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The Intersection of Earned Media and Content Marketing


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The Intersection of Earned Media and Content Marketing

  1. 1. The Intersection of Earned Media and Content Marketing Holly Potter
  2. 2. 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. -Content Marketing Institute
  3. 3. Why content matters Earned Media Word of Mouth Organic Search
  4. 4. Content creation was ranked the single most effective SEO tactic by 53%.! -Marketing Sherpa, 2013 Organic search drives about ! 50% of all web traffic
  5. 5. We trust people like us
  6. 6. Local television still reaches 9 out of 10 Americans. -State of the Media, 2014 Traditional media still matter
  7. 7. How journalists use social media University of Indiana School of Journalism | Washington Post
  8. 8. Word of mouth and traditional media intersect Pew Research Center | State of the Media, 2013
  9. 9. . . . and the intersection with social Pew Research Center | State of the Media, 2014
  10. 10. The Pew Research Center’s for Excellence in Journalism. ! The State of the News Media 2012 OR Those who use only
 a desktop/laptop
 for digital news Those who use a
 smartphone OR a
 tablet for news Those who use both
 a smartphone AND
 a tablet for news More Devices, More Social Media 67% 39% 59 24 41 9 Percent who follow
 Facebook news links Percent who follow
 Twitter news links 2
  11. 11. For Many, Mobile Means More News New users who said that since getting their tablet they… Spend more time with news 31% Turn to new sources for news 31% Are adding to the news they consume 43% Based on weekly tablet news (N=810) users. Icons from the Noun Project. Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group3
  12. 12. “If you don’t like the news, go out and make some of your own” -Scoop Nisker
  13. 13. Tablet – Vertical Orientation Brand journalism platform as content marketing hub
  14. 14. • News and Press Releases! • Feature Stories and News Coverage! • Blogs! • Podcasts! • Social channels! • Grant information and reporting! • Corporate information Multi-Channel Communications Platform
  15. 15. Robust content strategy generated ! 91% increase in web traffic ! in the first six months Primary source of traffic: Google One third of traffic from internal ! servers underscoring the contribution ! to employee communications
  16. 16. << Feeding the content beast Publish Syndicate 1 2 3 4 Understand your audiences and channels. Build a robust content plan. Press releases, media pitches, feature stories, video, infographics, photographs. Website, blogs, social. Pitch and place third- party sites, news outlets and blogs. Paid content. Third-party sites. Marketing channels and social media. Paid to amplify. ProducePlan
  17. 17. Building a newsroom mentalityPlanning: A newsroom mentality
  18. 18. Factoring in all data sources, we are bombarded with the equivalent of 174 newspapers everyday. Dr. Martin Hilbert, University of Southern California
  19. 19. << a picture worth a thousand words Infographics
  20. 20. << Video Content 1/3 of online activity is spent watching video 22 Video equals higher viewer retention, the information retained in one minute of online video is equal to about 1.8 million written words. -Brainshark
  21. 21. Paid Media TV, Radio, Out
 of Home,
 Online Owned Media Website, Blogs, Podcasts, Videos Earned Media Traditional Media, Blogs, Word of Mouth Social & Digital Twitter, Facebook, LinkedIn, SEO Publishing: converged media can bring all these pieces together
  22. 22. “We are in an era of skepticism; people need to see or hear something three to five times in different places before believing it.” - Richard Edelman
  23. 23. Press release + Reddit = traffic surge • Colorectal cancer news release published in Share Feb. 3 • Due to Tweet posted to Reddit, more than 27,000 page views in subsequent days • Most requested piece of content on Share Feb. 4-7
  24. 24. Marketing newsletter = traffic surge • Partners In Health drove 107,710 page views on in five days • Total Health Radio went from the 30th most requested page to 3rd most requested in 5 days
  25. 25. Pitching + coverage = Twitter amplification
  26. 26. Traditional media and social drive engagement
  27. 27. < Questions? Holly Potter!! @htpotter