stop press: journalists’ tips on how to be content publisher. charity content marketing...
TRANSCRIPT
Brand Journalism Why charities should be more like publishers
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@goodagencyldn
Pete Grant, Planner
Page 2/26Good BitesBrand Journalism
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GOOD Agency Why we exist
We believe in a thriving, sustainable and fair world.
Our clients believe this too.
By helping them prosper through positive impact, we’re working to make that happen.
CHARITYBUSINESS
Social Purpose
INSTITUTIONS
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GOOD Agency how we do it
We build belief
Belief brings support, loyalty and advocacy. It’s resilient, enduring, powerful. By connecting brands to human emotions and values, we build belief. For charities and institutions committed to making a difference. For businesses that have a purpose beyond profit. We build brands that are good for business and good for society. Brands worth believing in.
INTENT EMOTIONAL CONNECTION IMPACT+ +
If a beer can tell a good story on social imagine what a charity could do
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Fosters Lager: Helluva Tour
- 17,000 miles from Britain to Australia. - 10 episodes, 4OD partnership- 12.6m Facebook views
If Upworthy can become the fastest growing media outlet everimagine what a charity could do
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- 0 to 8.7m unique monthly views in the first 6 months - 200m monthly views on Facebook in Jan 2016- 9 permanent editorial staff
If Humans Of New York can storm to successimagine what a charity could do
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- 16.9m Facebook followers - 4.9m Instagram followers
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Being journalistic on social“90% of CMOs surveyed believe their brand needs to set
up a publishing function to grow.” Forbes
“35% of online news outlets report brands becoming publishers as the biggest threat to their existence.”
The Drum
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Brand JournalismLarry Light, CMO, McDonalds
“No one communication can tell the whole story”
“Think about Journalism. Journalism is the collection and communication of news, events and happenings. Journalism provides order to otherwise unconnected events. Journalism informs, entertains and persuades.”
“A content stream approach”
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“I’m lovin’ it”Freedom within a Framework
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Marks of Brand Journalisman editorial style and point of view
“For Better Mental Health”“We won’t live with
poverty”
Page 11/26Good BitesBrand Journalism
BRAND PURPOSE
Marks of Brand Journalisman editorial plan
ENGAGEMENT PROPOSITION
VERBAL AND VISUAL IDENTITY
CONTENT PILLARS
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LIFE STORIES
BREAKING NEWS
TAKE ACTION
HAVE YOUR SAY
Mon 02 May Sun 29 May
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Marks of Brand Journalisman internal newsroom structure
SOCIAL TEAM
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Marks of Brand Journalisman internal newsroom structure
SOCIAL TEAM
SOCIAL TEAM
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Marks of Brand Journalisma focus on video content
- +360% increase in video posts in Facebook’s timeline in 2014.
- More video now uploaded direct to Facebook than YouTube.
- Facebook’s algorithm gives roughly +135% higher reach to video than images.
- Buzzfeed Video goes from 0 to 1 billion views a month in two and a half years.
- Buzzfeed see +100% growth in unique views MOM in Jan 2015.
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Hope For Paws (US)#5 YouTube animal channel
- 849k YouTube Subscribers - 1.1m Facebook fans
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Canal & River TrustHumans Of The WaterwaysLarry Light, CMO, McDonalds
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Four top tips From the newsroomWe spoke to TV, print and online journalists
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Tip #1
“You need someone to champion the article or post’s quality - not the internal priorities”
“You can’t be a puppet being told what to write”
“You never write a story because you’ve been told to”
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Use an editor to champion quality
“I say to people I’m writing about - I can’t promise every point will make it through my editor”
A Newsroom Structure
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REPORTERS
NEWS EDITOR
EDITORIAL MEETINGS
OUTPUTEDITOR
Newswires
Long termVision and Output
Pitch Ideas
CreativeQuality
Press Releases
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“We only post stories with a case study otherwise it’s just not believable”
“If there’s one thing I’d say to charities…”
“When people talk with honesty and open-ness about their experience, there’s nothing more compelling”
“Quotes are your friend”
Tip #2Put human stories first
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“There’s two types of story…”
1. A considered opinion piece. A point of view. This takes a while.
2. It’s happening right now! Get a few
words out quick. Ride the hype. Often
these get the most clicks.
Tip #3think fast and slow
“What are you interested in?” “What would you share on Facebook?”
It has to be…• Funny• Shocking• Unusual• Relatable• Original
It can never be…
• Too niche• Too local• Uninteresting• Predictable• Done before
Tip #3Don’t Stop Being A Real Person
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Our Journalistic Approach ToCancer Research Uk’s Race For Life
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Our Journalistic Approach ToCancer Research Uk’s Race For Life
GOOD Agency Thank you for your time
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GOOD AGENCY8 Boundary Row London SE1 8HP
T 020 7738 1900F 020 7738 9900E [email protected]
