How to create remarkable content - IMUK13

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KENNY WHITELAW-JONES @KENNY_WJ

Create marketing people love.

TELLING OUR STORY

COMPANIES WASTING MONEY?

BANKERS WORKING INEFFICIENCTLY?

LACK OF SPREADSHEET INTEROPERABILITY

GOVERNMENT WASTING TAX PAYERS MONEY?

Working with a PR agency

•  Provide a detailed brief…. •  But let us do the work •  Understand it’s not advertising •  Come together to produce the idea •  Research the topic and who is covering it •  Think about the best way of delivering the

story •  Media training and key message

development •  Tailor approach accordingly •  Liaison and media management

whitepaper

slideshow

faq

fb post

blog post

comments

paid media

tweet

email

news release

image

video

podcast

infographic

history people

news tools

leadership knowledge

resources conversations

tv

rad

io

scribd

vimeo

twitter

web media

website

foursquare

events

advocates

content vehicle brand ground common ground user ground conversations

Key Points to consider

•  Get the PRs in early and let them work on strategy as well as delivery

•  It’s all about the story •  Understand the bigger picture •  Tie in with existing issues •  Brainstorm •  Be targeted

•  Be collaborative •  Be flexible on timing •  Follow the money •  Think about conflict •  Develop compelling content •  Come to terms with

compromise •  Be flexible in terms of timing

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