content marketing and brand journalism strategy ragan
TRANSCRIPT
Gene King, APR
Director Global Media Relations
& Corporate Communications
@geneaking
U.S. newspaper print circulation decreased 8.7% in past 5 years
Digital circulation of newspaper outlets worldwide increased 45.3%
Reporters writing headlines to get more views
NY Times builds out “digital rewrite team”
Dailies don’t print daily anymore
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Cerner’s big
win sets off Twitter boom Surprise was widespread Wednesday
when the business team involving Cerner
Corp. won a $9 billion to $11 billion
contract with the U.S. Department of
Defense.
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YOUR
BRAND
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90 percent of purchase decisions conducted online
60 percent of consumers are inspired to seek a product after reading content about it
50 percent of marketers with content strategy indicate it has increased brand visibility, thought leadership, SEO, web traffic and buyer engagement
80 percent prefer content vs. ads
61 percent more likely to buy from brands with custom content
Source: Captora
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Content Marketing
vs.
Brand Journalism
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Media and marketing are converging as more brands launch their own publishing operations
Storytelling is a powerful way to connect with consumers
The key to gaining trust of your audience is to publish material that is credible and honest
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Content Marketing is the planning, creation, and amplification of brand and customer focused narratives that drive measureable business outcomes – Mark Ragan
Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. – The Content Marketing Institute
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Brand journalism involves telling journalism-style stories about a company that make readers want to know more, engage with the brand that ultimately leads to a relationship based on trust leading to increase in brand reputation.
◦ PRSA listed it as one of top trends in public relations
◦ Use tools, tactics and style of journalism to tell a company’s story
◦ Give them real and interesting stories they can relate to
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Content Marketing
Transactional/Sales
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Brand Journalism
Relationship/Reputation
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Combine strategic content produced in a journalistic style for a targeted segment to move audiences through customer hierarchy.
◦ Increase awareness
◦ Engage the audience
◦ Influence behavior
◦ Gain/establish trust
◦ Build relationships
◦ Drive reputation
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Know your audience
◦ Most audiences still get info from news organizations
◦ News and content shared among professionals on LinkedIn
◦ Audiences share content with friends/family and say they read content shared by friends/family
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Big data
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polyculturalism
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Awareness of products/services
Engagement metrics of views, shares, time on page
Clicks as referrals within your site
Lead generation via fillable forms within content
Year-round interaction
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Turn press releases into features and then some
Convert expert interviews into video and/or audio posts
Post slideshows to share
Multiple pieces of content out of studies and whitepapers
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Preseason
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Newsroom
Tax season
Summer
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50% of Switch to Block media mentions included SwitchToBlock email.
Switch To Block post on newsroom was No. 1 most viewed in history. Almost 45,000 views
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Newsroom Views
Google Search
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Not just Media Relations pros, but Bureau Chiefs
◦ Reporting the news goes both ways
◦ Professional story tellers
◦ Bringing client and/or office stories to life
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August 2015 Monday Tuesday Wednesday Thursday Friday Saturday
FOCUS 3 4 5 6 7 8
News Personal Finance Features Blog Save on college textbooks Are scholarships taxed? National dollar day Book lover's day BA NL W-4 checkup HRB NL Activation TTI.com Wynne and KCET Self-employment tax LinkedIn Culture counts
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News ITC enrollment Features Blog ITIN and child tax credit Most serious IRS notices Tax ID theft BA NL HRB NL Tax calculator Activation TTI.com IRS notices re: APTC Disaster relief LinkedIn
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News First-time penalty abatement Features Child care credit First-time penalty abatement Blog "Get Transcript" breach Moving out Basic finance terms Debt-free or no? BA NL Year-end plan HRB NL Activation TTI.com Tangible property rules LinkedIn Time to stop tax fraud
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News Features Higher education credits Social Security and taxes
Blog Health care and life changes Building work wardrobe Life expectancy of appliances
BA NL HRB NL Activation TTI.com “Get Transcript” breach LinkedIn Budget Challenge
Industry has changed
Need to change with it
OWN your content
Already doing some of this
Aligns with PESO model
Measureable and actionable
Content can drive clients
Brand Journalism can drive reputation
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Content
Marketing
+
Brand
Journalism
=
Success
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Gene King, APR
Director Global Media Relations
& Corporate Communications
@geneaking