Compelling Content That Sparks Engagement

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COMPELLING CONTENT

ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING

AGENDA

• About GateHouse Media

• Framing content

• Good, bad content

• What’s working in native advertising


• Q&A

Compelling Content That Sparks EngagementKey to Native Advertising Success

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• Oversee content strategy for GateHouse Media

• Set print and online direction

ABOUT ME

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• Oversee central services: Center for News & Design in Austin, More Content Now, training, development, etc.

• Was editor at community-size newspapers

• Have worked on corporate side for eight years

• Came up as an education reporter and page designer/copy editor


New Media is one of the largest publishers of locally basedprint and online media in the U.S.

ABOUT US

LOCAL NEWS

Portfolio Overview

Community Publications

Related Websites

429

356

100% of our daily newspapers have been published for More Than 50 Years

New Media Reach

Operate in 356 Markets Across 24 States

Yellow Page Directories6

Digital Marketing Services Business

Reach over 12 million people on a Weekly BasisServe over 130k Small & Medium Businesses


Compelling Content That Sparks Engagement Key to Native Advertising Success

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• Local coverage that’s smart, informative and fun and fast online and deep in print

OUR CONTENT STRATEGY

• Enterprise and watchdog work that tells me something I didn’t know and breaks ground

• Reader engagement that connects audiences with our journalism and journalists and makes the reader part of our products


Three over-arching content goals

1 Making readers smarter: This is the water cooler question: Does this story

OUR CONTENT STRATEGY

1 Making readers smarter: This is the water cooler question: Does this story,

website, front page make me smarter? Do I know something interesting to share?

2 Connecting emotionally: People take action when you touch their emotions.

They are more likely to share the story if they have laughed, cried, felt indignant … felt something.

3 Offering solutions: Readers have always wanted something more than gloom

& doom. Does this story challenge leaders to look for solutions, instead of just reporting problems? Does it help them find a solution to make their family life, their weekend life better?



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BuzzFeed’s model

Th h i h

ANOTHER STRATEGY

• Three ways they try to connect with audiences: Bored in line, at work and at home

• 3 things determine if they will do a story:— This expresses my identity— This made me feel “x,” I want you to feel “x”to feel x— This supports a view I already have


Whatever your strategy, have a goal, a criteria; don’t just blindly cover stuff

LOTS OF CHOICES

• Press releases• Articles• Blogs

• Photo galleries• Video• Audio

• Surveys• Infographics• Social media posts• Blogs

• Guest blogs• eBooks• Newsletters• White papers• Media

partnerships

Audio• Podcasts• Playlists• Email marketing• User Generated• Q&A’s

• Social media posts• Slide shows• Customer testimonials• Product reviews

C t t i l d thi f b i fil t t d i


Content can include everything from business profiles to trend pieces –key is to be aligned with advertiser’s brand strategy


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What’s great native content?

I i h l ' li h h ' hi ki b

NATIVE ADVERTISING

• In tune with people's lives, what they're thinking about now

• Answers questions

• Provides information

• Provides entertainment, an escape

• Touches people's emotions• Touches people s emotions

• Connects with categories that are critical to their everday livesFood, home, health, education, auto, doing stuff


NATIVE ADVERTISING

Sample campaign for ABC Landscaping

Sample content for a campaign:Sample content for a campaign:

AUGUST ARTICLES

BUSINESS PROFILE: ABC Landscaping has been part of the community for 30 years.

SIDEBARS: Photo gallery: ABC at various community events and working on public buildings/landscaping since 1984; contact information sidebar

MOWER SAFETY: More than 300,000 people were treated for lawn-mowing injuries last


p p g jyear in the U.S. ABC Landscaping Co. offers expert tips on safe mowing for kids and adults.

SIDES: Video demo of safe mowing by ABC staff; American Academy of Pediatrics’ advice on when kids should be allowed to mow the lawn; ABC Landscaping mowing service specials this month


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NATIVE ADVERTISING

Sample campaign for ABC Landscaping

AUGUST SOCIAL OCTOBERSEPTEMBERAUGUST SOCIAL MEDIA POSTS: Best flowers to plant this month, watering tips, mowing tips

OCTOBER

ARTICLES: Hardscapes, putting your lawn to bed

INFOGRAPHIC: Benefits of aeration and thatching to lawn

SEPTEMBER

ARTICLES: Landscaping trends, sustainable landscaping

INFOGRAPHIC: What is sustainable


SOCIAL MEDIA POSTS: Best to plant this month, natural Halloween décor ideas, freeze forecast

landscaping

SOCIAL MEDIA POSTS: Best to plant this month, fertilization tips, pruning tips

GOOD CONTENT



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GOOD CONTENT


GOOD CONTENT



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GOOD CONTENT


GOOD CONTENT



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What makes bad content

Thi ki h i ' i i ' " l " ki i i l

NATIVE ADVERTISING

• Thinking that it's easy, it isn't a "real story," not taking it seriously

• Content that isn't tied into events, seasons, product launches

• It isn't tied into SEO, keywords

• It tells people to buy a product

• It doesn't offer information readers can use in everyday life• It doesn t offer information readers can use in everyday life

—Guardian


What should you do?

E bli h f f b d A i l i l h i i i

NATIVE ADVERTISING

• Establish a focus for your brands: Articles, social posts, their sites, your sites

• Content should meet the standards that your newsroom has for its news reports

• Produce interesting content and get beyond the business profile and Q&A; this isn’t advertorial

• Work with great companies that can help you do this; you’re not alone

• Have fun! This is an exciting new place you should own!



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Connect with me

T i d id ki

STAY IN TOUCH

• Twitter: david_arkin

• Website: www.ghnewsroom.com

• Email: [email protected]

My blogLinked InFacebookFacebook

• Learn about our Center for News & Design!

