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Content Marketing for PR Pros<br />YouToo Social Media Conference 2011 – April 15<br />Presented by Paul Roetzer, PR 20/20...
Content Marketing: Changing the PR Industry Forever<br />“Content marketing, which requires expert copywriting and strateg...
Content Marketing Tools<br /><ul><li>Articles
Blogs
Case studies
eBooks
Photos
Podcasts
Press releases
Videos
Webinars
White papers</li></ul>Twitter: @PaulRoetzer<br />
Hybrid Professionals – 10 Traits<br /><ul><li>Social-web savvy
Inbound marketer
Publisher
Analyst
Relationship builder
Lifelong student
Thought leader
Risk taker
Tech savvy
Game changer</li></ul>Source: 10 Traits of an Emerging PR Pro <br />Twitter: @PaulRoetzer<br />
The Numbers<br /><ul><li>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 Facebook</li></ul>Sources: Facebook, comScore, Arbitron, Flick...
“We all have a story to tell.”<br />Twitter: @PaulRoetzer<br />
Stand Out From the Crowd . . .<br />Win Their Hearts and Minds . . .<br />Twitter: @PaulRoetzer<br />
Twitter: @PaulRoetzer<br />
Win with a Persona-Based Content Strategy<br />Define & differentiate your brand.<br />Build your content creation team.<b...
1) Define & differentiate your brand.<br />Twitter: @PaulRoetzer<br />
What is a brand?<br />Brand = experiences + perceptions<br />Twitter: @PaulRoetzer<br />
How to define your brand?<br /><ul><li>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)?</li></ul>Twitter: ...
2) Build your content creation team.<br />Source: Driven By Content video series<br />Twitter: @PaulRoetzer<br />
Potential content creators<br /><ul><li>Internal: Marketing, communications, sales, executives, customer service, technica...
Outsourced: Freelance writers, publishers, journalists, PR firms</li></ul>Twitter: @PaulRoetzer<br />
Importance of an editor<br /><ul><li>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</li></ul>Source: What Your Blog May Be Missing<br />Twitter: @PaulRoetzer<br />
What makes for great content?<br /><ul><li>Strategic
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Paul Roetzer's Presentations from YouToo 2011

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Content Marketing for PR Pros, presented by Paul Roetzer with PR 20/20, at the YouToo 2011 Social Media Conference at Kent State University.

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Transcript of "Paul Roetzer's Presentations from YouToo 2011"

  1. 1. Content Marketing for PR Pros<br />YouToo Social Media Conference 2011 – April 15<br />Presented by Paul Roetzer, PR 20/20<br />Twitter: @PaulRoetzer<br />#YouToo2011<br />
  2. 2. Content Marketing: Changing the PR Industry Forever<br />“Content marketing, which requires expert copywriting and strategic planning, is the single largest growth opportunity for PR agencies (and professionals).”<br />10 Public Relations Trends That Will Change the Industry Forever<br />Dec. 7, 2008 <br />Twitter: @PaulRoetzer<br />
  3. 3. Content Marketing Tools<br /><ul><li>Articles
  4. 4. Blogs
  5. 5. Case studies
  6. 6. eBooks
  7. 7. Photos
  8. 8. Podcasts
  9. 9. Press releases
  10. 10. Videos
  11. 11. Webinars
  12. 12. White papers</li></ul>Twitter: @PaulRoetzer<br />
  13. 13. Hybrid Professionals – 10 Traits<br /><ul><li>Social-web savvy
  14. 14. Inbound marketer
  15. 15. Publisher
  16. 16. Analyst
  17. 17. Relationship builder
  18. 18. Lifelong student
  19. 19. Thought leader
  20. 20. Risk taker
  21. 21. Tech savvy
  22. 22. Game changer</li></ul>Source: 10 Traits of an Emerging PR Pro <br />Twitter: @PaulRoetzer<br />
  23. 23.
  24. 24.
  25. 25. The Numbers<br /><ul><li>More than 16 billion core searches each month
  26. 26. 1.9 billion videos streamed each month
  27. 27. Americans watch 3.5 hrs/week of online video
  28. 28. 5 billion photos hosted by Flickr
  29. 29. 85 million LinkedIn members
  30. 30. 152 million blogs on the Internet
  31. 31. 145 million Twitter users
  32. 32. 600 million Facebook members
  33. 33. More than 30 billion pieces of content shared each month on Facebook</li></ul>Sources: Facebook, comScore, Arbitron, Flickr, Royal Pingdom<br />
  34. 34. “We all have a story to tell.”<br />Twitter: @PaulRoetzer<br />
  35. 35. Stand Out From the Crowd . . .<br />Win Their Hearts and Minds . . .<br />Twitter: @PaulRoetzer<br />
  36. 36. Twitter: @PaulRoetzer<br />
  37. 37. Win with a Persona-Based Content Strategy<br />Define & differentiate your brand.<br />Build your content creation team.<br />Profile your buyer personas.<br />Connect content to your goals (and theirs).<br />Choose your publishing tools.<br />Develop your editorial calendar.<br />Integrate your search, social & PR strategies.<br />Establish your budgets (time & money).<br />Launch, measure & evolve.<br />Twitter: @PaulRoetzer<br />
  38. 38. 1) Define & differentiate your brand.<br />Twitter: @PaulRoetzer<br />
  39. 39. What is a brand?<br />Brand = experiences + perceptions<br />Twitter: @PaulRoetzer<br />
  40. 40. How to define your brand?<br /><ul><li>Who are we (in 160 characters or less, and without meaningless jargon)?
