1. Creating digital content Chris Kirk Regional Campaigns Manager, GCS Local Campaigns Team

2. Digital by default – the context
Declining national newspaper sales
1,807 impressions
10 engagements
Total number of national newspapers sold in UK fell from average 7.6m daily to just over 7m, March 14 to March 15, a 7.6% drop
Creating Digital Content

3. But….
12 million people read a local newspaper but do not read a national newspaper
(Newspaper Society)
Creating Digital Content

4. Regional newspapers and their websites ranked highest of all channels for stimulating pride in an area (2011 Newspaper Society poll)
Often contain case study led content, and as we have spoken about before contain information that is far more relevant, compelling, real and of interest to local audiences. Think about how you engage with your local paper, what your feelings are towards the stories you read in it.
65% would take more notice of Gov messages if seen in local paper/website
69% believe what’s in local papers more than national papers
3.1m more people read local papers than national (29.4m v 26.3m)
and lastly, national issues are viewed more positively at local level

5. The rise of video One billion unique visitors monthly
By 2017, video will account for 69% of all consumer internet traffic
One in three Britons view at least one online video each week
Creating Digital Content

6. Filling the void – producing our own content GCS Local Campaigns Team - Make national campaigns locally relevant - Recruiting local partners and stakeholders - Capture case studies and produce local content - Digital first, low-cost
Creating Digital Content

7. A priority? 21,000 circulation 33,000 + followers
Creating Digital Content

8. 8 billion avg daily video views
Video bandwagon
8 billion avg daily video views
Autoplays videos – ads account
2 million users daily, 100 million broadcasts
When Instagram introduced videos, more than 5 million were shared in 24 hours
Creating Digital Content

9. Making video – what do you need?
Creating Digital Content

10. The basics
IF FILMING ON A SMART PHONE, ALWAYS HOLD THE DEVICE HORIZONTALLY.
F.E.W: Focus. Exposure. White balance.
AMBIENT NOISE
CHOOSE A SHOT AND STICK WITH IT.
GET CLOSE.
Creating Digital Content

11. The basics
Creating Digital Content

12. The basics continued
6. GOOD SOUND IS MORE IMPORTANT THAN A GOOD PICTURE. 7. LEAVE THE CAMERA RUNNING. 8. FULL ANSWERS 9. EYE CONTACT. 10. KEEP IT SHORT. 11. INTERVIEW LIGHTING.
Creating Digital Content

13. The basics continued
12. GOOD SOUND IS MORE IMPORTANT THAN A GOOD PICTURE. 13. FRAMING 14. CUTAWAYS 15. ALWAYS REMEMBER TO REMOVE STAFF PASSES.
Creating Digital Content

14. Basic interview framing
Creating Digital Content

15. Practice makes (almost) perfect…
Creating Digital Content

16. Shorter, sharper, more engaging…
Creating Digital Content

17. Twitter video
35,000 views of native, organic Twitter videos in less than a year
Creating Digital Content

18. Be creative
Creating Digital Content

19. Still images
Creating Digital Content

20. Simple, clear design = better engagement
Creating Digital Content

21. Tag, tag and tag some more!
@GCSMidlands’ Twitter following increased from 1,204 to 2,765, a 130% increase over the year.
Creating Digital Content

22. Creating Digital Content

23. Guiding principles
- Keep it simple - Stick to your brand/style - Short, ‘sharp and snackable’ - Be timely and topical – try not to hoard content - Practice, practice, practice - If in doubt, Google it! - Nothing’s free – we all get paid! - Insight-driven, digital and integrated by default, and fully evaluated;
Creating Digital Content

24. Remember OASIS…
Creating Digital Content

25. Not that OASIS… this one
Creating Digital Content

26. Bedtime reading/research
iMovie tutorial: Piktochart tutorial: YouTube editor: GCS Local: MCOM: content/uploads/2015/11/6.1288_CO_CP_Modern-Comms- Team-Document_for-print-FINAL-2-2.pdf
Creating Digital Content