Jonathan opened Firefly's content distribution event by making the point that ‘context’ is the most important thing to consider when creating content. Encouraging comms professionals to ‘think like journalists’, Jonathan warned against simply churning out content for SEO’s sake.

1. MAKING A SPLASH
IN THE MEDIA
By Jonathan Weinberg
and Simon Rothstein

2. • Ten14 Media offers bespoke content, media advice & training
• Our experienced freelance journalists work with PR agencies/brands
• I worked for The Sun from 2000 to 2010 in a range of roles
• Now I freelance for national newspapers, magazines and websites
• I also regularly consult with, and train, PRs and brands across the UK
• Ten14 uses journalistic skills to create content to inform and entertain
• Previous clients include Sky, Nissan, Carphone Warehouse, TNA
Wrestling, Geek Squad, TalkTalk, Championship Manager & YouView
• Projects include website rewrites, blog posts, news feeds, video
scripts, marketing materials and various article/copywriting needs
• Vast range of topics covered from Tech to Sport to Lifestyle to Showbiz

3. Resonate with the real lives and
loves of your audience
Always sanity check ideas
based on people around you
Complement agenda with useful
comment, advice, analysis
Is your content relevant to that
moment in time?
Would the idea start a
conversation with friend in pub?
Beware of over-branding and
pushing your own agenda
Remove all the puff and fluff
Would you honestly want to
read/watch and share it?

4. WHY & HOW
provide context
WHO, WHAT, WHEN & WHERE
provide background

5. Don’t bet your life on SEO
Less content = more engagement
Start a continual conversation
Honesty and openness is effective
Don’t speak for the sake of it

6. Be accurate and fast
Find the angle that matters
Tell your story… your way
Don’t copy or imitate
Keep it simple

7. …or get yourself a sub-brand
Be smart and authoritative
Take it easy on the jokes
Show you’re real not fake
Offer a memorable outcome

8. Create an Editorial Calendar
Hook into the News Agenda
Constantly develop and ditch ideas
Establish a confident Tone of Voice
Know your audience ‘insight’ out

9. Context FIRST, Distribution later
Find a niche to fill with your voice
Use ‘listicles’ sparingly
You can’t force people to share
Inspire, Inform, Ignite, Interest

10. @JW_Ten14
jw@ten14media.com
www.ten14media.com