Mahoney, Director Product Marketing
@channermahoney
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Content Marketing For the PR Professional презентация
Содержание
- 1. Content Marketing For the PR Professional
- 2. PR
- 4. Content Marketing is Nothing New Source: Marketo
- 5. Why Content Marketing Now?
- 6. Number of content sources consumers access prior
- 7. Rule #1: HAVE REAL EXPERTISE! ASK YOURSELF: What do I have to offer?
- 8. i The average user spends 88%
- 9. 90% of information transmitted to the brain
- 10. I’ve created my content: Now What?
- 11. Is your content reaching your intended audience?
- 12. “If the news is that important, it
- 13. Spread your message
- 15. Relationships with Influencers
- 16. am·pli·fy: to increase the strength or
- 17. Sharing content outside your circles The Book
- 18. Native Advertising in Action
- 19. Native Advertising in Action
- 20. Native Advertising in Action
- 21. The Case of the Allianz Global Assistance
- 22. Results 20% increase in web traffic within weeks…
- 23. American Academy of Orthopaedic Surgeons “This
- 24. Headlines & Photos Made a Difference Original
- 25. Content Marketing For the PR Professional
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
Слайд 1
Content Marketing
For the PR Professional
The Next Generation
Heidi Sullivan, SVP Digital Content
@hksully
Laurie
Слайд 2
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
Слайд 6Number of content sources consumers access prior to making buying decisions
Source:
Google Zero Moment of Truth, 2011
5.3
10.4
2010
2011
Слайд 8
i
The average user spends 88%
more time on a website with video
(source: Mist Media)
@hksully @daniellemin
Слайд 990% 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)
(source: 3M Corporation and Zabisco)
i
@hksully @channermahoney
Слайд 11Is your content reaching your intended audience?
Google increased the importance of
original content when they determine Search Engine Results Page
Слайд 12“If the news is that important, it will find me.” - A
college student in an article by Brian Stelter in the New York Times, March 2008
Слайд 16am·pli·fy: to increase the strength or
amount of; especially:
to make
louder.”
- Merriam-Webster
- Merriam-Webster
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.
Слайд 17Sharing content outside your circles
The Book of Business Awesome. 2012
My mom
My coworkers
My
friends
Their friends
My fans
My customers
The people I don’t even know yet
Слайд 23American Academy of Orthopaedic Surgeons
“This year we rolled out a new
feature called Ortho-pinions. We really want to drive people to our content. An Ortho-pinion piece on knee arthritis that we uploaded and amplified In October was the most visited page on the website as a whole, according to Google Analytics. So it's clearly working to drive traffic to our site.”
Lauren Riley, Media Relations Manager
Lauren Riley, Media Relations Manager
Слайд 24Headlines & Photos Made a Difference
Original Headline
You have an ACL Tear-What’s
Next?
New Headlines
Don't Let an ACL Tear Ruin Your Life (481 clicks)
The 5 Stages of Dealing with Knee Pain Caused By an ACL Tear (415 clicks)
You Have an ACL Tear: What's Next? (374 clicks)
How to Deal with an ACL Tear That’s Causing You Knee Pain (280 clicks)
Knee Pain from a Torn ACL? How the Recovery Process Works (251 clicks)
The 5 Stages of Dealing with an ACL Tear (211 clicks)
Torn ACL? Don’t Let It Get in the Way of Recovery (139 clicks)
New Headlines
Don't Let an ACL Tear Ruin Your Life (481 clicks)
The 5 Stages of Dealing with Knee Pain Caused By an ACL Tear (415 clicks)
You Have an ACL Tear: What's Next? (374 clicks)
How to Deal with an ACL Tear That’s Causing You Knee Pain (280 clicks)
Knee Pain from a Torn ACL? How the Recovery Process Works (251 clicks)
The 5 Stages of Dealing with an ACL Tear (211 clicks)
Torn ACL? Don’t Let It Get in the Way of Recovery (139 clicks)
“Your Cision account manager keeps tabs on the stories you're amplifying. If one isn't working, it's up to Cision to rework the headline. This happened to us for the first time with a recent story we amplified. It wasn't performing as well in the first two weeks, so our representative emailed me to let me know they tweaked the headline.”
- Lauren Riley, Media Relations Manager
Слайд 25
Content Marketing
For the PR Professional
QUESTIONS?
Heidi Sullivan, SVP Digital Content
@hksully
Laurie Mahoney, Director
Product Marketing
@channermahoney
@channermahoney
