Paul Roetzer's Presentations from YouToo 2011
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Paul Roetzer's Presentations from YouToo 2011



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

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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Paul Roetzer's Presentations from YouToo 2011 Paul Roetzer's Presentations from YouToo 2011 Presentation Transcript

  • Content Marketing for PR Pros
    YouToo Social Media Conference 2011 – April 15
    Presented by Paul Roetzer, PR 20/20
    Twitter: @PaulRoetzer
  • Content Marketing: Changing the PR Industry Forever
    “Content marketing, which requires expert copywriting and strategic planning, is the single largest growth opportunity for PR agencies (and professionals).”
    10 Public Relations Trends That Will Change the Industry Forever
    Dec. 7, 2008
    Twitter: @PaulRoetzer
  • Content Marketing Tools
    • Articles
    • Blogs
    • Case studies
    • eBooks
    • Photos
    • Podcasts
    • Press releases
    • Videos
    • Webinars
    • White papers
    Twitter: @PaulRoetzer
  • Hybrid Professionals – 10 Traits
    • Social-web savvy
    • Inbound marketer
    • Publisher
    • Analyst
    • Relationship builder
    • Lifelong student
    • Thought leader
    • Risk taker
    • Tech savvy
    • Game changer
    Source: 10 Traits of an Emerging PR Pro
    Twitter: @PaulRoetzer
  • The Numbers
    • 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
    Sources: Facebook, comScore, Arbitron, Flickr, Royal Pingdom
  • “We all have a story to tell.”
    Twitter: @PaulRoetzer
  • Stand Out From the Crowd . . .
    Win Their Hearts and Minds . . .
    Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Win with a Persona-Based Content Strategy
    Define & differentiate your brand.
    Build your content creation team.
    Profile your buyer personas.
    Connect content to your goals (and theirs).
    Choose your publishing tools.
    Develop your editorial calendar.
    Integrate your search, social & PR strategies.
    Establish your budgets (time & money).
    Launch, measure & evolve.
    Twitter: @PaulRoetzer
  • 1) Define & differentiate your brand.
    Twitter: @PaulRoetzer
  • What is a brand?
    Brand = experiences + perceptions
    Twitter: @PaulRoetzer
  • How to define your brand?
    • 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)?
    Twitter: @PaulRoetzer
  • 2) Build your content creation team.
    Source: Driven By Content video series
    Twitter: @PaulRoetzer
  • Potential content creators
    • Internal: Marketing, communications, sales, executives, customer service, technical, journalism school interns
    • Outsourced: Freelance writers, publishers, journalists, PR firms
    Twitter: @PaulRoetzer
  • Importance of an editor
    • 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
    Source: What Your Blog May Be Missing
    Twitter: @PaulRoetzer
  • What makes for great content?
    • Strategic
    • Brand centric
    • Buyer persona focused
    • Optimized for search engines
    • Technically sound
    • Creative
    • Results driven
    Source: 7 Key Elements of Great Business Content
    Twitter: @PaulRoetzer
  • Buyer persona focused content
    • Make personal connections
    • Address pain points and bring value
    • Demonstrate a clear understanding of your audiences, and know how to engage them
    • Promote and deliver in their preferred format
    Twitter: @PaulRoetzer
  • 3) Profile your buyer personas.
    Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Defining your buyer personas
    • What are their goals and aspirations?
    • What motivates and inspires them?
    • What are their problems/pains/obstacles?
    • How do they consume information (online and offline)?
    • What/who influences their buying decisions?
    • What's important to them?
    Twitter: @PaulRoetzer
  • Other buyer persona criteria
    • Geography
    • Demographics
    • Title/responsibilities
    • Industry
    • Preferred communications
    • Technographics (social media activity)
    • Buying cycle
    • Alternatives/competition
    • Success factors
    • MAD-R (Money, Authority, Desire, Response)
    Twitter: @PaulRoetzer
  • How do you research personas?
    • Analyze customer database
    • Talk to sales reps
    • Read industry publications, blogs & analyst reports
    • Check magazine editorial calendars
    • Monitor/participate in social networks
    • Run a keyword analysis
    • Review organic traffic reports
