Brand Journalism is a work in progress


My name is Ike Pigott, and you arrived here because someone you know passed along a link from a presentation I made. (If you are reading this Friday morning, June 21, 2013 – then I might still be speaking. How cool is that?)

My session on Brand Journalism was part of the Vocus PR Demand Success conference in Washington, DC.

You got here from this tweet:

“Brand Journalism is a work-in-progress. If you’re not measuring, you’re not learning.” @ikepigott #Demand13

Measurement is a tricky business, because it is really easy to measure the wrong things. In the beginning, however, you need to get some benchmarks that will help you figure out the next phase. If you haven’t been measuring much in the past, that’s okay, you have to start sometime.

The key things you’ll want to reset at the floor of your launch is:

  • Traffic volume
  • Sources
  • Time on site
  • Bounce rate

Considering the purpose of your online newsroom, you’ll want understand what your reader is doing. A high bounce rate isn’t always a bad thing, especially if the time on the page is high enough to give you confidence that your message was digested.

Set your baselines, so when you start tinkering later on you can know what is moving needles.

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