environment for future generations • New field and customer service center likely to be a “highlight” of errand trip for kids PARENT PAUL
Planning
How much and how often? • Daily? • Weekly? • Probably no less than weekly
What kind of content? • Articles • Photos • Video • Audio • Driven by audience
Content Bins Source: Econsultancy Periodic Table of Content Marketing
Content Calendar
Brand • Name • Legal • URL • Platform • Mission Statement • Personality ®
Getting the work done • Editor • Publisher • Writers • Designers • Videographers • Marketing and advertising
Promotion
Source: Domo, Data Never Sleeps 4.0
Social Advertising • Not just boosting • Interest based • Geography • Demographic • Web retargeting and lookalike audiences once enough web traffic $
January February March April May June July August Sessions 2017 Site Sessions
Media Property • Brand • Content • Plan • Publish • Promote • Analyze • Repeat
Build GrowRefine Test
What are your next steps?

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