PR’s Role in Content Marketing No Boundaries

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Kiersten Lawson, Waggener Edstrom content strategy director, shares insight on “The Content Marketing Landscape—and PR's Role” at the PR News Content Marketing Boot Camp. Tuesday, June 18, 2013 in NYC.

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PR’s Role in Content Marketing No Boundaries

  1. 1. PR’S ROLE INCONTENT MARKETINGNO BOUNDARIESKIERSTEN LAWSONContent Strategy DirectorWaggener Edstrom WorldwideKlawson@waggeneredstrom.com@kierstenlawsonPR NEWS CONTENT MARKETING BOOTCAMP #PRBOOTCAMP
  2. 2. “CREATING A CUSTOMERWHO CREATES A CUSTOMER”#PRBOOTCAMP
  3. 3. #PRBOOTCAMP
  4. 4. THEN: MEDIA RELATIONSHIPS#PRBOOTCAMP
  5. 5. NOW: PERSONAL CONNECTIONS
  6. 6. BRAVE (NOT SO) NEW WORLDANALYTICSOWNEDMEDIAPAIDMEDIAEARNEDMEDIACONTENTCREATIVEMESSAGINGRESEARCHSource: Shift Communications#PRBOOTCAMP
  7. 7. BRAVE (OH SO) NEW WORLD178 ONLINE PROPERTIES OFAVERAGE BRAND3,000 BRAND IMPRESSIONSDAILY PER PERSON6X LEADS INCREASE FROMBLOGGING 9-15X/MONTH71% BRANDS INCREASEDCM BUDGETS IN 2013Sources: Altimeter Group, Altimeter Group, HubSpot, Econsultancy and Responsys#PRBOOTCAMP
  8. 8. #PRBOOTCAMP
  9. 9. READY, SET, GOCHALLENGEOptimize @MSFTNews Twitter handleconversations.IDEAMonitor activity; assess tweets and linkamplification.Determine trends, themes, buzz-worthiness.Provide monthly impact results, strategicrecommendations.IMPACTDeep understanding of who is interacting withthe handle and how to engage.
  10. 10. TOOLS OF THE TRADE
  11. 11. #PRBOOTCAMP
  12. 12. #PRBOOTCAMP
  13. 13. EASIER SAID THAN DONESILOED TEAMSMISSING CAPABILITIESDISCONNECTED DATAINABILITY TO MEASUREBUDGET MIX MAYHEMONE-SIZE-FITS-ALL CONTENTCLIENT COMFORT LEVEL GAP#PRBOOTCAMP
  14. 14. ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
  15. 15. ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
  16. 16. ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
  17. 17. #PRBOOTCAMP
  18. 18. ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
  19. 19. #PRBOOTCAMP
  20. 20. ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
  21. 21. #PRBOOTCAMP
  22. 22. “THE WORLD IS WATCHING”F E L I X B A U M G A R T N E R#PRBOOTCAMP
  23. 23. THANK YOUKiersten Lawson, Content Strategy DirectorWaggener Edstrom Worldwide@kierstenlawsonklawson@waggeneredstrom.com© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.#PRBOOTCAMP

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