Alignment for Engagement:  Unifying Marketing & PR Departments for Content    Marketing Success Follow The Conversation On...
Today’s Presenters      Michael Pranikoff      Global Director, Emerging Media      PR Newswire      Michael.pranikoff@prn...
CREATE, CURATE &                          OPTIMIZE CONTENTLISTEN, ANALYZE                                      IDENTIFY & ...
Agile Engagement is a Virtuous CycleWith each rotation, content produced becomes more relevantto your audience to increase...
Alignment for engagement (or content needs to breathe)- Arjun Basu, Content Director, Spafax#PRNEDU                @spafax...
• Content is not new. Even though we think it is.• Content marketing is nothing more than a form of storytelling• But the ...
• Silos are the enemy of proper content marketing• All forms of silos are evil.• Silos = death• The first strategy is an i...
• Content without context is nothing.• Context + Strategy = Content• Content is an ecosystem• Do all the parts fit?• Who i...
• Content needs to be whole to make sense• Your customers are platform agnostic• Don’t get blinded by the disco balls• The...
• Quality is more important than quantity• Never forget that content marketing is a service• Educate, Inform, Entertain, E...
• There is no story without an audience• Content works because it’s human• Content builds connections• Content marketing i...
• How to contact me• abasu@spafax.com• @spafax_arjun• www.spafax.com• Thank you!#PRNEDU               @spafax_arjun abasu@...
Kevin Alansky VP MarketingBlackboard Inc.
#PRNEDU
Right ContentRight PeopleRight Time  “The problem is getting the right content to the  right people, even while knowing th...
Pre-Funnel ContentThe Modern Sales Funnel
Let’s Face It, Our Marketing Has Become Just Noise
We Need To Change!Shifting from “Push” to “Pull”• Our company culture• Resources and staffing• Budgets• Service provider r...
Three Types of Content Marketing1. Entertains2. Informs and   Educates3. Provides Utility             20
Engage with your clients
I want to be a Bb Blogger#PRNEDU
Sketchnotes
Extra Credits Video Series• Ask a series of questions  on key themes to:  – Key audiences (clients)  – Internal stakeholde...
Everyone Needs to be ALL in!                                          Product Marketing                Brand Team         ...
Think Like a PublisherAn editorial calendar will help you:• Look at the BIG picture• Plan your workload.• Create a “produc...
Create an Editorial Calendar                 The editorial calendar should                    address the questions:      ...
Reduce, Reuse, Recycle          PowerPoint               Video            Deck on              Speech on           Slidesh...
SEO NOW!                                  SEO Traffic: the number of                                     AdWords CPC: the ...
Summary• Content initiatives are a significant investment.• Rebalancing requires departmental integration  and cultural sh...
Connect With Me       Thank you!Kevin@Alansky.comBlog: www.marketingfinds.comTwitter: @alansky
Thanks for viewing!      Michael Pranikoff      Global Director, Emerging Media      PR Newswire      Michael.pranikoff@pr...
Alignment for Engagement: Unifying Marketing & PR Departments for Content Marketing Success
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Alignment for Engagement: Unifying Marketing & PR Departments for Content Marketing Success

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Transcript of "Alignment for Engagement: Unifying Marketing & PR Departments for Content Marketing Success"

