Google News Initiative content strategy
The Google News Initiative (GNI) leans on content to clarify its mission, raise awareness of its programs and build credibility with journalists and publishers. With local teams spanning the globe, the lack of a coherent approach meant ad hoc comms of erratic quality.
I developed a strategy that accelerated production and delivered harder-working, higher-quality content as well as guidelines to unify output and help local teams make more-strategic decisions.
Role: Strategy lead, creative strategy, content creation
Agencies: Instrument, Snowday, Media Monks
Case studies raise awareness and show the value of GNI programs to help win over a skeptical audience. But production was an inefficient and reactive process with an output of limited value.
We worked to make case studies flexible, multi-use and easy to distribute. The program included videos, web layouts, and social cards. At the same time, strategy-driven story sourcing and development improved engagement and ROI.
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We redesigned our global newsletter to improve UX, leading to double-digit gains in CTR and CTOR.
We also overhauled the content program, moving from a laundry list of past accomplishments to a narrative- and utility-focused guide to resources
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We created a content series featuring news industry veterans on the Google team to help humanize the brand and boost credibility.
