Upload
tranmien
View
223
Download
4
Embed Size (px)
Citation preview
@LeeOdden @LeeOdden #PRSADIconf
Let’s Talk…
Trends in digital PR & content marketing 3 Model & Best Practices for content marketing & PR integration
Tools for success
1 3
@LeeOdden #PRSADIconf What is Content Marketing?
“Content Marketing is the planning, creation, promotion and measurement of content for a specific audience to influence a business outcome.”
Image: Shutterstock
@LeeOdden #PRSADIconf
Create Awareness IT Professionals
SunGard Cloud Offerings
eBook – Infographic Email – Landing Pages
5.7% Open Rate 150% Better CTR
24 Leads
Source: Content2Conversion Conference 2013
@LeeOdden #PRSADIconf
Generate New Revenue - HP
Thought Leadership Customized Offers
Email Series – eBook Microsite, Articles
Targeted 2,000 15% CTO Microsite
$8 million pipeline rev
Source: Content2Conversion Conference 2013
@LeeOdden #PRSADIconf
Source: Content2Conversion Conference 2013
Xerox - Connect with Top 30 Accounts
Partnered w/ Forbes Print & iPad Magazine
70% of Targets 20,000 New Contacts 1,000 Appointments $1.3 billion pipeline
@LeeOdden #PRSADIconf
We’re All in the Content Business PR & Comms Messaging Strategy Newsroom Blog Posts Press Releases Case Studies Social Content Newsletters Contributed ArticlesWhite Papers Events Video, Image, Audio
Content Marketing Content Strategy Website Blog Landing Pages Newsletter White Papers Social Media MicrositesAdvertising Webinars Email Video, Image, Audio
91% of B2B Marketers Use
Content Marketing Content Marketing Institute
@LeeOdden #PRSADIconf @LeeOdden#PRSADIconf
Community > 300K
Website
YouTube
Flickr
Slideshare
White Papers Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation & Curation
Guest Posts
Events
eBooks Pinterest
Blog
@LeeOdden #PRSADIconf
“Content is the currency for building
social relationships
that can boost earned
media.”
@LeeOdden @LeeOdden #PRSADIconf
From Utility to Storytelling “Most content marketers have been focused on utility and publishing practical value through infographics, lists and ‘how to’ tips. To differentiate themselves, successful brands tell stories that evoke strong emotions and help the brand make a personal connection with their audience.”
Michael Brenner, VP Marketing and Content Strategy at SAP @BrennerMichael
@LeeOdden @LeeOdden
We’re All in the Social Media Biz PR & Comms Social Listening Social Content Social Engagement Social Ads
Grow Networks: Facebook Twitter Google+ LinkedIn YouTube Pinterest
Digital Marketing Social Monitoring Community Building Promotion Social Content Social Ads
Grow Networks: Facebook Twitter Google+ LinkedIn YouTube Pinterest
64% of B2B Marketers Use Social Media
Marketing Business2Community
@LeeOdden @LeeOdden #PRSADIconf
Break Down Silos
PR Goals Awareness Influence Thought Leadership Reputation Media Coverage Social Engagement Influencer Relations
Marketing Goals Traffic Leads Sales Order Volume Order Frequency Retention Referrals
Common Ground • Messaging &
Story • Content Planning • Coordinated
Social & Media Relations with Amplification
• Social Listening for Buying Signals
• Content Placement O ti i
@LeeOdden @LeeOdden #PRSADIconf
Trend: Ubiquitous Connectivity
50 Billion connected devices: 2020
Source: Ericcson
Create
Consume
Publish
Interact
Transact
@LeeOdden @LeeOdden
A Picture of Me Taking A Picture of Me Getting My Photo Posted to a Forever 21 Billboard in Times Square.
Offline to Online Shared Media
@LeeOdden @LeeOdden #PRSADIconf
Co-Created Owned Media
Next Closest Popular Preso 6,514 views | 1 year ago
125k
77k
68k
@LeeOdden @LeeOdden
Success Metrics
Source: Don Bartholomew, SVP at Ketchum
Goals are only as good as your ability to measure progress and outcomes
@LeeOdden @LeeOdden #PRSADIconf
Content Marketing Skills for PR Segmentation Buy Cycle Stories Content Planning Creation, Curation Amplification Measurement
Unified Strategy
Goals Resources
What New Skills Are You Developing?
@LeeOdden @LeeOdden #PRSADIconf
Discover Act Consume
Start By Knowing Your Customers
Search Keywords Social Topics Advertising Publications Events Word of Mouth
Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short
Social Share Engage Subscribe Register Inquire Buy
@LeeOdden @LeeOdden #PRSADIconf
Preferences Pain Points Behaviors
Search & Social Data Sources
Editorial Calendar, Repurpose
Social & SEO Networking, PR, Linking
Who are you writing for?
What do they care about?
What stories will connect you?
Make it easy to find & share
awareness consideration purchase retention advocacy
Optimized – Socialized - Publicized
@LeeOdden @LeeOdden #PRSADIconf
Buying Cycle Keywords Social Topics Content Type
Awareness broad general issues blog, byline, social
Interest category investigative video, social
Consideration comparison demos feature comparison, reviews
Purchase transactional referrals exclusive
Retention tips connect with other users be a resource
Advocacy supporting participation deliver as promised!
Journalist Pain Points • Deadline to meet • In need of another source • Need a different story perspective • Quotes, stats, research
Align Topical Needs With Content
Stan
Optimized & Socialized Content Plan awareness consideration purchase retention advocacy
@LeeOdden @LeeOdden #PRSADIconf
Persona: “Admin Jane” Influences CEO
Values: = Fast = Save $ = Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacy interest
Byline PPC
Email Offer
Locator
Tips Articles
Newsletter
Blog
Soc Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Article
Media
Reviews
Blog
Display
Offers
Network
Thank You
Referral
Rewards
Content: = Topics = Keywords = Media & Channel
Optimize Across the Lifecycle
@LeeOdden @LeeOdden #PRSADIconf
Content Calendar Template • dates • topics • titles • description • target audience • buying cycle • keywords • categories • promotions • repurposing • media types • internal citations • 3rd party citations/sources
Download: http://tprk.us/keyedcal
@LeeOdden @LeeOdden #PRSADIconf
PR Content Tool
Cision Content Marketing Suite
Create
Amplify
Measure
@LeeOdden @LeeOdden #PRSADIconf
Content Marketing Tools Compendium Contently DivvyHQ Ebyline GatherContent InboundWriter Scripted Servio Skyword Textbroker WriterAccess Zerys
Kapost Content Marketing Software
List: Content Maketing Institute
@LeeOdden @LeeOdden #PRSADIconf
4 Takeaways
Content Marketing enables customer targeting, dynamic optimization, and a direct connection to business ROI You want media hits? Become the media! Grow your content marketing skills NOW Start testing tools – it’s the only way to scale
1
2 3 4
@LeeOdden @LeeOdden #PRSADIconf
Thank You
Lee Odden - Consulting [email protected] TopRankMarketing.com MarketingBlog.com OptimizeBook.com