How can brands stand out on social? We take a look at all the steps to adopting a newsroom-like strategy that sets you apart. 

For brands, quality content and social distribution can be the key to making an impact with your audiences where they spend the most time online.

But in a world of memes and viral videos, how can you get users’ attention? Increasingly, the answer is to act like a newsroom.

In our latest report, we go over how to take PR and brand marketing a step further, by thinking and acting like a newsroom. Read the report to learn:

  • Why branded content is a huge opportunity for PR and brands themselves
  • How can you create content that people actually like
  • How you can effectively distribute that content, on the platforms and websites that your audiences spend time
  • How partnering with publishers, influencers, and even your own followers can boost your content
  • And a step-by-step guide to your own content process and using data

The role of the brand has evolved. Brands are expected to entertain, to inform, and to basically be more human than ever. They’re even expected to be socially conscious citizens. In the face of all of this, online audiences have become allergic to traditional advertising.

But it’s not the end of days for advertising. Instead, audiences will actively engage with brands, if there’s something valuable and interesting there. Let’s look at three brands that have raised the bar here.
Red Bull is one brand that has really transformed itself into a media powerhouse.

Door in the Sky

This is what you do when you miss your flight.

Posted by Red Bull on Tuesday, November 28, 2017

Its content regularly features thrill-seekers, as we can see with this video of someone jumping out of a plane. This video, with nearly 185 million views, helps to connect the Red Bull brand to that extreme lifestyle and feeling of adventure.

Community-building is another huge benefit for brands that take the reins on social. Fenty Beauty, Rihanna’s cosmetics line, has built up a big community on Instagram.

In this example, we can see how the brand is using creative user-generated content and pulling it forward into their brand. User-generated content can inspire audiences and make them feel even more connected to a favorite brand.

Wendy’s is a different approach. Wendy’s take is that the brand wants to be involved in the conversations its target consumers are having.
wendy's roast twitter tracking
The brand is tongue-in-cheek, actively commenting on their competitors’ posts and responding to followers, even going as far as to be sassy toward them. Though it’s something that may have seemed controversial for a brand in the past, it’s created viral popularity for Wendy’s.

For brands that maybe don’t have the budget or scale of these large brands, finding and creating storytelling moments are even more vital.

Storytelling is a tremendous tool to be able to craft a compelling narrative, intercept customers where they are, and get them to listen to you and connect with you.

GE’s content-first approach has set it apart from its competitors on social media.[/caption] Social media is actually on your side for this approach. Going into 2018, Facebook and the other major platforms are emphasizing genuine and meaningful content in their algorithms. Community-building and peer-to-peer sharing are bigger than ever before.

For brands going into this, it takes a little internal shifting. It’s less about shoehorning in an objective, and more about understanding and embracing a consumer-first model.

Read the report on how to do this and more. We’ll explore how to make good content and how to distribute that content effectively, and how to use data to get smarter about both.


Check out the brand newsroom report



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