Magnus Thells presentation om Content marketing från seminariet i Stockholm den 15 oktober 2013.
http://www.cisionnewsroom.se/2013/10/15/lardomar-fran-dagens-seminarium-vikten-av-bra-rorligt-innehall/
3. Definition: Content Marketing
Innehållsmarknadsföring innebär att utveckla
och
dela relevant, värdefullt och
engagerande material med din målgrupp i syfte
att skaffa nya kunder eller öka försäljningen till befintliga
kunder. DVS,
skapa innehåll som driver
trafik & ökar din försäljning
Source: Content Marketing Institute
5. Converged Media – Nya möjligheter
Note: Circles indicate rough differences in industry scale
Source: VSS, Content Marketing Institute
5
5
6. The Corporate PR professional today…
Role: PR or Corporate Communication
professional focused on building brand
awareness and protecting their corporate
reputation
Responsibilities:
• Build relationships with the media
• Write press releases to generate publicity
• Monitor what’s being said about your brand and
respond appropriately
• Crisis communication
• Manage PR campaigns
Use Cases
•
•
I need to understand what’s being said about my company and spokespeople in
social and traditional media
•
6
6
I need to reach out to journalists and influencers in my industry to promote my
brand’s key messages
I need to demonstrate the value of my PR campaigns to the C-Suite
7. The Integrated Communications Professional
tomorrow…
Role: PR & Communications professional
responsible for publicity, branding, reputation
and content marketing
Responsibilities:
• Create content to raise awareness
• Amplify through generating publicity, engaging in
social sites and advertising
• Track lead conversions from marketing and PR
activities
• Responsible for communications and media cycle from
start to finish
Use Cases
•
•
I need to easily create and distribute that content.
•
7
7
I need to identify new influencers, audiences and channels for my content.
I need to track the impact of my efforts in a measurable way for the c-suite
8. PR Professionals - Tomorrow’s Skills
Today
Tomorrow
Led by the
Head of PR
Led by the
CMO
Focused on
Earned Media
Budget
Devoted to
Staff,
Creative
8
8
Focused on
Converged
Media
Budget
Devoted to
Technology,
Content &
Advertising
10. Two-thirds of the world’s mobile
data traffic will be video by 2016
(source: Cisco)
11. The average user spends 88%
more time on a website with video
(source: Mist Media)
12. 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)
13. Så, Hur skapar du innehåll som blir
uppmärksammat?
13
13
19. am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster
19
19
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.
20. Att tänka på
Inte avbrytande — Doesn’t interrupt the user flow and fits
seamlessly into the experience
I flödet och i sammanhanget — Complements, rather than
competes with, the content around it
Skapar förtroende — Engenders trust by delivering value as
opposed to employing deceptive marketing tricks
Upprätthåller varumärkesintegritet — Takes the long view to
craft and communicate a brand’s story authentically
Tillför värde — Supplements the experience by either
entertaining, informing or engaging
Source: Solve Media
20
20
Notas do Editor
What is Content Marketing?: CM is the creation & sharing of content - think of old school print advertorials now amplified by the social web
While our clients span many industries, their persona or profile is very similar across all industries. PR Professionals are focused on getting their story/key messages in front of the right audience, building brand awareness, analyzing and interpreting public opinion to protect their corporate reputation. To get the most value from a campaign or story this requires them to know who the key media and influencers are in their industry, have access to the right distribution channels to reach those key influencers and have the ability to monitor what’s being said about their company and its brand. CisionPoint is specifically designed around the Corporate PR Professional’s workflow and delivers the right solution to address all three of these functions.
However as Peter mentioned earlier, the role of the PR professional is shifting from the traditional Paid Press Release as Paid, Earned and Owned Media converge. In addition to writing press releases, PR Professionals are tasked with creating other types of content to engage with their audience in a different way. From blogs to infographics to videos to whitepapers, they are building brand awareness through new content mediums. Although the content medium is not necessarily new, the distribution tools and the measurement of a successful campaign are. Curating content, amplying content to the right channels otherwise known as Content Marketing, driving , engaging and measuring traffic to their content, influencing not only traditional media but social influencers and in some cases the consumer directly are all key to the PR professional of tomorrow.