This presentation was given at BrightonSEO and talks about the elements that make content Newsworthy. Using examples it goes through how brands can build processes to continuously create and leverage newsworthy content. For a write up on the presentation check out this post: http://www.blueglass.co.uk/blog/secrets-newsworthy-content-brightonseo-presentation/

1. The Secrets to
Newsworthy Content
Andy Miller - @andyjm101

2. What is newsworthy content?

3. The fluffy
Definition
Newsworthiness is used to describe
whether or not a topic is interesting
enough for people to want to know
about it

4. The fluffy
Definition

5. A better
definition:
You want at
least 3 out of
5
Timing
Credibility
Emotion
Newsworthy
Impact Attention

6. Scottish
independence:
Can a royal baby
save the Union?
2xTiming
Attention
Impact

7. Top five regrets
of the dying
Emotion
Attention
Impact
Credible

8. Restored Black and White Pictures
Emotion
Attention
Credible

9. The World Cup of Everything Else
Credible
Timing
Attention

10. @therustybea
How do we be Newsworthy? r

11. Principles of
Marketing

12. Principles of
Marketing
Marketing Management
Process
Analyse market opportunities
Select target markets
Design marketing strategies
Plan & Implement marketing
programs
Manage marketing efforts
Content Marketing
Process
Strategy
Production
Promotion

13. Sounds straight
forward right?

14. Research
Sourcing
Ideation
Creation
Placement
Promotion
Measurement
Having an actionable
process makes it
easier!

15. @therustybea
This makes it easier to break out of silosr

16. @therustybea
This makes it easier to break out of silosr
Promoting the industry thought leader persona
Email PPC Offline
Content!
Social Display

17. @therustybea
And frame to align with your KPIs r

18. @therustybea
It’s the way that users engage with content that makes it newsworrthy
Credible
Attention
Emotion

19. @therustybea
r
In case you were
wondering…

20. @therustybea
How do we create newsworthy content?r

21. 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

22. Stop thinking
copywriters –
think
influencers

23. Stop thinking
copywriters –
think
influencers
Brand Marketers: Illustrate and explain data
Brand Journalists: Industry commentary &
Insights
Customers: Brand advocating & industry
opinion
Influencers: Inspire audience

24. Stop thinking
copywriters –
think
influencers
Credible
Attention
Impact

25. Understand what
assets are
available
Credible
Impact
Attention

26. 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!

27. Stay on top
of the
industry

28. 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

29. Stay on top
of the
industry
Timing
Attention
Emotion

30. Be careful with Newsjacking

31. 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

32. Be careful with Newsjacking
Timing
Impact (maybe)
??

33. Be careful with Newsjacking

34. @therustybea
r
Create a
dialogue with
your customers
to find the
stories

35. @therustybea
r
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

36. @therustybea
Create a dialogue with your customers to find the storries
Diamond Dallas Page - Youtube
10xEmotion
Attention
Credible
Impact

37. What do you do with newsworthy content?

38. What do you do with newsworthy content?
Promoting the industry thought leader persona
Email PPC Offline
Content!
Social Display

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

40. Entice users
into owned
properties

41. Entice users
into owned
properties
Social Media – For regular updates
Onsite or Microsite – For further information
Email lists – For more in depth stories

42. Track and segment users

43. Track and segment users
Content Groupings Custom Segments
First exposure vs
Brand aware
Micro-conversions
Channel & content
sequencing
Attribute business
value

44. Track and segment users
Identify and compare performance from users exposed to
different campaigns and content
Converting
Users
Exposed
to content

45. In summary
• Newsorthiness
1. Timing
2. Emotion
3. Attention
4. Impact
5. Credibility
• Understand the Marketing/Content Marketing Process
• Put the processes in place to continually be newsworthy
1. Influencers not copywriters
2. Understand the available assets
3. Stay on top of the industry
4. Be careful with Newsjacking
5. Create a dialogue with your customers

46. Thanks for Listening
Andy Miller
Digital Consultant
@andyjm101