Date post: | 16-Apr-2017 |
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FIT TO PRINT
CREATING PURPOSEFULNEWS CONTENT
Georgy Cohen@radiofreegeorgy #confabedu
http://www.flickr.com/photos/49392356@N03/8446610848/
“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
WHAT IS ‘FIT’?http://www.flickr.com/photos/usdagov/7087349351/
WHAT PROMISEDOES OUR
NEWS LIVE UP TO?
http://www.flickr.com/photos/74497032@N08/6900311851/
NEWS IS NOT INHERENTLY
VALUABLEhttp://www.flickr.com/photos/74497032@N08/6900311851/
WHOCARESABOUT
YOUR NEWS?
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/
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/
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.
- Paul Boag, Headscape
“
http://boagworld.com/content-strategy/website-news/
Why does thismatter to theinstitution?
Why does this matter to me?
HOW DO WE MAKENEWS SOCIAL?http://www.flickr.com/photos/33917831@N00/2911248047/
VALUEOVERVOLUME
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.
- Jonah Peretti, Buzzfeed (July 2012)
“
http://cdixon.org/2012/07/24/buzzfeeds-strategy/
“
http://boagworld.com/content-strategy/website-news/
NEWS IS THE‘SHOW DON’T TELL’
OF OUR BRAND
http://www.flickr.com/photos/eleaf/2536358399/
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.
- Kyle Christie, formerly King’s College, London
“
http://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/
NEWS NEEDS
CONTENTSTRATEGY
1. PROCESS2. PRODUCT
3. PEOPLE
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/
1. PROCESS
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CRITERIA
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SOCIAL PROMOTION
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CONTENT DISCOVERY
EDITORIAL CALENDAR
http://www.flickr.com/photos/49392356@N03/8446610848/ http://www.flickr.com/photos/chefranden/390872656/MEASUREMENT
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36
Style guide
http://www.flickr.com/photos/londonmatt/3559945802/
Planning and publishing#cssummit @radiofreegeorgy
http://en.wikipedia.org/wiki/Pocket_protector
TAXONOMY
37http://www.flickr.com/photos/argenberg/184104386/http://www.flickr.com/photos/soldiersmediacenter/4367407655/
LANDING PAGES
“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/
#ncsrmr @radiofreegeorgy
39
Story metadata:-
EDITORIAL PLANNING
41REAL-TIME
42CONTENT HUB
43
2. PRODUCT
http://www.flickr.com/photos/49392356@N03/8446610848/
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.
- “We Want to Retire the Press Release”: An Interview with GE’s Tomas Kellner, Contently, July 29, 2013
“
http://contently.com/strategist/2013/07/29/we-want-to-retire-the-press-release-an-interview-with-ges-tomas-kellner/
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
47
Style guide
http://www.flickr.com/photos/londonmatt/3559945802/
Planning and publishing#cssummit @radiofreegeorgy
http://en.wikipedia.org/wiki/Pocket_protector
#ncsrmr #psuweb12 @radiofreegeorgy
#ncsrmr #psuweb12 @radiofreegeorgy
#ncsrmr #psuweb12 @radiofreegeorgy
57
Style guide
http://www.flickr.com/photos/londonmatt/3559945802/
Planning and publishing#cssummit @radiofreegeorgy
http://en.wikipedia.org/wiki/Pocket_protector
58
Style guide
http://www.flickr.com/photos/londonmatt/3559945802/
Planning and publishing#cssummit @radiofreegeorgy
http://en.wikipedia.org/wiki/Pocket_protector
3. PEOPLE
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/
http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/acanella/7260425106/
http://www.flickr.com/photos/vitike/5217716870/in/photostream/
http://www.flickr.com/photos/35927320@N03/4549876293/
65http://www.flickr.com/photos/wonker/1436280027/
66http://www.flickr.com/photos/wonker/1436280027/
Owned and facilitated
Take, share and archive minutes
Source ideas from across campus
Include social, photo and video
Revisit editorial priorities
Share measurement
THANK YOU!
QUESTIONS?@radiofreegeorgy@meetcontent
http://www.flickr.com/photos/49392356@N03/8446610848/