1. eschermanescherman
PR. Analytics. SEO.PR. Analytics. SEO.
What can Content Marketing learn from
Public Relations?
And vice versa?

2. Andrew Bruce Smith
Managing Director
Escherman
MCIPRTwitter: andismit
Search for: Andrew Bruce Smith

3. http://amzn.to/Po0EWa

4. “Content Marketing is owning, as opposed
to renting media. It’s a marketing process to
attract and retain customers by consistently
creating and curating content in order to
change or enhance a consumer behavior.”
Joe Pullizi – Founder, Content Marketing Institute

5. “You cannot bore people into buying your product;
you can only interest them in buying it.”

6. Content marketing vs PR
Traditional PR
Helping others (journalists) to tell your story
Content marketing
Telling your own story
Content marketing = editorially driven marketing?
Think like a journalist to create meaningful content?

7. Lissted: journalists on Twitter

8. The attributes of great
editoral content
Relevance
Value: informational/entertainment
Originality

9. A side note on these creatures…

10. The Google view of links today
“The best links come from high trust, high
authority sites in a natural, editorial-style
context”
Panda and Penguin designed to penalize thin
content
Implications for content marketing

11. The real issues
Is your content marketing programme delivering real value?
What mix of content is delivering the outcomes you really want?
Are you are getting the returns you want from content marketing?

12. Google Analytics provides a way
of seeing the direct and indirect
contribution made by any channel
against a specific goal

14. Summary
Content marketing requires editorial style skills
PR skills can inform content marketing
All forms of marketing can be viewed as content
Content strategy defined by organisational objectives
Value of content marketing can be measured