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A brief presentation on how to create an effective map for PR-driven content, presented April 204 to public relations professionals. It includes strategy, destination, content, content mapping, determining the best form of content, and social/social networks timing for sharing.
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a map for pr-driven content* you’ve got the content,
now get it to the best destination.
*in 45 minutes
@cloudspark
Content is a fancy piece of terminology for movies, television, plays, videogames, books, magazines, newspapers or any other form of news, information or entertainment that people consume with any of their sensory organs other than their taste buds. Soup, for example, is not content. But a video of soup is.
- The Wall Street Journal
“The New ABCs of Business” April 13, 2014
@cloudspark
it’s noisy, we’re distracted
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phone
radio newspaper
television
pop up ads
rss feeds magazines
tablet
useful > awesome
focus on creating useful content
a pr-specialty
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“we can't talk about what [our company] wants to talk about. we have to talk about
what people want to talk about."
@cloudspark
effective content is powerful
@cloudspark
content feeds inbound marketing
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how we buy has changed
it’s why inbound matters
& useful content matters
@cloudspark
@cloudspark
content + social = faster growth
@cloudspark
content
a
destination
b @cloudspark
destination
you must have a destination in mind to create effective content
work with marketing to identify or create those landing spaces
measure the impact
inbound links (where’d they come from)
hits (how many came to the page/site)
online action (what pages did they visit)
calls to action (likes, enrollment, purchase, downloads)
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a content test
just what kind of content should it be?
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if you can draw it with a minimum amount of words =
static visual content
whiteboard test 1
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if you can draw it but need to explain it =
video content
whiteboard test 2
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if you can tell the story with excitement
but you can’t draw it =
audio content
whiteboard test 3
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if you only have words (or mostly words) =
text content
whiteboard test 4
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90% of info enters the brain visually
the recall rate of visual is 9x higher than text only
visual content is more likely to be shared than text only
visual activates different areas of the brain than text
why visual matters
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map the content
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news release
post on news page
edit for blog
post on linkedin
(3)
post link on twitter
share in email
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video
post on youtube
embed in blog
post
share on linkedin
(3)
share via
use in webinar
show at tradeshow
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presentation
post on slideshare
embed on blog
post on linkedin
(3)
post link on twitter
share slide
images
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map your
content
repeat the road signs
keep them on the road to your destination
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fomo
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social mixing
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when to hit the road timing of social sharing
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primetime: wednesday at 1-4pm
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primetime: monday thru thursday 1-4pm
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primetime: tuesday thru thursday 7-9am
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primetime: business mornings
g+
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tumblr
primetime: sundays and
monday thru thursday evenings
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primetime: saturday morning and
weekday evening and nights
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5 things you can do learn >> apply
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1. set the strategy
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2. plan & work with marketing
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3. know the destination
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cx journey mapping
search
react
evaluate
decide convert
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4. map every piece of content
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5. measure what matters
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i might just answer
ask me anything
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thank you.
jenny schmitt @cloudspark
jschmitt(at)cloudspark(dot)com linkedin.com/jennyrebeccaschmitt
