Andy Miller - @andyjm101

The Secrets to Newsworthy

Content

What is newsworthy content?

The fluffy Definition

Newsworthiness is used to describe whether or not a topic is interesting enough for people to want to know about it

The fluffy Definition

A better definition:

You want at least 3 out of 5

TimingCredibili

ty

Impact

Attention

Emotion

Newsworthy

Scottish independence: Can a royal

baby save the Union?

2xTiming

Attention

Impact

Top five regrets of the

dying

EmotionAttentio

nImpact

Credible

Emotion

Attention

Credible

Restored Black and White Pictures

The World Cup of Everything Else

Credible

TimingAttenti

on

@therustybearHow do we be Newsworthy?

Principles of

Marketing

Principles of

Marketing

Marketing Management Process

Analyse market opportunities

Select target markets

Design marketing strategies

Plan & Implement marketing programs

Manage marketing efforts

Strategy

Production

Promotion

Content Marketing Process

Sounds straight

forward right?

Research

Sourcing

Ideation

Creation

Placement

Promotion

Measurement

Having an actionable process

makes it easier!

@therustybearThis makes it easier to break out of silos

@therustybearThis makes it easier to break out of silos

Promoting the industry thought leader persona

Email PPC Offline

Social Display

Content!

@therustybearAnd frame to align with your KPIs

@therustybearIt’s the way that users engage with content that makes it

newsworthy

Credible

Attention

Emotion

@therustybear

In case you were

wondering…

@therustybearHow do we create newsworthy content?

Tell the audience what they want to hear, not just what the brand wants to tell

*Or at least use what the audience is interested in as a framework for the content

you develop –PR Newswire

Stop thinking

copywriters –think

influencers

Stop thinking

copywriters –think

influencers

Brand Marketers: Illustrate and explain data

Brand Journalists: Industry commentary & Insights

Customers: Brand advocating & industry opinion

Influencers: Inspire audience

Stop thinking

copywriters –think

influencers

Credible

Attention

Impact

Understand what assets are available

Credible

ImpactAttenti

on

Understand what assets are available

Statistics help to put things in perspective – people love that!

Find it where you can: yougov.co.uk, Google Trends, Insights

Find insights by comparing similar studies

Be careful about credibility!

Stay on top of the

industry

Stay on top of the

industry

Media enquiries – HARO, Response Source, JournoRequest, PR Newswire

Make journalists come to you – Let them know your expertise

Go to events – Make connections, know what you are able to offer

Always be adding value to the conversations

Stay on top of the

industry

Timing Attenti

onEmotio

n

Be careful with Newsjacking

Be careful with Newsjacking

Bring it back to your industry and relatable to your audience

Always ensure that you are adding value – don’t just report!

Don’t be afraid to be controversial – as long as it reflects your brand

Speed > Perfection

Be careful with Newsjacking

TimingImpact

(maybe) ??

Be careful with Newsjacking

@therustybear

Create a dialogue with

your customers to

find the stories

@therustybear

Create a dialogue with

your customers to

find the stories

Find your advocates – Social Media, forums, reviews

Customer surveys – Be imaginative!

Facilitate UGC – community forums

Tell stories about the way your products affect your customers lives

@therustybearCreate a dialogue with your customers to find the

stories

Diamond Dallas Page - Youtube

10xEmotion

AttentionCredibleImpact

What do you do with newsworthy content?

What do you do with newsworthy content?

Promoting the industry thought leader persona

Email PPC Offline

Social Display

Content!

It’s about the story (and a little bit about the brand…)

Entice users into

owned properties

Entice users into

owned properties

Social Media – For regular updates

Onsite or Microsite – For further information

Email lists – For more in depth stories

Track and segment users

Track and segment users

Content Groupings Custom Segments

First exposure vs Brand aware Micro-conversions

Channel & content sequencing

Attribute business value

Track and segment users

ConvertingUsers

Exposedto content

Identify and compare performance from users exposed to different campaigns and content

In summary• Newsorthiness

1. Timing2. Emotion3. Attention4. Impact5. Credibility

• Understand the Marketing/Content Marketing Process• Put the processes in place to continually be

newsworthy1. Influencers not copywriters2. Understand the available assets3. Stay on top of the industry4. Be careful with Newsjacking5. Create a dialogue with your customers

Thanks for ListeningAndy MillerDigital Consultant@andyjm101