Cision - Magnus Thell - Content marketing october 15th 2013


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Magnus Thells presentation om Content marketing från seminariet i Stockholm den 15 oktober 2013.

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  • What is Content Marketing?: CM is the creation & sharing of content - think of old school print advertorials now amplified by the social web
  • While our clients span many industries, their persona or profile is very similar across all industries. PR Professionals are focused on getting their story/key messages in front of the right audience, building brand awareness, analyzing and interpreting public opinion to protect their corporate reputation. To get the most value from a campaign or story this requires them to know who the key media and influencers are in their industry, have access to the right distribution channels to reach those key influencers and have the ability to monitor what’s being said about their company and its brand. CisionPoint is specifically designed around the Corporate PR Professional’s workflow and delivers the right solution to address all three of these functions.
  • However as Peter mentioned earlier, the role of the PR professional is shifting from the traditional Paid Press Release as Paid, Earned and Owned Media converge. In addition to writing press releases, PR Professionals are tasked with creating other types of content to engage with their audience in a different way. From blogs to infographics to videos to whitepapers, they are building brand awareness through new content mediums. Although the content medium is not necessarily new, the distribution tools and the measurement of a successful campaign are. Curating content, amplying content to the right channels otherwise known as Content Marketing, driving , engaging and measuring traffic to their content, influencing not only traditional media but social influencers and in some cases the consumer directly are all key to the PR professional of tomorrow.
  • Cision - Magnus Thell - Content marketing october 15th 2013

    1. 1. Content Marketing 15 Oktober 2013 Magnus Thell. VD Cision Nordics
    2. 2. Definition
    3. 3. Definition: Content Marketing Innehållsmarknadsföring innebär att utveckla och dela relevant, värdefullt och engagerande material med din målgrupp i syfte att skaffa nya kunder eller öka försäljningen till befintliga kunder. DVS, skapa innehåll som driver trafik & ökar din försäljning Source: Content Marketing Institute
    4. 4. Varför Content Marketing Nu? 4 4
    5. 5. Converged Media – Nya möjligheter Note: Circles indicate rough differences in industry scale Source: VSS, Content Marketing Institute 5 5
    6. 6. The Corporate PR professional today… Role: PR or Corporate Communication professional focused on building brand awareness and protecting their corporate reputation Responsibilities: • Build relationships with the media • Write press releases to generate publicity • Monitor what’s being said about your brand and respond appropriately • Crisis communication • Manage PR campaigns Use Cases • • I need to understand what’s being said about my company and spokespeople in social and traditional media • 6 6 I need to reach out to journalists and influencers in my industry to promote my brand’s key messages I need to demonstrate the value of my PR campaigns to the C-Suite
    7. 7. The Integrated Communications Professional tomorrow… Role: PR & Communications professional responsible for publicity, branding, reputation and content marketing Responsibilities: • Create content to raise awareness • Amplify through generating publicity, engaging in social sites and advertising • Track lead conversions from marketing and PR activities • Responsible for communications and media cycle from start to finish Use Cases • • I need to easily create and distribute that content. • 7 7 I need to identify new influencers, audiences and channels for my content. I need to track the impact of my efforts in a measurable way for the c-suite
    8. 8. PR Professionals - Tomorrow’s Skills Today Tomorrow Led by the Head of PR Led by the CMO Focused on Earned Media Budget Devoted to Staff, Creative 8 8 Focused on Converged Media Budget Devoted to Technology, Content & Advertising
    9. 9. Content Marketers’ målsättning Brand Awareness Customer Acquisition Lead Generation Customer Retention Website Traffic Engagement Thought Leadership 0% Source: Content Marketing Institute 9 9 10% 20% 30% 40% 50% 60% 70%
    10. 10. Two-thirds of the world’s mobile data traffic will be video by 2016 (source: Cisco)
    11. 11. The average user spends 88% more time on a website with video (source: Mist Media)
    12. 12. 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text (source: 3M Corporation and Zabisco)
    13. 13. Så, Hur skapar du innehåll som blir uppmärksammat? 13 13
    14. 14. Fråga dig själv: Vad har jag att erbjuda?
    15. 15. Vilken typ av innehåll ska jag skapa? 15 15
    16. 16. Lämpliga källor Bloggar Artiklar White Papers Videos Infographics Tip Sheets Webinars 16 16
    17. 17. Mitt innehåll är skapat: Vad gör jag nu?
    18. 18. Sprid ditt budskap 18 18
    19. 19. am·pli·fy: to increase the strength or amount of; especially: to make louder.” - Merriam-Webster 19 19 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.
    20. 20. Att tänka på  Inte avbrytande — Doesn’t interrupt the user flow and fits seamlessly into the experience  I flödet och i sammanhanget — Complements, rather than competes with, the content around it  Skapar förtroende — Engenders trust by delivering value as opposed to employing deceptive marketing tricks  Upprätthåller varumärkesintegritet — Takes the long view to craft and communicate a brand’s story authentically  Tillför värde — Supplements the experience by either entertaining, informing or engaging Source: Solve Media 20 20