Content publishing strategy

•Content•Marketing•Strategy

By Lyndon Antcliff

What is Content really about?

AttentionEngagement

Results

CommunicationPersuasion

2 Elements of content

thought

Content is merely a mechanism for

transferring a

Addict or Dealer?

Edward Jenner?Ada Lovelace? Tommy Flowers?

Addict or Dealer?

Edward Jenner?Ada Lovelace? Tommy Flowers?Kim Kardashian?

•Attitude vs Knowledge

Attitude or mindset is difficult to learnKnowledge is easily picked upMost content creators work on instinct, not learned theory

Disciplined practice is the key to improvement

Get in tune

Expect the expected in an unexpected way

Build a

PublishingMachine

•Psychographic • The content is viewed in the mind of the viewer

• Content should created for reaction

• People are attracted, think, react

• Mental triggers cause positive reactions

• Reader has a psychographic profile

•Mass Publishing We want to attract as many people as possible

We want social signals to propel the content in front of as many of the linkerati as possible

We expect a proportion will have linking ability

Helps us to scale

Tabloid mind setStar Wars

•Tabloid Content There is a war going on right now online forthe attention of people's minds

We are not creating Encyclopedia Britannica

You either get attention or you do not

Twitter complains when people try to getattention yet still clicks through

•Human MindHigh brain or conscious brain

Mid level brain or sub-conscious

Primal brain

in 3 minutes

•Primal Brain Ancient part of the brain

Wired to keeping you alive

Responds to fear, danger, death,Sex, greed...etc.

Controls the adrenal gland and hormones

Loves a cracking headline

•Sub-Conscious Can perform 11 million processes atonce, conscious brain can onlyPerform 40 processes at once

Emotional, attaches memory to outsidestimuli

Irrational

Impulse buying/linking

•Conscious Conscious brain is what we think is the brain

It deals with the auditory and visual input

It has great intentions that are subverted by thePrimal and the sub-conscious mind.

Most decision making is not conscious

What is Newsjackin

g?

An element of news plus

something extra Creating

something new which promotes

brand

Bongo Bongo Land

Why Newsjacking

?

Potentially High ROI

Low cost to implement

Few will notice if you fail

Hard to do

Hard wired to capture the

conversation

Narrative can be crafted to adapt

to the brand

Can be massive if the wind is blowing the right way

Get in tune stay in tune• You must constantly scan for the next usable news items• Make the news part of your daily flow• If you are naturally good at newsjacking you are already there• Fine tune the process• Already have what is useful defined• You are a dealer not a junkie

Feed the Hungry Crowd

Feed the hungry crowd• The media are hungry for fresh news• People want a deeper understanding of current news• People want more information about what they are thinking about• People want a twist, a different view of what is on their mind• Sometimes people desire more information about Kardashians

Big news little news

Big news little news• Going after big news such as Star Wars makes sense• Going after small, but sector specific news also makes sense• Decide whether which type of newsjacker you want to be• Big news means big prizes but smaller stories have a higher success

rate

Star Wars

Star Wars• Star Wars is an exceptional event• Huge, starving crowd of fanatics hungry for new info• Wealth of content to fit any brand• Ability to go big• Going obvious runs into “megh”, must have a twist• Lots of fun

Expect the expected in an

unexpected way

Predicting the expected unexpected• Known events will be covered by most• Wait till something unexpected happens and newsjack that• You have less competition for a competitive subject

Made in Cornwall

by

Cornwallseo.com

• Credits

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• https://www.flickr.com/photos/yorkjason/1344842047/in/photolist-33QEFR-9zskDs-f6L8xg-fJVL7d-9pzuDh-7obf2H-7obett-qAS8Tp-7TzbME-fzCgAE-azepKm-fJDci4-Cs51F-7SuXRp-RBEZR-687vod-4391m-5RUVBm-N5pt4-bzGdU6-81wRoG-ceMGMY-9zsnE7-6Fnccq-ehfG8h-5qwzQ8-uXKQV-LDeZ-93DRny-4NAjPQ-DQB6-dfFQmK-9H3J2F-atJdJP-csfTfs-tuAcwV-4xx3F2-7zeycg-gbHrt7-4wEovV-5ddzgQ-r7yics-bzGdHX-bmMkVh-bKaMi-ase2J2-ynvLY-5SbJeg-DgMzQ-8rL2c

