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Heather Whaling • @prTini
        prTini.com • #CMWorld




Content Marketing
      Bolsters PR




            Heather Whaling
          Geben Communication
              @prTini • #cmworld
                           #cmworld
Sign of the Times
Kodak: Bankrupt • Instagram: Acquired for ~$1 billion




                                                    #cmworld
#cmworld
Desired Outcomes:




 educate            eliminate                       generate   activate &
                     barriers                         leads    accelerate




           Photo credits: Schoolhouse, Post-It, Line, Runner
                                                                      #cmworld
educate




  #cmworld
PR Goals:
• Change perceptions
• Build collaboration
• Innovate best practices
• Educate




                            #cmworld
Content Buckets:
• Innovation in Action
• Relationship-driven Business
• Cleveland (Ohio) Rocks
• Paving the Way Through Leadership
• Madison: Up Close & Personal




                                      #cmworld
Sparks Innovation Center:
      Crowdsourced product
              development




                             #cmworld
Innovation in Action
      Madison: Up Close & Personal
Paving the Way Through Leadership
                 •••




                                      #cmworld
Innovation in Action
      Madison: Up Close & Personal
Paving the Way Through Leadership
                 •••




                                      #cmworld
Innovation in Action
      Madison: Up Close & Personal
Paving the Way Through Leadership
                 •••




                                      #cmworld
Innovation in Action
      Madison: Up Close & Personal
Paving the Way Through Leadership
                 •••


                                 Results:
                                 • Hundreds of submissions
                                 • 17% company growth
                                 • 37% new sales growth




                                                        #cmworld
#cmworld
Innovation in Action
        Relationship-driven Business
Paving the Way Through Leadership
                  •••




                                       #cmworld
eliminate barriers




            #cmworld
Columbus Marathon:
a social media case study




                            #cmworld
Priorities:
• Communicate with people when &
  where they want
• Foster engagement
• Eliminate the “scare” factor
• Sustain year-round community
• Improve customer service




                                   #cmworld
after you nail the basics, add some sizzle




                                             #cmworld
Virtual Scavenger Hunt:
• Drive traffic to the new website
• Positive reinforcement
• Establish new connections with potential
  marathon runners/walkers
• http://bit.ly/CbusMarathonHunt




                                             #cmworld
Tweet & Go Seek




                  #cmworld
New
   partner:


  Sponsor:




Participant:




    Taking
     note:




               #cmworld
First Marathon to Join Pinterest
Among top 15 referring sites to the website




                                              #cmworld
Ask the Race Director
• Live broadcast on Ustream
• Solicited questions on
  Facebook,Twitter, blog &
  enewsletter
• 45 minutes, over lunch hour




                                #cmworld
30 Tips, 30 Days
• 8 of the top 10
  blog pages in
  2011 were tips
• Blog traffic grew
  260%
• Percentage of
  pageviews tripled
  from 2010




                      #cmworld
The Final Countdown
• 1,175 shares
• 476 shares
• Week-of interactions
  increased 385%
• Secured car donation




                         #cmworld
Results:
• 2010, 2011 races sold out faster than ever
• 2012 registration pacing ahead of 2011
• 2011 data:
   – Facebook “likes” increased 130%, engagement
     increased by 300%
   – Twitter followers increase 77%
   – Website traffic increased 18.5%, with social media
     driving 50% of all referral traffic
   – Blog post views increased 170%
• Responded to 500+ questions/comments on
  Facebook the week of the marathon

                                                     #cmworld
generate leads




         #cmworld
Timely infographics
• Increased traffic
  360%
• 50+ viable leads
• Opened doors in
  sports vertical




                      #cmworld
Heather Whaling • @prTini
                 heather@gebencommunication.com
                            subscribe: bit.ly/prTini



   Disrupt the status quo.
         Build awareness.
      Acquire customers.
Excel in the social world.
           Increase sales.
 Innovate best practices.



                                                  #cmworld

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Content Marketing as a PR Tool

  • 1. Heather Whaling • @prTini prTini.com • #CMWorld Content Marketing Bolsters PR Heather Whaling Geben Communication @prTini • #cmworld #cmworld
  • 2. Sign of the Times Kodak: Bankrupt • Instagram: Acquired for ~$1 billion #cmworld
  • 4. Desired Outcomes: educate eliminate generate activate & barriers leads accelerate Photo credits: Schoolhouse, Post-It, Line, Runner #cmworld
  • 6. PR Goals: • Change perceptions • Build collaboration • Innovate best practices • Educate #cmworld
  • 7. Content Buckets: • Innovation in Action • Relationship-driven Business • Cleveland (Ohio) Rocks • Paving the Way Through Leadership • Madison: Up Close & Personal #cmworld
  • 8. Sparks Innovation Center: Crowdsourced product development #cmworld
  • 9. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
  • 10. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
  • 11. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
  • 12. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• Results: • Hundreds of submissions • 17% company growth • 37% new sales growth #cmworld
  • 14. Innovation in Action Relationship-driven Business Paving the Way Through Leadership ••• #cmworld
  • 15. eliminate barriers #cmworld
  • 16. Columbus Marathon: a social media case study #cmworld
  • 17. Priorities: • Communicate with people when & where they want • Foster engagement • Eliminate the “scare” factor • Sustain year-round community • Improve customer service #cmworld
  • 18. after you nail the basics, add some sizzle #cmworld
  • 19. Virtual Scavenger Hunt: • Drive traffic to the new website • Positive reinforcement • Establish new connections with potential marathon runners/walkers • http://bit.ly/CbusMarathonHunt #cmworld
  • 20. Tweet & Go Seek #cmworld
  • 21. New partner: Sponsor: Participant: Taking note: #cmworld
  • 22. First Marathon to Join Pinterest Among top 15 referring sites to the website #cmworld
  • 23. Ask the Race Director • Live broadcast on Ustream • Solicited questions on Facebook,Twitter, blog & enewsletter • 45 minutes, over lunch hour #cmworld
  • 24. 30 Tips, 30 Days • 8 of the top 10 blog pages in 2011 were tips • Blog traffic grew 260% • Percentage of pageviews tripled from 2010 #cmworld
  • 25. The Final Countdown • 1,175 shares • 476 shares • Week-of interactions increased 385% • Secured car donation #cmworld
  • 26. Results: • 2010, 2011 races sold out faster than ever • 2012 registration pacing ahead of 2011 • 2011 data: – Facebook “likes” increased 130%, engagement increased by 300% – Twitter followers increase 77% – Website traffic increased 18.5%, with social media driving 50% of all referral traffic – Blog post views increased 170% • Responded to 500+ questions/comments on Facebook the week of the marathon #cmworld
  • 27. generate leads #cmworld
  • 28. Timely infographics • Increased traffic 360% • 50+ viable leads • Opened doors in sports vertical #cmworld
  • 29. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. #cmworld