creating purposeful news content

68
Creating Purposeful News Content Georgy Cohen @radiofreegeorgy

Upload: meetcontent

Post on 09-May-2015

393 views

Category:

Marketing


1 download

DESCRIPTION

At our institutions, we commit a significant amount of resources to creating news content — press releases, internal and external newsletters, homepage feature stories, and more. We rely on this content to tell our story, communicate important information, and forge connections with readers in a timely, high-impact fashion. But how do we ensure that news content is on-brand, reaching the right audiences, and providing real value? News content can have high strategic value for supporting institutional goals, but only if we plan and publish it with that intent. How much do we publish news content out of habit or reflex, rather than with clear purpose? Are we making good use of our time and resources — and our readers’ attention? This webinar was originally delivered April 29, 2014.

TRANSCRIPT

Page 1: Creating Purposeful News Content

Creating PurposefulNews Content

Georgy Cohen@radiofreegeorgy

Page 2: Creating Purposeful News Content
Page 3: Creating Purposeful News Content

“To set his paper apart from its more sensational competitors, [New York Times publisher Adolph Simon] Ochs adopted the slogan “All the News That’s Fit to Print” (first used October 25, 1896) and insisted on reportage that lived up to that promise.”

Encyclopedia Britannica

Page 4: Creating Purposeful News Content

WHAT IS ‘FIT’?http://www.flickr.com/photos/usdagov/7087349351/

Page 5: Creating Purposeful News Content

WHAT PROMISEDOES OUR

NEWS LIVE UP TO?

http://www.flickr.com/photos/74497032@N08/6900311851/

Page 6: Creating Purposeful News Content
Page 7: Creating Purposeful News Content

NEWS IS NOT INHERENTLY

VALUABLEhttp://www.flickr.com/photos/74497032@N08/6900311851/

Page 8: Creating Purposeful News Content

WHOCARESABOUT

YOUR NEWS?

Page 9: Creating Purposeful News Content

Less than 1% of visitors view a news release.

We can see by looking at landing pages for visits that include a news release that, when a visitor lands on a news release page, it is typically a dead-end with most of those visitors leaving the site from that page.

“9

Chris Scott, Headscapehttp://boagworld.com/content-strategy/website-news/

#meetcontent

Page 10: Creating Purposeful News Content
Page 11: Creating Purposeful News Content

Less than 1% of visitors view a news release.

We can see by looking at landing pages for visits that include a news release that, when a visitor lands on a news release page, it is typically a dead-end with most of those visitors leaving the site from that page.

- Chris Scott, Headscape

http://boagworld.com/content-strategy/website-news/

NEWS INHIBITSTASK COMPLETION

http://www.flickr.com/photos/robandstephanielevy/4616960925/

Page 12: Creating Purposeful News Content

It is not enough, for example, to write a press release saying how your organisation has won an award. Instead you need to clearly explain how that benefits the user.“

12

Paul Boag, Headscapehttp://boagworld.com/content-strategy/website-news/

#meetcontent

Page 13: Creating Purposeful News Content

Why does thismatter to theorganization?

Why does this matter to me?

Page 14: Creating Purposeful News Content

HOW DO WE MAKENEWS SOCIAL?http://www.flickr.com/photos/33917831@N00/2911248047/

VALUEOVERVOLUME

Page 15: Creating Purposeful News Content

We focus on publishing content our readers love so much they think it is worth sharing. It sounds simple but it’s hard to do and it is the metric that aligns our company with our readers. In the long term it’s good for readers and good for business.

“15

Jonah Peretti, Buzzfeedhttp://cdixon.org/2012/07/24/buzzfeeds-strategy/

#meetcontent

Page 16: Creating Purposeful News Content

http://boagworld.com/content-strategy/website-news/

NEWS IS THE‘SHOW DON’T TELL’

OF OUR BRAND

http://www.flickr.com/photos/eleaf/2536358399/

Page 17: Creating Purposeful News Content

Universities have an opportunity to leapfrog the mainstream media and explain our research, teaching and wider contributions to society in forms beyond the text-based press release. ... We have websites, and access to the tools needed to reach the public.

