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/
21. 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
26. 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!
28. 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
29. Stay on top
of the
industry
Timing
Attention
Emotion
31. 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
35. @therustybea
r
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
36. @therustybea
Create a dialogue with your customers to find the storries
Diamond Dallas Page - Youtube
10xEmotion
Attention
Credible
Impact
41. Entice users
into owned
properties
Social Media – For regular updates
Onsite or Microsite – For further information
Email lists – For more in depth stories
43. Track and segment users
Content Groupings Custom Segments
First exposure vs
Brand aware
Micro-conversions
Channel & content
sequencing
Attribute business
value
44. Track and segment users
Identify and compare performance from users exposed to
different campaigns and content
Converting
Users
Exposed
to content
45. In summary
• Newsorthiness
1. Timing
2. Emotion
3. Attention
4. Impact
5. Credibility
• Understand the Marketing/Content Marketing Process
• Put the processes in place to continually be newsworthy
1. Influencers not copywriters
2. Understand the available assets
3. Stay on top of the industry
4. Be careful with Newsjacking
5. Create a dialogue with your customers
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!
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
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
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
Social Media – For regular updates
Onsite or Microsite – For further information
Email lists – For more in depth stories