This document discusses how brands can use digital newsrooms to market themselves and compete with traditional media for attention. It recommends that brands act like newsrooms by hiring reporters, editors and designers to curate industry news, conduct interviews, and cover events in order to publish valuable original content that the media and public will engage with. It acknowledges small businesses can also benefit from hosted newsrooms with content management tools and the ability to curate news, create original content, and integrate with social media monitoring and reporting dashboards to increase traffic, media coverage and engagement.

1. The Digital Newsroom Strategy
How to use a hosted newsroom to
market your brand

2. Why a Digital Newsroom?
Brands are publishing content – not just
advertising next to what we read
Brand content competes with traditional media
for our attention
The public wants to see how your product or
service fits into their lifestyle – not just the
features of your product

5. The new Coca-Cola.co.uk
website launched in May
2010, with all content created
and managed by a dedicated
editorial team based at Zone.
Content is planned and
updated constantly, with the
latest news from across the
organisation being crafted
into engaging stories using
words, photography, video,
illustration and interactive
functionality.

9. Work with the Media
• Provide content the media no longer has the
resources to cover – medical, travel, visuals.
• Do in-depth stories the media won’t cover on
their own
• Offer access to resources and experts

10. What content should we cover?
1. Act like a traditional newsroom
– Reporters
– Editors
– Designers
2. Monitor and comment on industry news
3. Conduct interviews
4. Go to events and report on the content

11. What makes a newsroom great?
• More than press
releases
• Great original content
• Content that the media
and the public will value
• Talent
• Technology
• Data/Analytics

15. How can a small business do this?
• Be smart with
technology
– Hosted newsroom with
visual features
– Train your team to
curate industry news
and create original
content

20. Results?
• More traffic
• More media coverage
• More engagement

21. SEO

24. Traffic
Increase in traffic from the newsroom to other
areas of your website
Added a newsroom
Stopped publishing
content regularly

25. Engagement
• According to 37% of marketing managers, the
most important way to engage customers is
content-led websites. (Source: The CMA)
• 58% of consumers trust editorial content.
(Source: Nielsen)
• 54% of brands cited increased engagement as
the number one value of content. (Source:
Econsultancy and Outbrain)

26. Media
• You have to still do the work to make the media
aware of your newsroom and your editorial
content.
“Once we had the newsroom in place with travel
focused businesses in the area contributing contend
made the media aware of our newsroom as a
resource the media coverage just came rolling in.”
CVB Winston-Salem NC.

27. Combined with a Social Dashboard
• Import media lists
• Email reporters and editors
• Post to all social accounts
• Schedule posts
• Monitor mentions of brand and keywords
• Respond to mentions directly from the
dashboard
• Measure results – easy, automatic reporting.

29. Questions?
sally@press-feed.com
www.press-feed.com
Ask for a demo of the newsroom and/or the
dashboard.