David McInnis - Cranberry-Newsmarketing

ANTIOXIDANTS FOR YOUR NEWS@giantcranberry

Presented by:David McInnisCEO/Founder, Cranberry

NEWS MARKETING


1) My Journey into News Marketing2) Press Releases then and Now3) Why News Marketing?4) New model for emerges for Cranberry5) Strategies you can use today

AGENDA:


WHY AM I UP HERE?


I NEED YOUR HELP

360-483-8441

damcinnis

@giantcranberry


To Develop News Marketing as a Discipline


WHY NEWS?


NEWS

Is Always Original Content

Has anAuthoritative

Voice

Builds Trust and Confidence

Gets Sharedand

Re-purposed

Ladders up


Nobody wants to be first but they’ll happily follow each other off a cliff.


My Journey intoNews Marketing

1997 - The Start

2001-03SEO / Google

News

2005-07Social Media PR

2011-12Decline of thePress Release

2013RIP D2C PR?(What’s next?)


SO, WHAT WENT WRONG?


Wire Services, partly…

Insane editorial restrictions like headline attribution are killing D2C PR

Diminished SE visibility, Search no longer treats PR the same.

ROI are no longer very attractive.


WEDID!

We wrote PR for search engines

Chasing Links

Seduced by “free traffic”(SEO)


Search Engine Referralsayfkm? This is alter where we worship?


Wait, it gets worse. . .


Press Releases

High Bounce Rates

Low Time on Page

Lower Time on Site


> 12,000 Page views with News Marketing

600 Page views on press release newswire4 search engine referrals


446 Page views on press release newswire4 search engine referrals > 2,000 Page views with News

Marketing


Is social the nextGoogle News?

What we really need are engaged consumers


Press Releases

Keep using them, just not exclusively


@giantcranberry recommends

Regional Distribution 380 words $370

400-500 words $80


A New Model forCranberry

News MarketingNews Crafting


So, how do we fix things?


Good News!

Content marketers already have most of the skills for successful news marketing.


5 News Strateg

ies

Learn the Art of Drafting


✓


5 News Strategie

s

Learn the Art of

Drafting

Write for People


DEVELOP ACCURATE PERSONAS

COMPETITIVE SPONTANEOUS

METHODICAL HUMANISTIC


5 News Strategies

Learn the Art of

Drafting

Write for People

Learn the Language

of “We”


What is Pendulum?


Today we are in the upswing of a “WE” cycle.


How does this affect you and your news?


PendulumGift.com


5 News Strategies

Learn the Art of

Drafting

Write for People

Learn the Language

of “We”

Greedy is Out


5 News Strategies

Learn the Art of

Drafting

Write for People

Learn the Language

of “We”

Greedy is Out

Test Distribution


Proper Care and Feeding of the Beast


Custom Feeds

Don’t feed the beast feeds right out of your CMS.

Build custom feeds for your content for each distribution channel, etc…

Allows you as news marketer to fix editorial. ; )


Or Hand FeedSome platforms may allow you to create custom headlines.


Test Your Headlines


Parents help to secure

schools


Use CPC advertising to test headlines.

Identify your content as news to improve:

• relevance and time on page

• click through rates

• quality score

✓


Share the Love


It’s not about you…Do this instead

Point the spotlight at a customer, partner or vendor.

Acknowledge shortcomings (industry and self) Have brass? Give a shout out to your competition.


Link Strategy

1/3 of links to your online assets.

1/3 to another authoritative article / site

1/3 other sources

No more than 1 link per 125 words of copy. Less is more.


rel=“nofollow”on everything

Make sure your distribution partners respect nofollow directives within your feed.


Test Everything

✓


Frequency

Not everything is newsworthy.

Don’t “invent” news.


What we monitor

Page views

Bounce Rate

Time on page (w/out video assist)


I NEED YOUR HELP

360-483-8441

damcinnis

@giantcranberry

David McInnis - Cranberry-Newsmarketing

News & Politics

Transcript of David McInnis - Cranberry-Newsmarketing