Posts Tagged ‘ECM’

Getting Editor’s Interested In Your News

Monday, November 25th, 2013

newsWhat is newsworthy? Or more to the point, what are good news hooks to secure interest from an editor? I was talking with a client recently about this exact topic and I shared a few ideas. Especially for small and mid-sized companies it’s hard to get attention from editors. Hard news, like an acquisition or a major product rollout, is almost always of interest to editors. But in the absence of hard news, how can you get an editor interested enough to cover your company?

AIIMOne of the organizations we work with at McKenzie Worldwide is AIIM, which is the Association for Information and Image Management. Since the group doesn’t make product announcements or acquire other companies, it can be difficult to get editors interested. How did we clear this hurdle? By talking with a reporter about a self-generated industry report – ECM at the Crossroads – which discussed industry issues. The reporter at CIO Insight was able to develop an article –Mobile Access to ECMs Needs Improvement –and a slideshow based on the research.

In today’s editorial community you must get creative in order to secure coverage. Consolidation of industry publications, fewer reporters, and a constantly moving 24-hour news cycle make it more challenging than ever to get your news out there. Here are some tips to consider when trying to generate coverage:

  •  “What trends are driving the industry?”—conduct a survey
  • “Ride the coat tails”—announcement with big name partners like Google, Apple, and Facebook
  • “Follow the money”—a funding announcement
  • “Create content”—Graphical images to catch the reader’s eye, such as an infographic
  • “And in the future…”—Q&A interviews are a good way to discuss current trends

Let’s do some infographics!

Friday, May 17th, 2013

One of the tactics we often recommend to clients is to create infographics. These graphic images pull together a lot of information on a particular topic and present it in an attractive way that can be easily shared. Editors and bloggers love them because they drive click throughs to stories, while the infographic sponsors get their names and logos splashed across the Web.

A problem for vendors is that publications might see their infographics as overly self-serving. An effective way around that, as in the example below, is for vendors and industry organizations to work together to create the infographic. In this case, Hyland Software/OnBase worked with the government community site GovLoop to build a nice infographic on how governments are using enterprise content management software. Naturally, given how much publications dig infographics, it landed on Government Technology’s site as a news item. (Full disclosure: we did not work on this one, it’s just an example of some good work.)

At McKenzie Worldwide we enjoy turning on the creative juices and brainstorming concepts for infographics that help build your brand. Hope to hear from you.


ECM in government infographic
ECM in Government infographic example


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