Creating a Map for PR-Driven Content


Published on

A brief presentation on how to create an effective map for PR-driven content, presented April 204 to public relations professionals. It includes strategy, destination, content, content mapping, determining the best form of content, and social/social networks timing for sharing.

Published in: Marketing, Technology, Business

Creating a Map for PR-Driven Content

  1. 1. a map for pr-driven content* you’ve got the content, now get it to the best destination. *in 45 minutes @cloudspark
  2. 2. Content is a fancy piece of terminology for movies, television, plays, videogames, books, magazines, newspapers or any other form of news, information or entertainment that people consume with any of their sensory organs other than their taste buds. Soup, for example, is not content. But a video of soup is. - The Wall Street Journal “The New ABCs of Business” April 13, 2014 @cloudspark
  3. 3. it’s noisy, we’re distracted @cloudspark
  4. 4. email phone radio newspaper television pop up ads rss feeds magazines tablet twitter facebook linkedin
  5. 5. useful > awesome focus on creating useful content a pr-specialty @cloudspark
  6. 6. “we can't talk about what [our company] wants to talk about. we have to talk about what people want to talk about." @cloudspark
  7. 7. effective content is powerful @cloudspark
  8. 8. content feeds inbound marketing @cloudspark
  9. 9. how we buy has changed it’s why inbound matters & useful content matters @cloudspark
  10. 10. @cloudspark
  11. 11. content + social = faster growth @cloudspark
  12. 12. content a destination b@cloudspark
  13. 13. destination  you must have a destination in mind to create effective content  work with marketing to identify or create those landing spaces  measure the impact  inbound links (where’d they come from)  hits (how many came to the page/site)  online action (what pages did they visit)  calls to action (likes, enrollment, purchase, downloads) @cloudspark
  14. 14. a content test just what kind of content should it be? @cloudspark
  15. 15. if you can draw it with a minimum amount of words = static visual content whiteboard test 1 @cloudspark
  16. 16. if you can draw it but need to explain it = video content whiteboard test 2 @cloudspark
  17. 17. if you can tell the story with excitement but you can’t draw it = audio content whiteboard test 3 @cloudspark
  18. 18. if you only have words (or mostly words) = text content whiteboard test 4 @cloudspark
  19. 19.  90% of info enters the brain visually  the recall rate of visual is 9x higher than text only  visual content is more likely to be shared than text only  visual activates different areas of the brain than text why visual matters @cloudspark
  20. 20. map the content @cloudspark
  21. 21. news release post on news page edit for blog post on linkedin (3) post link on twitter share in email @cloudspark
  22. 22. video post on youtube embed in blog post share on linkedin (3) share via email use in webinar show at tradeshow @cloudspark
  23. 23. presentation post on slideshare embed on blog post on linkedin (3) post link on twitter email share slide images @cloudspark
  24. 24. map your content
  25. 25. repeat the road signs keep them on the road to your destination @cloudspark
  26. 26. fomo @cloudspark
  27. 27. social mixing @cloudspark
  28. 28. when to hit the road timing of social sharing @cloudspark
  29. 29. primetime: wednesday at 1-4pm facebook @cloudspark
  30. 30. primetime: monday thru thursday 1-4pm twitter @cloudspark
  31. 31. primetime: tuesday thru thursday 7-9am linkedin @cloudspark
  32. 32. primetime: business mornings g+ @cloudspark
  33. 33. tumblr primetime: sundays and monday thru thursday evenings @cloudspark
  34. 34. pinterest primetime: saturday morning and weekday evening and nights @cloudspark
  35. 35. 5 things you can do learn >> apply @cloudspark
  36. 36. 1. set the strategy @cloudspark
  37. 37. 2. plan & work with marketing @cloudspark
  38. 38. 3. know the destination @cloudspark
  39. 39. cx journey mapping search react evaluate decide convert @cloudspark
  40. 40. 4. map every piece of content @cloudspark
  41. 41. 5. measure what matters @cloudspark
  42. 42. i might just answer ask me anything @cloudspark
  43. 43. thank you. jenny schmitt @cloudspark jschmitt(at)cloudspark(dot)com