Storytelling has always been a core component of public relations, but we can't rely on "tried and true" tactics to disseminate those stories. By adding a layer of technology, storytelling has evolved into "content marketing" -- a highly effective PR strategy. This presentation offers three examples of PR-driven content marketing that generated measurable, bottom-line results.
7. Content Buckets:
• Innovation in Action
• Relationship-driven Business
• Cleveland (Ohio) Rocks
• Paving the Way Through Leadership
• Madison: Up Close & Personal
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9. Innovation in Action
Madison: Up Close & Personal
Paving the Way Through Leadership
•••
#cmworld
10. Innovation in Action
Madison: Up Close & Personal
Paving the Way Through Leadership
•••
#cmworld
11. Innovation in Action
Madison: Up Close & Personal
Paving the Way Through Leadership
•••
#cmworld
12. Innovation in Action
Madison: Up Close & Personal
Paving the Way Through Leadership
•••
Results:
• Hundreds of submissions
• 17% company growth
• 37% new sales growth
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17. Priorities:
• Communicate with people when &
where they want
• Foster engagement
• Eliminate the “scare” factor
• Sustain year-round community
• Improve customer service
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19. Virtual Scavenger Hunt:
• Drive traffic to the new website
• Positive reinforcement
• Establish new connections with potential
marathon runners/walkers
• http://bit.ly/CbusMarathonHunt
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21. New
partner:
Sponsor:
Participant:
Taking
note:
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22. First Marathon to Join Pinterest
Among top 15 referring sites to the website
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23. Ask the Race Director
• Live broadcast on Ustream
• Solicited questions on
Facebook,Twitter, blog &
enewsletter
• 45 minutes, over lunch hour
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24. 30 Tips, 30 Days
• 8 of the top 10
blog pages in
2011 were tips
• Blog traffic grew
260%
• Percentage of
pageviews tripled
from 2010
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25. The Final Countdown
• 1,175 shares
• 476 shares
• Week-of interactions
increased 385%
• Secured car donation
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26. Results:
• 2010, 2011 races sold out faster than ever
• 2012 registration pacing ahead of 2011
• 2011 data:
– Facebook “likes” increased 130%, engagement
increased by 300%
– Twitter followers increase 77%
– Website traffic increased 18.5%, with social media
driving 50% of all referral traffic
– Blog post views increased 170%
• Responded to 500+ questions/comments on
Facebook the week of the marathon
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29. Heather Whaling • @prTini
heather@gebencommunication.com
subscribe: bit.ly/prTini
Disrupt the status quo.
Build awareness.
Acquire customers.
Excel in the social world.
Increase sales.
Innovate best practices.
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