how outstanding content can help reinvent your brand ... · how outstanding content can help...

How outstanding content can help reinvent your brand, change your culture and more

Corporate Communications Content Summit 2018

My path to here

Amber AllmanVice President, Corporate Communications & Events

My starting line at Gannett

April 2018Update footers using the Header and Footer menu on the Insert tab 3

Challenges

Problem #1 Most consumers and businesses did not even know what Gannett was. At least half the people I encountered mispronounced the name.

Problem #2Gannett was a holding company with no cohesive story.

Problem #3The flagship brand under Gannett, USA TODAY, had really lost its mojo. This was a brand that was iconic and innovative in its time. It was internet news before there was an internet.

Problem #4Very little communications efforts were proactive.


Opportunities

• We had a very well known brand – one that was bold, innovative and consumer-friendly. Hint, hint … USA TODAY.

• We could create a cohesive story out of all of these assets at our disposal.

• We could become strategic and proactive to tell our story.

• And, we had 20,000 employees across the United States that could become our biggest brand ambassadors and help share our story and excitement.


But How Do I Create Outstanding Content?

• Prioritize

• Have a Purpose

• Craft Your Story

• Legitimize

• Be Proactive

• Amplify


Prioritize

• Audiences

• Messages


Have a Purpose

• What do you want to be known for?

• Creates passion for employees, consumers and partners


Craft Your Story

• Be Your Own Reporter

• Create Content for Your Audiences

• Make Messages Appropriate for Differing Platforms

• Find Your Differentiators

• Humanize Your Content


Legitimize

• Data is king …but don’t play games

• Have more than one source

• Ensure you’re being consistent across the company


Be Proactive

• Do not let others dictate your brand’s story!


Amplify

• Once is not enough

• One platform is not enough

• Use your brand ambassadors

• Think outside the box


But Does This Really Work?


= = ?

Let’s Try It!

• Prioritize

• Have a Purpose

• Craft Your Story

• Legitimize

• Be Proactive

• Amplify


Prioritize

• Audiences

– Consumer

– Businesses

– Employees

– Investors

• Messages

– We are not a newspaper company

– Defining the USA TODAY NETWORK

– We are industry-leading innovators


Prioritize


Have a Purpose

• This is not your company’s business mission or vision.

• This is what your company does ‘for the greater good.’

• This can help align your messages.


Have a Purpose


We empower communities to connect, act and thrive.

Craft Your Story

• Go look under rocks.

• If you were a reporter pitching this to an editor…

• Don’t serve a party of one

• Add something to the story that no one else can

• Be human


Legitimize

• If your company does not have consistent data points that are agreed upon across the company, force it.

• What you put out there better be ok’d by all the right stakeholders.

• The left hand needs to know what the right hand is doing.


Be Proactive

• It sounds obvious, but have a plan.

• If you have the tools, measure your baseline.

• Find the best ways to share your key messages with your key audiences.

• Execute. …easy right?

• Share your results.


Be Proactive


Amplify

• Trust me, you need to say something more than once…most likely, more than 100 times.

• Be sure you’re looking at all of the platforms, news outlets and industry events that your key audiences are frequenting. Be there…with consistency. Or, create your own.

• Employees and clients can be amazing advocates for your story. Inform them, arm them. Reward them.

• Where else can you unexpectedly reach key audiences? What messages can help you do that?


Success

• In 2017, our team drove nearly 200 billion earned media impressions worth just under $1.5 billion from tailored storytelling, secured interviews and speaking opportunities.

• We led 20k employees across 100+ local to international markets to become our best brand ambassadors.

• We beat out all of our competitors on B2B share of voice – except one. We tied with NYT.

• We beat out all of our competitors on telling our story of innovation – including many non-legacy media companies.


Thank you! Questions?

Amber Allman@itsaallman

how outstanding content can help reinvent your brand ... · how outstanding content can help...

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