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Presentation Keith Beech, Head of Content at LEWIS PR, about brand journalism during Catch-Up Kennisforum 2012.
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The new rules of content
Keith Beech
What is brand journalism?• Business investment in content
• A provider of news
• Thought leadership
• Based on facts
• Fast & topical
• Consistent generation of new material
• Adds value to customer
• Complete transparency
Values
Original content creation
Brand journalism
• Growing sector• Partial view• Specialist knowledge• Corporate channels
Traditional media
• In decline• Trusted source• Broad appeal• Limited copy space
Impact on the industry
• Be in it for the long game
• Invest in writers
• Know your community
• Have a clear set of objectives
• Make content find-able
• Ban the bland
Doing it right
• Improve results from search engines
• Enhance presence across social media
• Creation of high quality content
• Increase frequency of content production
ELOQUA - Objectives
• 67% increase in monthly search traffic
• Month on month growth in traffic
• 18,000 unique visitors to blog
• Unified processes for content creation
ELOQUA - Outcomes
• Valuable content is a PR asset
• Thought leadership
• Content to educate
• Community building
• A reliable media source
Brand journalism and PR
“ News is people. It’s people talking and doing. Committees, cabinets and courts are people; so are fires, accidents and planning decisions. They are only news because they affect and involve people.”
Harold Evans: Editor The Sunday Times
All about the content
http://social.ford.com/archive/?searchterm=rachel+veitch
• More journalists to become brand journalists
• Broader pick up across sectors
• Growth of specialist content
• Closer relationship with traditional media
• Increased share of voice for evangelists
What next?