The Online Newsroom: The Best Way to Tell a Brand Story:

1. Telling Your Brand Story with an Online Newsroom @sallyfalkow @pressfeed #ownthenews

3. Why a Digital Newsroom? Brands are publishing content – not just advertising next to what we read Brand content competes with traditional media for our attention The public wants to see how your product or service fits into their lifestyle – not just the features of your product

4. Tell the Brand Story Telling a brand story needs to be: • Intentional • Constant • Focused.

5. Who Are You? Develop an Identity – How you look , what you say, what you do Keep the brand at the center of the story Always stay on message about the brand Always be true to your values

6. Build the Story Every business has a story to tell – • Origins • Growth • Challenges • Successes • Losses • Comebacks • Testimonials • Media coverage

7. “Woven together intentionally and constantly these elements create a tapestry that tells your brand story.” Forbes

8. What content should we cover? 1. Act like a traditional newsroom – Reporters – Editors – Designers 3. Monitor and comment on industry news 3. Conduct interviews 4. Go to events and report on the content

9. Media

10. 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

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

12. Search Engines

14. SEO

16. Content for Google Panda Update July 2015 Original content Constantly updated In-depth Authority Rich media Optimized

17. 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

21. 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

22. Content Ideas Company News Industry Trends Product Knowledge Fact Sheets News Capsules Expert Database Images Videos Customer Stories Company History Big Milestones Events Social content Analyst coverage Frontline stories Employee spotlight

26. Results? • More traffic • More media coverage • More engagement

27. Traffic Increase in traffic from the newsroom to other areas of your website Stopped publishing content regularly Added a newsroom

28. 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)

29. 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.

30. 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

31. Questions? sally@press-feed.com www.press-feed.com Ask for a demo of the newsroom and/or the dashboard.