Fueling the Content Marketing Engine through PR

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Information about Fueling the Content Marketing Engine through PR

Published on February 25, 2013

Author: au1153

Source: slideshare.net

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Presented by Online Marketing Institute and PR Newswire on Wednesday Feb. 20, 2013 with Michael Pranikoff, PR Newswire Global Director of Emerging Media; and Lisa Buyer – CEO of The Buyer Group. Listen to the full session at http://promotions.prnewswire.com/LP_OMI_FuelingContentMktg_OnDemandWebinar_20130220_DK.html

For both PR pros and marketers alike, the content phenomenon birthed by a converged media landscape is still in its infancy. And although the phrase content marketing doesn’t include PR, the connection between the two is undeniable.

Consider the fact that, at its core, public relations is focused on effective audience engagement – the very same goal of a content marketing strategy. By incorporating PR tactics (not solely limited to press releases alone), organizations stand to reap significant gains; gains in the form of higher earned media coverage, expanded visibility for one’s content, improved influencer engagement and more.

Today’s Presenters Michael Pranikoff PR Newswire Global Director, Emerging Media Michael.pranikoff@prnewswire.com About.me/michaelpranikoff @mpranikoff Lisa Buyer Publicist, Columnist, Social PR Evangelist CEO of The Buyer Group, A Social #PR Agency Blog: http://socialprscoops.com/ @lisabuyer #PRNEWSWIRE

About @LisaBuyer• Publicist, Columnist, Social PR Evangelist• Social #PR Chat Editor• CEO of The Buyer Group,• a Social #PR agency• Search Engine Watch Columnist• Clients include B2B, B2C, Public, and Private• Frequent industry speaker #PubCon, #SES, #ClickZ, AllFacebook Conference, MediaPost• University of Florida (Go Gators!) graduate with a degree in Public Relations & Business Administration

Dear Content Marketing:Meet PR, Your New BFF!• The PR Power of Newsrooms• Visual PR Content• Mobile PR Content• Paid PR Content-• What can you do right now? #PRNEWSWIRE @lisabuyer & @mpranikoff

#PRNEWSWIRE @lisabuyer & @mpranikoff

The Company Newsroom

The Company Online NewsroomA centralized news headquarters for all of your brand’s digital [content]including news stories, photos, videos, financial and other organizational information.

The Company Online Newsroom Florida Power & Light Newsroom http://newsroom.fpl.com/

The Company Online Newsroom

Online Newsroom Content• Beyond the press release• Deliver diverse content for bloggers, buyers, consumers, analysts and investors. Industry News Social Networks Videos Images Content Feeds Categories Reviews Media Coverage Media Contact Info Infographics

Says“The best way to get other sites to create relevantlinks to yours is to create unique, relevantcontent that can quickly gain popularity in the Internet community,” says Google . “#PRNEWSWIRE @lisabuyer & @mpranikoff

News Optimization Opportunity 14 percent of press releases were optimized for search and recent surveys indicate the entire newsroom is lacking optimization.#PRNEWSWIRE @lisabuyer & @mpranikoff

Brands that can rock visual media will find themselves market leaders. @Ekaterina

More Multimedia = More Views * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012

44% say more likely to engage with companies if they use pictures than any other media.#PRNEWSWIRE @lisabuyer & @mpranikoff

79% journalists Say images increased the odds of a press release getting picked up.#PRNEWSWIRE @lisabuyer & @mpranikoff

Readers are4X more likely to engage or comment on a blog post with a good image

VSM: Visual Social Media• Visual PR via Visual Social Media (Pinterest, Facebook, Tumblr, Instagram)• Easier to snap a pic than post a Tweet• Experience roaming across diverse screens

Today’s Press Release and News• Can happen with a picture• Is social• Is optimized• Is visual (VSM) the next BIG thing – it’s here!

#PRNEWSWIRE @lisabuyer & @mpranikoff

Your Company News on PinterestGive them something to Pin about! Images that are • Visually attractive • Share worthy • Influential • Video

Say NOJust Say NO to BORING B2B Stock Photos!

Mobile Reporting Events TradeshowsBehind the Scenes @ Company Headquarter Step by Step How to #hashtag#PRNEWSWIRE @lisabuyer & @mpranikoff

Your Company News on Instagram Visually Interesting Evocative Personal Human Real

Consider all screens when thinking of content and online newsrooms Mobile versions to serve the multi- screen user!

B2B + Pinterest Visual and Mobile PR Reminders! Seamless brand experience • Consistent messaging • Goals and objectives • KPI

Opportunity Frequency Optimization#PRNEWSWIRE @lisabuyer & @mpranikoff

What can you do right now?

• Key Takeaways • Give your online newsroom some love! • Use the online newsroom as a content marketing hub • Use interesting and evoking images with company news and all content. • Tell your story in pins and pictures with Instagram • Give Google what it’s looking for: unique, relevant content that can quickly gain popularity • Don’t be afraid to #Fail! Try #new things

Make Your Content Move The Needle!

Today’s Presenters Michael Pranikoff PR Newswire Global Director, Emerging Media Michael.pranikoff@prnewswire.com About.me/michaelpranikoff @mpranikoff Lisa Buyer Publicist, Columnist, Social PR Evangelist CEO of The Buyer Group, A Social #PR Agency Blog: http://socialprscoops.com/ @lisabuyer#PRNEWSWIRE @lisabuyer & @mpranikoff

Resources and Researchhttp://www.youtube.com/watch?v=IC8qJuT8kXYhttp://www.tekgroup.com/research/http://www.business2community.com/content-marketing/2013-b2b-content-marketing-benchmarks- budgets-and-trends-research-report-0314013http://www.slideshare.net/CMI/b2b-content-marketing-2013-benchmarks-budgets-and-trendsnorth- america-14855770http://news.press-feed.com/digitalpr.php?include=143494http://blog.prnewswire.com/2013/02/19/online-newsrooms-are-a-key-part-of-content-strategy/http://www.tekgroup.com/

Speaker: Lisa Buyer, President & CEO The Buyer GroupWebsite: www.thebuyergroup.comTwitter: http://Twitter.com/lisabuyer or @lisabuyerLinkedIn: http://www.linkedin.com/in/lisabuyerFacebook: http://www.facebook.com/thebuyergroupYouTube: http://www.youtube.com/lisabuyerBlog: http://socialprscoops.com/

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