He calls it “brand journalism” and describes it like this:

“Creating interesting information online that serves to educate and inform consumers. People in companies now realise web marketing success comes from creating content-rich websites, videos, podcasts, photos, charts, ebooks, white papers and other valuable content.”

As well as being able to create content quickly and efficiently, journalists also have the capacity to think up story ides that will be relevant to a specific audience. But how do they do that? The answer is they use a set of ‘news values’ to determine what’s important and why.

These news values can be applied to your web copy or “brand journalism” to help you craft content that’s relevant and popular with your intended audience – whether that be customers or otherwise.

So what are these ‘news values’ we speak of?

• Prominence
  Does your story relate to anyone of particular prominence in the wider community or in your niche?
• Proximity
  This doesn’t just mean physical proximity – it also means emotional proximity. Will this story be close to the heart or mind or wallet or location of your reader?

• Currency
  We’re not talking money here. We’re talking themes or topics that are already floating around in the cultural/news space. What’s the buzzword of the moment? Do you have a take on that relevant to your audience? This is especially pertinent to writing for the web because popular keywords are generally things of particular interest at that time – tap into that and you could be tapping into a much wider readership.

  Here’s an example: About a month ago now “planking” was getting all kinds of media attention. People were Googling the term and it was probably trending on Twitter. As a web strategy agency, it would have been a good time to talk about the role of social media in the creation in cultural memes.

  Which leads us to our next news value….
  
  

• Timeliness
  While “planking” had a great deal of cultural currency for a moment in time (it was reported on as a web craze and also for its tragic implications) it is no longer particularly timely. What’s more, timeliness refers to the need to be as up-to-date as possible when reporting the news or telling a story. This is especially true in breaking news when the details are forever changing. Read Real-Time Marketing for more on that.
  
  
• Conflict
  This can refer to anything from a war to a dispute of opinion. In brand journalism it’s obviously most likely to refer to the latter. So if you have relevant, polarising opinions that may spark debate or dialogue, you’re off to a good start for creating content that’s of interest to your audience.
  
  
• Impact
  How many people will care about your story or idea? How will it affect them? Does the idea make you tick? Has it got some “wow” factor?

  People are inevitably drawn to content that affects them. Put yourself in the shoes of your reader and apply the old “what’s in it for me?” mentality. Easy to answer? You’re onto something.

• Human interest
  Is there any emotional context? How can you make your particular audience laugh, smile or cry? Will they feel connected? Curious? Will it tug at the heartstrings?

• The odd or the unusual
  If something happens in your field that’s out of the ordinary – you should be writing about it. We all love a good UFO story don’t we? Or is that just me?

Remember: Journalists don’t apply all news values to every single story, but the combo of a couple is pretty much an assurance that your audience will find your content/story interesting.

The most important thing is knowing who your audience is. Do you?

You do subscribe to our blog, don’t you?

Right. Here are my top five articles for the week.

HOW HAS SOCIAL MEDIA CHANGED YOUR LIFE?

As Mashable have pointed out it’s two weeks ’til Social Media Day. In collaboration with CNN ireport they want to know how social media has changed your life. Perhaps you’ve made new friends? Scored a job? (Or lost one?) Maybe you hosted a massive party all organised via social media?

You can submit your tales of #winning and woe here.

ADOPT VS. ADAPT

Are you a risk-taker? Or do you follow the pack? A short but sweet Godinism to inspire a bit o’ bravery.

THE TALK-RADIO APPROACH TO EFFECTIVE EMAIL MARKETING

Want to get more out of your email marketing efforts? Copy Blogger tells you how.

Write conversational, personal copy that people want to read. Write like you speak. Write like a talk-back radio host who cares about what her audience cares about. Forget the sell for a moment and be interesting for gawd’s sake!

5 CLEVER WAYS TO GET A JOB USING SOCIAL MEDIA

Never fear – Dan Schawbel is here to teach you to harness social media to win jobs and position yourself as a top-dog. Read it here.

HOW TO KEEP YOUR BLOG ACTIVE WHILE TRAVELING

So you want to go on holiday and really be on holiday. Here are some tips from the Pro on how to keep your blog’s traction ticking along while you’re sunning it up on an island somewhere.

Want your post to be featured on the Weekly Round-Up? Email me on sarah.mcveigh[at]bluewiremedia.com.au for inclusion.

Have a great weekend!

Well, you should. Their Twitter profile explains why…

(Source Bottle is a) free site that emails media ‘call outs’ for sources from journalists & bloggers. For media who want sources and anyone wanting free publicity.

Just yesterday they tweeted this…

The site asked digital copywriters and web designers who work on retail and business sites to share their ideas on what web copy is meant to achieve and how businesses can ensure their copy is effective. The media outlet is a magazine for Australia and New Zealand. Anyone with professional experience was asked to respond and in return published quotes are then attributed to their source. Free PR – basically.

Here’s what I shared on the matter

What web copy should achieve:

Web copy should inspire further contact from your buyer or audience – whether that be through an enquiry or a sale. It should paint a positive picture of your brand or company through being customer focused and it should build trust. On-site web copy is also one part in ensuring strong search engine rankings.

How a business can ensure its online copy is effective:

If you’re hearing from your buyers – either through enquiry or sale you know you’re on the right track.

In terms of style – customer focused language is that which uses “you” more than it uses “we” – it focuses on the benefits for the customer instead of the features of the company or product. Put it this way, nobody cares that “we’ve been in business for x amount of years” so opt instead for copy that focuses on them – “you’ll get…” is much more effective.

In order to build trust, web copy should include a guarantee, some testimonials or some other kind of proof.

The measure of effective copy for strong search engine results is more complex than just your on-site copy but look-out for punchy, easy to skim copy that is peppered with signposts like keyword-rich bullet points, bold words, links and headings – all of which are great content indicators for search engines.

