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  • What is Content Marketing?: CM is the creation & sharing of content - think of old school print advertorials now amplified by the social web
  • CREATING GREAT CONTENT: The great content lifecycle - start with one thing that's awesome and re-purpose it many times over. Differentiate bricks vs. feathers (that is, amazing pieces of content that will have a long shelf life versus smaller bits of content that are relevant today
  • CREATING GREAT CONTENT: Harvesting: Where to find great content within your organization. Example: Google (single content topic divided into 7 pieces of content, ZMOT)
  • Story Cycle: Creating Content: Do the math - Is my content optimized? Easy to share? Ready to inspire action?
  • Close with life cycle chart


  • 1. Amp It Up! Powering your PRthrough Content MarketingLaurie MahoneySenior Manager, Product MarketingBrandon AndersenGlobal Product Development Manager
  • 2. Follow Us! Webinar Hashtag #cision22
  • 3. 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 session33
  • 4. Congratulations Cision! 2013 CODiE Winner: Best Media and Information Monitoring
  • 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. Why NOW?200 milliontweets per day 1.64 billion posts discussing brands in the U.S. each yearmillions of dailyposts on forumsand social sites 3.3 billion U.S. page views per Link authority amongst 15 month billion Web pages Graphic courtesy Simon Cockell via Flickr 7 7
  • 7. “The heightened competition [for Google AdWords] has driven up the prices for keywords and made it harder for small companies…”Source: The New York Times
  • 8. “Even though Google is one of its investors, HubSpot cut back on its own pay-per-clickexpenditures after realizing that organic searches were accounting for 60% more traffic than paid searches.” Source: The New York Times
  • 9. Contentmarketingis the only marketing left. - Seth Godin
  • 10. Bricks vs. FeathersSource: http://goo.gl/GM1h4
  • 11. 1 starter kit 9 whitepapers 10 presentation assets 11 research whitepapers 16 videos1 eBook 47 pieces of owned content
  • 12. American Express Open Forum 1M+ Unique Visitors & Over-Delivered on Revenue Targets through Guest Posts & UGC1515
  • 13. Mint.com – Branded Content Full editorial staff for blog content led not only to website visitors, but conversions1616
  • 14. DeliveringHelpful Content
  • 15. DeliveringFUN Content
  • 16. Benchmarks & Goals:Social Metrics are your friend
  • 17. Content Marketers’ Top Goals Brand AwarenessCustomer Acquisition Lead Generation Customer Retention Website Traffic Engagement Thought Leadership 0% 10% 20% 30% 40% 50% 60% 70% Source: Content Marketing Institute 20 20
  • 18. Set Your GoalsAnalyze Create Curate Amplify
  • 19. QUESTIONS?Laurie Mahoney @channermahoneyBrandon Andersen @brandonchicago