3. Regular Content Production
enables you to…
-Effectively communicate what the business does
-Demonstrate capability to the right audience and sector
-Build relationships by educating the target audience
-Raise awareness of the brand to the unaware
-Supports your digital marketing strategy
4. Why content?
What type of content?
• Deliver leads
• Improve search
• Provide technical
information
• High-value downloads
• Demonstrate thought
leadership
• Support specification
• Brand awareness
• Drive traffic
• Build mailing list
• Client engagement
• Support social
• Short technical blog posts
• How-to guides
• CAD files
• News items
• Blog posts
• Case studies
• Slideshare
• Whitepapers
• eBooks
• Technical articles
• Comment pieces
• Landing pages
• Infographics
• Video content
5.
6. Reaching your audience
- Content drives business goals by generating effective
outreach
- This involves targeting people, including key
influencers, who will share your work and build links
from their website or social platform to your own
company website
- The more valuable content that gets shared, the higher
your search rankings and the more people will
recommend your business to other potential prospects
7. Traffic and conversions
- Good quality content along with effective distribution will
lead to an overall increase in traffic to your website, in
the form of organic, referral, social and direct.
- The more informative and valuable your content, the
better quality traffic gained from each platform, which in
turn leads to better quality lead enquiries and
conversions
9. Content strategy
An effective content marketing strategy will support a range of elements within your
marketing activity, from website and SEO to white papers and PR.
First things first, consider these five main questions:
1. What do you want to achieve?
2. What type of content is best to meet your objectives?
3. What resource do you have for content production?
4. How do you make the most of your content?
5. How do you measure success?
10. Content Objective Type of Content Expected Outcome
Improve keyword search Short blog posts focused on keywords Higher Google ranking and improved
click-through’s to site
Long-tail search for products in
different applications/sectors
Landing pages and case studies with title
‘product type for application types’
Visitors entering site via key product
pages or applications
Long-tail search for specific topics 250-450 word posts on identified search
topics/questions
Improved Google search results for
specific topics
Drive website traffic Visual content, whitepapers, eBooks, opinion
posts, how-to’s, case studies, specification
clauses, CAD drawings
Improved chance of converting high
quality leads
Deliver leads Whitepapers and eBooks, specification
clauses, CAD drawings
Increased number of high value
downloads for further lead nurturing
Demonstrate technical competence 550-800 word technical pieces on topical or
legislative issues such as building regs or
changing legislation
Build trust/ show expertise
Content for product directories Case studies 500-800 words with good
images and video content where possible
Increase of referral traffic from paid
directories
Content for PR (credibility/proven
performance)
Case studies with good images and links back
to additional content and video online
Increased media coverage, building
awareness and driving referral traffic
Content for PR (thought leadership) 550-800 word technical pieces on topical or
legislative issues such as building regs or
changing legislation
Increased media coverage, building
awareness and driving referral traffic
Newsletter content An informative blend of the above Newsletter ‘Sign-ups’
What type of Content?
11. Making the most of content
Content production is time-intensive. This can be made easier
by spreading the workload throughout product, technical and
marketing.
The hardest part is the initial content creation, once this is done
then the content benefits can be maximised:
• Re-purpose into video, slideshare, infographic etc.
• Publish online
• Push via Social
• Email to database
• Send to the media (PR)
13. Using content to lead PR
"PR is just one part of the content mix. For us,
a good content strategy will lead PR activity
rather than the PR strategy defining the
content”.
14. …so what is PR exactly?
‘Public Relations’ is the activity relating to all
elements of communicating and managing
information to the public.
‘Media Relations’ is the process of working with the
media to communicate predefined objectives and
identify media opportunities.
15. Working with the media
- Objective-focused open media relationships
- Blend of PR, advertising and media solutions to meet client
objectives
- Annual media planning - with quarterly measurement and review
- Annual content planning - with monthly measurement and review
Working in a structured and objective-focused way with the media
saves both time and money.
Ideally, content and media activity should be planned annually 2-3
months before the start of each financial year.
16. Types of media coverage
Goal completion
- Download brochure
- Enquiry form
- Newsletter sign-up
- Blog sign-up
- CPD booking
Production charge
coverage
Product/PR panels
Independent
editorial
ERA
Advertorial
Coverage on
media outlet
websites
Portals and
product
directories
E-newsletters
17. Digital and Print Media
Digital Coverage
•Trackable
•Link backs (massive SEO benefits)
•Long shelf life
•Shareable
Print Coverage
•Difficult to measure
•Traditional audiences still like printed copies
•Short shelf life
•People like to see their name in magazines
18. Digital and Print Media
Considerations for combining print and digital PR:
- Think about how the content will be found online
- What is the content for?
- Titles that are interesting and engaging in print may not transfer well online
for example - ‘The devil is in the detail’
- Consider headers and introductory copy along with keywords throughout the
piece
- What does the piece need to link to? Product, Spec tool, previous content
etc
19. UTM tags are used to track online PR coverage; these are added to
the end of the URL, enabling us to analyse the success of different
PR campaigns within Google Analytics
They’re set out in the following way…
utm_campaign=[name campaign]&utm_source=[where has link
come from?]&utm_medium=[online PR]
Measuring media coverage
21. Similarly, shortcodes can be assigned for print coverage; this
is a unique code placed at the end of your website URL, such
as /request-cpd if you were promoting your CPD page.
Measuring digital and
print coverage
If someone types this into Google after reading a
magazine article, analytics will register the shortcode….
23. Using ERA
ERA or ‘editorial related advertising’ is another great tool to
push content out using the media, providing high traffic that is
fully trackable.
26. Managing content creation
- An activity planner is created to structure content over a 6
month/yearly period, depending on how the strategy is
structured.
- Typically, a content plan will include a range of blog posts, case
studies and newsletter content
- An activity planner can be structured based on upcoming
product launches and campaigns, search rankings and industry
events
- Month on month this should be reviewed and tweaked
depending on web report analysis/keyword changes
29. 1. Create a master press list using media data supplied
2. Provide media research questions to the sales team
3. Identify key communication messages
4. Create a PR submission form
5. Create a standard PR/case study template
6. Define the PR process including sign off & production charges
7. Create a master activity document
8. Create a master editorial plan for population
9. Set cuttings service up with keywords
10. Research, write and send first PR for approval
11.Send out first PR story and liaise with media
PR Planning and
implementation
