Fit to Print: Creating Purposeful News Content

FIT TO PRINT

CREATING PURPOSEFULNEWS CONTENT

Georgy Cohen@radiofreegeorgy #confabedu

http://www.flickr.com/photos/49392356@N03/8446610848/



“To set his paper apart from its more sensational competitors, [New York Times publisher Adolph Simon] Ochs adopted the slogan “All the News That’s Fit to Print” (first used October 25, 1896) and insisted on reportage that lived up to that promise.”

Encyclopedia Britannica

WHAT IS ‘FIT’?http://www.flickr.com/photos/usdagov/7087349351/

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WHAT PROMISEDOES OUR

NEWS LIVE UP TO?




NEWS IS NOT INHERENTLY

VALUABLEhttp://www.flickr.com/photos/74497032@N08/6900311851/



WHOCARESABOUT

YOUR NEWS?

Less than 1% of visitors view a news release.

We can see by looking at landing pages for visits that include a news release that, when a visitor lands on a news release page, it is typically a dead-end with most of those visitors leaving the site from that page.

- Chris Scott, Headscape

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http://boagworld.com/content-strategy/website-news/



Less than 1% of visitors view a news release.

We can see by looking at landing pages for visits that include a news release that, when a visitor lands on a news release page, it is typically a dead-end with most of those visitors leaving the site from that page.

- Chris Scott, Headscape

“


NEWS INHIBITSTASK COMPLETION

http://www.flickr.com/photos/robandstephanielevy/4616960925/



It is not enough, for example, to write a press release saying how your organisation has won an award. Instead you need to clearly explain how that benefits the user.

- Paul Boag, Headscape

“




Why does thismatter to theinstitution?

Why does this matter to me?

HOW DO WE MAKENEWS SOCIAL?http://www.flickr.com/photos/33917831@N00/2911248047/

VALUEOVERVOLUME

We focus on publishing content our readers love so much they think it is worth sharing. It sounds simple but it’s hard to do and it is the metric that aligns our company with our readers. In the long term it’s good for readers and good for business.

- Jonah Peretti, Buzzfeed (July 2012)

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http://cdixon.org/2012/07/24/buzzfeeds-strategy/



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NEWS IS THE‘SHOW DON’T TELL’

OF OUR BRAND

http://www.flickr.com/photos/eleaf/2536358399/



Universities have an opportunity to leapfrog the mainstream media and explain our research, teaching and wider contributions to society in forms beyond the text-based press release. ... We have websites, and access to the tools needed to reach the public.

- Kyle Christie, formerly King’s College, London

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http://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/



NEWS NEEDS

CONTENTSTRATEGY

1. PROCESS2. PRODUCT

3. PEOPLE





1. PROCESS




CRITERIA







SOCIAL PROMOTION






CONTENT DISCOVERY

EDITORIAL CALENDAR

http://www.flickr.com/photos/49392356@N03/8446610848/ http://www.flickr.com/photos/chefranden/390872656/MEASUREMENT

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Planning and publishing#cssummit @radiofreegeorgy

http://en.wikipedia.org/wiki/Pocket_protector

TAXONOMY

37http://www.flickr.com/photos/argenberg/184104386/http://www.flickr.com/photos/soldiersmediacenter/4367407655/

LANDING PAGES

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http://www.flickr.com/photos/soldiersmediacenter/4367407655/

“The old mantra that every page needs to be a homepage has never been more true...The goal is to give [the reader] a clean and interesting reading experience for the article... and beyond that to make sure that we are giving the reader a sense of what else is on our site.

- Bob Cohn, editor, Atlantic Digital

http://www.niemanlab.org/2012/08/coming-in-the-side-door-the-value-of-homepages-is-shifting-from-traffic-driver-to-brand/



#ncsrmr @radiofreegeorgy

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Story metadata:-

EDITORIAL PLANNING

41REAL-TIME

42CONTENT HUB

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2. PRODUCT




The ultimate goal is to retire the press release. It’s a great holder for facts, but you’d never want to read one. We want to tell stories.

- “We Want to Retire the Press Release”: An Interview with GE’s Tomas Kellner, Contently, July 29, 2013

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http://contently.com/strategist/2013/07/29/we-want-to-retire-the-press-release-an-interview-with-ges-tomas-kellner/



2 . STORYTELLING AND CONTENT TYPES

http://www.flickr.com/photos/49392356@N03/8446610848/http://www.flickr.com/photos/eguidetravel/5662538696/

1. CONVEYRELEVANCE

2. EVOKEEMPATHY3. SPURACTION

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#ncsrmr #psuweb12 @radiofreegeorgy



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3. PEOPLE





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http://www.flickr.com/photos/vitike/5217716870/in/photostream/






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Owned and facilitated

Take, share and archive minutes

Source ideas from across campus

Include social, photo and video

Revisit editorial priorities

Share measurement



THANK YOU!

QUESTIONS?@radiofreegeorgy@meetcontent




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Fit to Print: Creating Purposeful News Content