This document summarizes a presentation about content marketing for PR professionals. It discusses what content marketing is, why it matters for PR, and steps to get started. Content marketing involves creating and distributing valuable content to attract and engage audiences. It can help PR professionals establish expertise, build relationships, and measure impact. The presentation recommends professionals think about content and community, integrate content into their strategies, create multi-media content, and share it through online and offline channels.

1. Content Marketing for PR Pros
PRSA 2010 Western District Conference
Presented by Paul Roetzer, PR 20/20
Twitter: @paulroetzer
April 29, 2010

2. Agenda
1) What is Content Marketing?
2) Why Does it Matter to PR Pros?
3) What Can You Do to Get Started?

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. “We all have a story to tell.”

5. Content Marketing Tools
• Articles • Podcasts
• Blogs • Press releases
• Case studies • Videos
• eBooks • Webinars
• Photos • White papers

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. 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. By the Numbers
15.2 billion core searches conducted in
January 2010
Source: comScore, Inc

9. By the Numbers
U.S Internet users watched 32.4 billion videos
in January 2010
Source: comScore, Inc

10. By the Numbers
More than 133,000,000 blogs have been indexed by
Technorati since 2002
Source: Technorati

11. By the Numbers
More than 1 billion “tweets” estimated per month
Source: Royal Pingdom

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: Facebook.com

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: Facebook.com

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. 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. Why Does it Matter to PR Pros?

17. Hybrid Professionals – 10 Traits
• Social-web savvy
• Inbound marketer
• Publisher
• Analyst
• Relationship builder
• Lifelong student
• Thought leader
• Risk taker
• Tech savvy
• Game changer
http://www.pr2020.com/page/10-traits-of-an-emerging-pr-pro

18. Measurement & Impact
Generate Leads &
Build Loyalty

19. Measurement & Impact
Establish professionals as experts,
thought leaders and innovators.

20. Measurement & Impact
• Content downloads • Reach
• Donations • Referring sites
• Inbound links • Registrations
• Keyword rankings • Speaking opportunities
• Leads • Website visitors

21. Marketing Mix — Shift in Power?
Source: Forrester

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. Marketing Mix
Most core SEO concepts and methodology can be
easily learned and executed as part of a larger
content strategy.

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. 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. What Can You Do to Get Started?

27. THINK Content & Community
• Step 1: Integrate
• Step 2: Create
• Step 3: Share

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.

30. Step 2: Create
Develop relevant and valuable multi-media content.

31. Step 3: Share
Distribute and share your content through online
and offline channels, including: wire services,
social networks, blogs and media outlets.

32. 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

33. Case Study — HubSpot
www.HubSpot.com

34. Case Study — American Red Cross
blog.redcross.org

35. Case Study — Suitcase.com
www.Suitcase.com

36. 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.

37. 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.

38. Content Curation

39. Content Marketing for PR Pros
PRSA 2010 Western District Conference
Paul Roetzer
(216) 333-1242
paul@pr2020.com
Twitter: @paulroetzer
www.PR2020.com