Basing editorial strategy on events chosen for their value and influence makes it possible to anticipate up to 70% of content production while remaining in sync with the informational interests of audiences.
In a world where information is transported around the globe in less than 84 seconds (Reuters), the struggle to get the first content scoop is more difficult than ever before to overcome. It is in this context that the anticipation of content is key, as much for the media as for brands.
The news is often perceived as spontaneous and random; yet, its stories are anticipated 70% of the time. The majority of news processing is pre-planned, such as future events that are programmed by journalists well in advance (Vermersch, 2007). Some of these events follow the daily lives of consumers to take into account everyday life occurrences (vacations, sales, back to school, holidays…) but also major events like exhibitions, festivals, cultural events and sporting events.
Staying close to readers and constantly attracting new ones by prioritizing subjects that punctuate their daily lives is the advantage of anticipating recurring and predictable events. Furthermore, sharing content on moments, often full of emotional appeal, can reinforce a link between the audience and evoke emotions. Relevant content can create engagement between brands and the readers as if they were talking with them and not to them anymore.
So it is these events that brands and the media have to foresee, know and relay in order to plan their content production and anchor their messages in the daily lives of the readers.
Okay anticipate, but how ?
Press agencies channel anticipation in order to propose content in line with the influential events of the year as well as the target audience’s fields of interest, simultaneously allowing brands to stay pertinent. Here are two concrete examples of efficient anticipation:
“Anticipation is essential in my work for 3 reasons. First of all, because I work to define a publication strategy that combines the brand’s focal points, current events and the trends of the moment. We reveal, at least before the creation of the site, this strategy to the clients and then to an editorial committee. Second reason: because I have to anticipate the validation time before each content item is published. And finally, because by anticipating, I respect the content product plan, while at the sale time I leave myself room to be reactive to breaking news, all by predicting back-ups if needed.” – Arnaud, Editor-In-Chief at Relaxnews
“For my client, a chain of ecological hotels, I have to constantly monitor cultural events happening in Paris, and particularly those relating to the environment. Anticipation is key in order to plan my content production as well as correspond to the client’s exact expectations.” – Sandy, Digital Editor at Relaxnews
The best solution : an augmented event agenda platform
To facilitate the tasks of brands and the media, Relaxnews has launched My Augmented Agenda, the first augmented event agenda platform. It’s augmented because each of the 1,000 key events of the year are linked to media coverage from 30,000 media sources from all over the world. This content allows the apprehension, in advance, of the conversations surrounding these events and the analysis of the interests of audiences in order to conceptualize the most pertinent content strategy possible.
My Augmented Agenda is the essential tool for implementing an editorial or communication strategy that meets the qualitative and ethical requirements of journalism.
To discover a 15-day free trial of the platform send an email to myeditorializer@relaxnews.com.
