Content Marketing for PR Pros YouToo Social Media Conference 2011 – April 15       Presented by Paul Roetzer, PR 20/20    ...
Content Marketing:            Changing the PR Industry Forever         “Content marketing, which requires expert copywriti...
Content Marketing Tools                  •  Articles       •  Podcasts                  •  Blogs          •  Press release...
Hybrid Professionals – 10 Traits       •  Social-web savvy       •  Inbound marketer       •  Publisher       •  Analyst  ...
The Numbers         •  More than 16 billion core searches each month         •  1.9 billion videos streamed each month    ...
“We all have a story to tell.”Twitter: @PaulRoetzer
Stand Out From the Crowd . . .Win Their Hearts and Minds . . .Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
Win with a Persona-Based Content Strategy 1.  Define & differentiate your brand. 2.  Build your content creation team. 3. ...
1) Define & differentiate your brand.Twitter: @PaulRoetzer
What is a brand?                  Brand = experiences + perceptionsTwitter: @PaulRoetzer
How to define your brand?         •  Who are we (in 160 characters or less, and without            meaningless jargon)?   ...
2) Build your content creation team.                        Source: Driven By Content video seriesTwitter: @PaulRoetzer
Potential content creators                •  Internal: Marketing, communications, sales,                   executives, cus...
Importance of an editor       •  Maintain the editorial          calendar       •  Keep the team on track       •  Proof a...
What makes for great content?                        •  Strategic                        •  Brand centric                 ...
Buyer persona focused content               •  Make personal connections               •  Address pain points and bring va...
3) Profile your buyer personas.Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
Defining your buyer personas        •  What are their goals and aspirations?        •  What motivates and inspires them?  ...
Other buyer persona criteria                        •  Geography                        •  Demographics                   ...
How do you research personas?             •  Analyze customer database             •  Talk to sales reps             •  Re...
“ROI Ivan”     •  Type: Old school/laggard     •  Title: CEO, president     •  Industry: Finance, insurance,        accoun...
“Engagement Erin”   •  Type: New school/early adopter   •  Title: Marketing director, community manager, owner   •  Indust...
4) Connect content to your goals (and theirs).Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
Their goals                        •  Knowledge                        •  Confidence                        •  Peace of mi...
5) Choose your publishing tools.Twitter: @PaulRoetzer
Content-driven link building          •  Participate in the community         •  Get a blog          •  Publish original r...
Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
Twitter: @PaulRoetzer
6) Develop your editorial calendar.Twitter: @PaulRoetzer
The value of abstracts         •  Topic: How to handle negative comments about your brand online.         •  Categories: S...
7) Integrate your search, social & PR strategies.                    Source: How to Build Your Inbound Marketing GamePlanT...
Twitter: @PaulRoetzer
8) Establish your budgets (time & money).Twitter: @PaulRoetzer
Primary budget factor = content creation                        •  Internal = time                        •  Outsourced = ...
What does content cost?                        •  Traditional = $1/word                        •  Today = ???Twitter: @Pau...
9) Launch, measure & evolve.Twitter: @PaulRoetzer
Measurement & Impact               •  Content downloads   •  Reach               •  Donations           •  Referring sites...
The Case of Matt CuttsSources: Is Matt Cutts the Most Powerful Man in PR?
The Platform       •  106,000+ Twitter Followers       •  Gadgets, Google & SEO blog with Alexa Rank of 3,219       •  Goo...
The New Model PR Pro       •  Strong personal brand       •  Value creation through multi-media content       •  Use of so...
Beware of the Content Flood         Some estimates indicate that in just a few years content on                 the Intern...
Closing Thoughts   •  Understand what makes      audiences unique.   •  Have a plan and build a strong      content team. ...
Resources   •  Driven By Content video series   •  What Your Blog May Be Missing   •  7 Key Elements of Great Business Con...
Thank You!                             Paul Roetzer                           (216) 333-1242                          paul...
