Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)

@prTini • #OutreachMarketing

Heather Whaling • @prTini#OutreachMarketing

Content Marketingthrough a PR lens

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PR “nuts and bolts” media relations

community relationspublic affairs

eventscrisis communication

Photo credit: Sgrizzo

@prTini • #OutreachMarketing

PR “nuts and bolts” media relations

community relationspublic affairs

eventscrisis communication

social media

@prTini • #OutreachMarketing

PR outcomes

PR “nuts and bolts” media relations

community relationspublic affairs

eventscrisis communication

social mediacontent marketing

@prTini • #OutreachMarketing

Photo credit: Wulfman7

PR-centric content:• drives web traffic

• establishes thought-leadership• manages reputations

• builds stakeholder relationships

• generates leads• … and so on.

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examples of PR-driven content marketing6

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GOALS:• Change perceptions

• Build collaboration• Innovate best practices

• Educate the industry

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Content buckets:• Innovation in action• Relationship-driven

business• Cleveland (Ohio) rocks

• Paving the way through leadership

• Madison: Up close & personal

Photo credit: changeable_fate/

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Sparks Innovation Center: Crowdsourced

product development

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Through content, we reinforced positioning and promoted Sparks.

Relevant buckets:Innovation in actionUp close & personal

Paving the way

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Through content, we reinforced positioning and promoted Sparks.

Relevant buckets:Innovation in actionUp close & personal

Paving the way

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Results: • Hundreds of submissions

• 17% company growth• 37% new sales growth

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ShotTrackerwearable basketball tech

GOALS:• drive website traffic

• reinforce positioning as shooting resource

• secure media coverage• spark social chatter &

participation opportunities

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Outcomes:• CBSSports.com & niche

basketball sites• viewed ~90,000 times

• increased web traffic• social interactions with fans, players & reporters

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SeenInstagram marketing platform

GOALS:• drive website traffic

• generate leads in sports industry

• secure media coverage• demonstrate platform

power

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Outcomes:• ESPN.com, Mashable, Yahoo! Sports + more

• increased web traffic 360%

• 50+ viable leads

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Marketwired: #CMADMonitoring platform

GOALS:• reintroduce brand to community managers• drive website traffic

• establish thought-leadership

• spark social chatter & participation opportunities

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Outcomes:• ~30,000 views

• generated new influencer relationships

• strengthened partnership• spike in web traffic

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Marketwired: SEC RulingNews release platform

GOALS:• Establish IR leadership

• Differentiate from competition

• Generate new leads

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Outcomes:• Major media coverage,

including WSJ and IR pubs• Multiple speaking

engagements• Generated new leads

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GOALS:• facilitate collaboration among industry leaders

• build/nurture new relationships

• reinforce industry leadership

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Outcomes:• Achieved goals

• Laid foundation for future collaborations

• Enhanced Madison’s standing among its peers

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tips to help content marketing succeed8

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Pre-Launch:• Plan, plan, plan

• Gauge interest in advance• Build relationships with

naturally aligned communities

• Seed content with media, influencers to provide

early “lift”Photo credit: nicholas_t

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Post-Launch•Repurpose to extend

timeliness • Leverage content for

additional PR opps• Amplify with paid social

• Maximize impact via email and social

Photo credit: andy_tinkham

@prTini • #OutreachMarketing

Disrupt the status quo. Build awareness.

Acquire customers. Excel in the social world.

Increase sales. Innovate best practices.

Heather Whaling • @prTiniheather@gebencomm.com

bit.ly/afreshapPRoach