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As more brands realize the value of publishing content the value of a digital newsroom is gaining popularity. Big brands like Red Bull, coke and Adidas are committed to publishing magazine-style newsrooms with both curated and created content.
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The Digital Newsroom Strategy
How to use a hosted newsroom to market your brand
Why a Digital Newsroom?
Brands are publishing content – not just advertising next to what we readBrand content competes with traditional media for our attentionThe public wants to see how your product or service fits into their lifestyle – not just the features of your product
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.
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
What content should we cover?
1. Act like a traditional newsroom– Reporters– Editors– Designers
2. Monitor and comment on industry news3. Conduct interviews4. Go to events and report on the content
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
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
Results?
• More traffic• More media coverage• More engagement
SEO
Traffic
Increase in traffic from the newsroom to other areas of your website
Added a newsroom
Stopped publishing content regularly
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)
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.
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.
Questions?
Ask for a demo of the newsroom and/or the dashboard.
