What I Learned as a Journalist: 4 Secrets to Powerful Storytelling for Business

Posted on Jul 27, 2017 3:14:00 PM by Steph Marsh

Journalists are great storytellers. We have to understand storytelling just to get into the business, and once we’re hired, we get plenty of practice. While working as a TV reporter, I was tasked to cover a few short stories (VO’s and VOSOT’s for those in the industry) and one long-form story (or reporting package) every single day on the job. That means, in just my short four-and-a-half years on the air, I created more than 1,170 long-form news stories alone. And that’s a short-lived journalism career compared to some of the long-timers!

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Posted in Storytelling, Journalistic Content

Big Questions: What Makes a Story Newsworthy?

Posted on Jun 29, 2017 1:03:19 PM by Gregg Litman

Have you ever noticed how often Time and Newsweek have the same cover stories? It's almost like they get together to compare notes, although we all know they're bitter rivals. And it's not limited to the big boys. The same thing also happens with niche publications and nightly newscasts (which I helped produce for years). But it's actually pretty easy to explain. It's the unintended product of the time-tested ways that journalists identify what makes a story newsworthy — a set of standards that I now use to make my life as a content marketer a lot easier. 

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Posted in Content Marketing, Journalistic Content

Why Authentic Content May Be The Only Way to Reach Millennial Shoppers

Posted on Jun 16, 2017 1:09:43 PM by Kevin Page

Did you know millennials now outnumber baby boomers and have become the largest generation in the U.S., representing more than a quarter of the nation’s population? Not to mention, we (yes, I am a millennial) are considered to be the most diverse and unique generation in terms of social, economic and demographic trends.

These statistics have marketers all across the country attempting to figure out the best messaging to grab our attention and collect our money.

So, how do you get our attention? How do you create messaging that millennial shoppers will actually consume and enjoy enough to consider making a purchase from your organization?

Trust me, I wish I had the silver bullet, but, I don’t. Although, I know a good place to start — create authentic content.

I know it sounds very “buzzwordy” and like a cop out, but I can’t stress it enough.

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Posted in Journalistic Content

Uncover Your Company Stories Like a Veteran Reporter

Posted on May 24, 2017 10:36:24 AM by Ed Heil

Darcy Pohland was known for her ability to dig up stories like few other reporters in the Twin Cities television news market. Bound to a wheelchair as the result of a swimming pool accident as a teenager, the late WCCO-TV news veteran had some physical limitations, and yet she dug up stories with relentless resolve and determination. Darcy, who passed away in 2010, worked her beat, developed reliable and trusted contacts, and worked them on a daily basis. Darcy knew how to mine for stories, how to source stories, and ultimately, she could then craft that information into the lead story of the evening newscast night after night. Her commitment to uncovering stories was her gift and a trait that content marketers should steal if they struggle to uncover their own company stories.

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Posted in Storytelling, Journalistic Content

Stop Creating High-Level Fluffy Content That No One is Reading

Posted on May 11, 2017 2:31:23 PM by Carolyn Hansen

It’s an ongoing problem: marketers and business leaders are creating content that isn’t thought through properly. It is too high level, too fluffy, and just rehashes other messages already on the internet.

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Posted in Blogging, Journalistic Content

Leverage Journalistic Blog Writers to Create Newsworthy Content

Posted on May 3, 2017 2:38:17 PM by Julia Tiedt

There is a lot of noise out there on the web. Google does a good job of working to get the best content to the top, but even with those efforts, searching online for the right content and answers can be frustrating. Why isn't there more noteworthy content? Because there aren't enough newsworthy writers.

In a piece about hiring journalists to improve content marketing, Robert McGuire from The Content Marketing Institute blamed blog writers.

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Posted in Blogging, Journalistic Content

Enhance Your Marketing Efforts with Journalistic Brand Content

Posted on Apr 28, 2017 7:23:00 AM by Steph Marsh

Some of my fellow StoryTellers recently attended the Minneapolis/St. Paul Business Journal’s event surrounding their annual 40 Under 40 publication, which highlights young local leaders who’ve made an impressive name for themselves, and rather quickly.

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Posted in Journalistic Content

Boost Your Content's Credibility With These Principles of Journalistic Objectivity

Posted on Apr 7, 2017 11:51:34 AM by Gregg Litman

Fake news is a real problem — and not just for journalists.

Look no further than a new survey that says 75-percent of Americans find it difficult to determine what news is accurate and what is not. Worse yet, when Stanford researchers studied the ability of students to analyze the credibility of information online — the same kids we all consider "digital natives" — the researchers described the results as "bleak."  They were "shocked" by how many students failed to effectively evaluate the credibility of that information.

So, what's the solution? "The world needs the truth now more than ever," says Hamish Nicklin of The Guardian. "In a world where the most important people on the planet are using fake news to undermine the values so many of us hold so dear," she told a roomful of reporters at The Guardian's 2017 Media Summit, "it has never been so important that we have a strong and vibrant media, and remember that facts and truth are sacred.”

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Posted in Video Case Studies, Journalistic Content