Content Marketing and PR: How Cision Has Embraced The Shift
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Join Cision's Content Marketing Manager, Teresa Dankowski, and Director of Marketing, Brandon Andersen, as we pull back the curtain and give you a glimpse into how Cision US's marketing department does content marketing. We'll walk you through how we shifted from traditional PR and marketing roles to an integrated marketing team, and the best practices we've learned along the way. In this complimentary 60-minute webinar, we will discuss how: -Cision "practices what it preaches" when it comes to content marketing and PR -Traditional PR roles have shifted into new job functions -PR has spread to other job functions across the organization as a result of content marketing
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Content Marketing and PR: How Cision Has Embraced The Shift
- 1. Content Marketing and PR How Cision Has Embraced The Shift with Brandon Andersen, Director of Marketing and Teresa Dankowski, Content Marketing Manager
- 3. 33 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
- 4. 44 What is content marketing? The shift in the PR landscape How we “practice what we preach” What impact has content marketing had on our brand? What We’ll Cover
- 5. Section DividerWhat is content marketing?
- 6. 66 We’ve been surrounded by it…
- 7. 77 The barriers of entry are now down
- 8. 88 Golden rule of content marketing… Provide value to your audience.
- 9. Sell something and you make a customer today. Help someone and you create a customer for life. - Jay Baer, marketing consultant and author of Youtility: Why Smart Marketing Is About Help, Not Hype
- 10. Section DividerThe shift in the PR landscape
- 11. 1111 The changing media landscape Paid Earned Owned
- 13. Why is PR uniquely positioned to do content marketing? Building trust Relationships with influencers Creating touchpoints Natural storytellers
- 14. Section DividerHow Cision does content marketing
- 15. 1515 Videos & Photos Articles Case Studies Blog Posts White Papers Tip Sheets E-Books Webinars Infographics … and much more! What Kinds of Content?
- 16. 1616 Content we create is optimized for social and search, enabling a campaign to live on well past it’s launch date Perpetual campaigns (owned content)
- 17. 1717 Our content campaigns are all about building awareness, trust and LEADS Calls to action
- 18. 4 videos 6 tip sheets 6 event presentations 10 webinars 11 videos 17 blog posts 54 pieces of owned content 1 eBook
- 19. Section Divider Upsell Opportunities Hot Sales Leads Product Inquiries Thought Leadership Leads 147 201 1,797 5,894
- 21. 2121 Importance of earned media Social Journalism Survey 19+ outlets picked up 226+ downloads
- 23. 2323
- 24. NATIVE advertising Creating content that fits the user’s experience
- 25. 2525
- 27. 2727 40.8% Of all traffic to blog comes from content marketing
- 28. 2828 +26% Increase YoY in hot leads +110% Increase YoY in warm leads +47% Increase YoY in thought leadership leads What’s the impact?
Notas do Editor
- CREATING GREAT CONTENT: Harvesting: Where to find great content within your organization. Example: Google (single content topic divided into 7 pieces of content, ZMOT)
- Story Cycle: Amplifying Content: How am I going to share? Grassroots? Influencer Outreach? Pay-Per-Click Branded Content Advertising? Sponsored Stories on Social Sites?