The best content strategies not only focus on posting content to your website and promoting it on social channels, but also incorporates the reach that paid media offers. Not to mention, amplifying a positive piece of earned media on paid channels is the equivalent of promoting a testimonial.
In this session, we’ll discuss how to balance the three mediums and how to easily re-purpose your content to boost your message across all platforms.
This webinar will cover how to:
What is content marketing?
Why is it important now?
Why storytelling should start with PR
Harnessing earned, paid and owned media
Converged Media: Why It’s Of Vital Importance To Any Content Marketing Strategy
1. Brandon Andersen, Director of
Marketing
@brandonchicago
Laurie Mahoney, Director of Product
Marketing
@channermahoney
Converged Media: Why it’s
vitally important to any content
marketing strategy
3. 22
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. 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
5. 44
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
15. Some interesting agency stats:
▪ 72% of agencies are now offering SEO/digital marketing
services
▪ Experts say weight is heavily placed on inbound links and +1s
▪ The most in-demand PR services: content creation,
outreaching/engaging with influencers, and social networking
strategy.
▪ Compared with 12 months earlier, agency revenues from digital
sources have increased significantly.
▪ In the vast majority of cases, responsibility for content creation
and social media is handled in-house by the PR and
communications team.
Read more: http://www.marketingprofs.com/articles/2014/24859/why-the-future-of-digital-marketing-is-pure-pr#ixzz2yabk4w6t
21. 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
23. Via Rand Fishkin
Why Content Marketing
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
25. 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.
31. 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
32. 31
4 Types of Content
MetricsImmediate ROI
Long-term ROI
33. 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
34. Brandon Andersen, Director of
Marketing
@brandonchicago
Laurie Mahoney, Director of Product
Marketing
@channermahoney
Converged Media: Why it’s
vitally important to any content
marketing strategy