Converged Media: Why it’s vitally important to any content marketing strategy
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50% of companies say they have a content marketing strategy. Is yours one of them? In order to stand out in today’s marketplace, brands need to not only be creating relevant, engaging content but also ensure their content gets in front of the right audience. This webinar will offer useful tips on utilizing converged media to create a sustainable content marketing plan. In this session, we’ll discuss how to use a combination of paid, earned and owned media to attract and nurture customers as well as how to best promote your content across multiple platforms. • What is content marketing? • Why is it of vital importance now? • Why storytelling should start with PR • How to harness earned, paid and owned media • Why content promotion is essential to any strategy
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Converged Media: Why it’s vitally important to any content marketing strategy
- 1. Sonal Moraes, Product Special @sonalmoraes Converged Media: Why it’s vitally important to any content marketing strategy Brandon Andersen, Director of Marketing @brandonchicago Shared
- 3. 22 How to Participate Today During today’s web seminar, attendees will be in listen-only mode. If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317 Submit text questions Q&A addressed at the end of today’s session Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session Participate on Twitter at #cision
- 4. What is content marketing? Why does content marketing fail? Why storytelling should start with PR Harnessing earned, paid and owned media Integrated campaigns What We’ll Cover
- 5. 44 Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. I Content Marketing Institute
- 6. Content marketing isn’t new
- 7. Sell something and you make a customer today. Help someone and you create a customer for life. Jay Baer
- 8. The Usual Suspects Videos & Photos Case Studies Blog Posts Tip Sheets White Papers Infographics E-Books Webinars Newsletters
- 10. Via Rand Fishkin Why Content Marketing Fails Companies think this is how it works.
- 11. Because that’s how Marketing sees it
- 12. But it’s not easy… Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing- whiteboard-friday
- 13. Via Rand Fishkin Why Content Marketing Fails In reality, it works like this
- 14. Why should PR take the reins?
- 15. We’re building awareness and trust through content
- 16. We are NOT selling.
- 17. Building trust and storytelling? I know how to do that!
- 20. Via Rand Fishkin Why Content Marketing Fails In reality, it works like this WE (PR) Our content is memorable Our stories are targeted to our audiences WE Directly or through search We get earned media placed
- 22. Via Rand Fishkin Why Content Marketing This is where things get interesting WE (PR) We get earned media placed Our content is memorable Our stories are targeted to our audiences Directly or through search WE
- 23. The changing media landscape Earned Owned Paid
- 24. am·pli·fy: to increase the strength or amount of; especially: to make louder.” - Merriam-Webster In content marketing terms, amplification refers to tactics that help our content reach the audiences we are targeting.
- 25. Shifting our focus from just this…
- 26. To the whole spectrum of media…
- 30. PR Professionals - Tomorrow’s Skills Today Tomorrow Led by the Head of PR Led by the CMO Focused on Earned Media Focused on Converged Media Budget Devoted to Staff, Creative Budget Devoted to Technology, Content & Advertising
- 31. 30 4 Types of Content MetricsImmediate ROI Long-term ROI
- 32. The usual suspects…expanded Owned Media Videos & Photos Blog Posts White Papers E-Books Case Studies Tip Sheets Infographics Webinars Newsletters Curated Content Branded Content Earned Media Media Placement Stories Curated Content Answers Comments Discussions SEO Speaking engagements Paid Media Sponsored Content Native Advertising Brand Journalism Events Retargeting Speaking engagements
- 33. Brandon Andersen, Director of Marketing @brandonchicago Sonal Moraes, Product Specialist @sonalmoraes Converged Media: Why it’s vitally important to any content marketing strategy