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Creating Purposeful
News Content
Georgy Cohen
@radiofreegeorgy
Creating Purposeful News Content
“To set his paper apart
from its more sensational
competitors, [New York
Times publisher Adolph
Simon] Ochs adopted the
slogan “All the News
That’s Fit to Print” (first
used October 25, 1896)
and insisted on
reportage that lived
up to that promise.”
Encyclopedia Britannica
WHAT IS ‘FIT’?http://www.flickr.com/photos/usdagov/7087349351/
WHAT PROMISE
DOES OUR
NEWS LIVE
UP TO?http://www.flickr.com/photos/74497032@N08/6900311851/
Creating Purposeful News Content
NEWS IS NOT
INHERENTLY
VALUABLEhttp://www.flickr.com/photos/74497032@N08/6900311851/
WHO
CARES
ABOUT
YOUR
NEWS?
Less than 1% of visitors view a
news release.
We can see by looking at landing
pages for visits that include a news
release that, when a visitor lands on
a news release page, it is typically a
dead-end with most of those
visitors leaving the site from that
page.
“
9
Chris Scott, Headscape
http://boagworld.com/content-strategy/website-news/
#meetcontent
Creating Purposeful News Content
Less than 1% of visitors view a news release.
We can see by looking at landing pages for
visits that include a news release that, when
a visitor lands on a news release page, it is
typically a dead-end with most of those
visitors leaving the site from that page.
- Chris Scott, Headscape
“
http://boagworld.com/content-strategy/website-news/
NEWS INHIBITS
TASK COMPLETION
http://www.flickr.com/photos/robandstephanielevy/4616960925/
It is not enough, for example, to
write a press release saying how
your organisation has won an
award. Instead you need to clearly
explain how that benefits the user.
“
12
Paul Boag, Headscape
http://boagworld.com/content-strategy/website-news/
#meetcontent
Why does this
matter to the
organization?
Why does this
matter to me?
HOW DO WE MAKE
NEWS SOCIAL?http://www.flickr.com/photos/33917831@N00/2911248047/
VALUE
OVER
VOLUME
We focus on publishing content our
readers love so much they think it is
worth sharing. It sounds simple but
it’s hard to do and it is the metric
that aligns our company with our
readers. In the long term it’s good
for readers and good for business.
“
15
Jonah Peretti, Buzzfeed
http://cdixon.org/2012/07/24/buzzfeeds-strategy/
#meetcontent
“
http://boagworld.com/content-strategy/website-news/
NEWS IS THE
‘SHOW DON’T TELL’
OF OUR BRAND
http://www.flickr.com/photos/eleaf/2536358399/
Universities have an opportunity to
leapfrog the mainstream media and
explain our research, teaching and
wider contributions to society in
forms beyond the text-based press
release. ... We have websites, and
access to the tools needed to reach
the public.
“
17
Kyle Christie, formerly King’s College
http://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/
#meetcontent
NEWS
NEEDS
CONTENT
STRATEGY
1. PROCESS
2. PRODUCT
3. PEOPLE
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/
1. PROCESS
http://www.flickr.com/photos/49392356@N03/8446610848/
CRITERIA
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/
SOCIAL PROMOTION
http://www.flickr.com/photos/49392356@N03/8446610848/
Creating Purposeful News Content
Creating Purposeful News Content
Creating Purposeful News Content
CONTENT DISCOVERY
EDITORIAL CALENDAR
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/chefranden/390872656/
MEASUREMENT
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/
35
Style guide
http://www.flickr.com/photos/londonmatt/3559945802/
Planning and publishing
#cssummit @radiofreegeorgy
http://en.wikipedia.org/wiki/Pocket_protector
TAXONOMY
36
http://www.flickr.com/photos/argenberg/184104386/http://www.flickr.com/photos/soldiersmediacenter/4367407655/
LANDING PAGES
“The old mantra that every page needs to
be a homepage has never been more
true...The goal is to give [the reader] a
clean and interesting reading experience
for the article... and beyond that to make
sure that we are giving the reader a sense
of what else is on our site.
- Bob Cohn, editor, Atlantic Digital
http://www.niemanlab.org/2012/08/coming-in-the-side-door-the-value-of-homepages-is-shifting-from-traffic-driver-to-brand/
#ncsrmr @radiofreegeorgy
38
Story metadata:
-
EDITORIAL PLANNING
40
REAL-TIME
41
CONTENT HUB
42
2. PRODUCT
http://www.flickr.com/photos/49392356@N03/8446610848/
The ultimate goal is to retire the
press release. It’s a great holder for
facts, but you’d never want to read
one. We want to tell stories.“
44
Tomas Kellner, GE
http://contently.com/strategist/2013/07/29/we-want-to-retire-the-press-release-an-interview-with-ges-tomas-kellner/
#meetcontent
2 . STORYTELLING AND
CONTENT TYPES
http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/eguidetravel/5662538696/
1. CONVEY
RELEVANCE
2. EVOKE
EMPATHY
3. SPUR
ACTION
46
Style guide
http://www.flickr.com/photos/londonmatt/3559945802/
Planning and publishing
#cssummit @radiofreegeorgy
http://en.wikipedia.org/wiki/Pocket_protector
Creating Purposeful News Content
Creating Purposeful News Content
#ncsrmr #psuweb12 @radiofreegeorgy
Creating Purposeful News Content
#ncsrmr #psuweb12 @radiofreegeorgy
#ncsrmr #psuweb12 @radiofreegeorgy
Creating Purposeful News Content
Creating Purposeful News Content
Creating Purposeful News Content
56
Style guide
http://www.flickr.com/photos/londonmatt/3559945802/
Planning and publishing
#cssummit @radiofreegeorgy
http://en.wikipedia.org/wiki/Pocket_protector
57
Style guide
http://www.flickr.com/photos/londonmatt/3559945802/
Planning and publishing
#cssummit @radiofreegeorgy
http://en.wikipedia.org/wiki/Pocket_protector
Creating Purposeful News Content
3. PEOPLE
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/acanella/7260425106/
http://www.flickr.com/photos/vitike/5217716870/in/photostream/
http://www.flickr.com/photos/35927320@N03/4549876293/
64
http://www.flickr.com/photos/wonker/1436280027/
65
http://www.flickr.com/photos/wonker/1436280027/
Owned and
facilitated
Take, share and
archive minutes
Source ideas from
across the
organization
Include social,
photo and video
Revisit editorial
priorities
Share
measurement
Creating Purposeful News Content
Creating Purposeful News Content
meetcontent.com
@meetcontent

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Creating Purposeful News Content