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Andrew Smith - What can Content Marketing learn from Public Relations? And vice versa?
 

Andrew Smith - What can Content Marketing learn from Public Relations? And vice versa?

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    Andrew Smith - What can Content Marketing learn from Public Relations? And vice versa? Andrew Smith - What can Content Marketing learn from Public Relations? And vice versa? Presentation Transcript

    • eschermaneschermanPR. Analytics. SEO.PR. Analytics. SEO.What can Content Marketing learn fromPublic Relations?And vice versa?
    • Andrew Bruce SmithManaging DirectorEschermanMCIPRTwitter: andismitSearch for: Andrew Bruce Smith
    • http://amzn.to/Po0EWa
    • “Content Marketing is owning, as opposedto renting media. It’s a marketing process toattract and retain customers by consistentlycreating and curating content in order tochange or enhance a consumer behavior.”Joe Pullizi – Founder, Content Marketing Institute
    • “You cannot bore people into buying your product;you can only interest them in buying it.”
    • Content marketing vs PRTraditional PRHelping others (journalists) to tell your storyContent marketingTelling your own storyContent marketing = editorially driven marketing?Think like a journalist to create meaningful content?
    • Lissted: journalists on Twitter
    • The attributes of greateditoral contentRelevanceValue: informational/entertainmentOriginality
    • A side note on these creatures…
    • The Google view of links today“The best links come from high trust, highauthority sites in a natural, editorial-stylecontext”Panda and Penguin designed to penalize thincontentImplications for content marketing
    • The real issuesIs your content marketing programme delivering real value?What mix of content is delivering the outcomes you really want?Are you are getting the returns you want from content marketing?
    • Google Analytics provides a wayof seeing the direct and indirectcontribution made by any channelagainst a specific goal
    • SummaryContent marketing requires editorial style skillsPR skills can inform content marketingAll forms of marketing can be viewed as contentContent strategy defined by organisational objectivesValue of content marketing can be measured