Brandon Andersen, Director of Marketing
@brandonchicago
Paid
Earned
Owned
Shared
- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
Paid презентация
Содержание
- 1. Paid
- 2. Follow us! @cision
- 3. How to Participate Today During today’s web
- 4. What is content marketing? Why does content
- 5. Content marketing is a marketing technique of
- 6. Content marketing isn’t new
- 7. Sell something and you make a customer
- 8. The Usual Suspects Videos & Photos Case
- 9. Why does content marketing fail?
- 10. Via Rand Fishkin Why
- 11. Because that’s how Marketing sees it
- 12. But it’s not easy… Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday
- 13. Via Rand Fishkin Why Content Marketing Fails In reality, it works like this
- 14. Why should PR take the reins?
- 15. We’re building awareness and trust through content
- 16. We are NOT selling.
- 17. Building trust and storytelling? I know how to do that!
- 18. We’re natural storytellers
- 19. Relationships with Influencers
- 20. Via Rand Fishkin Why Content Marketing Fails
- 21. But wait! There’s more!
- 22. Via Rand Fishkin Why Content Marketing Fails
- 23. The changing media landscape Earned Owned Paid
- 24. am·pli·fy: to increase the strength or
- 25. Shifting our focus from just this…
- 26. To the whole spectrum of media…
- 30. PR
- 31. 4 Types of Content Metrics Immediate ROI Long-term ROI
- 32. The usual suspects…expanded Owned Media Videos &
- 33. Brandon Andersen, Director of
Follow us!
@cision
Слайд 1
Sonal Moraes, Product Specialist
@sonalmoraes
Converged Media: Why it’s vitally important to any
content marketing strategy
Слайд 3How 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
Participate on Twitter at #cision
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
Participate on Twitter at #cision
Слайд 4What is content marketing?
Why does content marketing fail?
Why storytelling should start
with PR
Harnessing earned, paid and owned media
Integrated campaigns
Harnessing earned, paid and owned media
Integrated campaigns
What We’ll Cover
Слайд 5Content 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
Слайд 7Sell something and you make a customer today.
Help someone and you
create a
customer for life.
customer for life.
Jay Baer
Слайд 8The Usual Suspects
Videos & Photos
Case Studies
Blog Posts
Tip Sheets
White Papers
Infographics
E-Books
Webinars
Newsletters
Слайд 12But it’s not easy…
Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday
Слайд 20Via 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
Слайд 22Via Rand Fishkin
Why Content Marketing Fails
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
Слайд 24am·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.
Слайд 30
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 32The 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
Слайд 33
Brandon Andersen, Director of Marketing
@brandonchicago
Sonal Moraes, Product Specialist
@sonalmoraes
Converged Media: Why it’s
vitally important to any content marketing strategy
