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Stay Top of Mind Through Creative Content Generation
 

Stay Top of Mind Through Creative Content Generation

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Stay Top of Mind Through Creative Content Generation 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
  • Results
  • Do it Again!New Time, New Audience• Press Releases• Social Monitoring• Landing Page• Tracking and Analytics• Pitch Influencers
  • Thanks!doug@dknewmedia.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
  • America THINKS:Americans’ viewpoints on U.S. infrastructure issues © 2011 HNTB Corporation © 2011 HNTB Corporation
  • 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
  • Time has come for high-speed railMore than four in five (83 percent) Americans agree public transit and high-speed railinfrastructure should receive a larger share of federal funding than they do now. However,Americans were far more likely to choose high-speed rail over driving or flying for a trip toa city in their region in March 2009 than February 2010 (54 percent versus 38 percent). © 2011 HNTB Corporation
  • Aviation safety and securityPilots and air traffic controllers currently use radar-based systems, meaning they transmitradio waves and detect any other radio waves that indicate objects in flight paths. It’s alsopossible for pilots and air traffic controllers to use GPS technology for this purpose,meaning that they would use global navigation satellite systems to provide positioning,navigation and timing information about aircraft in-flight. © 2011 HNTB Corporation
  • Taxes, tolls or no new roadsWhen given a choice, eight in 10 Americans prefer tolls (41 percent) or no new roads at all(41 percent) over increased gas taxes (18 percent). © 2011 HNTB Corporation
  • More Americans prefer tollsNearly four in 10 would be willing to spend more money on tolls to put toward long-termtransportation improvements, more than other likely funding options. © 2011 HNTB Corporation
  • Charting a new pathMany Americans foresee big changes in the way they get around, both now and in the long-term. More than half (56 percent) predict that in 20 years, people in there area will be usingpublic transit much more than today. © 2011 HNTB Corporation
  • Willing to pay moreMore than three in five (64 percent) Americans are willing to make sacrifices in order towaste less in the long run, admitting they’d pay more today for infrastructure the is moresustainable if it would save funds and resources in the future. © 2011 HNTB Corporation
  • Understanding the riskWhile ASCE has given the country’s levees a grade of a D-, a majority of Americans (60percent) report confidence that their area is prepared to deal with potential storm and flooddamage. However, four in 10 (42 percent) wouldn’t guess what percentage of the nation’slevees need repair. © 2011 HNTB Corporation
  • Pay rather than “patch and pray”A majority of people are willing to pay for improved flood risk management in their area.According to USACE, federal levee systems currently provide a six-to-one return on flooddamages prevented compared to initial building cost. Almost two-thirds (66 percent) ofAmericans would be willing to pay more in current taxes, an average of $399 per year. © 2011 HNTB Corporation
  • Envisioning many benefitsApproximately 1 in 4 respondents think the most valuable feature of public transportationis that it reduces traffic congestion (28 percent), or saves users money (24 percent), whileabout 1 in 7 (13 percent) say it’s most valuable feature is the environmental benefit. © 2011 HNTB Corporation
  • Measuring modes of fundingAlmost 3 in 10 (28 percent) Americans think governments should rely on a greater share ofthe gas tax to fund transit. About 1 in 5 think private investors (21 percent) or local salestaxes (20 percent) should be the primary funding source. © 2011 HNTB Corporation
  • 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
  • America THINKS:Americans’ viewpoints on U.S. infrastructure issues © 2011 HNTB Corporation
  • 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