Brand Journalism vs. Content Marketing (Red Sky Summit)
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Content Marketing & Brand Journalism 1
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Individuals and brands now own the powerful channels to publish and broadcast their message. So how can you harness this power? Red Sky showcases two local examples of brand journalism and share tips on how to be your own media.
Transcript of Brand Journalism vs. Content Marketing (Red Sky Summit)
Content Marketing & Brand Journalism
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WHO WE ARE!
!
Planner | Problem Solver | Realist!!
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Amanda Watson SENIOR ACCOUNT EXECUTIVE (and go getter)
WHO WE ARE!
!
Strategist | Storyteller | Sarcasm Artist!
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Chad Biggs CHIEF CONTENT OFFICER (and go getter)
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A BRIEF, SIMPLIFIED HISTORY!
Image source: secondhandsurfer.com
JOURNALISM’S REVENUE PLUNGE!
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JOURNALISM’S TRUST PLUNGE!
6 Image source: pressthink.org
Image sources: The Verge
Decline of Journalism!
8 Image source: the Onion
INCIDENTALLY…!
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Social Media!
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Content Marketing v. Brand Journalism
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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
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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!
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THE ‘TIONS!
> Curation : manually discovering, gathering and presenting digital content that surrounds specific subject matter!– Aggregation: automated curation (RSS feed)!
> Narration : assimilating information and retelling it!
> Creation : developing newsworthy, educational and/or entertaining material for distribution over digital platforms!
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Grow. Ideas. Here.
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THE MISSION!
!To curate, narrate and create content
that highlights the Boise Valley’s companies, individuals and assets,
showcasing the ideas, momentum and accessible culture that make this
community worth living in.!
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HOW: Aggregate and Curate!
> Gathering & amplifying stakeholder news and blogs !
> Showcasing Insights!> Localizing Trends!> Crowdsourcing Ideas!
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HOW: Narrate!
> Live tweet business, econ dev., conferences, panels!
> Cover visiting thought leaders and speakers!
> Report from key events!> Share post-event insights
and additional resources!
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HOW: Create!
> Visualizing Culture!> Profiling Movers, Shakers &
Creators!> Monthly Industry Themes!!
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THE STRUCTURE!
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Pushes and pulls content through social media channels
(Red Sky & BVEP)
IdenFfies trend and story opportuniFes; creates
content; (Red Sky & contractors)
Keeper of the editorial mission and guidelines,
assigns stories for coverage (Red Sky)
Bridge to Stakeholders, handles business aspects
(BVEP) Publisher
Editor
Reporters Trend SpoLer
Social Amplifier
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Content Marketing Spotlight: Kount
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IN ACTION!
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IN ACTION!
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AMPLIFIED!
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THE BACKBONE!
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Tips, Tricks & Tools of the Trade
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DEFINE YOUR WHY!
> Why do this?!> What are your
business goals?!> What are your
marketing goals?!> What is the point of
your content?!> What will success
look like?!32
Image source: classroom-‐management-‐success.org
WHO ARE YOU?!
> What are your company’s core strengths?!
> What is your personality?!> Who is your competition? !> What sets your company
apart from others in your industry? !
> What is your target location (international/national/regional/state/local)? !
33 Source: SPROUT Content
WHO IS YOUR AUDIENCE?!
> What do your clients most want and need?!
> What are they asking for?!> How do people feel after
they use your services?!> What are your customers
trying to accomplish?!> Describe your typical
customer.!> How do they find you?!
34 Source: SPROUT Content
DETERMINE YOUR WHERE!
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Source: CMO.com
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Source: CMO.com
CONTENT SOURCES: INTERNAL!
> New offerings!> Behind the scenes!> Partnerships!> How-To’s, tips!> Customer service!> Customer feedback!> Insights into Culture!> Predictions!> Events!> Infographics (data!)!
!
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CONTENT SOURCES: EXTERNAL!
> Google Alerts!> Trend searches!> Competitive moves!> Industry articles!> Industry blog posts!> Industry studies!> Recognition/Awards!> Conferences!
38 Source: UrbaanEdge.com
DO’S!
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> Create an editorial calendar!
> Find content champions!> Be transparent!> Create regularly!> Make your content
shareable!> Respect speed of thumbs!!
Image source: HD4desktop.com
DON’TS!
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> Sell 24/7!> Abuse the dashboard!> Put content in the same
format on every platform!> Make platform orphans!> Be devoid of personality!
Image source: neogaf.com
Questions?
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