Content Marketing for PR Pros - #YouToo2011
Content Marketing for PR Pros - #YouToo2011
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Content Marketing for PR Pros - #YouToo2011

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Presentation from YouToo Social Media Conference at Kent State University. (April 15, 2011)

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Content Marketing for PR Pros - #YouToo2011

  1. 1. Content Marketing for PR Pros YouToo Social Media Conference 2011 – April 15 Presented by Paul Roetzer, PR 20/20 Twitter: @PaulRoetzer #YouToo2011
  2. 2. Content Marketing: Changing the PR Industry Forever “Content marketing, which requires expert copywriting and strategic planning, is the single largest growth opportunity for PR agencies (and professionals).” 10 Public Relations Trends That Will Change the Industry Forever Dec. 7, 2008Twitter: @PaulRoetzer
  3. 3. Content Marketing Tools •  Articles •  Podcasts •  Blogs •  Press releases •  Case studies •  Videos •  eBooks •  Webinars •  Photos •  White papersTwitter: @PaulRoetzer
  4. 4. Hybrid Professionals – 10 Traits •  Social-web savvy •  Inbound marketer •  Publisher •  Analyst •  Relationship builder •  Lifelong student •  Thought leader •  Risk taker •  Tech savvy •  Game changer Source: 10 Traits of an Emerging PR ProTwitter: @PaulRoetzer
  5. 5. The Numbers •  More than 16 billion core searches each month •  1.9 billion videos streamed each month •  Americans watch 3.5 hrs/week of online video •  5 billion photos hosted by Flickr •  85 million LinkedIn members •  152 million blogs on the Internet •  145 million Twitter users •  600 million Facebook members •  More than 30 billion pieces of content shared each month on FacebookSources: Facebook, comScore, Arbitron, Flickr, Royal Pingdom
  6. 6. “We all have a story to tell.”Twitter: @PaulRoetzer
  7. 7. Stand Out From the Crowd . . .Win Their Hearts and Minds . . .Twitter: @PaulRoetzer
  8. 8. Twitter: @PaulRoetzer
  9. 9. Win with a Persona-Based Content Strategy 1.  Define & differentiate your brand. 2.  Build your content creation team. 3.  Profile your buyer personas. 4.  Connect content to your goals (and theirs). 5.  Choose your publishing tools. 6.  Develop your editorial calendar. 7.  Integrate your search, social & PR strategies. 8.  Establish your budgets (time & money). 9.  Launch, measure & evolve.Twitter: @PaulRoetzer
  10. 10. 1) Define & differentiate your brand.Twitter: @PaulRoetzer
  11. 11. What is a brand? Brand = experiences + perceptionsTwitter: @PaulRoetzer
  12. 12. How to define your brand? •  Who are we (in 160 characters or less, and without meaningless jargon)? •  What are the three greatest strengths/weaknesses of our brand? •  What are our greatest opportunities for growth? •  What makes us different, remarkable? •  What value (i.e. expertise, resources, guidance, tools) can we bring to our audiences? •  What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)?Twitter: @PaulRoetzer
  13. 13. 2) Build your content creation team. Source: Driven By Content video seriesTwitter: @PaulRoetzer
  14. 14. Potential content creators •  Internal: Marketing, communications, sales, executives, customer service, technical, journalism school interns •  Outsourced: Freelance writers, publishers, journalists, PR firmsTwitter: @PaulRoetzer
  15. 15. Importance of an editor •  Maintain the editorial calendar •  Keep the team on track •  Proof all content prior to publishing •  Ensure consistency of style, format, tone & messaging •  Can be internal or outsourced Source: What Your Blog May Be MissingTwitter: @PaulRoetzer
  16. 16. What makes for great content? •  Strategic •  Brand centric •  Buyer persona focused •  Optimized for search engines •  Technically sound •  Creative •  Results driven Source: 7 Key Elements of Great Business ContentTwitter: @PaulRoetzer
  17. 17. Buyer persona focused content •  Make personal connections •  Address pain points and bring value •  Demonstrate a clear understanding of your audiences, and know how to engage them •  Promote and deliver in their preferred formatTwitter: @PaulRoetzer
  18. 18. 3) Profile your buyer personas.Twitter: @PaulRoetzer
  19. 19. Twitter: @PaulRoetzer
  20. 20. Defining your buyer personas •  What are their goals and aspirations? •  What motivates and inspires them? •  What are their problems/pains/obstacles? •  How do they consume information (online and offline)? •  What/who influences their buying decisions? •  Whats important to them?Twitter: @PaulRoetzer
  21. 21. Other buyer persona criteria •  Geography •  Demographics •  Title/responsibilities •  Industry •  Preferred communications •  Technographics (social media activity) •  Buying cycle •  Alternatives/competition •  Success factors •  MAD-R (Money, Authority, Desire, Response)Twitter: @PaulRoetzer
