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Should your brand journalism site live on your corporate site, or be a separate news site? Here are the benefits of and the strategy behind both locations.
Jeff Domansky's insight:
Good interview and online newsroom tips from Mark Ragan and Jim Ylisela. 
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...What matters is that that real time content creation or what’s being described as a newsroom for brands should not be the focal point of your content strategy. It’s sexy, yes. Everyone is talking about it, yes. Every brand should have one, yes. We even build these for clients at Edelman. But it’s one very small piece of the strategy, that’s it. Nothing more, nothing less.
A content strategy (notice I didn’t say a content marketing strategy) enables and positions a brand to tell a very consistent story across the media landscape. It helps draw parallels between what’s important to customers and what the brand stands for. It enables marketing teams to create more relevant content based on what the brand is comfortable talking about online and what it’s not comfortable talking about. It allows employees, partners and customer service to also participate and be a part of the story too.
A content strategy requires planning – months of planning in some cases. Before building out the social or content narrative, brands must take into consideration several key inputs before making any assumptions on what they think is relevant, like...
Jeff Domansky's insight:
Understanding the difference between content strategy and content are getting strategy...
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A new study shows that companies realize they need custom news content, but they don't understand how to leverage this media for search and social marketing.
Online newsroom trends ...The report found that 98 percent of the world’s largest brands have their own online newsrooms. These departments, however, experience unique challenges. Thirty-five percent struggle to keep news up to date, and 51 percent fail to present quality images within articles. More, 38 percent of online newsrooms do not categorize, tag or optimize their news content. This leaves businesses missing major SEO benefits that exclusive news content can provide.
On the positive side, 29 percent use video in web content, highlighting the value of video marketing for brands telling their unique stories. Additionally, 65 percent link from their homepages directly to their newsrooms, which drives added traffic and assists in greater conversion rates.
As online newsrooms improve, it will become more competitive for brands to learn how to leverage this media for greater visibility. The maturation of the market will strengthen the power of content creation, and consumers will become more infatuated with their favorite brands online....
Jeff Domansky's insight:
Good look at online newsroom best practices.
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Learn how Intel has started their own internal news organization, and how other marketing departments can do it, too....
If you’re the CEO or CMO of a company of a certain size (say, a few hundred employees or more), chances are you’ve given some thought to building an in-house news organization. This means going beyond the ordinary meat-and-potatoes content found on most corporate blogs. And why not? Your company is full of interesting people with great stories to tell, so why not generate news on your own rather than waiting for the local newspaper or some industry blog to discover how great you are?
You can, of course, also write about interesting people and trends in your industry (not just your own company) and establish your company as a thought leader. It’s all good, as the kids say, and it’s not very expensive. And lately it’s been all the rage among forward-thinking tech companies -- Oracle and Cisco operate fairly large newsrooms, for example.
Some companies are even hiring veteran journalists. Qualcomm brought in Michelle Kessler from USA Today to lead its Spark blog, a really professional-level publication that covers a wide range of topics. Steve Hamm, a former technology editor at BusinessWeek, now writes for IBM. Evernote hired Rafe Needleman from CNET. Brian Caulfield, a former colleague of mine at Forbes, now writes for chip designer NVIDIA....
Jeff Domansky's insight:
A well-planned and well-executed online newsroom can meet the needs of news media and content marketing as well. Great tips on how to do that.
Aleatha Shepley's curator insight,
May 3, 2013 3:50 PM
Everyone wants to make an impact. Why not let you're biggest resource do it?
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In their survey of 100 global brands, Mynewsdesk found that 35% display out of date information in their online newsrooms. The type of information being left to stagnate includes annual reports, staff bios and product listings. Furthermore, many are sticking to traditional press releases and 70% fail to provide additional information in the form of video, infographics or other multi-media content that bloggers and online influencers can use. Only 51% of newsrooms surveyed provided video content and 40% had no image library. Disappointingly, half of all brands that did offer video and images did not provide them in a format or at a level of quality needed for publications.
Jeff Domansky's insight:
What's up with these brands not tending to their online newsrooms? Unforgivable!
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PR Newswire recently took a look at how press releases sent on the wire perform in terms of number of views. The stats are quite revealing: Need I say more?
Adding multimedia to your press releases, articles and blog posts will give you a remarkable bump in views.
And since that’s the goal of content, it’s truly amazing to me that only 55% of the PR folk recently polled by PRESSfeed about their online newsroom content, say they are using multimedia with news content. Seriously? Look at the graph again, please. A 77% increase in views.
A study of corporate websites and newsrooms shows that not many companies use multimedia with their press releases. The vast majority are text only....
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One of main reasons to house a brand journalism site separate from a corporate site is that the content should never look like marketing. While there is the option to build a page on corporate websites that showcases news, there are better ways of creating an external, news only site and promoting through other channels. Businesses can create an email newsletter that culls content from the brand journalism site. There are also social media channels that push the content to readers like Twitter, Facebook or Pinterest.