Cision Webinar - Content Marketing for the PR Professional

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  • What is Content Marketing?: CM is the creation & sharing of content - think of traditionalprint advertorials now amplified by the social web
  • Speak about where to host, discuss difference between hosting content on your social newsroom vs. propertiesSocial Newsroom works best for agencies or companies with multiple brands
  • The First Circle: These are the connections that are closest to us — and the strongest. These are people who share our content simply because they know and trust us. You can think of these people as our “brand fans”.The Second Circle: These are the friends of those in your first circle. They see our content on a regular basis because our first circle connections share it.But how else can I reach these other circles to help promote organic growth?


  • 1. Content Marketing For the PR Professional Heidi Sullivan, SVP Digital Content @hksully Laurie Mahoney, Senior Manager, Product Marketing @channermahoney
  • 2. 22 Webinar Hashtag #cision Follow Us!
  • 3. 33 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. 44 What is Content Marketing?
  • 5. Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience. Source: Content Marketing Institute
  • 6. 66 Content Marketing is Nothing New Source: Marketo
  • 7. 77 Number of content sources consumers access prior to making buying decisions Source: Google Zero Moment of Truth, 2011 5.3 10.4 2010 2011
  • 8. 88 Companies that blog 15x or more per month get 5x more traffic… …than those that don’t blog. Source: Hubspot 2012 Content Creates Traffic.
  • 9. 99 Where is your content being created today? Company Blog Press Release Social Media Articles Infographics
  • 10. 1010 Is your content reaching your intended audience?  Google increased the importance of original content when they determine Search Engine Results Page (The Rankings Page on Google)
  • 11. 1111 “If the news is that important, it will find me.” -Acollege student in an article by Brian Stelter in the New York Times, March 2008
  • 12. 1212 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. One form of this is native advertising.
  • 13. 1313 Native Advertising in Action
  • 14. 1414 Native Advertising in Action
  • 15. 1515 Native Advertising in Action
  • 16. 1616 Native Advertising in Action
  • 17. 1717
  • 18. 1818 Cision’s Content Marketing Suite
  • 19. 1919 Sharing content via Social Newsrooms  Easily create custom landing pages for all your content  Social sharing tools to easily share content  Comprehensive analytics - track pageviews, unique visitors, downloads and referral traffic for your content  Simultaneously publish the content to your website
  • 20. 2020 Sharing content outside your circles 20 The Book of Business Awesome. 2012
  • 21. 2121 Amplification in Action
  • 22. 2222 How do we target the right audience?  Algorithm-based recommendation engine surfaces the content that is most likely to keep visitors engaged  Beyond story relevance, it also factors: • What stories are trending in general • What content other visitors also found interesting • What content visitors have already viewed • What content is relevant to the content on the page being visited  Our premier publisher network reaches over 200 million people a month that serve up over 2 billion recommendations a day on various platforms that drive traffic back to your content
  • 23. 2323 Understand what sources & geography generate the most traffic from amplification
  • 24. 2424 See how your content is performing and identify top content
  • 25. 2525 Why Cision?  Easy to use portal to promote content through multiple channels  Cision’s content team will manage all aspects of pay-per-click and pay-per-impression campaigns  Content team is there to optimize your titles to get more clicks and eyeballs on your content.
  • 26. 2626 - Daniel Durazo, Director of Communications Case Study: Allianz Global Assistance “We had this vague idea that we needed to do something with Content Marketing. We kept hearing about Content Marketing but didn’t know how to take that first step.”
  • 27. 2727 Allianz Global Assistance
  • 28. Content Marketing is about powering stories through technology. That’s where Cision comes in.
  • 29. Content Marketing For the PR Professional Questions?