Jon Newman of The Hodges Partnership gives his current take on content, social media and public relations

1. PRSA
Content
March 27, 2013
@jonnew
#PRSARVA

2. “Content is king.”
Photo: Bill Gates @ the University of Waterloo by batmoo on Flickr

3. What about context?

4. Where they are
How they reached your content
What device they’re using
What else is competing for
their attention
What they know about you already
What they expect

5. Context is mostly out
of your control.

6. But you control your content.

8. We used to just call that
“communications.”

10. To what end?
Sharing content and information to educate,
grow and reward your enthusiasts
Photo: Guemes Island WA, rural road by Rose Braverman on Flickr

11. How?
• Strategy
• Plan
• Content/Context
• Promote
• Report/Measure

12. Strategy
• Who are your enthusiasts?
• How can you reach them?
• How will you speak to them?
• How can you “grow” them?
• How can you engage with them?
• How will you reward them?
Photo: bullseye by emiliokuffer on Flickr

13. Let’s talk reward…
• Why reward?
– So they come back
– So they bring others

14. Plan
• Where does it come from?
– Do an audit, you may already have it
– Pick six relevant sources
– Do key word research
– Original
• From you
• Your colleagues
• Your “clients”
Photo: A question and exclamation mark of jigsaw puzzle pieces by Horia Varlan on Flickr

15. Plan
• Create an editorial calendar
• Live by the “rule of percentages”
• Include others to break down the silos
– In planning and execution

16. Content and Context.

17. Source: Google, The New Multi-screen World — http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

18. Source: Google, The New Multi-screen World — http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

19. Multi-screening
• What does this mean?
– The content should be consistent
– The content doesn’t have to be different
– The content must be visual
– The content must “break through”

20. Breaking through
• Push yourself
• Push others
• Collaborate
• Break down the silos
• Visuals
• Lots of visuals

21. Content
Posts
Links
Pictures, video, infographics
Webinars
White papers
E-Books
And….

22. A PSA for….

23. The Blog
• The tone
• The strategy
• Spread the writing around
• One main post per week
• Write it for them if you have to
• Marry it to your website if you can

24. Promote

25. The world famous…

26. Review
Strategy
Plan
Content/context
Promote
• Report

27. Report
• Existing analytics…at least
• Measure
– Quality of content
– Quality of the process
– Comments, likes, shares
– What is working
and what’s not

28. We still call it communications.