Editorial presentation v5
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Transcript of Editorial presentation v5
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Introduction to EditorialAcademy SessionFebruary 2014
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Introductions /A bit about me…
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Introductions /A bit about me…
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First off, an example of some terrible brand engagement…
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Surely better media buying would solve that?
Why worry about content?
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A few facts and figures about contentResearch /
60% of content marketers plan to spend more in 2014 on content marketing to consumers (Content Marketing Institute).90% of consumers find custom content useful (TMG Custom Media).78% of consumers believe that organisations providing custom content are interested in building a relationship with them (TMG Custom Media).Blogs give websites 434% more indexed pages and 97% more indexed links (Content+).Between now and 2016 £1.83bn will be invested in native advertising (BIA/Kelsey).
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But why editorial?Let’s start with a question;
‘what’s an Editor?’
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An editor is not a copywriter!
Content Calendar Contributors Edit J
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Why Editorial? /Three reasons editorial content works
1. Search - Hummingbird 2. Reading on mobile 3. Deeper engagement
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6,100 words9 January 20141.4m views
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‘Bone-dry, crystal clear and icy cold, the Martini is the ultimate classic cocktail.’
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… a lot of content below the fold
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And we do more…
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“In the bullshit bingo world of advertising, native is pretty hot”Richard Dunmall, md of advertising
Bauer Media
Native advertising
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Native advertising
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Some other great editorial content sites out there…
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https://medium.com/p/f9079e242080
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Those last two were my blogs!
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In summary:Brand owners and consumers want more
editorial.Google and mobile are driving more editorial.
Editorial can be video, audio and images or copy.It’s entertaining and educating.
And creates a deep, rich brand engagement.Let’s do editorial!
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QuestionsWho decides if an editor is needed?
How do I book an editor?
Does the editor manage external resource and budgets?
How should I sell editorial to clients?