Cision Webinar Slides - Content Marketing for the PR Professional

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Information about Cision Webinar Slides - Content Marketing for the PR Professional

Published on February 5, 2014

Author: CisionMarketing



Content Marketing is all the buzz, but as a PR professional, are you keeping up on the latest tools and services to help you tell your stories?

If you’re looking for new strategies to increase traffic to your blog, generate more impressions to articles about your brand, or simply acquire more leads, Cision has a solution for you. Cision's new Content Marketing Suite gives you an easy-to-use platform for reaching new, highly-engaged audiences.

In this webinar we covered:

- Why content marketing is core to the PR professional
- Tools you can use to create and share your content in social channels like Twitter, Facebook and LinkedIn, driving traffic back to your story
- How to amplify this content on websites, such as Time and CNN, where viewers would be interested in your topic
- How amplification allows you to better target the right people who are interested in your content
- Using metrics, insights and Google Analytics to shape your future content marketing campaigns

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

3 3

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

14 14

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

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