How To Create Compelling Content By Covering Trials and Press Conferences

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A content strategy is an essential element within any marketing campaign. At Scribblelive we often say that content is the connective tissue that ties together business goals, creativity, workflow, as well as measurement and optimization.

In this post we will analyse four examples of how Scribblelive was used by journalists to cover two trials, one press conference and the FIFA Congress. We chose these examples for two reasons:

    1) Trials and Press Conferences are often covered by marketers or journalists who represent large organizations
    2) These examples demonstrate the expertise and credibility of the marketers who covered them

Why Trials and Press Conferences Are Great for Your Content Strategy

Try performing a Google search using the keywords “content marketing for boring industries.” It seems hard to believe but you will find plenty of articles with compelling titles such as “How to create engaging content while you work in a boring industry.” Certain verticals allow marketers to insert humour into content as a means of engaging with readers. One of these verticals is the food and beverage industry where several ScribbleLive clients used creativity, humour, and stimulating visuals as tips to share great food stories.

Creating compelling content out of seemingly mundane material is more challenging for other industries. Businesses that exist within the financial sector, the legal community, or the insurance division are often labeled as “boring industries” with significant challenges when it comes to sharing relevant or informative content.

We picked up one of the best articles on this topic: How to Create Boring-Industry Content that Gets Shared. The author, Ronell Smith, suggests the trick to creating content in a seemingly boring industry is to plan based on who will link to the content and who will share the content rather than who will read the content.

There are also two important terms that professionals such as lawyers, attorneys, marketers, and even members of the media should consider when developing content in less interesting fields: thought leadership and trust.

This is discussed in detail by John McDougall, publisher of the Legal Marketing Review during his podcast on the importance of social media for law firms.

Thought leadership, trustworthiness, and knowledge of the audience are all part of a compelling content strategy. Professionals can display areas of expertise in these fields and increase their engagement with audiences by utilizing the right marketing software to measure the content’s effectivness.

What Journalists Can Teach Marketers About Legal Stories and Press Conferences

Not all marketers are instinctive storytellers and not all marketers have the same ethos of journalists, meaning the ethical determination to present all different angles of a story with accurate facts . This is why a growing number of marketing departments are hiring professionals with journalistic backgrounds to increase the quality and authority of content.

Robert McGuire wrote an article on the Content Marketing Institute blog titled How Hiring a Journalist Can Improve Your Content Marketing.

There are four characteristics of journalism that are important for content marketing plans:

  • Find the unexplored angle on a familiar subject
  • Ask the right questions
  • Gather information from high quality sources
  • Synthesize the information into a highly valuable, reader-focused piece
  • There are millions of press conferences that happen around the world and many people attempt to follow interesting events in real time. Running your own live coverage of a press conference allows you to stand out and differentiate yourself from the crowd of similar-minded marketers.

    Four Examples of Quality Coverage of Trials and Press Conferences

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