Content marketing: Become your own media outlet

Content marketing: Become your own media outlet

Price: $395
Member Price: $295

Did you hear about the hospital chain that caught CNN's interest by its own nurse's visits to a violence-plagued Chicago neighborhood? Or the juicer manufacturer whose full-length documentary caused a run on their product?

Boost your own organization by adopting the approach of journalists and TV producers. In this three-for-one session, hear how to gain value by producing stories, blogs, videos and other content your customers will devour.

You'll learn:

  • How to become a media outlet, rather than begging journalists for coverage
  • How to use the new social media editor as a bridge between organizational content and influencers throughout the Web 2.0 world
  • The importance of tone, concision, consistency, and storytelling to a content brand
  • How to think like a TV producer
  • How to create a news desk to assign, edit, post, and maintain the content on your site
Product Code: Z3WC27


SESSION 1 (75 minutes)
Brand journalism and the new role of the communicator in the Age of Content
Mark RaganYou know how it feels. You phone up a reporter. Say, "Hi, did you get my press release?" Then you hear a click and a dial tone.

It doesn't have to be like that. A new era is upon us. You no longer live and die on whether you can beg traditional media to take notice of you.

Organizations are becoming their own media outlets, says Ragan Communications CEO Mark Ragan. Today, organizations of all types are overhauling their websites and social media channels to take messages directly to customers, stakeholders, the old media, and new influencers.

In this video session, you will learn how to:

  • Aggregate the best content in your niche
  • Combine this content with research reports, how-to stories and user-generated information from community social media sites controlled by the brand
  • Share content easily and instantly on many social media sites
  • Use the new social media editor as a bridge between company content and influencers throughout the Web 2.0 world
  • Establish a disciplined approach to content integration that guards against "build it and ignore it"
  • Persuade senior leaders that brand journalism requires time and money. It's less expensive than traditional advertising but it's not cheap
  • Measure ROI with clear goals and an understanding of what is possible
  • Integrate member-generated content into your organization's Web 2.0 presence daily, including the new content site and social channels

This trend, which exploded in the last year, can be neatly summed up in three phrases.

  1. The organization as a media outlet.
  2. The organization as the number one content curator for customers, stakeholders and employees.
  3. The organization as community organizer.

Brand journalism is the organization offering to customers, clients and stakeholders news nearly indistinguishable from the content in a trade publication, a news site or even a general circulation magazine.

Some visionary organizations do this radically new marketing better than others. The difference lies in how well they practice brand journalism.

Reshape your media landscape when you attend this session.

Mark Ragan, CEO, Ragan Communications

SESSION 2 (60 minutes)
Turn your content marketing costs into tangible assets
Andrew DavisA marketing team was powwowing one evening, trying to come up with a strategy to rule the world.

It was getting late, and the CMO ordered Chinese takeout, says content marketing wild man Andrew Davis.

One of the staffers said, "Wouldn't it be funny if you just took everybody's fortune cookie and turned it into marketing advice?" Andrew says.

The idea became Today's Marketing Cookie, in which people send in their fortunes from the Chinese cookies and the CMO use them as takeoffs for his blog posts. It became hugely popular.

This is just one of the examples Andrew discusses as he reveals the secrets behind building a content brand. He shows how to treat your content as a product and inspire yourself to think like a TV producer to grow your business.

In this session, you'll learn:

  • Why you must start with basic newsletters and work up
  • How to think of content as a product
  • The importance of tone, concision, consistency, and storytelling to a content brand
  • Can you brand customer-story content?
  • The importance of building your audience
  • Everything that is old is new again
  • Why thinking of content as a brand spurs experimenting, risk-taking and innovation

Andrew Davis is the author of Brandscaping.

SESSION 3 (65 minutes)
Running the news desk:
How to build an editorial process for content marketing

Jim YliselaRecently Advocate Health Care launched a website that caught big media attention in the whirlwind of digital noise. The site, created with the help of Jim Ylisela, scored big media coverage, such as a CNN piece headlined, "Nurses dodge bullets to provide care." Running a website rich in content is no small task. Hear how to move from conception to launch. Join Jim and get answers to your questions about brand journalism.

In this session, Jim will show you how to:

  • Evaluate your in-house editorial resources and "evergreen" content
  • Establish editorial and style guidelines
  • Create a news desk to assign, edit, post, and maintain the content on your site
  • Incorporate expert voices into your content
  • Balance content curation with original reporting and writing
  • Develop a brand voice and consistent writing style for your site
  • Create blogs, videos, and social media to complement your stories

How do you take the plunge into content marketing? Glean ideas from Jim. Where will all the stories come from? It takes a commitment, but it's not as hard as you think.

He'll help you think through whether your communicators write them, and when you will share them. Will you curate the site with stories from around the Web, write your own, or do both?

Jim Ylisela is president and co-owner of Duff Media Partners Inc.