Content Marketing & Brand Journalism

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WHO WE ARE!

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Planner | Problem Solver | Realist!!

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Amanda Watson  SENIOR ACCOUNT EXECUTIVE (and go getter)  

WHO WE ARE!

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Strategist | Storyteller | Sarcasm Artist!

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Chad Biggs  CHIEF CONTENT OFFICER (and go getter)  

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A BRIEF, SIMPLIFIED HISTORY!

Image  source:  secondhandsurfer.com  

JOURNALISM’S REVENUE PLUNGE!

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JOURNALISM’S TRUST PLUNGE!

6 Image  source:  pressthink.org  

Image  sources:  The  Verge  

Decline of Journalism!

8 Image  source:  the  Onion  

INCIDENTALLY…!

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Social Media!

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Content Marketing v. Brand Journalism

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CONTENT MARKETING!

“Creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. !The type of content you share is closely related to what you sell…”!!!!

Source:  Copyblogger  

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Source:  Brandjournalists.com  

THE DIFFERENCE!

Brand Journalism !

Looks at how an audience can benefit from content that has been created by the brand.!

Content Marketing!

Develops content related to the brand, thinking how the brand can benefit from it!

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THE ‘TIONS!

>  Curation : manually discovering, gathering and presenting digital content that surrounds specific subject matter!– Aggregation: automated curation (RSS feed)!

>  Narration : assimilating information and retelling it!

>  Creation : developing newsworthy, educational and/or entertaining material for distribution over digital platforms!

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Grow. Ideas. Here.

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THE MISSION!

!To curate, narrate and create content

that highlights the Boise Valley’s companies, individuals and assets,

showcasing the ideas, momentum and accessible culture that make this

community worth living in.!

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HOW: Aggregate and Curate!

>  Gathering & amplifying stakeholder news and blogs !

>  Showcasing Insights!>  Localizing Trends!>  Crowdsourcing Ideas!

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HOW: Narrate!

>  Live tweet business, econ dev., conferences, panels!

>  Cover visiting thought leaders and speakers!

>  Report from key events!>  Share post-event insights

and additional resources!

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HOW: Create!

>  Visualizing Culture!>  Profiling Movers, Shakers &

Creators!>  Monthly Industry Themes!!

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THE STRUCTURE!

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Pushes  and  pulls  content  through  social  media  channels  

(Red  Sky  &  BVEP)  

IdenFfies  trend  and  story  opportuniFes;  creates  

content;      (Red  Sky  &  contractors)    

Keeper  of  the  editorial  mission  and  guidelines,  

assigns  stories  for  coverage  (Red  Sky)  

Bridge  to  Stakeholders,  handles  business  aspects  

(BVEP)  Publisher  

Editor  

Reporters   Trend  SpoLer  

Social  Amplifier  

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Content Marketing Spotlight: Kount

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IN ACTION!

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IN ACTION!

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AMPLIFIED!

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THE BACKBONE!

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Tips, Tricks & Tools of the Trade

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DEFINE YOUR WHY!

>  Why do this?!>  What are your

business goals?!>  What are your

marketing goals?!>  What is the point of

your content?!>  What will success

look like?!32

Image  source:  classroom-­‐management-­‐success.org  

WHO ARE YOU?!

>  What are your company’s core strengths?!

>  What is your personality?!>  Who is your competition? !>  What sets your company

apart from others in your industry? !

>  What is your target location (international/national/regional/state/local)? !

33 Source:  SPROUT  Content  

WHO IS YOUR AUDIENCE?!

>  What do your clients most want and need?!

>  What are they asking for?!>  How do people feel after

they use your services?!>  What are your customers

trying to accomplish?!>  Describe your typical

customer.!>  How do they find you?!

34 Source:  SPROUT  Content  

DETERMINE YOUR WHERE!

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Source:  CMO.com  

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Source:  CMO.com  

CONTENT SOURCES: INTERNAL!

>  New offerings!>  Behind the scenes!>  Partnerships!>  How-To’s, tips!>  Customer service!>  Customer feedback!>  Insights into Culture!>  Predictions!>  Events!>  Infographics (data!)!

!

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CONTENT SOURCES: EXTERNAL!

>  Google Alerts!>  Trend searches!>  Competitive moves!>  Industry articles!>  Industry blog posts!>  Industry studies!>  Recognition/Awards!>  Conferences!

38 Source:  UrbaanEdge.com  

DO’S!

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>  Create an editorial calendar!

>  Find content champions!>  Be transparent!>  Create regularly!>  Make your content

shareable!>  Respect speed of thumbs!!

Image  source:  HD4desktop.com  

DON’TS!

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>  Sell 24/7!>  Abuse the dashboard!>  Put content in the same

format on every platform!>  Make platform orphans!>  Be devoid of personality!

Image  source:  neogaf.com  

Questions?

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