Deploying Narratives for Brands
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Transcript of Deploying Narratives for Brands
Organized Narratives Emerge
Narrative Theme: Content Discovery
Key ‘Content Discovery’ Narrative Messages:• Message 1: Promotion of owned content • Message 2: Earning media • Message 3: Messaging tactics
Narratives are groups content related to a specific theme, deployed over time.– Drive traffic to specific
assets– Support SEO – Consistently refreshing
important content families – Develop continual visibility
Message 1: Promoting Owned Content
Promoting owned content
Blog post
Blog post series
Contributed articles
PR Daily article
Case studies (Secure State)
Derive article
Webinar
Derive ebook
Message 2: Messaging Tactics
Message tactics
Message formatting
Text Multimedia Calls to action
Content distribution
Paid Social Earned
Message 3: Earning Media with Owned Content
Earning media w/ owned content
Newsjacking
Case study Blog posts
Story development
Blog posts Articles
Media targetin
g
Blog posts
Ed Cal development
PRSA presentation Webinar Blog posts
Message tactics
Message formatting
Text Multimedia Calls to action
Content distribution
Paid Social Earned
Earning media w/ owned content
Newsjacking
Case study Blog posts
Story development
Blog posts Articles
Media targeting
Blog posts
Ed Cal development
PRSA presentatio
n Webinar Blog posts
A Narrative Reinforces Key Messages & Builds Traction
Promoting owned content
Blog post
Blog post series
Contributed articles
PR Daily article
Case studies (Secure State)
Derive article
Webinar
Derive ebook
Driving Content Discovery