The Intersection of Earned Media and Content Marketing
The Intersection of Earned
Media and Content Marketing
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
Why content matters
was ranked the
tactic by 53%.!
-Marketing Sherpa, 2013
Organic search drives about !
50% of all web trafﬁc
still reaches 9
out of 10
-State of the Media, 2014
Traditional media still matter
How journalists use social media
University of Indiana School of Journalism | Washington Post
Word of mouth and traditional
Pew Research Center | State of the Media, 2013
. . . and the intersection with social
Pew Research Center | State of the Media, 2014
The Pew Research Center’s for Excellence in Journalism. !
The State of the News Media 2012 http://stateofthemedia.org/
Those who use only
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
Percent who follow
Facebook news links
Percent who follow
Twitter news links
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
“If you don’t like the news, go out and
make some of your own”
• News and Press
• Feature Stories and
• Social channels!
• Grant information and
• Corporate information
Multi-Channel Communications Platform
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
Feeding the content beast
1 2 3 4
audiences and channels.
Build a robust content
Press releases, media
pitches, feature stories,
Website, blogs, social.
Pitch and place third-
party sites, news outlets
and blogs. Paid content.
Marketing channels and
social media. Paid to
Building a newsroom mentalityPlanning: A newsroom mentality
Factoring in all data
sources, we are
bombarded with the
equivalent of 174
Dr. Martin Hilbert,
University of Southern California
1/3 of online activity is
spent watching video
Video equals higher viewer retention,
the information retained in one minute
of online video is equal to about 1.8
million written words.
Traditional Media, Blogs, Word
Social & Digital
Publishing: converged media can bring all
these pieces together
“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
Press release + Reddit = trafﬁc surge
• Colorectal cancer news
release published in Share
• Due to Tweet posted to
Reddit, more than 27,000
page views in subsequent
• Most requested piece of
content on Share Feb. 4-7
Marketing newsletter = trafﬁc surge
• Partners In Health drove 107,710 page
views on share.kp.org in five days
• Total Health Radio went from the 30th
most requested page to 3rd most
requested in 5 days