'

Paid

Понравилась презентация – покажи это...





Слайд 0

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


Слайд 1

Follow us! @cision


Слайд 2

How to Participate Today During today’s web seminar, attendees will be in listen-only mode. If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317 Submit text questions Q&A addressed at the end of today’s session Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session Participate on Twitter at #cision


Слайд 3

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


Слайд 4

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


Слайд 5

Content marketing isn’t new


Слайд 6

Sell something and you make a customer today. Help someone and you create a customer for life. Jay Baer


Слайд 7

The Usual Suspects Videos & Photos Case Studies Blog Posts Tip Sheets White Papers Infographics E-Books Webinars Newsletters


Слайд 8

Why does content marketing fail?


Слайд 9

Via Rand Fishkin Why Content Marketing Fails Companies think this is how it works.


Слайд 10

Because that’s how Marketing sees it


Слайд 11

But it’s not easy… Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday


Слайд 12

Via Rand Fishkin Why Content Marketing Fails In reality, it works like this


Слайд 13

Why should PR take the reins?


Слайд 14

We’re building awareness and trust through content


Слайд 15

We are NOT selling.


Слайд 16

Building trust and storytelling? I know how to do that!


Слайд 17

We’re natural storytellers


Слайд 18

Relationships with Influencers


Слайд 19

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


Слайд 20

But wait! There’s more!


Слайд 21

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


Слайд 22

The changing media landscape Earned Owned Paid


Слайд 23

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.


Слайд 24

Shifting our focus from just this…


Слайд 25

To the whole spectrum of media…


Слайд 26


Слайд 27


Слайд 28


Слайд 29

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


Слайд 30

30 4 Types of Content Metrics Immediate ROI Long-term ROI


Слайд 31

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


Слайд 32

Brandon Andersen, Director of Marketing @brandonchicago Sonal Moraes, Product Specialist @sonalmoraes Converged Media: Why it’s vitally important to any content marketing strategy


×

HTML:





Ссылка: