Berghs inspiration and content marketing 2014

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My presentation to PR pupils at Berhgs School of Communication in January 2014. It focuses on media trends that impacts PR professionals and talks about Content Marketing.

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  • Content Marketing
  • Berghs inspiration and content marketing 2014

    1. 1. PR trends and Content Marketing 21 January 2014 Alexander Mason Marketing Director Cision Nordics
    2. 2. Who am I?  15+ years in communication  Board member of AMEC for three years  Jury member of SPINN 6 years  I am a thought provider not a thought leader! 2 2
    3. 3. Spinn13! Section Divider
    4. 4. 4 4
    5. 5. Some basic Online Visibility Section Divider
    6. 6. Where do you want the traffic?
    7. 7. Content Marketing Section Divider
    8. 8. Vad är Content Marketing? ―Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. The essence of good content marketing is that it offers something the viewer wants, such as information or entertainment. Content marketing can take a lot of different forms, including YouTube videos, blog posts and articles. It shouldn’t really seem like marketing — in some cases, in fact, it should only be identifiable as marketing because the advertiser is identified as the content provider.‖ Source: www.whatis.techterms.com
    9. 9. Allt fler företag organiserar sig som medier
    10. 10. Tradionella medier når fler än någonsin!
    11. 11. Medierna letar nya intäktskällor - trafik
    12. 12. Content Marketing: How it works Blog post written by The Guardian Amplified organic content on sites in the network. Now there are Candy Crush socks The Guardian
    13. 13. Client case: Happy Socks  The Guardian posted a blog post about an external design collaboration  Using Cision’s Content Marketing service, Happy Socks were able to amplify this post gaining 13,5 M impressions and driving 6.000 people to the article.
    14. 14. Reflection from the campaign If you want to measure your campaign you should drive traffic to a site that you can measure Importance of headline and pictures – think 10 headlines and 4 - 6 pictures! Brand awareness and opinion you should use earned media To sell services you should drive traffic to a site you own
    15. 15. Why do companies/organisations use CM?
    16. 16. The Service Section Divider
    17. 17. Country Breakdown Monthly Page Views UNITED STATES >11 000 000 000 UNITED KINGDOM >1 200 000 000 GERMANY >80 000 000 SWEDEN >55 000 000 NORWAY >26 000 000 DENMARK >20 000 000 FINLAND >17 000 000
    18. 18. Column2 Column4 Country Breakdown UNITED STATES UNITED KINGDOM CANADA FRANCE AUSTRALIA ISRAEL INDIA PHILLIPINES BRAZIL GERMANY ITALY IRELAND SOUTH AFRICA SINGAPORE SWEDEN NETHERLANDS, THE MALAYSIA SPAIN PUERTO RICO MEXICO NEW ZEALAND BELGIUM JAPAN SWITZERLAND NORWAY INDONESIA UNITED ARAB EMIRATES HONG KONG DENMARK POLAND THAILAND CHINA TURKEY FINLAND KOREA, REPUBLIC OF PORTUGAL GREECE Monthly Page Views 11 896 017 849 1 119 482 298 659 637 842 344 603 632 243 428 261 128 027 602 111 724 461 95 421 321 91 105 784 84 392 726 59 938 016 56 901 156 55 942 148 54 183 966 53 864 297 53 224 958 44 913 553 37 880 826 37 720 991 36 442 314 34 843 966 31 167 768 29 729 256 27 971 074 26 532 562 25 413 719 22 696 529 21 098 182 20 778 512 19 340 000 18 380 991 18 221 157 18 061 322 17 581 818 16 782 644 16 143 306 15 823 636
    19. 19.  Create  Publish  Amplify  Spinn/PR  Add to the story!
    20. 20. Rättviseförmedlingen Section Divider

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