2. 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
2
4. 4
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.
11. 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
11
13. 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
13
14. 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
14
15. 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
15
17. 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
17
19. 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
19
22. 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
22
24. 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
24
28. 28
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
35. 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
35
36. 36
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
FOCUS 10 11 12 13 14 15
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
FOCUS 17 18 19 20 21 22
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
FOCUS 24 25 26 27 28 29
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
37. 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
37
Content
Marketing
+
Brand
Journalism
=
Success