“17

Kyle Christie, formerly King’s Collegehttp://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/

#meetcontent

Page 18: Creating Purposeful News Content

NEWS NEEDS

CONTENTSTRATEGY

Page 19: Creating Purposeful News Content

1. PROCESS2. PRODUCT

3. PEOPLE

http://www.flickr.com/photos/49392356@N03/8446610848/

Page 20: Creating Purposeful News Content

http://www.flickr.com/photos/49392356@N03/8446610848/

1. PROCESS

Page 21: Creating Purposeful News Content

http://www.flickr.com/photos/49392356@N03/8446610848/

CRITERIA

Page 23: Creating Purposeful News Content

http://www.flickr.com/photos/49392356@N03/8446610848/

Page 24: Creating Purposeful News Content

http://www.flickr.com/photos/49392356@N03/8446610848/

Page 25: Creating Purposeful News Content

http://www.flickr.com/photos/49392356@N03/8446610848/

SOCIAL PROMOTION

Page 27: Creating Purposeful News Content
Page 28: Creating Purposeful News Content
Page 29: Creating Purposeful News Content
Page 30: Creating Purposeful News Content

CONTENT DISCOVERY

Page 31: Creating Purposeful News Content

EDITORIAL CALENDAR

Page 32: Creating Purposeful News Content

http://www.flickr.com/photos/49392356@N03/8446610848/ http://www.flickr.com/photos/chefranden/390872656/MEASUREMENT

Page 35: Creating Purposeful News Content

35

Style guide

http://www.flickr.com/photos/londonmatt/3559945802/

Planning and publishing#cssummit @radiofreegeorgy

http://en.wikipedia.org/wiki/Pocket_protector

TAXONOMY

Page 36: Creating Purposeful News Content

36http://www.flickr.com/photos/argenberg/184104386/http://www.flickr.com/photos/soldiersmediacenter/4367407655/

LANDING PAGES

Page 37: Creating Purposeful News Content

“The old mantra that every page needs to be a homepage has never been more true...The goal is to give [the reader] a clean and interesting reading experience for the article... and beyond that to make sure that we are giving the reader a sense of what else is on our site.

- Bob Cohn, editor, Atlantic Digital

http://www.niemanlab.org/2012/08/coming-in-the-side-door-the-value-of-homepages-is-shifting-from-traffic-driver-to-brand/

Page 38: Creating Purposeful News Content

#ncsrmr @radiofreegeorgy

38

Story metadata:-

Page 39: Creating Purposeful News Content

EDITORIAL PLANNING

Page 40: Creating Purposeful News Content

40REAL-TIME

Page 41: Creating Purposeful News Content

41CONTENT HUB

Page 42: Creating Purposeful News Content

42

Page 43: Creating Purposeful News Content

2. PRODUCT

http://www.flickr.com/photos/49392356@N03/8446610848/

Page 44: Creating Purposeful News Content

The ultimate goal is to retire the press release. It’s a great holder for facts, but you’d never want to read one. We want to tell stories.“

44

Tomas Kellner, GEhttp://contently.com/strategist/2013/07/29/we-want-to-retire-the-press-release-an-interview-with-ges-tomas-kellner/

#meetcontent

Page 45: Creating Purposeful News Content

2 . STORYTELLING AND CONTENT TYPES

http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/eguidetravel/5662538696/

1. CONVEYRELEVANCE

2. EVOKEEMPATHY3. SPURACTION

Page 46: Creating Purposeful News Content

46

Style guide

http://www.flickr.com/photos/londonmatt/3559945802/

Planning and publishing#cssummit @radiofreegeorgy

http://en.wikipedia.org/wiki/Pocket_protector

Page 47: Creating Purposeful News Content
Page 48: Creating Purposeful News Content
Page 49: Creating Purposeful News Content

#ncsrmr #psuweb12 @radiofreegeorgy

Page 50: Creating Purposeful News Content
Page 51: Creating Purposeful News Content

#ncsrmr #psuweb12 @radiofreegeorgy

Page 52: Creating Purposeful News Content

#ncsrmr #psuweb12 @radiofreegeorgy

Page 53: Creating Purposeful News Content
Page 54: Creating Purposeful News Content
Page 55: Creating Purposeful News Content
Page 56: Creating Purposeful News Content

56

Style guide

http://www.flickr.com/photos/londonmatt/3559945802/

Planning and publishing#cssummit @radiofreegeorgy

http://en.wikipedia.org/wiki/Pocket_protector

Page 57: Creating Purposeful News Content

57

Style guide

http://www.flickr.com/photos/londonmatt/3559945802/

Planning and publishing#cssummit @radiofreegeorgy

http://en.wikipedia.org/wiki/Pocket_protector

Page 58: Creating Purposeful News Content
Page 59: Creating Purposeful News Content

3. PEOPLE

http://www.flickr.com/photos/49392356@N03/8446610848/

Page 60: Creating Purposeful News Content

http://www.flickr.com/photos/49392356@N03/8446610848/

Page 61: Creating Purposeful News Content

http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/acanella/7260425106/

Page 65: Creating Purposeful News Content

65http://www.flickr.com/photos/wonker/1436280027/

Owned and facilitated

Take, share and archive minutes

Source ideas from across the

organization

Include social, photo and video

Revisit editorial priorities

Share measurement

Page 66: Creating Purposeful News Content
Page 67: Creating Purposeful News Content