Content Marketing as a PR Tool
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Storytelling has always been a core component of public relations, but we can't rely on "tried and true" tactics to disseminate those stories. By adding a layer of technology, storytelling has evolved into "content marketing" -- a highly effective PR strategy. This presentation offers three examples of PR-driven content marketing that generated measurable, bottom-line results.
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Content Marketing as a PR Tool
- 1. Heather Whaling • @prTini prTini.com • #CMWorld Content Marketing Bolsters PR Heather Whaling Geben Communication @prTini • #cmworld #cmworld
- 2. Sign of the Times Kodak: Bankrupt • Instagram: Acquired for ~$1 billion #cmworld
- 3. #cmworld
- 4. Desired Outcomes: educate eliminate generate activate & barriers leads accelerate Photo credits: Schoolhouse, Post-It, Line, Runner #cmworld
- 6. PR Goals: • Change perceptions • Build collaboration • Innovate best practices • Educate #cmworld
- 7. Content Buckets: • Innovation in Action • Relationship-driven Business • Cleveland (Ohio) Rocks • Paving the Way Through Leadership • Madison: Up Close & Personal #cmworld
- 8. Sparks Innovation Center: Crowdsourced product development #cmworld
- 9. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
- 10. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
- 11. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
- 12. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• Results: • Hundreds of submissions • 17% company growth • 37% new sales growth #cmworld
- 13. #cmworld
- 14. Innovation in Action Relationship-driven Business Paving the Way Through Leadership ••• #cmworld
- 15. eliminate barriers #cmworld
- 16. Columbus Marathon: a social media case study #cmworld
- 17. Priorities: • Communicate with people when & where they want • Foster engagement • Eliminate the “scare” factor • Sustain year-round community • Improve customer service #cmworld
- 18. after you nail the basics, add some sizzle #cmworld
- 19. Virtual Scavenger Hunt: • Drive traffic to the new website • Positive reinforcement • Establish new connections with potential marathon runners/walkers • http://bit.ly/CbusMarathonHunt #cmworld
- 20. Tweet & Go Seek #cmworld
- 21. New partner: Sponsor: Participant: Taking note: #cmworld
- 22. First Marathon to Join Pinterest Among top 15 referring sites to the website #cmworld
- 23. Ask the Race Director • Live broadcast on Ustream • Solicited questions on Facebook,Twitter, blog & enewsletter • 45 minutes, over lunch hour #cmworld
- 24. 30 Tips, 30 Days • 8 of the top 10 blog pages in 2011 were tips • Blog traffic grew 260% • Percentage of pageviews tripled from 2010 #cmworld
- 25. The Final Countdown • 1,175 shares • 476 shares • Week-of interactions increased 385% • Secured car donation #cmworld
- 26. Results: • 2010, 2011 races sold out faster than ever • 2012 registration pacing ahead of 2011 • 2011 data: – Facebook “likes” increased 130%, engagement increased by 300% – Twitter followers increase 77% – Website traffic increased 18.5%, with social media driving 50% of all referral traffic – Blog post views increased 170% • Responded to 500+ questions/comments on Facebook the week of the marathon #cmworld
- 27. generate leads #cmworld
- 28. Timely infographics • Increased traffic 360% • 50+ viable leads • Opened doors in sports vertical #cmworld
- 29. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. #cmworld