Content Marketing for PR Pros


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Content Marketing for PR Pros

  1. 1. Content Marketing for PR Pros PRSA 2010 Western District Conference Presented by Paul Roetzer, PR 20/20 Twitter: @paulroetzer April 29, 2010
  2. 2. Agenda 1) What is Content Marketing? 2) Why Does it Matter to PR Pros? 3) What Can You Do to Get Started?
  3. 3. What is Content Marketing? “Creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” — Joe Pulizzi (@juntajoe), Junta42
  4. 4. “We all have a story to tell.”
  5. 5. Content Marketing Tools •  Articles •  Podcasts •  Blogs •  Press releases •  Case studies •  Videos •  eBooks •  Webinars •  Photos •  White papers
  6. 6. Social Media •  Consumer-generated content. We (individuals and brands) are all the media, the publishers. •  People trusting the opinions of their peers and collaborating online to help and support each other. •  Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.
  7. 7. Social Media •  Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization. •  Social media is a lifetime commitment to connecting with your audiences (e.g. customers, prospects, peers, partners) in a more authentic and personal way. •  Three phases: Monitor, Participate & Publish
  8. 8. By the Numbers 15.2 billion core searches conducted in January 2010 Source: comScore, Inc
  9. 9. By the Numbers U.S Internet users watched 32.4 billion videos in January 2010 Source: comScore, Inc
  10. 10. By the Numbers More than 133,000,000 blogs have been indexed by Technorati since 2002 Source: Technorati
  11. 11. By the Numbers More than 1 billion “tweets” estimated per month Source: Royal Pingdom
  12. 12. By the Numbers More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week on Facebook Source:
  13. 13. By the Numbers •  More than 60 million status updates daily •  More than 1.5 million local businesses have active Pages •  More than 20 million people become fans of Pages each day •  Average user spends more than 55 minutes per day on Facebook •  More than 100 million active users access Facebook through their mobile devices Source:
  14. 14. Whom Will You Reach? Audience Segments •  Customers •  Peers •  Prospects •  Competitors •  Mainstream media (print, •  Social media (bloggers, broadcast) social networkers) •  Vendors & Partners •  Job Candidates & Employees
  15. 15. What Value Will You Deliver? Buyer Personas •  What are their goals and •  How can you reach them? aspirations? •  What's important to them? •  What are their problems/ pains? •  What words and phrases do they use? •  What media do they rely on for answers? •  What sort of images and multimedia appeal to them?
  16. 16. Why Does it Matter to PR Pros?
  17. 17. Hybrid Professionals – 10 Traits •  Social-web savvy •  Inbound marketer •  Publisher •  Analyst •  Relationship builder •  Lifelong student •  Thought leader •  Risk taker •  Tech savvy •  Game changer
  18. 18. Measurement & Impact Generate Leads & Build Loyalty
  19. 19. Measurement & Impact Establish professionals as experts, thought leaders and innovators.
  20. 20. Measurement & Impact •  Content downloads •  Reach •  Donations •  Referring sites •  Inbound links •  Registrations •  Keyword rankings •  Speaking opportunities •  Leads •  Website visitors
  21. 21. Marketing Mix — Shift in Power? Source: Forrester
  22. 22. Marketing Mix Social media participation is nothing more than relationships and communications through online channels. That’s what PR pros do — build relationships and enhance communications with audiences (employees, media, customers, prospects, vendors, partners).
  23. 23. Marketing Mix Most core SEO concepts and methodology can be easily learned and executed as part of a larger content strategy.
  24. 24. Marketing Mix Content marketing requires strong technical and creative writing skills, business acumen, marketing savvy and strategic thinking. Again, a perfect fit for the capabilities of top PR pros.
  25. 25. Marketing Mix Websites have become communications and content distribution vehicles. As a result, professionals who understand brand positioning and buyer personas, as well as the content and social media strategies, should guide Website design and content.
  26. 26. What Can You Do to Get Started?
  27. 27. THINK Content & Community •  Step 1: Integrate •  Step 2: Create •  Step 3: Share
  28. 28. Step 1: Integrate Content marketing is one element of an integrated marketing strategy. It feeds off the strength of your brand, Website, search marketing and social media strategies, and fuels your PR strategy.
  29. 29. Step 2: Create Develop relevant and valuable multi-media content.
  30. 30. Step 3: Share Distribute and share your content through online and offline channels, including: wire services, social networks, blogs and media outlets.
  31. 31. Content-Driven Link Building •  Participate in the community •  Get a blog •  Publish original research •  Provide how tos, tutorials •  Distribute email newsletters •  Make a few videos Source: Google Webmaster Central Channel
  32. 32. Case Study — HubSpot
  33. 33. Case Study — American Red Cross
  34. 34. Case Study —
  35. 35. Beware of the Content Flood •  Some estimates indicate that in just a few years content on the Internet will double every 72 hours. •  Demand Media is producing more than 4,000 pieces of content per day.
  36. 36. Content Curation •  Rohit Bhargava defines a content curator as someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online. •  By sharing the most relevant, thought-provoking online content, curation can establish individuals and companies as authorities and thought leaders.
  37. 37. Content Curation
  38. 38. Content Marketing for PR Pros PRSA 2010 Western District Conference Paul Roetzer (216) 333-1242 Twitter: @paulroetzer