creating purposeful news content

Creating PurposefulNews Content

Georgy Cohen@radiofreegeorgy

“To set his paper apart from its more sensational competitors, [New York Times publisher Adolph Simon] Ochs adopted the slogan “All the News That’s Fit to Print” (first used October 25, 1896) and insisted on reportage that lived up to that promise.”

Encyclopedia Britannica

WHAT IS ‘FIT’?http://www.flickr.com/photos/usdagov/7087349351/

WHAT PROMISEDOES OUR

NEWS LIVE UP TO?

http://www.flickr.com/photos/74497032@N08/6900311851/

NEWS IS NOT INHERENTLY

VALUABLEhttp://www.flickr.com/photos/74497032@N08/6900311851/

WHOCARESABOUT

YOUR NEWS?

Less than 1% of visitors view a news release.

We can see by looking at landing pages for visits that include a news release that, when a visitor lands on a news release page, it is typically a dead-end with most of those visitors leaving the site from that page.

Chris Scott, Headscapehttp://boagworld.com/content-strategy/website-news/

#meetcontent

Less than 1% of visitors view a news release.

We can see by looking at landing pages for visits that include a news release that, when a visitor lands on a news release page, it is typically a dead-end with most of those visitors leaving the site from that page.

- Chris Scott, Headscape

http://boagworld.com/content-strategy/website-news/

NEWS INHIBITSTASK COMPLETION

http://www.flickr.com/photos/robandstephanielevy/4616960925/

It is not enough, for example, to write a press release saying how your organisation has won an award. Instead you need to clearly explain how that benefits the user.“

Paul Boag, Headscapehttp://boagworld.com/content-strategy/website-news/

#meetcontent

Why does thismatter to theorganization?

Why does this matter to me?

HOW DO WE MAKENEWS SOCIAL?http://www.flickr.com/photos/33917831@N00/2911248047/

VALUEOVERVOLUME

We focus on publishing content our readers love so much they think it is worth sharing. It sounds simple but it’s hard to do and it is the metric that aligns our company with our readers. In the long term it’s good for readers and good for business.

Jonah Peretti, Buzzfeedhttp://cdixon.org/2012/07/24/buzzfeeds-strategy/

#meetcontent

http://boagworld.com/content-strategy/website-news/

NEWS IS THE‘SHOW DON’T TELL’

OF OUR BRAND

http://www.flickr.com/photos/eleaf/2536358399/

Universities have an opportunity to leapfrog the mainstream media and explain our research, teaching and wider contributions to society in forms beyond the text-based press release. ... We have websites, and access to the tools needed to reach the public.

Kyle Christie, formerly King’s Collegehttp://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/

#meetcontent

NEWS NEEDS

CONTENTSTRATEGY

1. PROCESS2. PRODUCT

3. PEOPLE

1. PROCESS

CRITERIA

SOCIAL PROMOTION

CONTENT DISCOVERY

EDITORIAL CALENDAR

http://www.flickr.com/photos/49392356@N03/8446610848/ http://www.flickr.com/photos/chefranden/390872656/MEASUREMENT

Style guide

http://www.flickr.com/photos/londonmatt/3559945802/

Planning and publishing#cssummit @radiofreegeorgy

http://en.wikipedia.org/wiki/Pocket_protector

TAXONOMY

36http://www.flickr.com/photos/argenberg/184104386/http://www.flickr.com/photos/soldiersmediacenter/4367407655/

LANDING PAGES

“The old mantra that every page needs to be a homepage has never been more true...The goal is to give [the reader] a clean and interesting reading experience for the article... and beyond that to make sure that we are giving the reader a sense of what else is on our site.

- Bob Cohn, editor, Atlantic Digital

http://www.niemanlab.org/2012/08/coming-in-the-side-door-the-value-of-homepages-is-shifting-from-traffic-driver-to-brand/

#ncsrmr @radiofreegeorgy

Story metadata:-

EDITORIAL PLANNING

40REAL-TIME

41CONTENT HUB

2. PRODUCT

The ultimate goal is to retire the press release. It’s a great holder for facts, but you’d never want to read one. We want to tell stories.“

Tomas Kellner, GEhttp://contently.com/strategist/2013/07/29/we-want-to-retire-the-press-release-an-interview-with-ges-tomas-kellner/

#meetcontent

2 . STORYTELLING AND CONTENT TYPES

http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/eguidetravel/5662538696/

1. CONVEYRELEVANCE

2. EVOKEEMPATHY3. SPURACTION

Style guide

#ncsrmr #psuweb12 @radiofreegeorgy

Style guide

3. PEOPLE

http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/acanella/7260425106/

http://www.flickr.com/photos/vitike/5217716870/in/photostream/

64http://www.flickr.com/photos/wonker/1436280027/

65http://www.flickr.com/photos/wonker/1436280027/

Owned and facilitated

Take, share and archive minutes

Source ideas from across the

organization

Include social, photo and video

Revisit editorial priorities

Share measurement

meetcontent.com@meetcontent

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