Content Marketing as a PR Tool

Heather Whaling • @prTini prTini.com • #CMWorldContent Marketing Bolsters PR Heather Whaling Geben Communication @prTini • #cmworld #cmworld

Sign of the TimesKodak: Bankrupt • Instagram: Acquired for ~$1 billion #cmworld

#cmworld

Desired Outcomes: educate eliminate generate activate & barriers leads accelerate Photo credits: Schoolhouse, Post-It, Line, Runner #cmworld

educate #cmworld

PR Goals:• Change perceptions• Build collaboration• Innovate best practices• Educate #cmworld

Content Buckets:• Innovation in Action• Relationship-driven Business• Cleveland (Ohio) Rocks• Paving the Way Through Leadership• Madison: Up Close & Personal #cmworld

Sparks Innovation Center: Crowdsourced product development #cmworld

Innovation in Action Madison: Up Close & PersonalPaving the Way Through Leadership ••• #cmworld

Innovation in Action Madison: Up Close & PersonalPaving the Way Through Leadership ••• Results: • Hundreds of submissions • 17% company growth • 37% new sales growth #cmworld

#cmworld

Innovation in Action Relationship-driven BusinessPaving the Way Through Leadership ••• #cmworld

eliminate barriers #cmworld

Columbus Marathon:a social media case study #cmworld

Priorities:• Communicate with people when & where they want• Foster engagement• Eliminate the “scare” factor• Sustain year-round community• Improve customer service #cmworld

after you nail the basics, add some sizzle #cmworld

Virtual Scavenger Hunt:• Drive traffic to the new website• Positive reinforcement• Establish new connections with potential marathon runners/walkers• http://bit.ly/CbusMarathonHunt #cmworld

Tweet & Go Seek #cmworld

New partner: Sponsor:Participant: Taking note: #cmworld

First Marathon to Join PinterestAmong top 15 referring sites to the website #cmworld

Ask the Race Director• Live broadcast on Ustream• Solicited questions on Facebook,Twitter, blog & enewsletter• 45 minutes, over lunch hour #cmworld

30 Tips, 30 Days• 8 of the top 10 blog pages in 2011 were tips• Blog traffic grew 260%• Percentage of pageviews tripled from 2010 #cmworld

The Final Countdown• 1,175 shares• 476 shares• Week-of interactions increased 385%• Secured car donation #cmworld

Results:• 2010, 2011 races sold out faster than ever• 2012 registration pacing ahead of 2011• 2011 data: – Facebook “likes” increased 130%, engagement increased by 300% – Twitter followers increase 77% – Website traffic increased 18.5%, with social media driving 50% of all referral traffic – Blog post views increased 170%• Responded to 500+ questions/comments on Facebook the week of the marathon #cmworld

generate leads #cmworld

Timely infographics• Increased traffic 360%• 50+ viable leads• Opened doors in sports vertical #cmworld

Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers.Excel in the social world. Increase sales. Innovate best practices. #cmworld

Content Marketing as a PR Tool

by Geben Communication on Sep 06, 2012

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 10

Statistics

Content Marketing as a PR Tool Presentation Transcript

http://www.weebly.com	6
http://preview.editmysite.com	3
http://www.docseek.net	1