  1. 1. Alignment for Engagement: Unifying Marketing & PR Departments for Content Marketing Success Follow The Conversation On Twitter #PRNEDU
  2. 2. Today’s Presenters Michael Pranikoff Global Director, Emerging Media PR Newswire Michael.pranikoff@prnewswire.com @mpranikoff Arjun Basu Content Director Spafax @spafax_arun Kevin Alansky Vice President, Marketing Blackboard Inc. @alansky #PRNEDU
  3. 3. CREATE, CURATE & OPTIMIZE CONTENTLISTEN, ANALYZE IDENTIFY & TARGETMEASURS &STRATEGIZE AGILE ENGAGEMENT PROMOTE & ENGAGE & INTERACT SYNDICATE
  4. 4. Agile Engagement is a Virtuous CycleWith each rotation, content produced becomes more relevantto your audience to increase engagement and amplify impact.
  5. 5. Alignment for engagement (or content needs to breathe)- Arjun Basu, Content Director, Spafax#PRNEDU @spafax_arjun abasu@spafax.com
  6. 6. • Content is not new. Even though we think it is.• Content marketing is nothing more than a form of storytelling• But the “new” content has been disruptive.• Content marketing has always been married to product• Content marketing is an investment in customer service#PRNEDU @spafax_arjun abasu@spafax.com
  7. 7. • Silos are the enemy of proper content marketing• All forms of silos are evil.• Silos = death• The first strategy is an internal one• Then you worry about the rest of the world#PRNEDU @spafax_arjun abasu@spafax.com
  8. 8. • Content without context is nothing.• Context + Strategy = Content• Content is an ecosystem• Do all the parts fit?• Who is doing what? Why? When?#PRNEDU @spafax_arjun abasu@spafax.com
  9. 9. • Content needs to be whole to make sense• Your customers are platform agnostic• Don’t get blinded by the disco balls• There is nothing more human than telling a story#PRNEDU @spafax_arjun abasu@spafax.com
  10. 10. • Quality is more important than quantity• Never forget that content marketing is a service• Educate, Inform, Entertain, Engage• Tell great stories#PRNEDU @spafax_arjun abasu@spafax.com
  11. 11. • There is no story without an audience• Content works because it’s human• Content builds connections• Content marketing is getting bigger and bigger#PRNEDU @spafax_arjun abasu@spafax.com
  12. 12. • How to contact me• abasu@spafax.com• @spafax_arjun• www.spafax.com• Thank you!#PRNEDU @spafax_arjun abasu@spafax.com
  13. 13. Kevin Alansky VP MarketingBlackboard Inc.
  14. 14. #PRNEDU
  15. 15. Right ContentRight PeopleRight Time “The problem is getting the right content to the right people, even while knowing that key decision- makers are not an easy audience to reach. Producing smart, highly targeted and truly innovative content can be really challenging” B2B Content Marketing: 2010 Benchmarks, Budgets and Trends MarketingProfs/Junta42
  16. 16. Pre-Funnel ContentThe Modern Sales Funnel
  17. 17. Let’s Face It, Our Marketing Has Become Just Noise
  18. 18. We Need To Change!Shifting from “Push” to “Pull”• Our company culture• Resources and staffing• Budgets• Service provider relationships• Training• Adopt as a company strategy vs. sales tools• Integration #PRNEDU
  19. 19. Three Types of Content Marketing1. Entertains2. Informs and Educates3. Provides Utility 20
  20. 20. Engage with your clients
  21. 21. I want to be a Bb Blogger#PRNEDU
  22. 22. Sketchnotes
  23. 23. Extra Credits Video Series• Ask a series of questions on key themes to: – Key audiences (clients) – Internal stakeholders – Industry leaders
  24. 24. Everyone Needs to be ALL in! Product Marketing Brand Team Persona’s creation Setting strategy and vision Top level messaging for top level theme connected to product use Incorporating that cases and rationale of new message and leading product features training of the message PR/Comm Vertical Teams Incorporating top level Leveraging top level theme into PR activities themes including contributed articles Connect market pains with target audience Internal communication of top level message Campaign execution Web Team Bb Social Team Further development of SEO developmentDevelopment of web copy that supports top level Content top level message, ex: “Active Learner” Execution in social message Strategy channels
  25. 25. Think Like a PublisherAn editorial calendar will help you:• Look at the BIG picture• Plan your workload.• Create a “production style” mindset• Deliver higher quality content• Focus on writing KILLER headlines• Build greater awareness of your key messages• Repurpose content you already have
  26. 26. Create an Editorial Calendar The editorial calendar should address the questions: how much content, how often, and specifically when it will publish. It includes content requirements, responsibilities 27 and a schedule.
  27. 27. Reduce, Reuse, Recycle PowerPoint Video Deck on Speech on Slideshare YouTube Create a Transcribe Webinar or Training Speech for Blog Post Turn Into a Extract Whitepaper, eBook or Charts and Column Infographics 28#PRNEDU
  28. 28. SEO NOW! SEO Traffic: the number of AdWords CPC: the cost-per- clicks expected per day in click for using the keyword the number 1 position in in a paid search advertising Google. campaign. SEO Traffic SEO Traffic SEO Traffic Adwords CPC Adwords CPC Adwords RankingKeyword SEO Comp (Broad) (Phrase) (Exact) (Broad) (Phrase) CPC (Exact) Opportunity Costcollaborative learning 684 457 112 1520000 ? 1.09 ? $14,944learning management systems 684 112 33 761000 4.1 5.14 7.59 $17,270learning management 4156 835 12 3220000 2.28 4.1 1.4 $102,705knowledge management system 559 250 91 290000 1.71 2.7 2.74 $20,250virtual learning 684 457 33 Your Web team will work with 2100000 3.01 2.42 2.61 $33,178education management 56476 374 33 you to generate 1.41 robust and 1880000 1.91 a 1.25 $15,820blended learning 684 559 204 comprehensive keyword list. 1590000 1.68 1.27 1.1 $21,298social learning 2775 1519 75 2330000 1.25 1.25 1.01 $56,963school management system 684 374 75 524000 1.43 1.05 1.04 $11,781student management system 250 137 26 241000 1.35 0.99 0.97 $4,069learning platform 1022 835 91 1700000 1.21 0.96 1.15 $24,048 SEO Competition: the Ranking Opportunity Cost: number of pages that exist calculated value of ranking in Google index containing using CPC data. the target keyword.
  29. 29. Summary• Content initiatives are a significant investment.• Rebalancing requires departmental integration and cultural shifts.• Content and advertising should be interrelated.• Marketers are distracted by new channels and technologies.• Over the next five years, content marketing will permeate the organization. 30
  30. 30. Connect With Me Thank you!Kevin@Alansky.comBlog: www.marketingfinds.comTwitter: @alansky
  31. 31. Thanks for viewing! Michael Pranikoff Global Director, Emerging Media PR Newswire Michael.pranikoff@prnewswire.com @mpranikoff Download Today – http://bit.ly/6StepWebinar Arjun Basu Content Director Spafax @spafax_arun Kevin Alansky Vice President, Marketing Blackboard Inc. @alansky #PRNEDU

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