Content marketing may be a purchase trigger, but a content-only strategy will leave you short of your goals. It takes great content plus savvy PR promotion to increase awareness, coverage and leads. How to Use Content Marketing to Generate Engagement and Coverage dispels the myth of “build it, and they will come.” It instead focuses on how to integrate PR and content marketing for an increased ROI. With this white paper, you’ll learn how to: * Create content that entertains, visually engages, and informs * Optimize content marketing for your customers and the media * Develop a content marketing ecosystem that bridges the PR and marketing teams Learn how to generate the awareness and coverage your brand needs with How to Use Content Marketing to Generate Engagement and Coverage now! http://bit.ly/1n3TPnY

1. How to Use Content
Marketing to Generate
Engagement and Coverage

2. Content Marketing With a PR
Slant
PR Pros seek to build awareness, engagement and
relationships with their target publics.
To do so, they must create content that fulfills at least
one of these considerations:
1. Is the content entertaining?
2. Is the content visually engaging?
3. Is the content informative?

3. Entertainment
• Content that entertains is
content that gets shared.
• People need short, pithy
content. They aren’t going to
read 500 words before
reaching the punch line.
• Examples: Buzzfeed and
Captain Morgan

4. Visual Engagement
• Striking content brings
awareness and
engagement and can
initiate relationships.
• National Geographic uses
photos to create
awareness and buzz
around its brand.

5. Knowledge
• “Awesome gets shared. Helpful gets bought.” -Tom
Martin, founder of Converse Digital
• Informative content (press releases, how-to
guides, etc.) reaches audiences already interested
in the brand’s product for service.
• Use helpful content to drive marketing and sales
leads.

6. PR and Content Marketing:
Where’s the ROI?
“PR may not be able to measure
sales or contribution to share price,
but PR can identify outputs that
contribute to sales growth and other
critical metrics.”
- Forrest Anderson, independent
communications strategy and research
consultant

7. Optimizing Content Marketing
for PR’s Audiences
How to Optimize Content for Potential
Customers
1. Develop detailed audience personas.
2. Discover where, when and how personas seek
information.
3. Create and disseminate content where personas gravitate
online, not where you are.
4. Measure the effectiveness of content and fine-tune as
needed.
5. Constantly assess personas’ perceptions, attitudes and
behaviors and adapt accordingly.

8. Optimizing Content
Marketing for PR’s Audiences
How to Optimize for the Media
1. Research news outlets that serve potential customers.
2. Build relationships with journalists and reporters.
3. Send relevant, concise, easy-to-read pitches that include
rich media like photos and videos.
4. Continue to research outlets and build and maintain
relationships. News outlets come and go, as do journalists
and reporters.

9. Content Marketing is the
News
“If you want to be in the media, become the
media…To ensure your place as a trusted
source for stories in the media, create content
that demonstrates that expertise.”
- Lee Odden, author of “Optimize”

10. Content Marketing as an
Ecosystem
• Fragmenting content marketing assets can
lead to duplication and wasted time and
money.
• Avoid problems by:
o Viewing the lifecycle of PR and marketing
as part of a continuum.
o Establishing a framework for parties to
work together.
o Keeping consistent branding.

11. Content Marketing as an
Ecosystem
The content marketing lifecycle:
• Reduce – Create shorter, “snackable” content.
• Reuse – Use content produced for PR for marketing
purposes and vice versa; a blog post can become an
infographic.
• Recycle – Generate “evergreen” content that has
many applications and can be rejuvenated.

12. PR and Content Marketing: An
Engagement and Coverage Powerhouse
• Content marketing’s full capabilities become
apparent when wedded with PR.
• Engagement and coverage come from
pitching relevant and interesting stories.
• Supplement content with pitches and
earned and paid media to achieve greater
results.

13. W a n t t o t a k e y o u r
content marketing
further?
Download a copy of the
“How to Use Content
Marketing to Generate
Engagement and
Coverage” white paper
today.