Transcript of "Paul Roetzer's Presentations from YouToo 2011"
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 />
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 />
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 />
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?
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.