Creating Great ContentThe ESM Business Summit

May 18th, 2011

Valerie Lopez, Director of Media Research

Cision North America

@valerielopez

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Paid, Owned, Earned

Paid – Sponsorships, Display Ads,

Paid Search

Owned – Corporate Sites, Blogs,

Social Media Newsroom

Earned – Media coverage, WOM,

Buzz

Source:

http://blogs.forrester.com/interactive_marketing/2009/12/defining-

earned-owned-and-paid-media.html

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Why should my business create

great content?

To create a hub or home base for your news, opinion and content

To establish your brand as experts

To promote/raise awareness of your brand, products or services

To connect with your target community

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Share tips & industry expertise

by answering questions to

common concerns

Try multiple bloggers to keep

content fresh

Read, read, read!

Aggregate

• Interesting industry news

• Top Lists

Keeping blog content fresh

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1% of any population will be active content

creators

9% will be participants

90% will simply "consume" that content online

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A Social Hub

Add content for the consumer or end-user

Include multimedia features

Make your content shareable!

Be prepared, honest & open in a time of crisis

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The Essentials

Easy to Find

Usability

Key Contacts

Advanced Search Tool

News Release Archives

Shareable

Optimize!

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Launched in February 2011

Goal – To create a single destination

for all audiences (internal & external);

A way for them to connect and

engage with Tufts.

Opportunity to feature and integrate

social media channels

Collaboration of different

departments

Mix of content aggregation

Created a dashboard for the site;

Increase in unique visitors and

returning visitors.

http://now.tufts.edu

Special thanks to Jean Ayers & Georgy Cohen of Tufts University

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1111

http://socialmedia.tufts.edu

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http://socialmedia.tufts.edu

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http://socialmedia.tufts.edu

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http://socialmedia.tufts.edu

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The Social Media Release (SMR)

Best practices for writing traditional releases apply to SMRs as well:

• More of a story, less

self-promotion

• Well-written, includes

all relevant info

What’s different about an SMR?

• Ability to share content

and engage in

discussions

• Ready for the end-reader

• May include multimedia

content

• Search engine optimized

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Convergence of E-commerce & Content

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Recommended Reading

Creating Great ContentThe ESM Business Summit

May 18th, 2011

Valerie Lopez, Director of Media Research

Cision North America

@valerielopez