  41. 41. What are the three greatest strengths/weaknesses of our brand?
  42. 42. What are our greatest opportunities for growth?
  43. 43. What makes us different, remarkable?
  44. 44. What value (i.e. expertise, resources, guidance, tools) can we bring to our audiences?
  45. 45. What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)?</li></ul>Twitter: @PaulRoetzer<br />
  46. 46. 2) Build your content creation team.<br />Source: Driven By Content video series<br />Twitter: @PaulRoetzer<br />
  47. 47. Potential content creators<br /><ul><li>Internal: Marketing, communications, sales, executives, customer service, technical, journalism school interns
  48. 48. Outsourced: Freelance writers, publishers, journalists, PR firms</li></ul>Twitter: @PaulRoetzer<br />
  49. 49. Importance of an editor<br /><ul><li>Maintain the editorial calendar
  50. 50. Keep the team on track
  51. 51. Proof all content prior to publishing
  52. 52. Ensure consistency of style, format, tone & messaging
  53. 53. Can be internal or outsourced</li></ul>Source: What Your Blog May Be Missing<br />Twitter: @PaulRoetzer<br />
  54. 54. What makes for great content?<br /><ul><li>Strategic
  55. 55. Brand centric
  56. 56. Buyer persona focused
  57. 57. Optimized for search engines
  58. 58. Technically sound
  59. 59. Creative
  60. 60. Results driven</li></ul>Source: 7 Key Elements of Great Business Content<br />Twitter: @PaulRoetzer<br />
  61. 61. Buyer persona focused content<br /><ul><li>Make personal connections
  62. 62. Address pain points and bring value
  63. 63. Demonstrate a clear understanding of your audiences, and know how to engage them
  64. 64. Promote and deliver in their preferred format</li></ul>Twitter: @PaulRoetzer<br />
  65. 65. 3) Profile your buyer personas.<br />Twitter: @PaulRoetzer<br />
  66. 66. Twitter: @PaulRoetzer<br />
  67. 67. Defining your buyer personas<br /><ul><li>What are their goals and aspirations?
  68. 68. What motivates and inspires them?
  69. 69. What are their problems/pains/obstacles?
  70. 70. How do they consume information (online and offline)?
  71. 71. What/who influences their buying decisions?
  72. 72. What's important to them? </li></ul>Twitter: @PaulRoetzer<br />
  73. 73. Other buyer persona criteria<br /><ul><li>Geography
  74. 74. Demographics
  75. 75. Title/responsibilities
  76. 76. Industry
  77. 77. Preferred communications
  78. 78. Technographics (social media activity)
  79. 79. Buying cycle
  80. 80. Alternatives/competition
  81. 81. Success factors
  82. 82. MAD-R (Money, Authority, Desire, Response)</li></ul>Twitter: @PaulRoetzer<br />
  83. 83. How do you research personas?<br /><ul><li>Analyze customer database
  84. 84. Talk to sales reps
  85. 85. Read industry publications, blogs & analyst reports
  86. 86. Check magazine editorial calendars
  87. 87. Monitor/participate in social networks
  88. 88. Run a keyword analysis
  89. 89. Review organic traffic reports
  90. 90. Assess competitor websites & content
  91. 91. Ask them</li></ul>Twitter: @PaulRoetzer<br />
  92. 92. “ROI Ivan”<br /><ul><li>Type: Old school/laggard
  93. 93. Title: CEO, president
  94. 94. Industry: Finance, insurance, accounting, legal
  95. 95. Pains: Business flat or declining
  96. 96. Causes: Economy, lack of innovation/vision
  97. 97. Sources: WSJ, trade magazines
  98. 98. Influencers: Peers, media
  99. 99. Technographics: Inactive
  100. 100. Success: Bottom line
  101. 101. Content: Case studies, press releases, original reports</li></ul>Twitter: @PaulRoetzer<br />
  102. 102. “Engagement Erin”<br /><ul><li>Type: New school/early adopter
  103. 103. Title: Marketing director, community manager, owner
  104. 104. Industry: Technology, retail, arts & entertainment
  105. 105. Pains: Information & inbox overload, multitasking, platform confusion, too tactical
  106. 106. Causes: Lack of training, following the “experts/gurus,” reporting to “Ivans”
  107. 107. Sources: Social, blogs, webinars
  108. 108. Influencers: Peers, bloggers
  109. 109. Technographics: Creator
  110. 110. Success: Leads, inbound links, engagement, speaking opportunities, website traffic
  111. 111. Content: Blog, videos, mobile apps, webinars, eBooks</li></ul>Twitter: @PaulRoetzer<br />
  112. 112. 4) Connect content to your goals (and theirs).<br />Twitter: @PaulRoetzer<br />
  113. 113. Twitter: @PaulRoetzer<br />
  114. 114. Twitter: @PaulRoetzer<br />
  115. 115. Their goals<br /><ul><li>Knowledge
  116. 116. Confidence
  117. 117. Peace of mind
  118. 118. Efficiency
  119. 119. Differentiation
  120. 120. Competitive advantage
  121. 121. Growth/ROI</li></ul>Twitter: @PaulRoetzer<br />
  122. 122. 5) Choose your publishing tools.<br />Twitter: @PaulRoetzer<br />
  123. 123. Content-driven link building<br /><ul><li>Participate in the community
  124. 124. Publish original research
  125. 125. Distribute email newsletters
  126. 126. Get a blog
  127. 127. Provide how tos, tutorials
  128. 128. Make a few videos</li></ul>Source: Google Webmaster Central Channel<br />Twitter: @PaulRoetzer<br />
  129. 129. Twitter: @PaulRoetzer<br />
  130. 130. Twitter: @PaulRoetzer<br />
  131. 131. Twitter: @PaulRoetzer<br />
  132. 132. Twitter: @PaulRoetzer<br />
  133. 133. Twitter: @PaulRoetzer<br />
  134. 134. Twitter: @PaulRoetzer<br />
  135. 135. 6) Develop your editorial calendar.<br />Twitter: @PaulRoetzer<br />
  136. 136. The value of abstracts<br /><ul><li>Topic: How to handle negative comments about your brand online.
