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11
Content MarketingFor the PR Professional
The Next Generation
Heidi Sullivan, SVP Digital Content
@hksully
Laurie Mahoney, Director Product Marketing
@channermahoney
22
PR Professionals - Tomorrow’s Skills
Today Tomorrow
Led by the
Head of PRLed by the
CMO
Focused on
Earned Media
Focused on
Converged
Media
Budget
Devoted to
Staff,
Creative
Budget
Devoted to
Technology,
Content &
Advertising
33
44
Content Marketing is Nothing New
Source: Marketo
55
Why
Content
Marketing
Now?
66
Number of content sources consumers access
prior to making buying decisions
Source: Google Zero Moment of Truth, 2011
5.3
10.4
2010 2011
Rule #1:HAVE REAL EXPERTISE!
ASK YOURSELF:
What do I have to offer?
The average user spends 88%
more time on a website with video
(source: Mist Media)
@hksully
@daniellemin
90% of information transmitted to
the brain is visual, and visuals are
processed 60,000 times faster in
the brain than text
(source: 3M Corporation and Zabisco)
@hksully @channermahoney
I’ve created my content:
Now What?
Is your content reaching
your intended audience?
Google increased the importance of original content when they
determine Search Engine Results Page
1212
“If the news is
that important, it
will find me.”-A college student in an article by Brian Stelter in the New York
Times, March 2008
1313
Spread your
message
1414
1515
Relationships with Influencers
1616
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.
One form of this is
native
advertising.
Sharing content outside your circles
The Book of Business Awesome. 2012
My mom
My coworkers
My friendsTheir friends
My fans
My customers
The people I
don’t even
know yet
1818
Native Advertising in Action
1919
Native Advertising in Action
2020
Native Advertising in Action
The Case of the Allianz
Global Assistance
Results 20% increase in web
traffic within weeks…
2323
American Academy of Orthopaedic Surgeons
23
“This year we rolled out a new feature called
Ortho-pinions. We really want to drive people
to our content. An Ortho-pinion piece on knee
arthritis that we uploaded and amplified In
October was the most visited page on the
website as a whole, according to Google
Analytics. So it's clearly working to drive
traffic to our site.”Lauren Riley, Media Relations Manager
2424
Headlines & Photos Made a Difference
Original HeadlineYou have an ACL Tear-What’s Next?
New HeadlinesDon't Let an ACL Tear Ruin Your Life (481 clicks)
The 5 Stages of Dealing with Knee Pain Caused By an ACL Tear (415 clicks)
You Have an ACL Tear: What's Next? (374 clicks)
How to Deal with an ACL Tear That’s Causing You Knee Pain (280 clicks)
Knee Pain from a Torn ACL? How the Recovery Process Works (251 clicks)
The 5 Stages of Dealing with an ACL Tear (211 clicks)
Torn ACL? Don’t Let It Get in the Way of Recovery (139 clicks)
“Your Cision account manager keeps tabs on
the stories you're amplifying. If one isn't
working, it's up to Cision to rework the
headline. This happened to us for the first
time with a recent story we amplified. It
wasn't performing as well in the first two
weeks, so our representative emailed me to
let me know they tweaked the headline.”
- Lauren Riley, Media Relations Manager
2525
Content MarketingFor the PR Professional
QUESTIONS?
Heidi Sullivan, SVP Digital Content
@hksully
Laurie Mahoney, Director Product Marketing
@channermahoney