Telling Your Brand Storywith an

Online Newsroom

@sallyfalkow@pressfeed

#ownthenews

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

Tell the Brand StoryTelling a brand story needs to be:• Intentional• Constant• Focused.

Who Are You?Develop an Identity – How you look , what you say, what you doKeep the brand at the center of the storyAlways stay on message about the brandAlways be true to your values

Build the StoryEvery business has a story to tell –• Origins• Growth• Challenges• Successes• Losses• Comebacks • Testimonials• Media coverage

“Woven together intentionally and constantly these elements create a

tapestry that tells your brand story.” Forbes

What content should we cover?

1. Act like a traditional newsroom– Reporters– Editors– Designers

3. Monitor and comment on industry news3. Conduct interviews4. Go to events and report on the content

Media

What the Media Wants

• Provide content the media newsrooms no longer have the resources to cover – medical, travel, visuals.

• Create in-depth stories the media won’t cover on their own

• Offer access to resources and experts

Newsroom• Featured Story• Video• Images• Infographics/Charts• Trend Stories• Expert Database

Search Engines

SEO

Content for GooglePanda Update July 2015Original contentConstantly updatedIn-depthAuthorityRich mediaOptimized

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

Content IdeasCompany News Customer StoriesIndustry Trends Company HistoryProduct Knowledge Big MilestonesFact Sheets EventsNews Capsules Social contentExpert Database Analyst coverageImages Frontline storiesVideos Employee spotlight

Results?

• More traffic• More media coverage• More engagement

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• www.sendible.com/partners/meritus for 10%

discount

Questions?

sally@press-feed.comwww.press-feed.com

Ask for a demo of the newsroom and/or the dashboard.