  137. 137. Categories: Social Media, Brand
  138. 138. 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.
  139. 139. Goal: Education
  140. 140. 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.
  141. 141. Date: TBD</li></ul>Twitter: @PaulRoetzer<br />
  142. 142. 7) Integrate your search, social & PR strategies.<br />Source: How to Build Your Inbound Marketing GamePlan<br />Twitter: @PaulRoetzer<br />
  143. 143. Twitter: @PaulRoetzer<br />
  144. 144. 8) Establish your budgets (time & money).<br />Twitter: @PaulRoetzer<br />
  145. 145. Primary budget factor = content creation<br /><ul><li>Internal = time
  146. 146. Outsourced = money</li></ul>Twitter: @PaulRoetzer<br />
  147. 147. What does content cost?<br /><ul><li>Traditional = $1/word
  148. 148. Today = ???</li></ul>Twitter: @PaulRoetzer<br />
  149. 149. 9) Launch, measure & evolve.<br />Twitter: @PaulRoetzer<br />
  150. 150. Measurement & Impact<br /><ul><li>Content downloads
  151. 151. Donations
  152. 152. Inbound links
  153. 153. Keyword rankings
  154. 154. Leads
  155. 155. Reach
  156. 156. Referring sites
  157. 157. Registrations
  158. 158. Speaking opportunities
  159. 159. Website visitors</li></ul>Twitter: @PaulRoetzer<br />
  160. 160. The Case of Matt Cutts<br />Sources: Is Matt Cutts the Most Powerful Man in PR?<br />
  161. 161. The Platform<br /><ul><li>106,000+ Twitter Followers
  162. 162. Gadgets, Google & SEO blog with Alexa Rank of 3,219
  163. 163. Google Webmaster YouTube Channel with 24,000+ subscribers and more than 2.3 million channel views
  164. 164. Frequent speaker, and media source</li></ul>Twitter: @PaulRoetzer<br />
  165. 165. The New Model PR Pro<br /><ul><li>Strong personal brand
  166. 166. Value creation through multi-media content
  167. 167. Use of social media to reach, influence and engage
  168. 168. Thought leader and industry expert
  169. 169. Trusted resource</li></ul>Twitter: @PaulRoetzer<br />
  170. 170. Beware of the Content Flood<br />Some estimates indicate that in just a few years content on the Internet will double every 72 hours.<br />Twitter: @PaulRoetzer<br />
  171. 171. Closing Thoughts<br /><ul><li>Understand what makes audiences unique.
  172. 172. Have a plan and build a strong content team.
  173. 173. Be remarkable and memorable.
  174. 174. Take chances.
  175. 175. Put their needs and goals ahead of yours.
  176. 176. Bring value to their lives and help them find success.</li></ul>Twitter: @PaulRoetzer<br />
  177. 177. Resources<br /><ul><li>Driven By Content video series
  178. 178. What Your Blog May Be Missing
  179. 179. 7 Key Elements of Great Business Content
  180. 180. Google Webmaster Central YouTube Channel
  181. 181. How to Build Your Inbound Marketing GamePlan
  182. 182. 2010 B2B Content Marketing: Benchmarks, Budgets and Trends
  183. 183. Content Curation: Bringing Order to Information Overload
  184. 184. 10 Public Relations Trends That Will Change The Industry Forever</li></ul>Twitter: @PaulRoetzer<br />
  185. 185. Thank You!<br />Paul Roetzer<br />(216) 333-1242<br />paul@pr2020.com<br />Twitter: @paulroetzer<br />www.PR2020.com<br />Twitter: @PaulRoetzer<br />
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