Why PR Needs to own Content Marketing
 

Why PR Needs to own Content Marketing

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PR professionals have always had a story to tell, and with the rise of content marketing, they now have a place to tell that story – unfiltered and directly to their audience. But these new methods ...

PR professionals have always had a story to tell, and with the rise of content marketing, they now have a place to tell that story – unfiltered and directly to their audience. But these new methods venture into somewhat uncharted territory for PR professionals. Traditional earned media is being combined with paid and owned media – places that traditional marketing roles have owned – creating an interconnected mixed media environment that can be difficult to navigate.

Join Cision’s Laurie Mahoney and Brandon Andersen as they share:

• Why storytelling should start with PR
• How to combine earned, paid and owned channels into integrated campaigns
• How to team up with marketing to achieve your business goals

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  • Competing against PitchEngine – posting to one site instead of amplifying across many publishing site. Juice to help you extend outside your circles.

Why PR Needs to own Content Marketing Why PR Needs to own Content Marketing Presentation Transcript

  • 11 Why PR should own Content Marketing Brandon Andersen, Director of Marketing Laurie Mahoney, Director of Product Marketing @brandonchicago @channermahoney
  • 22 Webinar Hashtag #cision Follow Us!
  • 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
  • 44 Today’s Agenda:  What is content marketing?  Why is it important?  Why storytelling should start with PR  Harnessing earned, paid and owned media  Integrated campaigns
  • 55 Content Marketing is Nothing New Source: Marketo
  • 66 Why is it important? Why now?
  • 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
  • You’re Competing Against Everyone
  • 99 Why storytelling should start with PR
  • 1010 Relationships with Influencers
  • 1111 Creating touch points
  • 1212 Building Trust
  • 1313 Natural Storytellers
  • 1414 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, Creativ e Budget Devoted to Technology, Content & Advertising
  • 1515 Harnessing earned, paid and owned media
  • 1616 The changing media landscape Paid Earned Owned
  • 1717 The Usual Suspects Blogs White Papers Videos Infographics Tip Sheets Webinars
  • Tip: CONTENT GOES BEYOND OWNED MEDIA
  • 1919 Don’t underestimate the content value of these Earned Media Curated Content Answers Emails Comments Newsletters
  • I’ve created my content: Now What?
  • Is your content reaching your intended audience? Google increased the importance of original content when they determine Search Engine Results Page
  • 2222 “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
  • 2323 Spread your message
  • 2424 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.
  • Sharing content outside your circles The Book of Business Awesome. 2012 My mom My coworkers My friends Their friends My fans My customers The people I don’t even know yet
  • 2626 Native Advertising in Action
  • 2727
  • 28 4 Types of Content MetricsSpend less time here Spend more time here
  • 2929 Why PR Needs to Own Content Marketing QUESTIONS? Brandon Andersen, Director of Marketing @brandonchicago Laurie Mahoney, Director of Product Marketing