Content Marketing - Thinking like a Newsroom, Andrew Morgan
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The document is a keynote by Andrew Morgan discussing how content marketing should adopt a newsroom mindset to consistently produce impactful content that aligns with business goals and engages various audience personas. It emphasizes the importance of agility, measurable KPIs, and innovative content creation strategies while leveraging technology and collaboration. Key insights include the effectiveness of credible content, diverse formats, and the necessity for a structured content calendar to optimize outreach and measurement.
Content Marketing - Thinking like a Newsroom, Andrew Morgan
- 1. KEYNOTE Content Marketing - Thinking like a Newsroom Andrew Morgan CHIEF CONTENT OFFICER I1 GLOBAL MEDIA LAS VEGAS, NV ~ OCTOBER 28 - 30, 2024 DIGIMARCONWORLD.COM | #DigiMarConWorld
- 2. CONTENT MARKETING THINK LIKE A NEWSROOM Inspiration & Ideation Publish & Distribute Metrics & KPIs Andrew Morgan CCO i1 Global Media
- 3. NEWSROOM MINDSET & CONTEXT Newsrooms curate and create content all day & everyday! Modern content marketers produce on-brand content that resonates with multiple audience personas, journeys and channels on a consistent basis with measurable KPIs. Always-on with a News Room & ABC mindset. For a very good reason - content marketing generates three times as many leads as traditional outbound marketing but costs 62% less. (CMI 2023) Content powers all customer experiences and marketing channels. Creating content like a newsroom that supports the customer journey and the brand requires finesse, agility, consistency and scale.
- 4. CONTENT CREATION GOALS Content Marketers need to align strategy to business goals. Pick one! ● Improve revenue ● Generate great leads ● Increase conversions ● Boost brand awareness and authority within your industry ● Attract strategic partners ● Enhance your customer engagement ● Build rapport with both new and returning customers ● Stand out within your local market
- 5. CONTENT CREATION INSPIRATION Tech & data-driven sources of inspiration: AI, trends, keyword research, audience research, channel research, Social listening > Hootsuite, SparkToro, SEMRush, Gemini, Google Trends, etc. Collaborative sources of inspiration: Employees, partners, competitors, repurpose & audit existing content & gaps, Subject Matter Experts (creators, analysts), live experiential events, curation (directory, news), recognized industry publishers… 65% of buyers strongly prefer credible content crafted by industry experts & influencers over other forms of content. WHY?
- 6. CONTENT CREATION IDEAS Diversity your content: Hub & Spoke, content flywheels, use case & real life examples, infographics & data/stats, podcast, webinars, advertorial, PR, Experiential events, evergreen, holidays… Audit, repurpose & recycle your content: Update the outdated, fresh spin old story, new chapter/evolution, gaps…
- 7. THINGS TO CONSIDER… ● Create content through the lens & lifestyle of your target audience. ● Have 4-5 audience personas in mind and journey stage. ● Reach customers in a way that feels organic and intentional. ● Solve audience pain points, problems. ● Build trust at every step. Misinformation is a thing! ● Consistent voice/style/tone for each audience segment. (AI prompts) ● Don’t be boring - engage, inform & delight, interactive, “Edutainment”. Speed & Agility: Are you flexible, agile, timely, relevant? Can you test, learn and optimize? (summerlin happy hour)
- 8. CONTENT CALENDAR With clear goals, personas, inspiration and content types a content calendar defines the what, when, where, who and why of producing content. Shared Google Sheet with dates, channels, goal/outcome, KPI, topic/title, contributors, etc.
- 9. CONTENT CREATION ● Industry writers - in-house or marketplace (Verblio, Scripted). ● License content from industry publications (NY Times). ● Subject matter expert creators/influencers (i1 Global Media) ● Outsource to creative agencies, studios, Fiverr, etc ● Acquire a relevant publication with established audience. (The Hustle) DIY Portable Production. Today we have a news van in our pockets! Cameras, apps, AI, etc for professional grade production and publishing capabilities to enable A.B.C. Can be a hybrid/mix of several.
- 10. CONTENT DISTRIBUTION “The Medium is the Message” Marshall McLuhan knowing where and how your audience is getting informed is just as important as who your audience is. (SparkToro, BuzzSumo) Large Language Model AI - A new SEO? Instead of backlinks, incorporate your content on sites used in the training data of large language models like Gemini, ChatGPT & perplexity to create an opportunity to be top of the SERPs. Redditt sells data to LLMs, NYTimes suing OpenAI for using copyrighted content in training data… Indicative of where you might need to do PR, comment marketing, content partnerships or editorial pitches (“can we get into your next edition?”)
- 11. No matter how creative, memorable, or popular your content is, every asset will be judged by the impact it makes on your bottom line. ● Channels have standard metrics (CTR, Engagement, opt-out, etc) ● Connect all channels to core reporting and analytics (GA4). ● Vanity metrics alone don’t provide real insight (views, likes). ● Beauty is in the eye of the beholder (Who cares about links?). ● Organize your content to capture metrics & moments (Triggers). ● Organize your data for easy reporting (hierarchy metrics). CONTENT METRICS & MEASUREMENT
- 12. CONTENT METRICS & MEASUREMENT