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The Intersection of Earned Media and Content Marketing

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The Intersection of Earned
Media and Content Marketing
Holly Potter
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
Earned
Media
Word of
Mouth
Organic
Search
Content creation
was ranked the
single most
effective SEO
tactic by 53%.!
-Marketing Sherpa, 2013
Organic search drives about !
50% of all web traffic
We trust people like us
womma.org
Local television
still reaches 9
out of 10
Americans.
-State of the Media, 2014
Traditional media still matter

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The Intersection of Earned Media and Content Marketing

  • 1. The Intersection of Earned Media and Content Marketing Holly Potter
  • 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. Why content matters Earned Media Word of Mouth Organic Search
  • 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. We trust people like us womma.org
  • 6. Local television still reaches 9 out of 10 Americans. -State of the Media, 2014 Traditional media still matter
  • 7. How journalists use social media University of Indiana School of Journalism | Washington Post
  • 8. Word of mouth and traditional media intersect Pew Research Center | State of the Media, 2013
  • 9. . . . and the intersection with social Pew Research Center | State of the Media, 2014
  • 10. The Pew Research Center’s for Excellence in Journalism. ! The State of the News Media 2012 http://stateofthemedia.org/ 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. 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
  • 13. “If you don’t like the news, go out and make some of your own” -Scoop Nisker
  • 14. Tablet – Vertical Orientation Brand journalism platform as content marketing hub
  • 15. • News and Press Releases! • Feature Stories and News Coverage! • Blogs! • Podcasts! • Social channels! • Grant information and reporting! • Corporate information Multi-Channel Communications Platform
  • 16. 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
  • 17. << 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
  • 18. Building a newsroom mentalityPlanning: A newsroom mentality
  • 19. Factoring in all data sources, we are bombarded with the equivalent of 174 newspapers everyday. Dr. Martin Hilbert, University of Southern California
  • 21. << 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
  • 22. 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
  • 23. “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
  • 24. 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
  • 25. 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
  • 26. Pitching + coverage = Twitter amplification
  • 27. Traditional media and social drive engagement