Stay Top of Mind Through Creative Content Generation Presentation Transcript
Presenters Sarah Skerik, Vice President of Social Media PR Newswire @sarahskerik Douglas Karr , CEO, DK New Media @douglaskarr John OConnell, Senior Public Relations Manager HNTB @johnoconnellkc Follow The Conversation on Twitter #ContentGen
Creative Content GenerationDouglas Karr @douglaskarr Text MKTG to 71813 to Subscribe to our Newsletter
Visitor IntentNot everyone visits your site to make a purchase, so there needs to be multiple strategies deployed that are developed based on the intent of the visitor.
Stop Selling• Provide Value• Capture Attention• Build Authority
What Do They WANT?
Feed the Senses • Text • Audio • Video • Kinesthetic Many people don’t read. Is yourmessaging paralleled in audio? Video? Are you providing some interactive tools?
Poll of the Week
RepurposeDon’t reinvent the wheel! Turn• Survey results into a whitepaper• Whitepaper into an Infographic• Whitepaper into a presentation• Presentation into a blog post• Blog posts into a webinar• Webinar into a survey• Start over…
Social SharingAnd offsite sharing is HUGE when it comes to driving traffic... second only to search (while impacting search).
Start a Fire!Infographics:• Aesthetically Pleasing• Informational• Unique• Resources• Embed Code• Social Share
Start a Fire!
Be Vigilante!Promote, Promote, Promote:• Press Releases• Social Monitoring• Landing Page• Tracking and Analytics• Pitch Influencers
Do it Again!New Time, New Audience• Press Releases• Social Monitoring• Landing Page• Tracking and Analytics• Pitch Influencers
Thanksemail@example.com@douglaskarr @dknewmedia@corpblogging @mktgtechbloghttp://www.dknewmedia.comhttp://www.marketingtechblog.comhttp://www.corporatebloggingtips.comhttp://www.facebook.com/dknewmedia.indyhttp://www.facebook.com/corporateblogginghttp://www.facebook.com/marketingtechWe help companies reach their marketing potential.Text MKTG to 71813 to Subscribe to our Newsletter
Publicity polls highlight firmwide priorities• Conducting a series of surveys from HNTB• Cost effective PR tool without the need for a large ad budget Media, industry respond favorably to new data Leverage in multiple channels• Demonstrates understanding/insights• Not a political poll• Use to generate lively, informed discussions about key issues
Demonstrating thought leadership• Developing new surveys up to once a month• Focusing on transportation “frustration” and infrastructure trends• Adding value to media relationships; client outreach• Sharing through multiple communications channels PRNewswire flex release/Times Square billboard HNTB.com with publication ready image files Motion graphics on HNTB TV; YouTube Push via email to media, blogger contacts Corporate/personal Twitter feeds
Identifying themesBased on:• Timeliness• Newsworthiness• Potential for generating worthwhile discussions among key audiencesSuch as:• Reducing congestion, improving safety and restoring America’s economic competitiveness• How we can/should/will plan, prioritize and pay for our modern infrastructure• Technology’s impact on transportation• Sustainability
More ways to extend the story• Share with influencers as well as media• Generate discussion and story ideas• Serve as the basis for op-eds, blog entries, broadcast interviews and media tours• Leverage in related outreach and materials (up to one- year from date of release)• Internal news stories can reinforce key messages and call to action
Contact Information Sarah Skerik, Vice President of Social Media PR Newswire @sarahskerik Douglas Karr , CEO, DK New Media @douglaskarr John OConnell, Senior Public Relations Manager HNTB @johnoconnellkc Follow The Conversation on Twitter #ContentGen