On-Demand Webinar: http://promotions.prnewswire.com/LP_OMSConvergedMedia_OnDemandWebinar1_20130123_DK.html Speakers: Shannon L. Ryan, GM, Online Marketing Summit Ardath Albee, CEO, Marketing Interactions, Inc. Sarah Skerik, Vice President, Social Media, PR Newswire

1. Leveraging Converged
Media’s Impact on
Content Marketing
Presented by:

2. Presenters
Shannon L. Ryan - Moderator
GM
Online Marketing Summit
@Brandrelevance
Ardath Albee
CEO
Marketing Interactions, Inc.
@Ardath421
Sarah Skerik
Vice President, Social Media
PR Newswire
@SarahSkerik
#omsummit

3. About Ardath Albee
Clients include:
Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut
27 years of business management & marketing leadership
Author of eMarketing Strategies for the Complex
Sale
Industry Speaker, Workshop Leader, Blogger
Top 50 Marketing & Sales Influencer 2012
Obsessed about helping B2B companies use eMarketing
strategies & contagious content platforms to turn prospects
into buyers.
Believes buyer personas are the key foundational tool for
every content strategy.
www.marketinginteractions.com @ardath421

4.  The state or capacity of being
everywhere, especially at the same time;
omnipresence
 This doesn’t mean World Domination
 It means the extent of your presence in
channels your customers frequent
The Quest for Brand Ubiquity

5. Qualities of Converged Media
 Using 2 or more types
◦ Paid + Owned
◦ Owned + Earned
◦ Paid + Owned + Earned
 Consistent storyline &
creative
 Channels working in
concert
 Your logo is less
important than tone,
style, quality and
relevance

6. Not A Consistent Storyline
Blog Website
How access to We’re the
colleagues and data leading
powers productivity provider of…
Improve your Our X Solution
customer satisfaction won another
with presence award!
Shorten your time to We added 37
revenue with project new customers
workspaces this month.

7. Paid Media – Builds Awareness
• Ads, PPC, Banners
• Press Releases
• Sponsorship
• Promoted Content
• Native Advertising

8. Owned Media Creates Brand Experience
SEO
Podcasts
Graphics
eBooks
Websites
Video Blog Email
 Foundational media – start here
 Create perpetual life for content
 Develop “evergreen” strategies for reuse
 Customer-focused, always

9. Continuum =
Connected Content + Conversations
Search
Get Found
Email for
Tweets Press Release Nurturing
Articles
Blog
Posts Lead
Database
Connected LinkedIn
Status/Groups Offers for
Conversations and
Lead
Content Pathways
Generation

10. Curation
Media Blog
Coverage
Earned Word of
Comments
Media Mouth Social
Sharing
Is… Syndication
…conversations related to your brand initiated by others

11. Earned Media is Your Compass
 Audience Use this
 Topics data to
inform paid
 Channels & owned
 Content investments

12. #omsummit

13. Paid Owned Earned
Industry Expert Content Webinar ReTweets
Social Press Release Email Media coverage
PPC Campaign Twitter Campaign Stream LinkedIn Discussion
Ad in Industry Newsletter Registration Page SEO
Blog Posts WOM
Social Media Sharing Blog Post Reviews/Mentions
SlideShare Curation
Infographic
Thought Leadership Webinar

14. Pre-Event: Post-Event:
• PPC Campaign • SlideShare
• Press Release • Email Archive Link
• Industry News Ad • Q&A Blog Post(s)
• White Paper
• Registration Page • Article Series
• Email Invitations • Podcasts
• Tweets • Invitation to view
• LinkedIn On-Demand
• Blog Posts
Thought Leadership Webinar

15. Awareness Experience Conversations Customers
(Paid) (Owned) (Earned) (Outcome)
Converged Media is a Continuum

16. What’s in it for you
Mastering converged media
means less disruption when new
channels emerge…
…and they will.

17. Thank You!
Ardath Albee, B2B Marketing Strategist
Marketing Interactions, Inc.
Web: www.marketinginteractions.com
Twitter: @ardath421
Blog: http://marketinginteractions.typepad.com

18. Leveraging Converged Media’s
Impact on Content Marketing
Sarah Skerik
#omsummit

19. Communications then –
ONE WAY
one way, brand speaking to
audiences but not WITH
Communications today –
conversational, drives
behavior, focused on
storytelling and content
that is shareable
Speaking NOW:
#omsummit @SarahSkerik

20. Evolution of Earned Media
Earned Media, Then
TRADITIONAL
MEDIA
#omsummit

21. Evolution of Earned Media
 The emergence of social media
 The ascendance of owned media
MICROSITES SEARCH
MOBILE
BRAND APPS
WEB
SITES
MOBILE
SITES
BLOGS
COMMUNITIES
#omsummit

22. Evolution of Earned Media
 Radically evolved the nature of earned media
Earned Media, Now
TRAD’L
MEDIA
#omsummit

23. The Informed Consumer
Speaking NOW:
#omsummit @SarahSkerik

24. The creation of high The value exchange
quality, valuable content
that is shared by the
brand…
BRAND AUDIENCE
Currency = Personal Info
Currency =
Content
The brand continuously delivers
relevant content & establishes
its worth to the audience
The audience trusts the brand
enough to identify themselves & Jane Smith
grant permission for engagement jane.smith@xyz.com
555-555-5555
CEO, XYZ Corp.
…with current & prospective customers, creating a value
exchange that gives the brand permission to engage.
#omsummit

25. CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE IDENTIFY & TARGET
& STRATEGIZE
AGILE ENGAGEMENT
MEASURE
DISTRIBUTE ENGAGE & INTERACT
#omsummit

26. Content has
to be
AWESOME!
 Find opportunity and get the most out of your
messages.
Revisit your communications
Speaking NOW:
#omsummit @SarahSkerik

27. Press Releases Come in a Variety of Formats
#omsummit

28. #omsummit

29. Visitors could share
and embed the ARC
on their site or blog.
When you update
content, it is
automatically
updated everywhere
the player has been
embedded.
The ARC™ engagement
platform hosted high-
quality videos that could
be instantly updated
across all the places the
original video was
embedded.
Speaking NOW:
#omsummit @SarahSkerik

30. #omsummit

31. Challenges Impeding the Creation
& Use of Converged Media
 Department silos
 No unification of messaging
 No overarching content strategy
 Wasted budget on paid campaigns if PR is
not involved at the onset.
 Alignment with overall business
goals/objectives
#omsummit

32. Thank You
Sarah Skerik, Vice President, Social Media, PR Newswire
Author of Unlocking Social Media for PR (ebook):
http://ow.ly/6DkOn
Blog: http://blog.prnewswire.com
Twitter: @SarahSkerik
#omsummit

33. Q&A
Shannon L. Ryan
GM
Online Marketing Summit
@Brandrelevance
Ardath Albee
CEO
Marketing Interactions, Inc.
@Ardath421
Sarah Skerik
Vice President, Social Media
PR Newswire
@SarahSkerik
#omsummit

34. Informing Marketers.
Transforming Brands.
The digital marketing landscape changes rapidly.
Stay ahead of the curve with the latest insights,
perspectives and knowledge from Online Marketing
Summit (OMS).
Join us in San Diego, February 11-13. Save 30% on
your Conference pass or get a free Expo pass with
code WEPRNEVENT
www.onlinemarketingsummit.com/sandiego
#omsummit