Why Now Could be the Best Time Ever to be a PR & Marketing Pro… … And how to make sure That you grab this unique opportunity!

Public Relations: Nothing Has Changed in 50 Years

Public Relations: Everything Has Changed in 50 Years

Timeless Marketing Commandments Your job: B to B: Make your customers successful B to C: Make your customers’ lives better 1st understand, then be understood Listen, really listen to your customers Engage your customers in dialogue

Your job:

B to B: Make your customers successful

B to C: Make your customers’ lives better

1st understand, then be understood

Listen, really listen to your customers

Engage your customers in dialogue

PR & Marketing Realities From 1958 to 1998 Almost Nothing had changed Everything has changed from 1998 to 2008

From 1958 to 1998 Almost Nothing had changed

Everything has changed from 1998 to 2008

You Face Game-Changing Transformations Buyer behavior Media upheaval Marketing strategy

Buyer behavior

Media upheaval

Marketing strategy

How Buyers Used to Find Solutions: Talk to company sales reps Read trade publications Read product literature Go to trade shows See ads in magazines

Talk to company sales reps

Read trade publications

Read product literature

Go to trade shows

See ads in magazines

Buying Transformation Make up their own minds Thorough research before contact Don’t want to be interrupted Don’t want to be sold

Make up their own minds

Thorough research before contact

Don’t want to be interrupted

Don’t want to be sold

“ Your Brand is What Google Says It Is,” -Author, David Meerman Scott

Is Starbucks Instant Java a Loser?

Here’s My Content Marketing

As I was finishing the presentation, an Email came from Starbucks

New PR: You Must Reach Beyond Traditional Media Old media near death Less influential Blogosphere rules Social media accelerating Buyers finding own solutions Buyers share experiences Smart marketers becoming the media

Old media near death

Less influential

Blogosphere rules

Social media accelerating

Buyers finding own solutions

Buyers share experiences

Smart marketers becoming the media

Public Relations & Content Marketing Inextricably Intertwined

Content Marketing: It’s a Fundamental Mindset Change! Content marketing is the art of understanding exactly what your customers need to know, and delivering it to them in a relevant and compelling way. By delivering content that is vital to your target market you will begin to take on a trusted and valuable role in their lives. That’s the essential first step of turning prospects into customers.

Content Marketing Key Elements Be customer-centric Respond to new marketing realities Prepare for a very different future Think like a publisher

Be customer-centric

Respond to new marketing realities

Prepare for a very different future

Think like a publisher

Content Marketing = Thinking Like a Publisher Who are your customers? What are their most pressing concerns, interests, problems? Provide relevant & compelling content to address those problems Become trusted source of information and potential solutions Make it easy for them to take action

Who are your customers?

What are their most pressing concerns, interests, problems?

Provide relevant & compelling content to address those problems

Become trusted source of information and potential solutions

Make it easy for them to take action

A Trip Through the Marketing Time Machine: 1958 to 2008

Dawn Donut 1958

Dawn Donut 1978 Started regional, went global Marketing choices Print advertising Public relations Trade shows 4 ad pages/month Bakery Magazine 30,000 readers $300,000/year in today's dollars

Started regional, went global

Marketing choices

Print advertising

Public relations

Trade shows

4 ad pages/month

Bakery Magazine

30,000 readers

$300,000/year in today's dollars

Dawn Foods Website 1998 The classic brochureware site—not serious about the web

2008 Reality: Buyers Go 1 st to Web Who would consider huge B2B print campaign?

At Long Last, Mega Change

"If you want something decent about you in Google you MUST blog. This is NOT optional anymore." - Robert Scoble (@Scobleizer)

It’s All About Inbound Marketing Your buyers find you

Old Media Role is the New Role of PR Connect a community of buyers and sellers through relevant and compelling information.

It’s All About Trust You become: First, a trusted supplier of information Then, a trusted supplier of products & services

You become:

First, a trusted supplier of information

Then, a trusted supplier of products & services

Social Media are a Vital Component of 21 st Century PR 114.5 Million US TV households 220 Million US web users 120 Million blogs 115 Million monthly Facebook & MySpace users Millions of Twitter users Going mobile with everything

114.5 Million US TV households

220 Million US web users

120 Million blogs

115 Million monthly Facebook & MySpace users

Millions of Twitter users

Going mobile with everything

Star Trek 23 rd Century Communicator— Boring!

21 st Century iPhone— Now We’re Talking… and a whole lot more

5 Very Different Content Marketing Success Stories David Lawrence Center Pinsent Masons MindManager Dustin Meyer WillitBlend.com

David Lawrence Center

Pinsent Masons

MindManager

Dustin Meyer

WillitBlend.com

David Lawrence Center: Becoming Really Accessible Trista Meister is only communications person Partnered with local web design firm Old website was content challenged New website is content-rich Easy entry for future clients Complements fundraising

Trista Meister is only communications person

Partnered with local web design firm

Old website was content challenged

New website is content-rich

Easy entry for future clients

Complements fundraising

Old David Lawrence Website

Old David Lawrence Interior Page

New David Lawrence Website

When You Really Need Help

UK Law Firm Makes a Content Marketing Transformation Abandoning traditional media Replacing traditional media function Absolute control of message Infinite reach Measurable

Abandoning traditional media

Replacing traditional media function

Absolute control of message

Infinite reach

Measurable

Mind Jet & Mindmapping Mindmapping not broadly understood Word of mouth critical No traditional marketing 100% content marketing Wide online content variety Spectacular product launch

Mindmapping not broadly understood

Word of mouth critical

No traditional marketing

100% content marketing

Wide online content variety

Spectacular product launch

New Version Launch Targets Press and Analysts with Unique Content

Facebook & Photographer Young demographic Word of mouse Visual power Go direct to students 50+% $$ from FB

Young demographic

Word of mouse

Visual power

Go direct to students

50+% $$ from FB

How Can You Break Through the PR Clutter?

400% Increase in Blender Sales

Content Marketing = Thinking Like a Publisher Who are your customers? What are their most pressing concerns, interests, problems? Provide relevant & compelling content to address those problems Become trusted source of information and potential solutions Make it easy for them to take action

Who are your customers?

What are their most pressing concerns, interests, problems?

Provide relevant & compelling content to address those problems

Become trusted source of information and potential solutions

Make it easy for them to take action

The Key to Your Success: Don’t Just Influence the Media Be the Media

Why You Will Thrive as PR Pros Content marketing + New PR = success You get social media You understand technology You will give marketers the clue they need You will bring companies into 21 st century

Content marketing + New PR = success

You get social media

You understand technology

You will give marketers the clue they need

You will bring companies into 21 st century

You Will Surf the Content Marketing Tsunami!