What is Content Marketing?
―Content marketing is the publication of material
designed to promote a brand, usually through a more
oblique and subtle approach than that of traditional
push advertising. The essence of good content
marketing is that it offers something the viewer wants,
such as information or entertainment. Content
marketing can take a lot of different forms, including
YouTube videos, blog posts and articles. It shouldn’t
really seem like marketing — in some cases, in fact, it
should only be identifiable as marketing because the
advertiser is identified as the content provider.‖
Content Marketing: How it works
Blog post written by The
Amplified organic content
on sites in the network.
Now there are Candy
Client case: Happy Socks
The Guardian posted a blog post about an external design
Using Cision’s Content Marketing service, Happy Socks were
able to amplify this post gaining 13,5 M impressions and
driving 6.000 people to the article.
Reflection from the campaign
If you want to measure your campaign
you should drive traffic to a site that you
Importance of headline and pictures –
think 10 headlines and 4 - 6 pictures!
Brand awareness and opinion
you should use earned media
To sell services you should
drive traffic to a site you own
Client case: Organization
A Swedish organization wanted to try a new way to reach out
with its message!
The Swedish organization used Cision Content Marketing
network to amplify and drive traffic to a video they had created.
Before amplifying the story through Cision network the video
had gotten less than 10 views. Within six hours of posting a
link to the video they had driven more than 3.700 visitors to the
site which had resulted in more than 800 views of the film.
The organization also got
nearly 8.5 million
impressions for their story
Top three traffic sites where
Dailey Mail, The Huffington
Post and The Times!
”When is it time to start a strike” – 0,06% CTR
”Swedish union strikes back online” – 0,70% CTR
Remember to have 10 headlines and 4 – 6 pictures!