After sending out our monthly email asking for updates from our clients, I got a couple of questions to clarify what we’re asking for and why.
One reason why this question is difficult to address is because it’s so hard to define what is considered “newsworthy.”
A look back at the newspaper
Newspapers in their current format are quickly going the way of the dinosaur, but if you’re old enough to be reading this, chances are you can remember a time when the daily newspaper was the primary source of news for you or your parents.
Think about what made up that newspaper: the front page (above and below the fold), the back page, the three or four separate sections, the pages in between, and the wad of ads shoved into the middle. Relatively speaking, this is limited space. Therefore, for a newspaper to stay relevant, they want to publish the most important local, regional, and national events. They will also want to have some intriguing, interesting, or otherwise human stories in order to stimulate curiosity or an emotion. And of course, there would be a lot of space devoted to entertainment, including sports, music, TV, etc.
The ultimate goal of a newspaper, then, is (or was) to deliver the most important information for human beings living in X place at Y time. It’s the job of the reporter to fill in the blanks. The blanks are what is newsworthy.
So why do we need news?
The simple fact is we can’t be in two places at once. We want to be your partner in business, but it’s impossible for us to know everything that goes on there on a day-to-day basis. That’s why we rely on you to tell us about events like charity sponsorships, new hires, new equipment purchases…just about anything.
But why do we need that stuff? Because we’re always working on ways to get your name out there, and we are always in need of things to share or talk about. No matter how dynamic your industry, after a while with no personal updates, we won’t start to sound like a broken record—we’ll sound like a dull broken record. And no matter the size of your business, there’s one thing you have in common:
Online, the playing field is much more even than it is in the ‘real’ world. Thanks to Google features like PPC, Maps,and Carousel, you can be easily found above your big competitors. Your online marketing company (that’s us) can also use tools like your website’s blog, your social media pages, or email campaigns to encourage engagement and create a feeling of personal connection with your customers. That’s where your updates come in.
So at the end of the day, we need your news to be as effective as possible! Keep us updated often and we’ll make sure that we get the word out for you.