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Sally Falkow

How Small Businesses Could Leverage the Digital Newsroom Idea

Thursday, April 03, 2014

The concept of Digital Newsrooms is catching on.

Jelly belly newsBig brands like Coke, Nike and Marks and Spencer's have already launched magazine-style website with content that appeals to their core audiences. Can a small to mid-sized business with fewer resources do this?

Every business has a story. There is always news and information that the media and the public will find interesting and valuable. Every digital newsroom should have both original content and curated content about the industry or niche they're in. It should cover new ideas and trends.

You can publish tips and instruction on using your products. Food brands can post tips and recipes. Apparel brands can publish fashion tips and cover the Designer shows. Travel brands or CVBs can publish travel tips and information about destinations. Medical or health brands should be curating health news and tips as well as information about their own products or services. A local dental group might want to post articles about dental care by their dentists and curate tips and information from other sites and magazines about dental care and procedures they specialize in. A concrete cutting company could post about work they've done on interesting buildings or structures.

Here are some ideas for the top 5 Inc. 500 companies:

Fuhu: They produce a durable tablet for kids. Their newsroom should cover early education news, trends and ideas. They could interview people like Nobel prize winner James Heckman and Sir Ken Robinson. They could be creating original content about kids and technology. They could post content from events that feature kids and technology.

Federal Conference: A service-disabled veteran-owned small business that plans and delivers conferences for the federal government and corporate clients. They have a great story. Their digital newsroom should have news about conferencing and event planning, as well as successes about events they have done. They can curate news on industries they serve and post content about events they've organized: interesting keynotes etc.

HCI Group: Their services include implementation of healthcare IT solutions – a hot sector. They could gather statistics on the current hospital IT landscape and create original content in an infographic that would appeal to potential customers. There is a ton of health IT news content they could curate that would interest the media and their core market.

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About the Author:
Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of technology in marketing and PR so business can stay in touch with their rapidly moving audiences.
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