PR’s Role in Content Marketing No Boundaries

PR’S ROLE IN CONTENT MARKETING NO BOUNDARIES KIERSTEN LAWSON Content Strategy Director Waggener Edstrom Worldwide Klawson@waggeneredstrom.com @kierstenlawson

PR NEWS CONTENT MARKETING BOOTCAMP #PRBOOTCAMP

“CREATING A CUSTOMER WHO CREATES A CUSTOMER”

#PRBOOTCAMP

#PRBOOTCAMP

THEN: MEDIA RELATIONSHIPS

#PRBOOTCAMP

NOW: PERSONAL CONNECTIONS

BRAVE (NOT SO) NEW WORLD

ANALYTICS

OWNED MEDIA

PAID MEDIA

EARNED MEDIA CONTENT

CREATIVE

MESSAGING

RESEARCH

Source: Shift Communications

#PRBOOTCAMP

BRAVE (OH SO) NEW WORLD

178 ONLINE PROPERTIES OF AVERAGE BRAND

3,000 BRAND IMPRESSIONS DAILY PER PERSON

6X LEADS INCREASE FROM BLOGGING 9-15X/MONTH

71% BRANDS INCREASED CM BUDGETS IN 2013

Sources: Altimeter Group, Altimeter Group, HubSpot, Econsultancy and Responsys

#PRBOOTCAMP

#PRBOOTCAMP

READY, SET, GO

CHALLENGE Optimize @MSFTNews Twitter handle conversations.

IDEA Monitor activity; assess tweets and link amplification.

Determine trends, themes, buzz-worthiness.

Provide monthly impact results, strategic recommendations.

IMPACT Deep understanding of who is interacting with the handle and how to engage.

TOOLS OF THE TRADE

#PRBOOTCAMP

#PRBOOTCAMP

EASIER SAID THAN DONE

SILOED TEAMS

MISSING CAPABILITIES

DISCONNECTED DATA

INABILITY TO MEASURE

BUDGET MIX MAYHEM

ONE-SIZE-FITS-ALL CONTENT

CLIENT COMFORT LEVEL GAP

#PRBOOTCAMP

ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES

Owned content hubs / custom content

Insourcing

Native advertising / branded journalism

Content partnerships

#PRBOOTCAMP

ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES

Owned content hubs / custom content

Insourcing

Native advertising / branded journalism

Content partnerships

#PRBOOTCAMP

ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES

Owned content hubs / custom content

Insourcing

Native advertising / branded journalism

Content partnerships

#PRBOOTCAMP

#PRBOOTCAMP

ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES

Owned content hubs / custom content

Insourcing

Native advertising / branded journalism

Content partnerships

#PRBOOTCAMP

#PRBOOTCAMP

ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES

Owned content hubs / custom content

Insourcing

Native advertising / branded journalism

Content partnerships

#PRBOOTCAMP

#PRBOOTCAMP

“THE WORLD IS WATCHING” F E L I X B A U M G A R T N E R

#PRBOOTCAMP

THANK YOU

Kiersten Lawson, Content Strategy Director

Waggener Edstrom Worldwide

@kierstenlawson

klawson@waggeneredstrom.com

© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.

#PRBOOTCAMP