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House all your content in your newsroom and make sure that every element - press releases, articles, images, videos, tell a consistent brand story.

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    Presentation Transcript
    telling your brand story with an online newsroom

    Telling Your Brand Story

    with an

    Online Newsroom




    why a digital newsroom

    Why a Digital Newsroom?

    Brands are publishing content – not just

    advertising next to what we read

    Brand content competes with traditional media

    for our attention

    The public wants to see how your product or

    service fits into their lifestyle – not just the

    features of your product

    tell the brand story

    Tell the Brand Story

    Telling a brand story

    needs to be:

    • Intentional

    • Constant

    • Focused.

    who are you

    Who Are You?

    Develop an Identity –

    How you look , what you

    say, what you do

    Keep the brand at the

    center of the story

    Always stay on message

    about the brand

    Always be true to your


    build the story

    Build the Story

    Every business has a story

    to tell –

    • Origins

    • Growth

    • Challenges

    • Successes

    • Losses

    • Comebacks

    • Testimonials

    • Media coverage

    woven together intentionally and constantly these

    “Woven together intentionally and

    constantly these elements create a

    tapestry that tells your brand story.”


    what content should we cover

    What content should we cover?

    1. Act like a traditional newsroom

    – Reporters

    – Editors

    – Designers

    3. Monitor and comment on industry news

    3. Conduct interviews

    4. Go to events and report on the content

    what the media wants

    What the Media Wants

    • Provide content the media newsrooms no

    longer have the resources to cover – medical,

    travel, visuals.

    • Create in-depth stories the media won’t cover

    on their own

    • Offer access to resources and experts



    • Featured Story

    • Video

    • Images

    • Infographics/Charts

    • Trend Stories

    • Expert Database

    content for google

    Content for Google

    Panda Update July 2015

    Original content

    Constantly updated



    Rich media


    what makes a newsroom great

    What makes a newsroom great?

    • More than press


    • Great original content

    • Content that the media

    and the public will value

    • Talent

    • Technology

    • Data/Analytics

    how can a small business do this

    How can a small business do this?

    • Be smart with


    – Hosted newsroom with

    visual features

    – Train your team to

    curate industry news

    and create original


    content ideas

    Content Ideas

    Company News

    Industry Trends

    Product Knowledge

    Fact Sheets

    News Capsules

    Expert Database



    Customer Stories

    Company History

    Big Milestones


    Social content

    Analyst coverage

    Frontline stories

    Employee spotlight



    • More traffic

    • More media coverage

    • More engagement



    Increase in traffic from the newsroom to other

    areas of your website

    Stopped publishing

    content regularly

    Added a newsroom



    • According to 37% of marketing managers, the

    most important way to engage customers is

    content-led websites. (Source: The CMA)

    • 58% of consumers trust editorial content.

    (Source: Nielsen)

    • 54% of brands cited increased engagement as

    the number one value of content. (Source:

    Econsultancy and Outbrain)

    media 1


    • You have to still do the work to make the media

    aware of your newsroom and your editorial


    “Once we had the newsroom in place with travel

    focused businesses in the area contributing contend

    made the media aware of our newsroom as a

    resource the media coverage just came rolling in.”

    CVB Winston-Salem NC.

    combined with a social dashboard

    Combined with a Social Dashboard

    • Import media lists

    • Email reporters and editors

    • Post to all social accounts

    • Schedule posts

    • Monitor mentions of brand and keywords

    • Respond to mentions directly from the


    • Measure results – easy, automatic reporting

    • for 10%




    Ask for a demo of the newsroom and/or the