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Content Marketing: Blogs, Books and Beyond

Content marketing is more than just a buzzword; it's an integral part of connecting with target audiences. This presentation covers the essentials of content marketing, from types of content and plan elements to the process of developing big pieces of content, such as books and eBooks.

I delivered this presentation at the Public Relations Society of America Midwest District Conference in Springfield, Mo., on June 20, 2014.

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Content Marketing: Blogs, Books and Beyond

  1. 1. Content Marketing: Blogs, Books and Beyond Brant Skogrand, APR, MBC Skogrand PR Solutions, LLC
  2. 2. Today’s Agenda  About Brant Skogrand, APR, MBC  Content marketing history  Content marketing definition  The golden rule  Types of content  Content marketing plan elements  Case studies  Sharing your knowledge with the world
  3. 3. About Brant Skogrand, APR, MBC  21 years in public relations  Chief Communications Officer – Skogrand PR Solutions, LLC (public relations, social media, SEO)  Experience on both agency and corporate side  Accredited in Public Relations  Certified in Search Engine Marketing
  4. 4. About Brant Skogrand, APR, MBC  Bachelor’s degree in Journalism from U of Minn.  Master’s Degree in Business Communication  Winner of multiple PR awards  Author, “19 Tips for Successful Public Relations” Book (visit www.skograndpr.com/pr_boo k)
  5. 5. Content Marketing History
  6. 6. Content Marketing History  Marketing professionals have essentially done content marketing for decades  Content marketing has changed with the advent of social media and other online tools
  7. 7. Content Marketing Definition “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.”
  8. 8. Content Marketing Definition “The process of developing and sharing relevant, valuable and engaging content to a target audience with the goal of acquiring new customers or increasing business from existing customers.”
  9. 9. Content Marketing Golden Rule  Cision – “Provide value to your audience.”  Jim Lukaszewski, ABC, APR, Fellow PRSA – “Don’t waste people’s time.”  Goal – Establish your brand as a trusted source
  10. 10. Types of Content
  11. 11. Types of Content  “Bricks” and “Feathers” – Chris Sietsema of Convince & Convert
  12. 12. Types of Content  Bricks  “Larger content productions such as research reports, events, white papers, video series and mobile apps.”  Content contributions that take more time and money to produce, but could see a large payoff  Feathers  Smaller, low-stakes pieces of content
  13. 13. Types of Content  Videos and photos  Case studies  White papers  eBooks  Books  Infographics  Articles  Blog posts  Tip sheets  Webinars  Speeches
  14. 14. Content Marketing Plan Elements  Creation  Curation  Optimization  Amplification  Analysis
  15. 15. Content Marketing Plan Elements  Creation  Not easy to create on regular basis  Strategy is crucial  Knowing your audience is key to a successful strategy  Google Analytics  Facebook Insights
  16. 16. Content Marketing Plan Elements  Creation  Helping people get what they want  Assisting in issue resolution  Being empathetic and customer-centric  Guest blog posts
  17. 17. Content Marketing Plan Elements  Curation  Save people time by sharing quality content  Think about blogs you read  Consider whom you follow on social media
  18. 18. Content Marketing Plan Elements  Optimization  Content can only be effective when it’s read by target audience  Search engine optimization comes into play
  19. 19. Content Marketing Plan Elements  Amplification  Social media provides two- way conversation  Be open to others’ points of view  Respond to comments  Be helpful  Identify and engage influencers
  20. 20. Content Marketing Plan Elements
  21. 21. Content Marketing Plan Elements  Analysis  Measure using SMART goals  Look at objectives  Gaining new members  Driving profitable business actions  Increasing enrollment
  22. 22. Case Study – Cision  Owned content  Four videos  Six tip sheets  Six event presentations  10 webinars  11 videos  17 blog posts
  23. 23. Case Study – Cision  Results  147 upsell opportunities  201 hot sales leads  1,797 product inquiries  5,894 thought leadership leads
  24. 24. Case Study – Jim Lukaszewski, ABC, APR, Fellow PRSA  Has written a dozen books  Considers public speaking most powerful – “You are the best vehicle.”  In 1999, Jim spoke to Fortune 100 security directors; received nine inquiries  Gives content away
  25. 25. Sharing Your Knowledge with the World
  26. 26. Sharing Your Knowledge with the World  Developing the manuscript  Create an outline  Compose in Microsoft Word  Write a bit each day  Publish blog posts and compile  Find your favorite space – home, coffee shop, Amtrak
  27. 27. Sharing Your Knowledge with the World  Self-publishing  Nine of Jim Lukaszewski’s books were self-published  Publisher can help with marketing  CreateSpace – print books  Kindle Direct Publishing – 70% royalty  NOOK Press – 65% royalty
  28. 28. Sharing Your Knowledge with the World  Marketing a book  This is the hard part!  Use your public relations and content marketing skills  Can hire a publicist
  29. 29. Content marketing is more than just a buzzword; it’s an integral part of connecting with target audiences.
  30. 30. Questions?
  31. 31. Thanks! www.skograndpr.com www.skograndpr.blogspot.com

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