Content and Community: Telling Your Story
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Transcript of Content and Community: Telling Your Story
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Content and Community Telling Your Story
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Journalist | PR Pro | Entrepreneur
Get the story
Red Sky Public Relations | www.RedSkyPR.com | 208.287.2199
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Red Sky Public Relations | www.RedSkyPR.com | 208.287.2199
Lobbyist | Catalyst| Connector
Guard the Reputation
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What’s The Difference?
> Marketing– The systematic planning, implementation and control of a
mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.
> Advertising– The paid, public, non-personal announcement of a
persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.
> Public Relations– A strategic communication process that builds mutually
beneficial relationships between organizations and their publics.
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8Source: Jaime Derringer
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What It Is About Today
Earned
PaidOwned
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What It Is About Today
Earned
PaidOwned
Website
Facebook Page
StorefrontDatabase
Brochure
Direct Mail
TV CommercialOutdoor
SEM/Paid Search
Print Ads
Media Coverage
Blog Posts
Word of Mouth
Posts, Links, Shares
Reviews
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What It Is About Today
Earned
PaidOwned
STRANGERSCUSTOMERS
FANS
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What is about Tomorrow
Paid Owned Earned Organic
EVANGELISTS
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Focusing on content first, channels second
Communicating with your audience without selling
Delivering information that makes your audience smarter
Becoming a resource destination, not merely a transaction stop
A Content First Approach
WHAT IT IS
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Thought Leadership
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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
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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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Brand Journalism: Coke’s Content 2020
> It’s what’s inside the message that counts
> Create ideas and elements of content so contagious they cannot be controlled
> No-one now has the ‘Smarts’ on ideas
> Switch from one-way to dynamic storytelling
Source: Coca Cola Content 2020
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Brand Journalism
American Express Cisco
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Brand Journalism
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“Audiences want and value informative content from knowledgeable parties –
that includes journalists, topic-specific experts and marketers.”
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Forbes Wisdom
We need to be timely, relevant and authentic
We need to give up a measure of control
A generation of sophisticated consumers is emerging,
demanding respect (from us and the brands we represent)
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Tenents of Brand Journalism
> Trusted Relationship
> Access
> Long-form and serial storytelling
> Rapid production and publishing schedule
> Up-to-the-minute relevance
> Transparent, honest, open
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IDEAS TO GET STARTED
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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 various platforms
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"I believe that there is a role for trusted curators of news, people who have unique access or unique insight, who can get to news more quickly than anybody else, or dive into it more deeply."
- Louis Gray
CURATION
Source: Page One Curator
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• Industry News sections of company websites
• RSS feeds on blogs
• E-newsletters featuring themed content
• Paper.li e-newsletters
CURATION EXAMPLES
Source: Gallatin Public Affairs
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CURATION PLATFORM: PAPER.LI
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“Well, if storytelling is important, then your narrative ability, or your ability to put into words or use what someone else has put into words effectively, is important too.”
- Howard Gardner
NARRATION
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• Live blogging events
• Tweeting speeches, presentations, conferences with #hashtag
• Facebook album chronicling a journey
NARRATION EXAMPLES
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NARRATION PLATFORM: STORIFY
9/11
Ohio Drought
Chicago Teacher’s Strike
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“We are made of stories… and there are [sic] increasing opportunities that technology presents in terms of telling deeper and more immersive stories.”
- Jonathan Mildenhall
CREATION
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• Corporate blog
• Company Photo Album
• YouTube channel
• Presentations
• Case Studies
• Customer Experiences
• Testimonials
• Webinars
CREATION EXAMPLES
Source: Whole Foods
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CREATION PLATFORM: WORDPRESS
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STOCK YOUR TOOLBOX: THE BASICS
• Digital Still Camera
• Digital Video Camera
• Mini Tripod• E-Marketing
Service• Blog• Online Video
Channel• Online Photo
Channel• Google Alerts• RSS Feed Reader
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STOCK YOUR TOOLBOX: OPTIONAL
• Twitter Feed(s)• Company
Facebook Page• Company LinkedIn
Page• Pinterest Account• Tumblr Blog• Slideshare
Account• Storify Page
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IDENTIFYING CONTENT
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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
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CONTENT SOURCES: EXTERNAL
> Google Alerts: – Your company, your executives, your competitors
– Industry keywords
> Trends:– Google Trends
– Trendwatching.com
> Industry articles/blogs/studies– LinkedIn Industry Groups
– SmartBrief.com
– Quora.com
– Industry Association Newsletters
>
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DON’TS
> Sell 24/7
> Abuse the dashboard
> Put content in the same format on every platform
> Make platform orphans
> Be devoid of personality
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DO’S
> Create an editorial calendar
> Find content champions> Open the kimono> Create regularly> Make your content
shareable> Respect speed of
thumbs
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PEOPLE CAN’T BUY YOUR PRODUCT EVERY DAY, BUT THEY CAN CONSUME YOUR CONTENT AND BE INSPIRED DAILY.
- YULI ZIV
Final Thought