    • Assess competitor websites & content
    • Ask them
    Twitter: @PaulRoetzer
  • “ROI Ivan”
    • Type: Old school/laggard
    • Title: CEO, president
    • Industry: Finance, insurance, accounting, legal
    • Pains: Business flat or declining
    • Causes: Economy, lack of innovation/vision
    • Sources: WSJ, trade magazines
    • Influencers: Peers, media
    • Technographics: Inactive
    • Success: Bottom line
    • Content: Case studies, press releases, original reports
    Twitter: @PaulRoetzer
  • “Engagement Erin”
    • Type: New school/early adopter
    • Title: Marketing director, community manager, owner
    • Industry: Technology, retail, arts & entertainment
    • Pains: Information & inbox overload, multitasking, platform confusion, too tactical
    • Causes: Lack of training, following the “experts/gurus,” reporting to “Ivans”
    • Sources: Social, blogs, webinars
    • Influencers: Peers, bloggers
    • Technographics: Creator
    • Success: Leads, inbound links, engagement, speaking opportunities, website traffic
    • Content: Blog, videos, mobile apps, webinars, eBooks
    Twitter: @PaulRoetzer
  • 4) Connect content to your goals (and theirs).
    Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Their goals
    • Knowledge
    • Confidence
    • Peace of mind
    • Efficiency
    • Differentiation
    • Competitive advantage
    • Growth/ROI
    Twitter: @PaulRoetzer
  • 5) Choose your publishing tools.
    Twitter: @PaulRoetzer
  • Content-driven link building
    • Participate in the community
    • Publish original research
    • Distribute email newsletters
    • Get a blog
    • Provide how tos, tutorials
    • Make a few videos
    Source: Google Webmaster Central Channel
    Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • 6) Develop your editorial calendar.
    Twitter: @PaulRoetzer
  • The value of abstracts
    • Topic: How to handle negative comments about your brand online.
    • Categories: Social Media, Brand
    • 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.
    • Goal: Education
    • 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.
    • Date: TBD
    Twitter: @PaulRoetzer
  • 7) Integrate your search, social & PR strategies.
    Source: How to Build Your Inbound Marketing GamePlan
    Twitter: @PaulRoetzer
  • Twitter: @PaulRoetzer
  • 8) Establish your budgets (time & money).
    Twitter: @PaulRoetzer
  • Primary budget factor = content creation
    • Internal = time
    • Outsourced = money
    Twitter: @PaulRoetzer
  • What does content cost?
    • Traditional = $1/word
    • Today = ???
    Twitter: @PaulRoetzer
  • 9) Launch, measure & evolve.
    Twitter: @PaulRoetzer
  • Measurement & Impact
    • Content downloads
    • Donations
    • Inbound links
    • Keyword rankings
    • Leads
    • Reach
    • Referring sites
    • Registrations
    • Speaking opportunities
    • Website visitors
    Twitter: @PaulRoetzer
  • The Case of Matt Cutts
    Sources: Is Matt Cutts the Most Powerful Man in PR?
  • The Platform
    • 106,000+ Twitter Followers
    • Gadgets, Google & SEO blog with Alexa Rank of 3,219
    • Google Webmaster YouTube Channel with 24,000+ subscribers and more than 2.3 million channel views
    • Frequent speaker, and media source
    Twitter: @PaulRoetzer
  • The New Model PR Pro
    • Strong personal brand
    • Value creation through multi-media content
    • Use of social media to reach, influence and engage
    • Thought leader and industry expert
    • Trusted resource
    Twitter: @PaulRoetzer
  • Beware of the Content Flood
    Some estimates indicate that in just a few years content on the Internet will double every 72 hours.
    Twitter: @PaulRoetzer
  • Closing Thoughts
    • Understand what makes audiences unique.
    • Have a plan and build a strong content team.
    • Be remarkable and memorable.
    • Take chances.
    • Put their needs and goals ahead of yours.
    • Bring value to their lives and help them find success.
    Twitter: @PaulRoetzer
  • Resources
    • Driven By Content video series
    • What Your Blog May Be Missing
    • 7 Key Elements of Great Business Content
    • Google Webmaster Central YouTube Channel
    • How to Build Your Inbound Marketing GamePlan
    • 2010 B2B Content Marketing: Benchmarks, Budgets and Trends
    • Content Curation: Bringing Order to Information Overload
    • 10 Public Relations Trends That Will Change The Industry Forever
    Twitter: @PaulRoetzer
  • Thank You!
    Paul Roetzer
    (216) 333-1242
    Twitter: @paulroetzer
    Twitter: @PaulRoetzer