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The Practitioner's Guide to Creating Content Like a Publisher

In 2007, Scott Gant declared: we're all journalists now. Now, five years later, being a lone journalist is not enough. For brands and organizations to remain relevant in the news cycle and with their audiences, becoming well-oiled publishing machines is a necessity.

In this presentation, JESS3 co-founder and President, Leslie Bradshaw, shares her insights on how to approach the monumental task of creating around-the-clock content for an always-hungry digital world. Her three-tiered approach to content creation is the secret sauce: content that is pre-made for day-to-day, ready to wear for week-to-week and bespoke for a larger impact.

Originally presented for the Mediabistro Social Media Boot Camp seminar "Storytelling Through Social Media" on March 1, 2012.

ON A PC? For the PDF Version, we've uploaded this for you: http://jess3projects.com/LeslieBradshaw_Mediabistro_SocialMediaBootCamp.pdf

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The Practitioner's Guide to Creating Content Like a Publisher

  1. We’re alljournalists now.Scott Gant, 2007Were All Journalists Now: The Transformation of the Press and Reshaping of theLaw in the Internet Age
  2. Brands are mediacompanies now.Commonly Said, 2011 - 2012See especially: Red Bull, Intel and American Express
  3. We’re allpublishingcompanies now.Takes the concept of journalismAnd adds process, volume and scale
  4. The devil is in the details.Brands aren’t set up to bepublishers. They don’tnecessarily understand theeditorial process or have thestomach for the length of timeit takes to build an audience.Josh Sternberg, DigidayJanuary 25, 2012
  5. Today and throughoutthe Mediabistro SocialMedia Boot Campexperience, we aregoing to help youovercome thesechallenges.
  6. Weve gone from beingexposed to about 500brand messages a dayback in the 1970s to asmany as 5,000 a daytoday.Jay Walker-SmithYankelovich Consumer Research
  7. See: 5,000Engage: 76Recall: 12Act on: 5 Yankelovich Consumer Research
  8. See: 5,000 youEngage: 76 have toRecall: 12 be theAct on: 5 0.1% Yankelovich Consumer Research
  9. You have to createbreakthrough contentto be noticed.
  10. How? Follow the rightprocesses andformulae.
  11. edgystar powerhumorby: 72 and sunnyfor: K-Swiss
  12. mocumentaryzeitgeisthumorby: john st.for: themselves
  13. You have to creatework that providesvalue to be shared.
  14. informativestar powertimelyby: JESS3for: Wikipedia’s 10th Anniversary
  15. social media pros giving pragmatic insights visualized in a “Mad Men Yourself” styleEloqua - The Social Media ProBookhttp://jess3.com/the-social-media-probook/
  16. the growth of the internet and social media’s role visualized in a 5 minute videoThe State of the Internethttp://jess3.com/the-state-of-the-internet/
  17. 150 page white paper by The Economist visualized in a 6 minute videoAnimated Study on Women’s Economic Opportunity for The Economisthttp://jess3.com/womens-economic-opportunity-index/
  18. ICANN’s new TLDs vs. the “old” TLDs told through a decaying city / burgeoning city paradoxWashington Post - The Future of Domainshttp://jess3.com/the-future-of-domains-icannlove/
  19. Creating compellingcontent has becomea necessity forbrands.
  20. how TV ratings work told through puppets and papercraft told through a behind the scenesTV Ratings 101 for ESPN (Puppets & Papercraft)http://jess3.com/espn-tv-ratings-101/
  21. Gmail’s fidelity from web to mobile told through papercraft and stop motion animation told through a behind the scenesStop Motion Animation for Gmailhttp://jess3.com/gmail-stop-motion-animation-video/
  22. Creating content forbrands is a delicatebalance betweenbusiness objectives,creativity & user goals.
  23. http://www.flickr.com/photos/opensourceway/4639590640/sizes/l/in/photostream/
  24. The only importantthing about design ishow it relates topeople.Victor PapanekDesign for the Real World: Human Ecology and Social Change (1971)