  22. 22. How do you research personas? •  Analyze customer database •  Talk to sales reps •  Read industry publications, blogs & analyst reports •  Check magazine editorial calendars •  Monitor/participate in social networks •  Run a keyword analysis •  Review organic traffic reports •  Assess competitor websites & content •  Ask themTwitter: @PaulRoetzer
  23. 23. “ROI Ivan” •  Type: Old school/laggard •  Title: CEO, president •  Industry: Finance, insurance, accounting, legal •  Pains: Business flat or declining •  Causes: Economy, lack of innovation/ vision •  Sources: WSJ, trade magazines •  Influencers: Peers, media •  Technographics: Inactive •  Success: Bottom line •  Content: Case studies, press releases, original reportsTwitter: @PaulRoetzer
  24. 24. “Engagement Erin” •  Type: New school/early adopter •  Title: Marketing director, community manager, owner •  Industry: Technology, retail, arts & entertainment •  Pains: Information & inbox overload, multitasking, platform confusion, too tactical •  Causes: Lack of training, following the “experts/ gurus,” reporting to “Ivans” •  Sources: Social, blogs, webinars •  Influencers: Peers, bloggers •  Technographics: Creator •  Success: Leads, inbound links, engagement, speaking opportunities, website traffic •  Content: Blog, videos, mobile apps, webinars, eBooksTwitter: @PaulRoetzer
  25. 25. 4) Connect content to your goals (and theirs).Twitter: @PaulRoetzer
  26. 26. Twitter: @PaulRoetzer
  27. 27. Twitter: @PaulRoetzer
  28. 28. Their goals •  Knowledge •  Confidence •  Peace of mind •  Efficiency •  Differentiation •  Competitive advantage •  Growth/ROITwitter: @PaulRoetzer
  29. 29. 5) Choose your publishing tools.Twitter: @PaulRoetzer
  30. 30. Content-driven link building •  Participate in the community •  Get a blog •  Publish original research •  Provide how tos, tutorials •  Distribute email newsletters •  Make a few videos Source: Google Webmaster Central ChannelTwitter: @PaulRoetzer
  31. 31. Twitter: @PaulRoetzer
  32. 32. Twitter: @PaulRoetzer
  33. 33. Twitter: @PaulRoetzer
  34. 34. Twitter: @PaulRoetzer
  35. 35. Twitter: @PaulRoetzer
  36. 36. Twitter: @PaulRoetzer
  37. 37. 6) Develop your editorial calendar.Twitter: @PaulRoetzer
  38. 38. The value of abstracts •  Topic: How to handle negative comments about your brand online. •  Categories: Social Media, Brand •  Audience/Buyer Persona: Execs (Executive Eddie) and brand managers (Brandy Brand Manager) who are nervous about social networking because of the loss of brand control. •  Goal: Education •  Abstract: This blog post will provide actionable tips for brand managers on how to react to negative comments online — whether on review sites, personal blogs, social networks or in response to company postings. •  Date: TBDTwitter: @PaulRoetzer
  39. 39. 7) Integrate your search, social & PR strategies. Source: How to Build Your Inbound Marketing GamePlanTwitter: @PaulRoetzer
  40. 40. Twitter: @PaulRoetzer
  41. 41. 8) Establish your budgets (time & money).Twitter: @PaulRoetzer
  42. 42. Primary budget factor = content creation •  Internal = time •  Outsourced = moneyTwitter: @PaulRoetzer
  43. 43. What does content cost? •  Traditional = $1/word •  Today = ???Twitter: @PaulRoetzer
  44. 44. 9) Launch, measure & evolve.Twitter: @PaulRoetzer
  45. 45. Measurement & Impact •  Content downloads •  Reach •  Donations •  Referring sites •  Inbound links •  Registrations •  Keyword rankings •  Speaking opportunities •  Leads •  Website visitorsTwitter: @PaulRoetzer
  46. 46. The Case of Matt CuttsSources: Is Matt Cutts the Most Powerful Man in PR?
  47. 47. The Platform •  106,000+ Twitter Followers •  Gadgets, Google & SEO blog with Alexa Rank of 3,219 •  Google Webmaster YouTube Channel with 24,000+ subscribers and more than 2.3 million channel views •  Frequent speaker, and media sourceTwitter: @PaulRoetzer
  48. 48. The New Model PR Pro •  Strong personal brand •  Value creation through multi-media content •  Use of social media to reach, influence and engage •  Thought leader and industry expert •  Trusted resourceTwitter: @PaulRoetzer
  49. 49. Beware of the Content Flood Some estimates indicate that in just a few years content on the Internet will double every 72 hours.Twitter: @PaulRoetzer
  50. 50. Closing Thoughts •  Understand what makes audiences unique. •  Have a plan and build a strong content team. •  Be remarkable and memorable. •  Take chances. •  Put their needs and goals ahead of yours. •  Bring value to their lives and help them find success.Twitter: @PaulRoetzer
  51. 51. Resources •  Driven By Content video series •  What Your Blog May Be Missing •  7 Key Elements of Great Business Content •  Google Webmaster Central YouTube Channel •  How to Build Your Inbound Marketing GamePlan •  2010 B2B Content Marketing: Benchmarks, Budgets and Trends •  Content Curation: Bringing Order to Information Overload •  10 Public Relations Trends That Will Change The Industry ForeverTwitter: @PaulRoetzer
  52. 52. Thank You! Paul Roetzer (216) 333-1242 paul@pr2020.com Twitter: @paulroetzer www.PR2020.comTwitter: @PaulRoetzer
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