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PR’s Role in Content Marketing No Boundaries
 

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 ...

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 PR’s Role in Content Marketing No Boundaries Presentation Transcript

    • PR’S ROLE INCONTENT MARKETINGNO BOUNDARIESKIERSTEN LAWSONContent Strategy DirectorWaggener Edstrom WorldwideKlawson@waggeneredstrom.com@kierstenlawsonPR NEWS CONTENT MARKETING BOOTCAMP #PRBOOTCAMP
    • “CREATING A CUSTOMERWHO CREATES A CUSTOMER”#PRBOOTCAMP
    • #PRBOOTCAMP
    • THEN: MEDIA RELATIONSHIPS#PRBOOTCAMP
    • NOW: PERSONAL CONNECTIONS
    • BRAVE (NOT SO) NEW WORLDANALYTICSOWNEDMEDIAPAIDMEDIAEARNEDMEDIACONTENTCREATIVEMESSAGINGRESEARCHSource: Shift Communications#PRBOOTCAMP
    • 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
    • #PRBOOTCAMP
    • 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.
    • TOOLS OF THE TRADE
    • #PRBOOTCAMP
    • #PRBOOTCAMP
    • EASIER SAID THAN DONESILOED TEAMSMISSING CAPABILITIESDISCONNECTED DATAINABILITY TO MEASUREBUDGET MIX MAYHEMONE-SIZE-FITS-ALL CONTENTCLIENT COMFORT LEVEL GAP#PRBOOTCAMP
    • ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
    • ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
    • ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
    • #PRBOOTCAMP
    • ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
    • #PRBOOTCAMP
    • ALL HAVE LIMITS.NOT ALL ACCEPT THEM.BOLD CONTENT APPROACHES Owned content hubs / custom content Insourcing Native advertising / branded journalism Content partnerships#PRBOOTCAMP
    • #PRBOOTCAMP
    • “THE WORLD IS WATCHING”F E L I X B A U M G A R T N E R#PRBOOTCAMP
    • THANK YOUKiersten Lawson, Content Strategy DirectorWaggener Edstrom Worldwide@kierstenlawsonklawson@waggeneredstrom.com© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.#PRBOOTCAMP