Content and Community: Telling Your Story

transcript

Content and Community Telling Your Story

Journalist | PR Pro | Entrepreneur

Get the story

Red Sky Public Relations | www.RedSkyPR.com | 208.287.2199

Lobbyist | Catalyst| Connector

Guard the Reputation

What’s The Difference?

> Marketing– The systematic planning, implementation and control of a

mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

> Advertising– The paid, public, non-personal announcement of a

persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

> Public Relations– A strategic communication process that builds mutually

beneficial relationships between organizations and their publics.

8Source: Jaime Derringer

What It Is About Today

Earned

PaidOwned

Earned

PaidOwned

Website

Facebook Page

StorefrontDatabase

Brochure

Direct Mail

TV CommercialOutdoor

SEM/Paid Search

Print Ads

Media Coverage

Blog Posts

Word of Mouth

Posts, Links, Shares

Reviews

Earned

PaidOwned

STRANGERSCUSTOMERS

What is about Tomorrow

Paid Owned Earned Organic

EVANGELISTS

Focusing on content first, channels second

Communicating with your audience without selling

Delivering information that makes your audience smarter

Becoming a resource destination, not merely a transaction stop

A Content First Approach

WHAT IT IS

Thought Leadership

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

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

Brand Journalism: Coke’s Content 2020

> It’s what’s inside the message that counts

> Create ideas and elements of content so contagious they cannot be controlled

> No-one now has the ‘Smarts’ on ideas

> Switch from one-way to dynamic storytelling

Source: Coca Cola Content 2020

Brand Journalism

American Express Cisco

Brand Journalism

“Audiences want and value informative content from knowledgeable parties –

that includes journalists, topic-specific experts and marketers.”

Forbes Wisdom

We need to be timely, relevant and authentic

We need to give up a measure of control

A generation of sophisticated consumers is emerging,

demanding respect (from us and the brands we represent)

Tenents of Brand Journalism

> Trusted Relationship

> Access

> Long-form and serial storytelling

> Rapid production and publishing schedule

> Up-to-the-minute relevance

> Transparent, honest, open

IDEAS TO GET STARTED

THE ‘TIONS

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

> Narration : assimilating information and retelling it

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

"I believe that there is a role for trusted curators of news, people who have unique access or unique insight, who can get to news more quickly than anybody else, or dive into it more deeply."

- Louis Gray

CURATION

Source: Page One Curator

• Industry News sections of company websites

• RSS feeds on blogs

• E-newsletters featuring themed content

• Paper.li e-newsletters

CURATION EXAMPLES

Source: Gallatin Public Affairs

CURATION PLATFORM: PAPER.LI

“Well, if storytelling is important, then your narrative ability, or your ability to put into words or use what someone else has put into words effectively, is important too.”

- Howard Gardner

NARRATION

• Live blogging events

• Tweeting speeches, presentations, conferences with #hashtag

• Facebook album chronicling a journey

NARRATION EXAMPLES

NARRATION PLATFORM: STORIFY

Ohio Drought

Chicago Teacher’s Strike

“We are made of stories… and there are [sic] increasing opportunities that technology presents in terms of telling deeper and more immersive stories.”

- Jonathan Mildenhall

CREATION

• Corporate blog

• Company Photo Album

• YouTube channel

• Presentations

• Case Studies

• Customer Experiences

• Testimonials

• Webinars

CREATION EXAMPLES

Source: Whole Foods

CREATION PLATFORM: WORDPRESS

STOCK YOUR TOOLBOX: THE BASICS

• Digital Still Camera

• Digital Video Camera

• Mini Tripod• E-Marketing

Service• Blog• Online Video

Channel• Online Photo

Channel• Google Alerts• RSS Feed Reader

STOCK YOUR TOOLBOX: OPTIONAL

• Twitter Feed(s)• Company

Facebook Page• Company LinkedIn

Page• Pinterest Account• Tumblr Blog• Slideshare

Account• Storify Page

IDENTIFYING CONTENT

CONTENT SOURCES: INTERNAL

> New offerings

> Behind the scenes

> Partnerships

> How-To’s, tips

> Customer service

> Customer feedback

> Insights into Culture

> Predictions

> Events

> Infographics (data!)

CONTENT SOURCES: EXTERNAL

> Google Alerts

> Trend searches

> Competitive moves

> Industry articles

> Industry blog posts

> Industry studies

> Recognition/Awards

> Conferences

CONTENT SOURCES: EXTERNAL

> Google Alerts: – Your company, your executives, your competitors

– Industry keywords

> Trends:– Google Trends

– Trendwatching.com

> Industry articles/blogs/studies– LinkedIn Industry Groups

– SmartBrief.com

– Quora.com

– Industry Association Newsletters

DON’TS

> Sell 24/7

> Abuse the dashboard

> Put content in the same format on every platform

> Make platform orphans

> Be devoid of personality

DO’S

> Create an editorial calendar

> Find content champions> Open the kimono> Create regularly> Make your content

shareable> Respect speed of

thumbs

PEOPLE CAN’T BUY YOUR PRODUCT EVERY DAY, BUT THEY CAN CONSUME YOUR CONTENT AND BE INSPIRED DAILY.

- YULI ZIV

Final Thought

Content and Community: Telling Your Story

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