Transcript WE (PR)

Converged Media: Why it’s vitally important to
any content marketing strategy
Brandon Andersen, Director of
Marketing
@brandonchicago
Shared
Sonal Moraes, Product Special
@sonalmoraes
Follow us!
@cision
How to Participate Today
22
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What We’ll Cover
What is content marketing?
Why does content marketing
fail?
Why storytelling should start
with PR
Harnessing earned, paid
and owned media
Integrated campaigns
Content marketing is a
marketing technique of
creating and distributing
valuable, relevant and
consistent content to
attract and acquire a
clearly defined audience
– with the objective of
driving profitable
customer action.
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I
Content Marketing Institute
Content marketing isn’t new
Sell something and you make a
customer today.
Help someone and you create a
customer for life.
Jay Baer
The Usual Suspects
Videos & Photos
Case Studies
Blog Posts
Tip Sheets
White Papers
Infographics
E-Books
Webinars
Newsletters
WhySection
does content
marketing
fail?
Divider
Companies think this is how it
works.
Via Rand Fishkin
Why Content Marketing Fails
Because that’s how Marketing sees it
But it’s not easy…
Source: http://moz.com/blog/the-greatest-misconception-in-content-marketingwhiteboard-friday
In reality, it works like
this
Via Rand Fishkin
Why Content Marketing Fails
Why should
PR take the
reins?
We’re building awareness and trust
through content
We are NOT selling.
Building
trust and
storytelling?
I know how
to do that!
We’re natural storytellers
Relationships with Influencers
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In reality, it works like
this
WE (PR)
We get earned
media placed
Our content is
memorable
WE
Our stories are
targeted to our
audiences
Directly or
through search
Via Rand Fishkin
Why Content Marketing Fails
But wait!
There’s
more!
This is where things get
interesting
WE (PR)
We get earned
media placed
Our content is
memorable
WE
Our stories are
targeted to our
audiences
Directly or
through search
Via Rand Fishkin
Why Content Marketing
The changing media
landscape
Earned
Owned
Paid
am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster
In content
marketing terms,
amplification refers to
tactics that help our
content reach the
audiences we are
targeting.
Shifting our focus from just this…
To the whole spectrum of media…
PR Professionals - Tomorrow’s Skills
Today
Tomorrow
Led by the
Head of PR
Led by the
CMO
Focused on
Earned Media
Budget
Devoted to
Staff,
Creative
Focused on
Converged
Media
Budget
Devoted to
Technology,
Content &
Advertising
4 Types of Content
Immediate ROI
Metrics
Long-term ROI
30
The usual suspects…expanded
Owned Media
Videos & Photos
Blog Posts
White Papers
E-Books
Case Studies
Tip Sheets
Infographics
Webinars
Newsletters
Curated Content
Branded Content
Earned Media
Media Placement
Stories
Curated Content
Answers
Comments
Discussions
SEO
Speaking
engagements
Paid Media
Sponsored Content
Native Advertising
Brand Journalism
Events
Retargeting
Speaking
engagements
Converged Media: Why it’s
vitally important to any content
marketing strategy
Brandon Andersen, Director of
Marketing
@brandonchicago
Sonal Moraes, Product Specialist
@sonalmoraes