1. A quick guide to PR | Content Marketing | Social Media
www.inlumino.com.au
2. Inlumino Communications Golden Triangle PR Content Marketing
Social Media
3. PR does not stand for press release What is PR? Public
Relations Who are the public? That depends PR
4. O Who are your publics? O How are you going to reach them? O
Media engagement O Advertising O Direct Marketing O Brand
activation/experience O Social media O Cold Calls O Send an email O
Write a letter
5. O After identifying your public, you can begin to analyse
who target media will be: O Local media? O Trade/Industry media? O
Consumer media? O Print? O Radio? O Online? Media Engagement
6. O Media Targets: Who are you going to send a media release
to? Identify: O Outlet O Show, Column, Feature in that outlet O Who
writes, presents, contributes to that show, column or feature O
Best time to contact them? One week Three weeks? A month before
deadline? Media Engagement
7. A media release is a good document to have, but getting a
story published will require more: Research the Media O To make
sure your story fits with the publication it is necessary to be
familiar with the publication. O Know what stories they cover, what
angles they pursue, regular columns that might be a good fit with
your story. More than a media release
8. Connect with Journalists O In this era of
hyper-connectivity, its a crime not to connect and engage with
bloggers, journos and editors. O Follow them on social media,
engage with their posts, comment on recent stories theyve reported.
O By doing so, youre building up a connection with them which will
make your getting your email opened all the more successful because
of this interaction. It also helps to ensure that youre pitching a
story that is relevant to their area More than a media release
9. Angles different stories for different media. O Business
media get the business angle, O Tech media would get the tech
impact the announcement will have, O Trade media gets the angle on
how the product will impact the industry, O Consumer media receives
the story about how this announcement will impact consumers day to
day use of the product O Local media could receive a pitch on how
this business will looking to engage the local community with the
project. More than a media release
10. Pitching: Proposing a story to the media outlet. A pitch
must be: O personal O offer a quick insight into why the story is
important O an appropriate angle O why the news matters O what
benefit the outlet would have with publishing such a story O offer
exclusiveness to the outlet. More than a media release
11. The rise of the Prosumer Traditionally the general public
has been a media consumer. With the rise of Web 2.0 = social media
and content creation platforms The general public are becoming both
producers and consumers of media. CONTENT MARKETING
12. WHAT IS CONTENT? General content Newsletters Blogs &
Articles How To & F.A.Q eBooks Video Images Infographics Case
Studies
13. What your Content should do: Inform Engage Create awareness
Build relationships Convert casual visitors into regular followers
Refer followers: To more information To industry organisations To
the answers if you cant help
14. Why is Content Important? Create relationships Build trust
Make you the authority in your industry SEO helps with search
engine rankings Youre producing your own content to share on social
media and not sharing someone else's content.
16. What is SEO? Search Engine Optimisation (SEO) is the
process of getting traffic from the free, organic, editorial or
natural listings on search engines. All search engines have such
results, where web pages are shown and ranked based on what the
search engine considers most relevant. Payment isnt involved, as it
is with paid search ads.
17. How Content Marketing Helps your SEO Creating regular new
content on a topic of interest that is being shared. Keywords are
being used regularly & repeatedly in context. Outbound links
From linking to relevant content in your material. Inbound links
Others linking to your relevant content.
18. How to improve your Content Consistency Make it about the
customer not YOU!!! Use keywords throughout the content BUT write
naturally, not like a robot. Have attention grabbing headlines Ask
questions To generate interaction The answers can help you generate
new content ideas too. Lead visitors to enquire
19. Ideas for Content Share industry news Report/Comment on
industry issues Provide answers/solutions to industry challenges
Interviews Share case studies
20. Other uses for Content: O Media: - Convert a blog post into
a media release - Show journalists you can comment on the industry:
- Youre a worthy source and know your subject. - Already have
online links ready - Trade media and journal submissions
21. Content Marketing is not: O The hard sell. O Telling
potential customers how good your business is. O How your product
is cheaper/faster/better than your competition. O Listing a price
for your product/services O All of the above is advertising.
22. Why Content Marketing should not involve advertising of any
kind: OTraditional advertising is one way and does not stimulate
long-term engagement
23. Things to Consider: OYour content type OResearch your
target demographic OMake your content marketing strategic O Create
a content calendar O Make regular updates and stick to your
calendar OChoose your social media platforms wisely Creating great
content is a waste of time if no one sees it.
24. Choose which platforms you will use. Factors: Business type
Industry Customers are they using the platform? Dont just share
your content. Connect with others Comment Share other peoples
content Have fun Social Media
