The new rules of content

Keith Beech

What is brand journalism?• Business investment in content

• A provider of news

• Thought leadership

• Based on facts

• Fast & topical

• Consistent generation of new material

• Adds value to customer

• Complete transparency

Values

Original content creation

Brand journalism

• Growing sector• Partial view• Specialist knowledge• Corporate channels

Traditional media

• In decline• Trusted source• Broad appeal• Limited copy space

Impact on the industry

http://www.youtube.com/watch?v=jYRtHpqDYE4

• Be in it for the long game

• Invest in writers

• Know your community

• Have a clear set of objectives

• Make content find-able

• Ban the bland

Doing it right

• Improve results from search engines

• Enhance presence across social media

• Creation of high quality content

• Increase frequency of content production

ELOQUA - Objectives

• 67% increase in monthly search traffic

• Month on month growth in traffic

• 18,000 unique visitors to blog

• Unified processes for content creation

ELOQUA - Outcomes

• Valuable content is a PR asset

• Thought leadership

• Content to educate

• Community building

• A reliable media source

Brand journalism and PR

“ News is people. It’s people talking and doing. Committees, cabinets and courts are people; so are fires, accidents and planning decisions. They are only news because they affect and involve people.”

Harold Evans: Editor The Sunday Times

All about the content

http://social.ford.com/archive/?searchterm=rachel+veitch

• More journalists to become brand journalists

• Broader pick up across sectors

• Growth of specialist content

• Closer relationship with traditional media

• Increased share of voice for evangelists

What next?