secrets to newsworthy content
DESCRIPTION
This presentation was given at BrightonSEO and talks about the elements that make content Newsworthy. Using examples it goes through how brands can build processes to continuously create and leverage newsworthy content. For a write up on the presentation check out this post: http://www.blueglass.co.uk/blog/secrets-newsworthy-content-brightonseo-presentation/TRANSCRIPT
Andy Miller - @andyjm101
The Secrets to Newsworthy
Content
What is newsworthy content?
The fluffy Definition
Newsworthiness is used to describe whether or not a topic is interesting enough for people to want to know about it
The fluffy Definition
A better definition:
You want at least 3 out of 5
TimingCredibili
ty
Impact
Attention
Emotion
Newsworthy
Scottish independence: Can a royal
baby save the Union?
2xTiming
Attention
Impact
Top five regrets of the
dying
EmotionAttentio
nImpact
Credible
Emotion
Attention
Credible
Restored Black and White Pictures
The World Cup of Everything Else
Credible
TimingAttenti
on
@therustybearHow do we be Newsworthy?
Principles of
Marketing
Principles of
Marketing
Marketing Management Process
Analyse market opportunities
Select target markets
Design marketing strategies
Plan & Implement marketing programs
Manage marketing efforts
Strategy
Production
Promotion
Content Marketing Process
Sounds straight
forward right?
Research
Sourcing
Ideation
Creation
Placement
Promotion
Measurement
Having an actionable process
makes it easier!
@therustybearThis makes it easier to break out of silos
@therustybearThis makes it easier to break out of silos
Promoting the industry thought leader persona
Email PPC Offline
Social Display
Content!
@therustybearAnd frame to align with your KPIs
@therustybearIt’s the way that users engage with content that makes it
newsworthy
Credible
Attention
Emotion
@therustybear
In case you were
wondering…
@therustybearHow do we create newsworthy content?
Tell the audience what they want to hear, not just what the brand wants to tell
*Or at least use what the audience is interested in as a framework for the content
you develop –PR Newswire
Stop thinking
copywriters –think
influencers
Stop thinking
copywriters –think
influencers
Brand Marketers: Illustrate and explain data
Brand Journalists: Industry commentary & Insights
Customers: Brand advocating & industry opinion
Influencers: Inspire audience
Stop thinking
copywriters –think
influencers
Credible
Attention
Impact
Understand what assets are available
Credible
ImpactAttenti
on
Understand what assets are available
Statistics help to put things in perspective – people love that!
Find it where you can: yougov.co.uk, Google Trends, Insights
Find insights by comparing similar studies
Be careful about credibility!
Stay on top of the
industry
Stay on top of the
industry
Media enquiries – HARO, Response Source, JournoRequest, PR Newswire
Make journalists come to you – Let them know your expertise
Go to events – Make connections, know what you are able to offer
Always be adding value to the conversations
Stay on top of the
industry
Timing Attenti
onEmotio
n
Be careful with Newsjacking
Be careful with Newsjacking
Bring it back to your industry and relatable to your audience
Always ensure that you are adding value – don’t just report!
Don’t be afraid to be controversial – as long as it reflects your brand
Speed > Perfection
Be careful with Newsjacking
TimingImpact
(maybe) ??
Be careful with Newsjacking
@therustybear
Create a dialogue with
your customers to
find the stories
@therustybear
Create a dialogue with
your customers to
find the stories
Find your advocates – Social Media, forums, reviews
Customer surveys – Be imaginative!
Facilitate UGC – community forums
Tell stories about the way your products affect your customers lives
@therustybearCreate a dialogue with your customers to find the
stories
Diamond Dallas Page - Youtube
10xEmotion
AttentionCredibleImpact
What do you do with newsworthy content?
What do you do with newsworthy content?
Promoting the industry thought leader persona
Email PPC Offline
Social Display
Content!
It’s about the story (and a little bit about the brand…)
Entice users into
owned properties
Entice users into
owned properties
Social Media – For regular updates
Onsite or Microsite – For further information
Email lists – For more in depth stories
Track and segment users
Track and segment users
Content Groupings Custom Segments
First exposure vs Brand aware Micro-conversions
Channel & content sequencing
Attribute business value
Track and segment users
ConvertingUsers
Exposedto content
Identify and compare performance from users exposed to different campaigns and content
In summary• Newsorthiness
1. Timing2. Emotion3. Attention4. Impact5. Credibility
• Understand the Marketing/Content Marketing Process• Put the processes in place to continually be
newsworthy1. Influencers not copywriters2. Understand the available assets3. Stay on top of the industry4. Be careful with Newsjacking5. Create a dialogue with your customers
Thanks for ListeningAndy MillerDigital Consultant@andyjm101