Published on February 5, 2014
Content Marketing For the PR Professional The Next Generation Heidi Sullivan, SVP Digital Content @hksully Laurie Mahoney, Director Product Marketing @channermahoney 1 1
PR Professionals - Tomorrow’s Skills Today Tomorrow Led by the Head of PR Led by the CMO Focused on Earned Media Budget Devoted to Staff, Creative 2 2 Focused on Converged Media Budget Devoted to Technology, Content & Advertising
Content Marketing is Nothing New Source: Marketo 4 4
Why Content Marketing Now? 5 5
Number of content sources consumers access prior to making buying decisions 10.4 5.3 2010 2011 Source: Google Zero Moment of Truth, 2011 6 6
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
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
“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 12 12
Spread your message 13 13
Relationships with Influencers 15 15
am·pli·fy: to increase the strength or amount of; especially: to make louder.” - Merriam-Webster 16 16 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 My mom My fans Their friends My friends My coworkers My customers The people I don’t even know yet The Book of Business Awesome. 2012
Native Advertising in Action 18 18
Native Advertising in Action 19 19
Native Advertising in Action 20 20
The Case of the Allianz Global Assistance
Results 20% increase in web traffic within weeks…
American Academy of Orthopaedic Surgeons “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 23 23 23
Headlines & Photos Made a Difference Original Headline You have an ACL Tear-What’s Next? New Headlines Don'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 24 24
Content Marketing For the PR Professional QUESTIONS? Heidi Sullivan, SVP Digital Content @hksully Laurie Mahoney, Director Product Marketing @channermahoney 25 25
Brands are more invested today than ever before on curating and distributing paid,...
Marketers need to be creating and publishing original content across many differen...
As content marketing continues to increase in popularity in every industry, more m...
Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...
This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...
Content Marketing for the PR Professional. ... Cision’s new Content Marketing Suite gives you an ... Why content marketing is core to the PR professional;
Digital Marketing Professionals; ... Writing Rules in PR. ... You can also download the slides from this webinar. Connect ...
Content Marketing for the PR Professional: Cision Webinar ... We attended a recent webinar from Cision: “Content Marketing for the PR Professional ...
See who you know at Cision, leverage your professional ... content marketing professionals. ... PRSA webinar October 8th on "Marketing Tactics PR Pros ...
Get the professional knowledge you need on LinkedIn. LinkedIn Home What is LinkedIn? Join Today Sign In Main content ... My First Post on Cision: "What PR ...
We’re pleased to announce that Viralheat has joined Cision, ... for PR professionals, social and content ... content marketing and social ...