Converged Media: Why It’s Of Vital Importance To Any Content Marketing Strategy
 

Converged Media: Why It’s Of Vital Importance To Any Content Marketing Strategy

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The best content strategies not only focus on posting content to your website and promoting it on social channels, but also incorporates the reach that paid media offers. Not to mention, amplifying a ...

The best content strategies not only focus on posting content to your website and promoting it on social channels, but also incorporates the reach that paid media offers. Not to mention, amplifying a positive piece of earned media on paid channels is the equivalent of promoting a testimonial.

In this session, we’ll discuss how to balance the three mediums and how to easily re-purpose your content to boost your message across all platforms.

This webinar will cover how to:

What is content marketing?
Why is it important now?
Why storytelling should start with PR
Harnessing earned, paid and owned media

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Converged Media: Why It’s Of Vital Importance To Any Content Marketing Strategy Converged Media: Why It’s Of Vital Importance To Any Content Marketing Strategy Presentation Transcript

  • Converged Media: Why it’s vitally important to any content marketing strategy Brandon Andersen, Director of Marketing @brandonchicago Laurie Mahoney, Director of Product Marketing @channermahoney
  • Follow us! @cision
  • How to Participate Today 2 2  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
  • What is content marketing? Why does content marketing fail? Why storytelling should start with PR Harnessing earned, paid and owned media Integrated campaigns What We’ll Cover
  • Content 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. 4 4 I Content Marketing Institute
  • Content marketing isn’t new
  • Sell something and you make a customer today. Help someone and you create a customer for life. Jay Baer
  • The Usual Suspects Videos & Photos Case Studies Blog Posts Tip Sheets White Papers Infographics E-Books Webinars Newsletters
  • Why does content Section Divider marketing fail?
  • Companies think this is how it Via Rand Fishkin Why Content Marketing Fails works.
  • Because that’s how Marketing sees it
  • But it’s not easy… Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard- friday
  • Via Rand Fishkin In reality, it works like Why Content Marketing Fails this
  • Why should PR take the reins?
  • Some interesting agency stats: ▪ 72% of agencies are now offering SEO/digital marketing services ▪ Experts say weight is heavily placed on inbound links and +1s ▪ The most in-demand PR services: content creation, outreaching/engaging with influencers, and social networking strategy. ▪ Compared with 12 months earlier, agency revenues from digital sources have increased significantly. ▪ In the vast majority of cases, responsibility for content creation and social media is handled in-house by the PR and communications team. Read more: http://www.marketingprofs.com/articles/2014/24859/why-the-future-of-digital-marketing-is-pure-pr#ixzz2yabk4w6t
  • We’re building awareness and trust through content
  • We are NOT selling.
  • Building trust and storytelling? I know how to do that!
  • We’re natural storytellers
  • Relationships with Influencers 1199
  • Via Rand Fishkin In reality, it works like Why Content Marketing Fails this WE (PR) Our content is memorable Our stories are targeted to our audiences WE Directly or through search We get earned media placed
  • But wait! There’s more!
  • Via Rand Fishkin This is where things get Why Content Marketing interesting WE (PR) We get earned media placed Our content is memorable Our stories are targeted to our audiences Directly or through search WE
  • The changing media landscape Earned Owned Paid
  • 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.
  • Shifting our focus from just this…
  • To the whole spectrum of media…
  • 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
  • 4 Types of Content 31 Immediate ROI Metrics Long-term ROI
  • The 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
  • Converged Media: Why it’s vitally important to any content marketing strategy Brandon Andersen, Director of Marketing @brandonchicago Laurie Mahoney, Director of Product Marketing @channermahoney