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How outstanding content can help reinvent your brand, change your culture and more
Corporate Communications Content Summit 2018
My path to here
Amber AllmanVice President, Corporate Communications & Events
My starting line at Gannett
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Challenges
Problem #1 Most consumers and businesses did not even know what Gannett was. At least half the people I encountered mispronounced the name.
Problem #2Gannett was a holding company with no cohesive story.
Problem #3The flagship brand under Gannett, USA TODAY, had really lost its mojo. This was a brand that was iconic and innovative in its time. It was internet news before there was an internet.
Problem #4Very little communications efforts were proactive.
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Opportunities
• We had a very well known brand – one that was bold, innovative and consumer-friendly. Hint, hint … USA TODAY.
• We could create a cohesive story out of all of these assets at our disposal.
• We could become strategic and proactive to tell our story.
• And, we had 20,000 employees across the United States that could become our biggest brand ambassadors and help share our story and excitement.
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But How Do I Create Outstanding Content?
• Prioritize
• Have a Purpose
• Craft Your Story
• Legitimize
• Be Proactive
• Amplify
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Prioritize
• Audiences
• Messages
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Have a Purpose
• What do you want to be known for?
• Creates passion for employees, consumers and partners
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Craft Your Story
• Be Your Own Reporter
• Create Content for Your Audiences
• Make Messages Appropriate for Differing Platforms
• Find Your Differentiators
• Humanize Your Content
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Legitimize
• Data is king …but don’t play games
• Have more than one source
• Ensure you’re being consistent across the company
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Be Proactive
• Do not let others dictate your brand’s story!
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Amplify
• Once is not enough
• One platform is not enough
• Use your brand ambassadors
• Think outside the box
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But Does This Really Work?
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= = ?
Let’s Try It!
• Prioritize
• Have a Purpose
• Craft Your Story
• Legitimize
• Be Proactive
• Amplify
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Prioritize
• Audiences
– Consumer
– Businesses
– Employees
– Investors
• Messages
– We are not a newspaper company
– Defining the USA TODAY NETWORK
– We are industry-leading innovators
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Prioritize
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Have a Purpose
• This is not your company’s business mission or vision.
• This is what your company does ‘for the greater good.’
• This can help align your messages.
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Have a Purpose
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We empower communities to connect, act and thrive.
Craft Your Story
• Go look under rocks.
• If you were a reporter pitching this to an editor…
• Don’t serve a party of one
• Add something to the story that no one else can
• Be human
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Legitimize
• If your company does not have consistent data points that are agreed upon across the company, force it.
• What you put out there better be ok’d by all the right stakeholders.
• The left hand needs to know what the right hand is doing.
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Be Proactive
• It sounds obvious, but have a plan.
• If you have the tools, measure your baseline.
• Find the best ways to share your key messages with your key audiences.
• Execute. …easy right?
• Share your results.
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Be Proactive
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Amplify
• Trust me, you need to say something more than once…most likely, more than 100 times.
• Be sure you’re looking at all of the platforms, news outlets and industry events that your key audiences are frequenting. Be there…with consistency. Or, create your own.
• Employees and clients can be amazing advocates for your story. Inform them, arm them. Reward them.
• Where else can you unexpectedly reach key audiences? What messages can help you do that?
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Success
• In 2017, our team drove nearly 200 billion earned media impressions worth just under $1.5 billion from tailored storytelling, secured interviews and speaking opportunities.
• We led 20k employees across 100+ local to international markets to become our best brand ambassadors.
• We beat out all of our competitors on B2B share of voice – except one. We tied with NYT.
• We beat out all of our competitors on telling our story of innovation – including many non-legacy media companies.
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Thank you! Questions?
Amber Allman@itsaallman