The Newsroom: How Brands are Becoming Media Companies
description
Transcript of The Newsroom: How Brands are Becoming Media Companies
the newsroom
How Brands are Becoming Media Companies
Michael BritoW2OGroup @britopian
Jordan SlabaughSpredfast@jordanv
Marisa WongSlideShare@marisa_wong
today’s discussion• The newsroom mindset
• Successful brand traits
• The approach to transforming from brand to
media-minded brand
• Panel Discussion
timely, relevant, valuable content
Builds a relationship with your audience
Gives a reason to share, discuss & create WOM
#1 #2
Business decision-makers prefer to get company information in a series of articles versus an ad.
Consumers believe organizations providing custom content are interested in building good relationships with them.
Consumers like reading content from brands when it's relevant
80% 82%
90%Consumers find custom content useful
78%
Sources: Content Marketing Institute, Content Marketing Association, McMurry/TMG
and
think like a
newsroom
thinking like a newsroom
PEOPLEPROCESSE
S
the newsroom mentalityPEOPLE (& MINDSET)• Content creators and editors
• Insatiable curiosity and news consumption
• Familiarity with your audience
• Storytellers
• Embracing an editorial slant
PROCESS• Strategy for content
breakdown
• Editorial Calendar
• Curation of timely, relevant developments
• “Beat” assignments
• Analytics and insight
how brands are becoming media companies
Marisa Wong, SlideShareOct. 17, 2013
ME(JOURNALISTS)
THE DARK SIDE
why become a ‘newsroom’?
conversation
CONTROL
TRUST
how do you build trust?
1. stop pushing promotions
2. provide real information
3. have a voice
other newsroom tactics…
have a powerful headline
be timely & relevant
seek sources
tailor to your audience
Share Knowledge
Be Highly Visual
THANK YOU.
there is a content & media surplus
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there is an attention deficit
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the customer journey is unpredictable
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consumers have tunnel vision
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all consumers are influential
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of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it
78%say that developing content takes too much time
43%
of marketers say that producing enough content is their biggest challenge; with 49% say that producing "engaging" content was a challenges
51%
creating content isn’t easy
business objectives remain constant
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but, why a media company?Storytelling: Media companies tell stories. Conde’ Nast has a diverse narrative told through their media properties from fashion and travel to sports and weddings. Traditional news organizations also tell stories, although their narrative is current or breaking news.
Content: Media companies are content machines with an "always on" mentality. It doesn't matter what time a day it is or what the hour, media companies distribute content all the time.
Relevance: Media companies provide relevant content all the time to someone, somewhere. Their content is recent and real-time.
Ubiquity: Media companies are everywhere. They dominate the search engine results and their content is shared daily across social media channels.
Agility: Media companies are content organizations and move quickly. They have workflows that facilitate the entire content supply chain (ideation, creation, approval, distribution and integration.)
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8 steps to transform your brand toa media company
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1. Build a team
2. Assign roles & responsibilities
3. Define your brand narrative
4. Create channel strategy
5. Establish the content supply chain
6. Build real-time capabilities
7. Integrate converged media models
8. Invest in the right technology