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Content Marketing For the PR Professional

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Content Marketing For the PR Professional The Next Generation Heidi Sullivan, SVP Digital Content @hksully Laurie Mahoney, Director Product Marketing @channermahoney


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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


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Content Marketing is Nothing New Source: Marketo


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Why Content Marketing Now?


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Number of content sources consumers access prior to making buying decisions Source: Google Zero Moment of Truth, 2011 10.4 2010 2011


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Rule #1: HAVE REAL EXPERTISE! ASK YOURSELF: What do I have to offer?


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i The average user spends 88% more time on a website with video (source: Mist Media) @hksully @daniellemin


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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) i @hksully @channermahoney


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I’ve created my content: Now What?


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Is your content reaching your intended audience? Google increased the importance of original content when they determine Search Engine Results Page


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“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 


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Spread your message


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Relationships with Influencers


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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. One form of this is native advertising.


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Sharing content outside your circles The Book of Business Awesome. 2012 My mom My coworkers My friends Their friends My fans My customers The people I don’t even know yet


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Native Advertising in Action


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Native Advertising in Action


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Native Advertising in Action


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The Case of the Allianz Global Assistance


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Results 20% increase in web traffic within weeks…


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American Academy of Orthopaedic Surgeons 23 “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


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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


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Content Marketing For the PR Professional QUESTIONS? Heidi Sullivan, SVP Digital Content @hksully Laurie Mahoney, Director Product Marketing @channermahoney


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