• https://www.flickr.com/photos/bobjagendorf/9310892980/in/photolist-fbLL6A-eBJS4y-fbLLaS-fbwuZx-fbwuXF-isiqoE-ecnEBQ-5Fg1PQ-rCKm63-E4m-8FS3az-oPM1cL-782ZjT-5tv83W-5tv7Df-5tqK5V-5tv7PY-5tv8dm-aJjxR2-4T4uX9-5nSQPG-67LsWx-88QooL-64vm6C-3QRz3s-kQtoC6-kQvogE-4T4voC-8eH2pe-4KwHoV-7pMe9x-6Wh5SV-6Wm4oC-skxmVA-roTLUP-s4fkZe-s47ioh-roGoSq-5Vuyju-tseNAy-td7UCK-tuzyaB-hRQGR7-hRQHqU-61E81H-aoXrrk-7WYXFk-kQucYX-kQtihr-kQvgtG

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• https://www.flickr.com/photos/aukirk/15799999113/in/photolist-q5c8gP-doibvc-9oyHS3-oD7E5h-57a8mx-cEHvLj-29bhf8-6DCiRV-ieAQm-ieARA-dCmM1Z-5aZHcs-6DAmiN-38JfvM-AbaqX-nnvHs-bGjLnF-e7Q9Cx-294wqU-briNAd-8dWozy-97Am4U-5SUuKE-uiC8U-eGhiYV-2gpV7r-rJqpw-5aaRyU-4iCcYp-76Xr92-5aaRXY-59pSXY-4CX1Dr-cAPJ1-pUUGBJ-6nkkba-5vxSGm-5VQyDg-5gSHp4-5u18Ud-hapmb9-65vYNC-63525W-boQts3-kxXYWk-9Uk51H-8KrWLt-7M5zfZ-qC6hLp-6zZGGe

• https://www.flickr.com/photos/purdman1/2875431305/in/photolist-5o6kxP-xRFGd-7gnPsX-8Cjveb-311W1T-7xhQV5-7Pkuea-8UsG9o-49Kjo7-7xdXsX-8R9WMw-cbcV1b-dtgib-6saRWb-7yQy9-5Q7QJu-MpvV2-aeCMik-jcAkYy-9JJp15-7v1Cyy-4EcXu2-MpvUR-jXvy-75PYL9-75L6NK-63tyGG-9ciWaq-2DXAEd-x7Yt7-vhkD4w-fHXwEC-aeFF1f-bp2Qxn-dypgV-hi74wv-8tyjVg-WhuL-6tFn3y-fBdUv6-qYWTer-nHPVbc-hvbga-7yRvX-9qEVrj-ciKcPU-a4fgSm-fBtgwm-75Q4q7-dpXbd5

• https://www.flickr.com/photos/barzan-qtr/3386641358/in/photolist-6agquf-6pGKuP-69pNSR-b7AVtH-n4rCLn-hQPmWp-4bBihf-rjtbSe-4o3gC8-q6mQZk-4N4qf9-a5bJJf-oKz53c-dEzMQg-S6UGh-5VVkAr-e23hbp-jBhtB1-3YHZC-6pVDwc-dWEs64-mU17KX-mrwukm-dEzMDk-5Zej4U-eRTMoj-FVZ1B-5D5Q4i-bmNxvH-aj2Ts-5Dkzgj-cnHc2j-nSGG1u-3zkhth-4rF17Y-nfWTdJ-aBE7H5-fPfBMb-4wMgQE-zXkvt-4X1RqC-bsQuhG-S6UXL-8tCZEc-DYKbZ-f3qQKu-gGGaE-GhFvb-kbeXGs-4Xu3qq

• https://www.flickr.com/photos/13606325@N08/2416993706/in/photolist-4FzJ2h-dW9X9R-6pp1Et-dABgMF-iEoTKj-ipJb1g-wELz2-4Wo85-fvudQG-bm5Ny4-iXvMTo-25BYRZ-rvEFyC-dzk4mg-kkuHXZ-6pt9FJ-gbA7WS-CbvEz-ahdAKT-79WHt-9KjMX2-dZtmtq-jrb4Yo-rf4BB1-6cfyhN-oTviV1-7aj2F8-ddzXc7-4SFygK-74kr9F-6QRCf1-aiQhW7-aoZ8wS-4CCM6A-7oU4R-adRtu5-nqC9Nq-s1pDjw-qEaHCt-nhEhMP-bsHxr8-eSr9GM-5JastZ-qSJWRg-h7ghTQ-2GChy-aCRkMh-mbtmz6-dKAXEj-jmLJUk

• https://www.flickr.com/photos/eflon/4246570737/in/photolist-7tfMwR-fxAT2m-nRF2yr-6xDUat-59NZKp-6VxK6o-6D5uER-32rDTw-aoXDo9-asqqRZ-d2Lbs9-fXG2vh-7TssVJ-fFLAs6-eWZ8p-2FF4FS-e98fHq-z2xVk-dvrJ2-7RSxqT-saYTLR-q2abpk-b8wSoF-6PKGSz-24HwQ-dyjM9P-5gHW8p-X4Lsv-e3QgiR-6bE7WH-fNj2UL-3nhdr5-qapuB1-zCqAQ-4DZf3t-9nJ8yx-pndyEy-xvB2-eUSVCi-4gUtV-4YoiBd-ogT3Aw-ns9Mkj-bjYmcs-65znQ4-qtNm2U-igVkJ-e7juQN-t31R8a-bwyGVB

• https://www.flickr.com/photos/thomashawk/7215052318/in/photolist-bZz2FL-dE8pZp-aBNPrV-qj7yix-4CLJQ8-vArT9j-BQjUZ-4Nz1EB-pEk35a-4LUtmz-bxZesm-sdPTqP-bVeMkT-qwvmc3-qNXkGD-Wd54U-e2Gcb2-a3Mia-6yELkX-nNfsNs-wJRDi-Ap23W-6GRNcS-842qX-2fvh4W-gJQhJC-exoYGE-5WbduE-2fiY2j-5g77wy-7L8aqL-pQs9AN-k2ho5V-9DAnWF-ua6YKA-dC7Wfz-8ANYYm-ij5tJ-n1nGTB-73XJtd-2bzqHy-dVPAJt-ahezXn-5TfeFv-BHYmW-oAhDXt-mHUHyW-a1V3bz-8niesN-qLXrt7

• https://www.flickr.com/photos/h-k-d/7948165338/in/photolist-d7mqDq-75AaE6-4EvBZt-8Lex8L-75GuaN-bxvFRa-5WoGvo-8KxTgB-8LezNN-g1EDcJ-8Leunq-8KxFmt-gwmFi5-gwmN7H-gwm16W-8KzSsb-6E8AUB-9j6KiQ-gwmAC2-8Kxagk-5Gagvj-8TQDgg-fDRw1d-rNMu7m-5WoGsd-dyNXuM-8KzXPY-8KAEPq-cQ4VZu-8KwzPV-8Ky56x-8LbrC6-8KBabE-amRRFm-8KBbXb-dZHKZD-5WoGuJ-DkVFE-5WoGqW-5WoGhJ-5WjpVt-32fZeG-5HW5zK-8z1aPW-8KzTyA-5ZQTkb-5WjqpK-5WjqfX-5WoGsU-F4xxq

• https://www.flickr.com/photos/unisono/516724172/in/photolist-MEm6s-bjjJFH-dZi9kz-4y6KqP-sd2kRW-bfYcYP-aio9Fx-63wkHw-5Rjv2M-7Q79FC-onMFDx-7DhSuh-8nUxDb-7wFfVg-66jCMz-eJ9enK-e19c4H-e9MBsZ-dc2cpe-7AYeug-e2zuWE-9gW7nt-kcYfCw-qCBmeY-bjMJ9a-tF64Kh-cPzC8s-szTREp-2B9NQ-4Xwyce-7atKx8-817Uqm-6a14bj-bfmSq-vcrDmS-95wdsZ-uWy4KS-9a61EK-vUD2D8-fxbJYB-rPrhQD-5H1BvC-7K987z-scvsoR-bhvc68-aa2B8M-4bD4Jf-9m45yU-nbEpa2-9dPqko

