Cision Webinar Slides - The Future of Content Marketing
 

Cision Webinar Slides - The Future of Content Marketing

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    Cision Webinar Slides - The Future of Content Marketing Cision Webinar Slides - The Future of Content Marketing Presentation Transcript

    • The Future of Content Marketing Going Beyond the Branded Blog Jayme Soulati – Soulati Media President @soulati Heidi Sullivan – Cision SVP, Digital Content @hksully
    • How to participate today   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  2 2 During today’s web seminar, attendees will be in listen-only mode. Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
    • Your Presenters Jayme Soulati is a hybrid PR professional blending digital marketing, content and social media marketing strategy with core public relations. In her Chicago agency days where she worked with small-to-large PR firms, Jayme plied her specialty in media relations. She is a professional, award-winning blogger and author of Message Mapping: How to Sizzle External Communication with a #RockHot TM Tool for Leaders. One of PRWeek’s 40 under 40 in 2012, Heidi Sullivan is Senior Vice President of Digital Content for Cision and a selfproclaimed social media metrics nerd. She leads the company’s digital and broadcast content teams, the global research team for Cision’s media database, Cision’s social media community team and the company’s content marketing strategy.
    • What is Content Section Divider Marketing?
    • The discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands. -Content Marketing Association
    • What does content mean to you? It will:  Help achieve business objectives  Brand you  Embody your online influence  Define your professionalism  Create your authority 6 6
    • How can you rise to the occasion? 7 7
    • Blogging Section Divider
    • 62% of 3,000 marketers said they want to “master” blogging 86% of influential marketers blog consistently
    • What constitutes blogging?  Building Relationships  Writing consistently  Finding a specialty  Having purpose (goals)  Appeal, Authority, Authenticity  Personality  Inspiration & Creativity  Giving & Nurturing  Teaching  Loving it 10 10
    • Timeline of a blogger – year 1 • • • • Web Design Plug Ins Programming Hosting IT Strategy • Goals • Branding • Pick a Team • Topics • Ed Cal • Posting Frequency Content
    • Timeline of a blogger • Social Shares • Comment Systems • Design • Analytics IT Strategy • Community • Brand Yourself • Relationships • • • • WRITE! Use Ed Cal Post Frequently Social Channels Content
    • Timeline of a blogger • SEO • Analytics • Plug Ins IT Strategy • Community • Comment all over • WRITE! • Invite guests • Write a series Content
    • List.ly Shareaholic
    • Timeline of a blogger • New design • Best Comment System • SEO/Analytics IT Strategy • Build Community • Brand Yourself • Niche & Voice • • • • How-to/Tips/Best Lists & List.ly No echo chamber Read! Twist Topics Content
    • Timeline of a blogger – year 2
    • What does this mean? 17 17
    • BLOGGING IS NO LONGER ENOUGH!
    • Timeline of a blogger – year 3 • • • • Analytics Data Insights Mobility Digital Strategy IT Strategy • Lead Generation • Monetization • Partnerships • Authority • Email Newsletter • E-book • Specialty Topics • Photo Library Content
    • Content Marketing + Section Divider Social Media
    • Is your content reaching your intended audience? Google increased the importance of original content when they determine Search Engine Results Page
    • Number of content sources consumers access prior to making buying decisions 10.4 5.3 2010 2011 Source: Google Zero Moment of Truth, 2011
    • I’ve created my content: Now What?
    • “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
    • Spread your message
    • Relationships with Influencers
    • Native Advertising Section Divider
    • am·pli·fy: to increase the strength or amount of; especially: to make louder.” - Merriam-Webster 29 29 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.
    • Native Advertising in Action 30 30
    • Native Advertising in Action 31 31
    • Native Advertising in Action 32 32
    • Native Advertising in Action 33 33
    • 34 34
    • Take Aways Section Divider
    • Seven Tips 1. Blogging is more than writing posts. It involves IT, Strategy and Content. 2. Blogging is a marathon, not a sprint and takes time to build. 3. Identify tools that can make your blog more effective. 4. Creating your content is just the beginning. You need to market your content as well. 5. You need to find your target community where they are to grow your presence. 6. Enabling advocates and engaging influencers can help you build your brand. 7. Native advertising (however small) reaches “third circle” people in your community. 36 36
    • Hybrid PR Blend: Digital, Social, Content Marketing & Message Mapping for Business Buy it: http://MessageMapping.co jayme@soulati.com 37 37
    • Upcoming webinars  The Social Impact of your Content *Guest Presenter: Shelly Kramer 2 p.m. Eastern Thursday, November 7  Amplifying Your Content *Guest Presenter: Jay Baer 2 p.m. Eastern Tuesday, November 12 38 38