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Content Strategy - 4 Keys to Competitive Advantage
The document discusses how public relations professionals can build a competitive advantage through content. It emphasizes the importance of credibility, accessibility, shareability, and trackability (CAST) when developing and distributing content. Credibility involves using impartial news sources and experts. Accessibility means making content easy to find and reach across multimedia channels. Shareability is about optimizing content for different distribution channels and social sharing. Trackability allows measuring engagement across platforms. The document provides tips from PR professionals on how to apply these principles, such as including sharing buttons, links to images, and adapting content for different uses and platforms.
Content Strategy - 4 Keys to Competitive Advantage
- 11. “If even 10percent of! them made the cake, I've already sold 10,000 bottles of Coca-Cola.
- 12. Byron Perry Coconuts Media “Other than talking to people, probably the most important source is social media… So many of our stories come from Twitter and from Facebook..some might just be a facebook video embedded, like Occupy Hong Kong protest..
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- 20. "Marketing is undoubtedly! becoming content-driven… and content opportunities can be overlooked…An integrated initiative was made possible (…) where PR, digital, media and social all have equal seats at the table with one mission in mind, to identify and develop the best content possible." Joe Rivas, global client leader at Y&R Team Dell
- 22. Created Curated Own copyright Directly promotebrand Bring your ! audience closer save time relevance & value pay it forward brand knowledge licensed & non-licensed
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- 25. licensed content licensedcontent
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- 34. industry ! influencers impartial ! newssources useful information! less hard-sell Credibility
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- 39. Accessibility multimedia resource ease ofreaching out be found
- 40. “Provide accessibility toimage library by including links in the media release- Be contactable! ! Worst Press release received... “It had only a few sentences, with a collage of images. It should have at least included a link to high-resolution images! Senior Writer, Jasmine Goh
- 42. Accessibility multimedia resource ease ofreaching out be found responsive! design
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- 44. Stop relying onpress releases to get news out - they're redundant. When crafting ways to release content and news to media, think about the platform you use and the kind of content you release. Make sure it's useable. Asha Philips! Editor ! @YahooNewsDigest @YahooSG “
- 45. Shareability distribution channels adapt content “Emailswith ! social sharing buttons ! increase CTR by 158% activate your! community
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- 55. Competitive advantage: C.A.S.T ✓ Credibility ✓Accessibility ✓ Shareability ✓ Trackability
- 56. “Did you knowthat there is no such thing as! prime time anymore?”
- 57. Every minute is! prime time…! ! because customers are always looking at their phones and texting with their friends, even when they are watching TV.” Raja Rajamannar! Chief Marketing Officer! MasterCard “
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