the newsroom

How Brands are Becoming Media Companies

Michael BritoW2OGroup @britopian

Jordan SlabaughSpredfast@jordanv

Marisa WongSlideShare@marisa_wong

today’s discussion• The newsroom mindset

• Successful brand traits

• The approach to transforming from brand to

media-minded brand

• Panel Discussion

timely, relevant, valuable content

Builds a relationship with your audience

Gives a reason to share, discuss & create WOM

#1 #2

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

and

think like a

newsroom

thinking like a newsroom

PEOPLEPROCESSE

S

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

how brands are becoming media companies

Marisa Wong, SlideShareOct. 17, 2013

ME(JOURNALISTS)

THE DARK SIDE

why become a ‘newsroom’?

conversation

CONTROL

TRUST

how do you build trust?

1. stop pushing promotions

2. provide real information

3. have a voice

other newsroom tactics…

have a powerful headline

be timely & relevant

seek sources

tailor to your audience

Share Knowledge

Be Highly Visual

THANK YOU.

there is a content & media surplus

1

5

there is an attention deficit

1

5

the customer journey is unpredictable

1

5

consumers have tunnel vision

1

5

all consumers are influential

1

5

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

business objectives remain constant

1

5

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