What do you think? Did I get it right? What else can effective web copy achieve and how can you measure this?

To see if anyone in the media is looking for your expertise, pop over to The Source Bottle.

Really Telstra? This number is only available to people calling off a Telstra line?

When you make it hard for me to get in touch, it tells me you don’t want my business.

Technology is (for the most part) designed to make our lives easier – but when service becomes almost entirely automated it can leave your customers feeling like you really don’t care. And that can mean they’ll go elsewhere.

Do you automate parts of your customer service?

Is it easy for your customers to get directly in touch with a real person when they want information or need help?

Let me know how you provide a balance of personalised service and automated response.

Put down that cocktail! Your file is ready!

I’ve been wrestling with this issue for a little while – trying to convert .mts files from Adam and Toby’s camera into .mp4 files so I can edit them. I bought software that didn’t work, I had the files chopped in half by some other free software….I got frustrated.

Then I got tipped off to this….HandBrake. As it says on their website “the function of good software is to make the complex appear to be simple”.

And it does. *Sigh of relief*

But how do you get people to care? How do you get them to know you and listen and come back for more?

You build a community.

And the best way to do that? Be hyper-local. Start with your immediate, existing community. Talk about things in your town or city. Be relevant to people who know you or who are in the same locale as you.

• Any industry events on in your area? Go along, meet people. Blog about it. Let them know.
• Any people involved in your field who are known locally? Get them involved.
• Any magazines, trade journals or websites relating to your field? Write a post for them or ask them to feature you.

Take your offline networking skills and apply them online. Bam!

Need help? Ask a question in the comments. Or call 1300 258 394.

Well, obviously.

We all know that people’s viewing habits have changed but it’s not just film and TV producers that need to take note. If content (like movies, games or TV shows) is being viewed online via social media and other platforms, then surely businesses that have sought to place their products amongst what’s popular need to do the same.

The survey showed that the younger and more affluent the viewer, the more ‘screens’ they’re viewing. What this means, is that a holistic strategy that encapsulates all forms of media is needed.

Are you where your customers are?

10 Considerations When Creating a Social Media Policy -MackCollier.com

This article really shows that there’s no need to be afraid of social media for marketing when the ground rules are clear. Following this ten step guide in your business means you’re less likely to have a “social media disaster” – though, as David Meerman Scott attests, naysayers are really just badvocates in waiting.

How to Convince a CEO to Enter 21st Century Internet Marketing – Hubspot

We see it all the time – the marketers in a company love the idea, it’s natural to them and the benefits are clear. But the CEO asks “why?” – especially if they’ve been in business for umpteen years and have done well without it. Well, here’s why.

12 Mind-Blowing Statistics Every Marketer Should Know - Hubpsot

If you blog you’ll get (way) more web traffic. Product research is online. In-bound marketing is (so much) cheaper than outbound. Take a look – the figures are staggering.

Transforming Your Marketing Culture with Seth Godin – Hubpsot

Big ideas, relentless generosity, and making mistakes. Bam!

Women in tech

So the video isn’t actually from this week but I just stumbled upon it and it’s pretty great:

What are your favourite articles of the week?

On the strategy side of things we have also generated hundreds of re-tweets, back-links and contacts through sharing these videos.

And while it’s as simple as recording, editing and posting a video, there are some nifty ways that you can leverage your video blogging (or vlogging) to make it more beneficial for your overall web strategy.

Video blogging benefits

• Networking - By asking for interviews with leaders in your field, you’re making yourself known to them and in turn your business will  be known to those who follow those influential people,
• Search engine optimisation - If it’s a great video that’s informative, engaging or even funny people will share it and link back to you. And back-links are the currency of the web!
• Knowledge sharing – Through sharing information for free with your audience you are positioning your website as a source of information and your self as a leader in your field.

Tips ‘n’ tricks

• Sharing – When you upload a video share it through Twitter, Facebook, email newsletters and your blog. Ask your friends and followers to re-tweet it or otherwise share it.
• Transcribing – When you embed it on your blog you should also transcribe parts of the interview. By writing what is said in the video, you’re making those terms searchable and it’s better for your SEO. Google can’t hear videos but it can detect keywords in your copy.
• Feedback – Ask your friends and followers which videos they found most valuable. What topics would they like to know more about? Which experts would they like to hear from? Would they like to be interviewed?
• Talent - Interview leaders in the field sure, but what about you? What about your staff? A great way of sharing your own company’s knowledge and allowing your customers to see what you’re all about is to interview staff. After all, they’re what make your company what it is, right?

Video blogging Brisbane & Sydney: Need help generating ideas for interviews and drumming up interest?
Call us: 1300 258 394.

What are your tips on successful video blogging?

Here David Meerman Scott shows how Nordstrom’s employee got it right.

We always get a bit excited at Bluewire when we see big companies taking the plunge and embracing social media. But what’s even better is the personal aspect. Who wants to chat with a big ol’ company? What we want is to engage with the people within it. After all – they’re the ones that are going to know their stuff, right?

Seth Godin’s take on the price/value mismatch.

You can always count on Seth Godin for a touch of perspective amongst all the marketing noise. Here’s a cracking article about how “free” has its draw-cards but so does “price”. It is, after all, often a signal of quality. “There is no thrift store for content.” Bam!

A lesson in humour – they’ll be laughing with you, not at you(r copy) thanks to Glenn Murray.

There’s nothing worse than a bad joke. OK – there may be a few things. But still. Here, the word-master Glenn Murray takes a piece of poorly executed web copy and shows why it doesn’t work and how to make it work.

Because we all love a “how to”

• Facebook Insights updates from New Media Strategies

• Five steps to a successful blog care of NETT

• Stats for marketers from the one and only Hubspot