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The News Chair

Give Audiences the News They Want

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The word “newsroom” may give people the thought of a room of editors and reporters hustling and bustling to get the latest breaking news and convey a variety of stories to their viewers or readers via one publication or station.

 

Tiffany Whisner

Tiffany Whisner

When it comes to an online newsroom, however, your corporation or organization needs to make sure to focus on multiple audience interests.

 

It’s a one-stop-shop for ANYONE, not just the media, to learn everything they need to know about your business. So make sure all your different audiences get what they want.

 

Steps to building an effective newsroom

In his article, Jon Bernstein says, “Building an effective brand newsroom isn’t about creating the next big phenomenon. It’s about consistently giving an audience what it wants.”

 

Here are some ways to do so:

  1. Define your audience. Create a persona of your ideal customer. Every time you produce a piece of content, consider what angle best suits his or her needs.
  2. Establish an editorial proposition. Provide information that is useful and valuable to your target audience. Don’t just talk about your own brand.
  3. Find your tone of voice. Being relaxed, informal and direct works well, especially when working across multiple channels.
  4. Establish no-go areas. Define up front the subject areas you are willing to write about and those you should avoid.
  5. Be ready to react to breaking news. You must be able to publish and distribute content on the fly with skill, confidence and authority. You also must know which medium will work best.

 

How to design an online newsroom

Then, what are the basics that must be included in an effective online newsroom? Jackson Wightman shares some of the elements in his article for PR Daily.

 

  • Make media contact details obvious. There should be a person who is listed as the point of contact. This should be above the fold and highlighted.
  • Link to news releases and media coverage. This provides an out for journalists in a hurry who may not be able to speak with your company’s or client’s executives.
  • Include a media backgrounder. Have a least one backgrounder on the company and one on a new line, product or service you’re launching.
  • Include executive bios. Some press segments will want to know about the bosses. Be safe and include these.
  • Be social. Your newsroom should have clear social media links. Brands may also embed widgets to display the latest social status updates.
  • Multimedia content is a MUST! This can make or break your newsroom. Have hi- and Web-res photos, along with videos, audio recordings and logos.
  • Show off case studies. Why not show interested media how you’ve helped clients overcome their problems?
  • Display blog content on the homepage. Feature relevant, popular blogs on your newsroom homepage.
  • Make it all searchable. Media are time-crunched. They will abandon ship if they can’t find what they want.
  • Optimize around keywords. The online newsroom offers a chance to optimize content based on keywords.

 

If you build it, they will come

According to the 2013 newsroom report, “How the World’s Top 100 Brands Are Using Online Newsrooms to Tell Their Stories,” noted in this article by Lisa Buyer, 98 percent of brands report they have an online newsroom. But 35 percent fail to keep news up to date.

 

The online newsroom is a great opportunity to tap into all the quality content that can add value to media as well as potential customers and clients. And we have a team to make your online newsroom the best it can be!

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Is “Data-Driven Creative” an Oxymoron?

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Data-driven ads … it’s the Holy Grail for getting in front of customers with the marketing mantra — right place, right time, right message.

 

Alan Schoff

Alan Schoff

But effective advertising has always needed to anticipate needs and desires, then satisfy those wants with a brand promise made in the places where target audiences are most likely to see it.

 

Data has a place in the creative process. It’s how we glean insights and find touch points that speak to any given audience. While it’s not the end-all answer, data still has great value in deciding what to say and how to say it.

 

The new face of marketing data

Of course, today’s data is often a derivative of marketing automation and following our Internet browsing habits through cookies and other means. Then, advertising exchanges serve up those ads most relevant to our searches and browsing habits.

 

If you’ve been looking at hiking boots online, you might also be interested in wool socks, sleeping bags or tents. Retargeted ads will follow you around according to the item or brand you were looking at or the keyword you were searching.

 

With the right information pulled from the data, marketing messages can be more personalized, relevant and meaningful to the people who are most likely to be interested.

 

Driving or just influencing creative?

Even armed with the best data about Web traffic and people’s interests, there’s more to connecting people to your cash register than just number crunching. There’s plenty of art that needs to be blended with that science.

 

Fortunately, for those who live and breathe in marketing’s creative spaces, the most semantic data-gathering algorithm is unlikely to achieve the essence of humanity and our unpredictable aspects and emotional responses.

 

If it were true that all the answers to marketing could be found in the data, most online advertising wouldn’t be as poor as it often is. A lot of online ads simply do not live up to their brand promise. So what’s missing?

 

Good, old-fashioned, solid creative — or, rather, the new paradigm thereof. It’s always what you do with the data that counts.

 

Creative in content is king

Developing great creative for advertising and marketing is a process. It may include conscious and subconscious analysis, contextualizing, digestion and regurgitation. The end goal is always to connect with people at points that intersect with their personal interests, not just the brand’s interests.

 

The best ideas rarely come from mere perusal of relevant data or from a “brainstorming” session. Those are more effective to seed, water and fertilize concept development.

 

All of the data input is absorbed, sometimes stretched beyond recognition, slept on, stomped on, showered with, taken on a drive to and from the grocery store, and in many other ways processed, cooked and jelled.

 

What comes out of it is the content you need to sell a product. It’s the right message that, when put in the right place at the right time, gives you the right results.

 

While data may be a key ingredient, it is still the creative that gives it the secret sauce. So basing your creative entirely on data is, by definition, not creative, and likely to fail in its effort to engage and nurture customer relationships.

 

Need some of that secret sauce cooked up from your data? Give us a call at Coles Marketing.

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