Digital News and Social Content. How to revitalize your news content and make it relevant in the digital age

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Clinton Sherman
5 years ago
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1 Digital News and Social Content How to revitalize your news content and make it relevant in the digital age

3 Adapting to the Digital World A new format: Provide the facts Package it in sections Add visual material Tag everything so it is easy to find Add embed codes so it is easy to use and republish

4 Tag News Content By using news tags, a newspaper/news site could pull together larger numbers of news stories and the PR industry would be helping the news publishers gather the facts and present them in a nearpublishable format. Source: Silicon Valley Watcher (

5 Digital Journalism 60% of news outlets have laid off staff in the last year The online audience is growing rapidly North American news outlets audience is mostly online.

6 Visual Content You can get 9.7X more views on a press releases with multimedia added

7 The Media Wants Visuals Almost every media company has a website Multimedia with a story gets more views Editors insist on multimedia with a news story Journalists editors and bloggers all say images and videos are essential

8 2013 Online Newsroom Report Only 21% of the Top 100 Global Brands use multimedia with their press releases

9 What Digital News Outlets Need A constant flow of excellent news content. Multimedia to support and enhance the story.

10 People are willing to watch a lot of video online now that speed and bandwidth have improved. How people consumer news is changing by the day. As journalists we can t sit back and say this is how we ve done it for the last 50 years and that s how we will keep doing it. We re fighting for the attention of every reader. We have to provide what people want we have to figure out how to produce better journalism and reach the national and international audience online. Jim Brady Editor in Chief, Digital First Media Formerly Chief Editor of Washingtonpost.com

11 Online Media Websites 89% use video on their site 84% will use video from an outside source 57% prefer to use fully produced, completed videos from external resources 47% offer advertorial with video opportunities 79% say this trend will continue and will grow next year Source: Web Influencers Survey D.S. Simon Productions

12 Search The one factor that has most impacted the news industry in the last decade is searching for news. The State of the Media 2011 Pew Research Image source: Danard Vincente Flickr

13 Optimizing News Content Less than 20% of releases on the wire are optimized for search Source: PRESSfeed study 2012

14 Sharing News Sharing news content is expected to be the one factor that most impacts the news in the next decade. Source: State of the Media 2011 Pew Research

15 Sharing Corporate News Fortune % of Fortune 100 companies have sharing options on their newsrooms making it easy to share news releases, images and videos INC % of these fast-growing companies provide sharing tools in their newsroom

16 New PR Skills Understand media consumption changes Learn what digital journalists need Format your press releases to meet those needs Provide quality content Tell interesting stories Add original images Add short, interesting video to enhance the story Present figures or data visually Optimize all content for search Make it easy to use and re-publish Make it easy to share Tracking and analytics

17 Understanding Search for PR and News Content

18 Google s Algorithm +/- 250 signals Relevancy quality, original content Freshness Keywords on the page relevant to the search query Title/Description = Headline and subhead Links on page Inbound links from relevant authoritative sites Mentions social proof

19 Google s Mission Google s mission is to organize the world s information and make it universally accessible and useful.

20 Focuses on high-quality content that users love Panda 2012 Low bounce rate they stay on the page Original, well-written content Sites with low-quality, spammy articles or press releases get penalized

21 Penguin 2012 Bad links Paid links Keyword stuffing Link schemes Deliberate creation of duplicate content

22 Avoid any kind of spam Google considers social signals to be a strong, natural indication of site authority and uses this in its ranking algorithm Encourage genuine engagement and grow your following of real people with real opinions

23 Headlines and Subheads You have to tell Google what your content is about Headline becomes the title Subhead can be used as the description Title/Headline Description Subhead

24 Headline Google indexes 65 characters

25 Yahoo News still #1 the largest news audience in the world They have partnered with ABC News # 12 Google News has improved in 2012 moved up for #10 to #4! Huffington Post is #6

26 News Search Operates with human editors They pay attention to rising searches and trends

27 Tip: Use Google Trends check the rising searches for your topic Yahoo! News

28 Google Trends

30 Google News Volume and originality of content produced consistently about a topic Quality and quantity of links to the news story Relevance to the user's query (keywords) Editorial interest" (how many editors consider a news story containing the search term more important than others) Page placement (have editors put a story on a site's home page or just buried it somewhere deep inside the site?) Freshness Local to the searcher

31 News Headlines Google 65 characters Yahoo News 85 characters Twitter max 100 characters (leave room for the link and retweeting) Aim for 65 characters. Use the keywords or phrase you want the release to be found for. Interesting and enticing to the reader.

32 News Search Results

33 Core news Bullet points Research Analyst data Quotes Expert sources Visual material Embed Codes Contacts Digital Release Format

34 Google Plus Twitter Facebook LinkedIn Pinterest Blogs Reddit StumbleUpon Forums Social Citations

35 News Feeds (RSS)

36 Takeaways Google is most important for web search Algorithms change good, relevant content gets results Freshness is important The news search algorithm is a little different Yahoo! News is most important for news search Google News is catching up fast now #4 Write good headlines 65 characters Use keywords in the headline Aim to be a Google News source Social citations are becoming as important as inbound links

37 Keyword Research How to find and use the best keywords in your news releases and PR content

38 Topic of Release What the release is about Any obvious keywords and phrases Brand is it a keyword? Use free tools to find keywords

39 Finding the Right Phrases

40 Free Google Keyword Tool

41 Paid Tools Keyword Discovery Correlates search statistics from a number of the world s most popular search engines to create an extremely powerful keyword discovery tool. Starts at $69.95/month WordTracker Provides access to Google s keyword tool, and uses its own custom database comprised of phrases used by people searching some of the world s best search engines. Starts at $69/month

42 Alternate Keywords

43 Google Trends

45 Google Trends

46 Collaborate Ask other teams for their top keywords related to the topic of your release Marketing SEO team Internet marketing

47 Own PR Phrases Find some unique phrases Use them in releases, blog posts and articles Track their ranking

49 Take Notes Who else shows up Who writes about the topic Bloggers you could work with Check news results

53 Takeways Main topic of the release Look for obvious keywords Do keyword research Find best keywords Find alternative keywords with Google tools Collaborate with other teams Find PR keywords you can own Use keywords to find reporters and bloggers who write about your topic

54 Exercise Using a release you brought with you, do the keyword research. Find one main key phrase and two minor phrases you can use to optimize the release for search.

56 Contact Sally Watch the next module

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