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The webinar will start shortly презентация
Содержание
- 1. The webinar will start shortly
- 2. The webinar will start shortly Did you
- 3. The webinar will start shortly Presentation slides
- 4. The webinar will start shortly #VocusWebinar
- 5. Cision November 13, 2014 Your Content Strategy
- 6. Your content strategy is broken. Admit it. TE CONNECTIVITY
- 7. More noise than ever before Cision
- 8. And, you’re battling this… Cision
- 9. Marketers/PRs know it’s a challenge … yet
- 10. How did we get here? Cision
- 11. Cision
- 12. Look familiar? Cision
- 13. Cision
- 14. Cision
- 15. Cision
- 16. What do we do now? Cision
- 17. 1: Conduct a comprehensive content audit Cision
- 18. Review & Analyze: Existing content across all
- 19. Cision
- 20. Cision
- 21. Review & Analyze: Anecdotal feedback from customers/fans
- 22. Identify: What content already exists that you’re
- 23. 2: Identify resources In-house Agency Independent Robots? Cision
- 24. In-House: Pros Less ramp-up time Knows your
- 25. Agency: Pros Access to more “human resources”
- 26. Independent: Pros What you see is what
- 27. Robots? Wordsmith 2,000 simple articles per second
- 28. 3: Create a content plan of attack Cision
- 29. First, ask yourself: What’s our mission? Cision
- 30. Long-form content -> Micro-content Cision
- 31. “Content Cornerstones” Cision
- 32. #1: Stay true to your brand voice, values and mission. Cision
- 33. #2: Create content your customers will find USEFUL (or entertaining). Cision
- 34. Cision
- 35. #3: Amplify your customers’ best content. Cision
- 36. Cision
- 37. #4: Focus on content that builds pride. Cision
- 38. #5: Inspire your customers through powerful images (and video) Cision
- 39. #6: Tell rich, meaningful stories about the
- 40. #7: Be a resource (and build brand affinity and trust) Cision
- 41. #8: Focus SIGNFICANT effort on headlines Cision
- 42. Identify your “sources” Organizational “connectors” Customers Vendors/Partners Front-line employees Customer service Executives Cision
- 43. Then, think about what about content YOU
- 44. You know who’s really good at this? Cision
- 45. 4: How are you going to distribute the content? Cision
- 46. DISTRIBUTE Social Email Repurpose (LinkedIn publishing, Medium) Cision
- 47. Cision
- 48. Cision
- 49. Cision
- 50. Keep this in mind… Cision
- 51. You know who’s really good at this? Cision
- 52. 5: Do you plan to amplify your content? Cision
- 53. AMPLIFY Social advertising Sponsored content Syndication Cision
- 54. Cision
- 55. Cision
- 56. Cision
- 57. You know who’s really good at this? Cision
- 58. 6: And finally, how do you measure? Cision
- 59. MEASURE Google Analytics Social signals “Engaged time”/”Attention time” Visitor loyalty Don’t forget: Email metrics Cision
- 60. arikhanson.com @arikhanson arik@arikhanson.com Cision
- 61. Question and Answer Please enter your questions
- 62. The Vocus Family About Vocus, A Cision
The webinar will start shortly Did you know? You can also find e-books and white papers chock full of best practices and current industry trends. Check it all out on
Слайд 1The webinar will start shortly
Did you know?
Vocus makes it easy
to distribute, amplify and measure your content. The Vocus PR Suite is a one stop shop for all your PR needs, including sending targeted press releases, promoting content on social and measuring the results.
Слайд 2The webinar will start shortly
Did you know?
You can also find
e-books and white papers chock full of best practices and current industry trends. Check it all out on our website, www.vocus.com under Resources – White Papers!
Слайд 3The webinar will start shortly
Presentation slides can be downloaded from the
“learn more” tab in the webinar console
Слайд 9Marketers/PRs know it’s a challenge … yet we fail to fully
prepare.
“My content marketing is not effective.”
“Producing engaging content is my biggest content marketing challenge.”
“But, I don’t have a documented strategy.”
Cision
Слайд 18Review & Analyze:
Existing content across all social channels
Data sources (Facebook Insights,
Google Analytics, etc.)
Cision
Слайд 21Review & Analyze:
Anecdotal feedback from customers/fans
Anecdotal feedback from employees/leadership
3-4 competitors/brands you
admire
Cision
Слайд 22Identify:
What content already exists that you’re not
already using?
What content does
your client/company want?
What content do your actually customers want?
Find a mix that works for your company/client (and lean more toward the customer-focused content)
What content do your actually customers want?
Find a mix that works for your company/client (and lean more toward the customer-focused content)
Cision
Слайд 24In-House: Pros
Less ramp-up time
Knows your brand better
Quick access to internal SMEs
Not
always best resource
Existing political barriers may provide roadblocks
Existing political barriers may provide roadblocks
In-House: Cons
Cision
Слайд 25Agency: Pros
Access to more “human resources”
Get much-needed outside perspective
All-in-one package
More expensive
Longer
dating cycle
Agency: Cons
Cision
Слайд 26Independent: Pros
What you see is what you get
Big fish, small pond
Just
one person means…just one person
Independent: Cons
Cision
Слайд 27Robots?
Wordsmith
2,000 simple articles per second
Not as “robotic” as you might think
Boon
to personalized content (and reports)
Cision
Слайд 42Identify your “sources”
Organizational “connectors”
Customers
Vendors/Partners
Front-line employees
Customer service
Executives
Cision
Слайд 43Then, think about what about content YOU can create?
Round-up posts
Q&A from
the sales team
How-to’s
Interviews (trade shows, events, etc.)
Book reviews
Lists (with stats to back them up)
Case studies
Summarizing comments
How-to’s
Interviews (trade shows, events, etc.)
Book reviews
Lists (with stats to back them up)
Case studies
Summarizing comments
Cision
Слайд 59MEASURE
Google Analytics
Social signals
“Engaged time”/”Attention time”
Visitor loyalty
Don’t forget: Email metrics
Cision
Слайд 61Question and Answer
Please enter your questions for the speaker in the
Q&A box of your audience console.
Alternatively you may tweet your questions using #VocusWebinar.
Слайд 62The Vocus Family
About Vocus, A Cision Company
Cision is a leading provider
of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform. Communication professionals use Cision to access the world’s largest pitchable media and blogger database, distribute press releases, manage influencer outreach, measure social media activities, and analyze the effectiveness of campaigns. Cision, which recently combined with Vocus, also represents the Gorkana Group, Visible Technologies, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers and maintains offices in Canada, England, France, Germany, Portugal, Sweden, Finland and China. For more information, visit www.cision.com or follow @Cision on Twitter.
PR Suite Online News Releases Publicity Email Marketing @Vocus @PRWeb @Helpareporter @iContact