• https://www.flickr.com/photos/jurvetson/124853932/in/photolist-c2UJ1-8vaP2g-5rDvF8-kv7w5M-2xdo6Y-2aKS7-Kuahr-dfSGT-AwDg-cTfrdU-dXGe2y-3fAaug-r5gFGy-aKgEW

• https://www.flickr.com/photos/jdhancock/3888022463/in/photolist-6Vz8C4-8jBzoD-dz2rX5-8pFmZL-ph11Uz-pQeyAQ-nEst8Y-5o9ryr-6JChUK-eta6W-dudLBb-eya8m-hCx2po-hG1wBQ-jr58pJ-gbgUGE-82G9aZ-t2U9vG-8w51ZU-o2rqkr-aRRSD4-9AcfUD-anj3gZ-7xo9yP-oVdDTm-nMEpB7-iXQFaq-93JtxW-dLkw94-r7RkhZ-5DRi1v-tLremT-hzRS3f-qdNZKx-91gcA-oCj6n7-2nUVrf-nkipJn-qBviYz-5nb385-6fyY7F-kPCwvN-niYdWX-oYDjSM-dtPrSY-5He7kn-wdwFRX-bf1Eap-9fpLL8-qs5Dym

• Tom Collins

https://www.flickr.com/photos/tomcollinsphoto/19008741635/in/photolist-uXJLCK-3YHZC-87V3sQ-puwbsG-4ozGRf-uRE8E-dextHU-hJZSXR-7GwTFT-tLP8t-at77y-cVgJiJ-mbFZX-9pbt3N-shAgK-qg7tch-boQRU2-65b5y8-uCXhgE-d6A7J9-67NZWY-8Pi5C6-fBsxxE-aBvstD-e5Weaz-88JTVi-ohPrrk-oj14pe-v8LUz-5AMsw9-o7tSz7-7XkhM7-dPoK9J-sBo7Hm-oHNAU5-fKPw7G-92kLx9-aFkDnF-5vyRkU-Zh6RD-TXx1-a12n7o-rmc5ik-dMhqhY-byWVc6-nbFb3h-5Bskwc-5VnTvD-5TJvc3-82EESu

• John Fowlerhttps://www.flickr.com/photos/snowpeak/14629877115/

• Ted Rheingold

https://www.flickr.com/photos/bmindful/113996138/in/photolist-b5g5E-2GTAnY-c86pDf-7KjfyQ-bEwa7F-GchQt-8rKo9S-dkdPxN-bUU4Vt-a9KuwM-a9Kura-8tkTi3-8tkTaL-6qEZzQ-9sDD4w-8thSyP-z7xRk-7HpZwu-4RdnCb-fnjFW1-hUzjhQ-Lqevy-e7mPJf-7A7zNJ-HFRfv-9pJAkE-33QvDV-ijHM7-bqxiYN-mGbze-bMLfa-ee1Gzm-9KuvnX-986Cqg-46yfM-5FKoSc-9JppiE-5c5d69-e46gNm-qtuHv-8t4jzo-4T66gG-5mtBGt-dWH3LM-4bqCbe-4K8mnr-nXJas-adniE-fST57-rByn2

•aka Tman

•

https://www.flickr.com/photos/rundwolf/1595151868/in/photolist-3qXz5q-56ut84-4M9idC-6ecwPF-asR8yu-3dFxVt-pz1toU-asNv9v-asNvcx-mhxqm-asAbeg-asAbjK-4uqGX-asAb5R-asR8s9-asR8uE-7aKNAh-asR8By-asNv6F-2AW2L-axPxD-7x4dbE-7GMtC7-5EBCE2-EM6MG-3SuWE-28St4-8fBjT5-ahQxG4-28SgF-5r4jaf-jydhDW-89bRZm-9TDsSu-4BFpFz-7GM7ZA-71wG8V-pputR-48VXu-fsYaeN-kQPEJy-8oozpu-6oibCF-2omifs-6L7u4a-8okoJD-cTJUFW-6zwshZ-8WqHof-5dYY3X