the newsroom: how brands are becoming media companies
DESCRIPTION
Breaking: Faced with a content surplus and a consumer attention deficit, brands need to deploy a content strategy that connects the right audience with the right content on the right channels. Michael Brito, author of "Your Brand, The Next Media Company", Slideshare's Marisa Wong, and Spredfast's Jordan Slabaugh report on key lessons from traditional media companies and the technology that make this transition possible.TRANSCRIPT
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the newsroom
How Brands are Becoming Media Companies
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Michael BritoW2OGroup @britopian
Jordan SlabaughSpredfast@jordanv
Marisa WongSlideShare@marisa_wong
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today’s discussion• The newsroom mindset
• Successful brand traits
• The approach to transforming from brand to
media-minded brand
• Panel Discussion
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timely, relevant, valuable content
Builds a relationship with your audience
Gives a reason to share, discuss & create WOM
#1 #2
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Business decision-makers prefer to get company information in a series of articles versus an ad.
Consumers believe organizations providing custom content are interested in building good relationships with them.
Consumers like reading content from brands when it's relevant
80% 82%
90%Consumers find custom content useful
78%
Sources: Content Marketing Institute, Content Marketing Association, McMurry/TMG
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and
think like a
newsroom
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thinking like a newsroom
PEOPLEPROCESSE
S
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the newsroom mentalityPEOPLE (& MINDSET)• Content creators and editors
• Insatiable curiosity and news consumption
• Familiarity with your audience
• Storytellers
• Embracing an editorial slant
PROCESS• Strategy for content
breakdown
• Editorial Calendar
• Curation of timely, relevant developments
• “Beat” assignments
• Analytics and insight
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how brands are becoming media companies
Marisa Wong, SlideShareOct. 17, 2013
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ME(JOURNALISTS)
THE DARK SIDE
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why become a ‘newsroom’?
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conversation
CONTROL
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TRUST
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how do you build trust?
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1. stop pushing promotions
2. provide real information
3. have a voice
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other newsroom tactics…
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have a powerful headline
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be timely & relevant
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seek sources
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tailor to your audience
Share Knowledge
Be Highly Visual
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THANK YOU.
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there is a content & media surplus
1
5
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there is an attention deficit
1
5
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the customer journey is unpredictable
1
5
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consumers have tunnel vision
1
5
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all consumers are influential
1
5
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1
5
of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it
78%say that developing content takes too much time
43%
of marketers say that producing enough content is their biggest challenge; with 49% say that producing "engaging" content was a challenges
51%
creating content isn’t easy
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business objectives remain constant
1
5
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but, why a media company?Storytelling: Media companies tell stories. Conde’ Nast has a diverse narrative told through their media properties from fashion and travel to sports and weddings. Traditional news organizations also tell stories, although their narrative is current or breaking news.
Content: Media companies are content machines with an "always on" mentality. It doesn't matter what time a day it is or what the hour, media companies distribute content all the time.
Relevance: Media companies provide relevant content all the time to someone, somewhere. Their content is recent and real-time.
Ubiquity: Media companies are everywhere. They dominate the search engine results and their content is shared daily across social media channels.
Agility: Media companies are content organizations and move quickly. They have workflows that facilitate the entire content supply chain (ideation, creation, approval, distribution and integration.)
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8 steps to transform your brand toa media company
5
1. Build a team
2. Assign roles & responsibilities
3. Define your brand narrative
4. Create channel strategy
5. Establish the content supply chain
6. Build real-time capabilities
7. Integrate converged media models
8. Invest in the right technology