  25. Top 5 reasons building anarsenal of templates makessense for you:1. Scaleable resource.2. Able to deploy quickly and efficiently.3. Socially snackable; will show up as social graph share imagesand can be re-purposed by others, while retaining your stamp.4. Enhances editorial content, reinforcing its thesis, supportingdata and overall argument.5. Smart media brands rely heavily on editorial templates.Brands like Bloomberg, The Economist and WSJ have set thestandard for smart, branded assets that accompany theireditorial. Follow their lead.
  26. Overview of how the graphics are integrated with their editorial. These "spreads"are heralded as some of the best because of their attention to editorial design.
  27. The layout and information flow is interesting and unique, while still ensuringthat the colors and textures are distinctly Bloomberg BusinessWeek.
  28. Lists and tables of contents dont have to be relegated to text; Bloomberg BusinessWeek shows us that visual design can help spice up any information (and layout!).
  29. Data-driven design is a part of Bloombergs overall style. It issmart, trendy and modern. Consider levering this for yourown brand.
  30. Notice how the red in the lefthand corner tiesit to The Economists brand. Copy, colors andfonts also consistent with their publication.How do you want to leave your (water)mark?
  31. More complex chart graphics, but still on brand. Creates"snackable" assets for The Economist to share in social and retain credit.
  32. http://datavisualization.ch/showcases/visualizing-138-years-of-popular-science-magazine/http://www.fastcodesign.com/1665220/infographic-of-the-day-what-are-the-darkest-parts-of-the-biblehttp://www.openbible.info/blog/2011/10/applying-sentiment-analysis-to-the-bible/http://jess3.com/foursquare-i-voted/http://fastcache.gawkerassets.com/assets/images/9/2010/05/journalism.jpghttp://gizmodo.com/5846087/stop-already-with-the-fcking-infographicshttp://www.poynter.org/how-tos/newsgathering-storytelling/visual-voice/149636/people-are-tired-of-bad-infographics-so-make-good-ones/http://www.smashingmagazine.com/2011/10/14/the-dos-and-donts-of-infographic-design/http://www.smashingmagazine.com/2011/10/21/the-do%E2%80%99s-and-don%E2%80%99ts-of-infographic-design-revisited/http://www.digiday.com/publishing/brands-apply-for-content-curator-roles/http://blog.junta42.com/2010/11/are-brands-ready-to-be-media-companies-4-steps-to-yes/http://www.mediapost.com/publications/article/139613/
  33. http://www.informationisbeautiful.net/http://infosthetics.com/http://dailyinfographic.com/http://visual.ly/http://www.behance.net/http://dribbble.com/http://forrst.com/http://ffffound.com/http://www.good.is/infographicshttp://www.fastcodesign.com/http://jess3.com/the-state-of-wikipedia/http://jess3.com/eloqua-content-grid-v2/http://flowingdata.com/http://datavisualization.ch/
  34. Big Data: The Next Frontier for Innovation, Competition and Productivityhttp://www.mckinsey.com/mgi/publications/big_data/pdfs/MGI_big_data_full_report.pdfNew Ways to Exploit Raw Data May Bring Surge of Innovation, a Study Sayshttp://www.nytimes.com/2011/05/13/technology/13data.html?_r=2For Today’s Graduate, Just One Word: Statisticshttp://www.nytimes.com/2009/08/06/technology/06stats.htmlCreative Internet by Google Creative Labshttp://bit.ly/creativeinternetHave You Restructured for Global Success?http://hbr.org/2011/10/have-you-restructured-for-global-success/ar/1How Much Data Will Humans Create & Store This Year? [INFOGRAPHIC]http://mashable.com/2011/06/28/data-infographic/FFunction - What is Data Visualizationhttp://blog.ffctn.com/what-is-data-visualizationHal Varian on how the Web challenges managershttp://www.mckinseyquarterly.com/Hal_Varian_on_how_the_Web_challenges_managers_2286Eric Schmidt: Every 2 Days We Create As Much Information As We Did Up To 2003http://techcrunch.com/2010/08/04/schmidt-data/