50% of companies say they have a content marketing strategy. Is yours one of them? In order to stand out in today’s marketplace, brands need to not only be creating relevant, engaging content but also ensure their content gets in front of the right audience. This webinar will offer useful tips on utilizing converged media to create a sustainable content marketing plan. In this session, we’ll discuss how to use a combination of paid, earned and owned media to attract and nurture customers as well as how to best promote your content across multiple platforms. • What is content marketing? • Why is it of vital importance now? • Why storytelling should start with PR • How to harness earned, paid and owned media • Why content promotion is essential to any strategy

1. Sonal Moraes, Product Special
@sonalmoraes
Converged Media: Why it’s vitally important to
any content marketing strategy
Brandon Andersen, Director of
Marketing
@brandonchicago
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2. Follow us!
@cision

3. 22
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 Submit text questions Q&A
addressed at the end of today’s
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within 24 hours with a link to view a
recorded version of today’s session
 Participate on Twitter at #cision

4. What is content marketing?
Why does content marketing
fail?
Why storytelling should start
with PR
Harnessing earned, paid
and owned media
Integrated campaigns
What We’ll Cover

5. 44
Content marketing is a
marketing technique of
creating and distributing
valuable, relevant and
consistent content to
attract and acquire a
clearly defined audience
– with the objective of
driving profitable
customer action.
I
Content Marketing Institute

6. Content marketing isn’t new

7. Sell something and you make a
customer today.
Help someone and you create a
customer for life.
Jay Baer

8. The Usual Suspects
Videos & Photos
Case Studies
Blog Posts
Tip Sheets
White Papers
Infographics
E-Books
Webinars
Newsletters

9. Section
Divider
Why does content
marketing fail?

10. Via Rand Fishkin
Why Content Marketing Fails
Companies think this is how it
works.

11. Because that’s how Marketing sees it

12. But it’s not easy…
Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing-
whiteboard-friday

13. Via Rand Fishkin
Why Content Marketing Fails
In reality, it works like
this

14. Why should
PR take the
reins?

15. We’re building awareness and trust
through content

16. We are NOT selling.

17. Building
trust and
storytelling?
I know how
to do that!

18. We’re natural storytellers

19. 1818
Relationships with Influencers

20. Via Rand Fishkin
Why Content Marketing Fails
In reality, it works like
this
WE (PR)
Our content is
memorable
Our stories are
targeted to our
audiences
WE
Directly or
through search
We get earned
media placed

21. But wait!
There’s
more!

22. Via Rand Fishkin
Why Content Marketing
This is where things get
interesting
WE (PR)
We get earned
media placed
Our content is
memorable
Our stories are
targeted to our
audiences
Directly or
through search
WE

23. The changing media
landscape
Earned Owned Paid

24. am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster
In content
marketing terms,
amplification refers to
tactics that help our
content reach the
audiences we are
targeting.

25. Shifting our focus from just this…

26. To the whole spectrum of media…

30. PR Professionals - Tomorrow’s Skills
Today Tomorrow
Led by the
Head of PR
Led by the
CMO
Focused on
Earned Media
Focused on
Converged
Media
Budget
Devoted to
Staff,
Creative
Budget
Devoted to
Technology,
Content &
Advertising

31. 30
4 Types of Content
MetricsImmediate ROI
Long-term ROI

32. The usual suspects…expanded
Owned Media
Videos & Photos
Blog Posts
White Papers
E-Books
Case Studies
Tip Sheets
Infographics
Webinars
Newsletters
Curated Content
Branded Content
Earned Media
Media Placement
Stories
Curated Content
Answers
Comments
Discussions
SEO
Speaking
engagements
Paid Media
Sponsored Content
Native Advertising
Brand Journalism
Events
Retargeting
Speaking
engagements

33. Brandon Andersen, Director of
Marketing
@brandonchicago
Sonal Moraes, Product Specialist
@sonalmoraes
Converged Media: Why it’s
vitally important to any content
marketing strategy