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Sonal Moraes, Product Specialist @sonalmoraes Converged Media: Why it’s vitally important to any content marketing strategy Brandon Andersen, Director of Marketing @brandonchicago Paid Earned Owned Shared
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What is content marketing? Why does content marketing fail? Why storytelling should start with PR Harnessing earned, paid and owned media Integrated campaigns What We’ll Cover
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. I Content Marketing Institute
Content marketing isn’t new
Sell something and you make a customer today. Help someone and you create a customer for life. Jay Baer
The Usual Suspects Videos & Photos Case Studies Blog Posts Tip Sheets White Papers Infographics E-Books Webinars Newsletters
Why does content marketing fail?
Via Rand Fishkin Why Content Marketing Fails Companies think this is how it works.
Because that’s how Marketing sees it
But it’s not easy… Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday
Via Rand Fishkin Why Content Marketing Fails In reality, it works like this
Why should PR take the reins?
We’re building awareness and trust through content
We are NOT selling.
Building trust and storytelling?I know how to do that!
We’re natural storytellers
Relationships with Influencers
Via Rand Fishkin Why Content Marketing Fails In reality, it works like this WE (PR) Our content is memorable Our stories are targeted to our audiences WE Directly or through search We get earned media placed
But wait! There’s more!
Via Rand Fishkin Why Content Marketing Fails This is where things get interesting WE (PR) We get earned media placed Our content is memorable Our stories are targeted to our audiences Directly or through search WE
The changing media landscape Earned Owned Paid
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.
Shifting our focus from just this…
To the whole spectrum of media…
PR Professionals - Tomorrow’s Skills Today Tomorrow Led by the Head of PR Led by the CMO Focused on Earned Media Focused on Converged Media Budget Devoted to Staff, Creative Budget Devoted to Technology, Content & Advertising
30 4 Types of Content Metrics Immediate ROI Long-term ROI
The usual suspects…expanded Owned Media Videos & Photos Blog Posts White Papers E-Books Case Studies Tip Sheets Infographics Webinars Newsletters Curated Content Branded Content Earned Media Media Placement Stories Curated Content Answers Comments Discussions SEO Speaking engagements Paid Media Sponsored Content Native Advertising Brand Journalism Events Retargeting Speaking engagements
Brandon Andersen, Director of Marketing @brandonchicago Sonal Moraes, Product Specialist @sonalmoraes Converged Media: Why it’s vitally important to any content marketing strategy