Learn how the St. Baldrick's Foundation achieves and drives content marketing goals through distribution and syndication.

1. PR Newswire | St. Baldrick’s Foundation
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Paolina Milana
St. Baldrick’s Foundation
Chief Communications Officer
Generating Content Discovery
with Syndicated Distribution

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The St. Baldrick’s Foundation is the
world’s largest volunteer-powered
organization for childhood cancer. We’re
committed to funding the most
promising research to find cures for
childhood cancers and to give survivors
long and healthy lives.

3. In this webinar, you’ll learn…
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 Why you must develop a content strategy
 Best practices on how to achieve and drive
content marketing goals through distribution
and syndication
 How to best leverage your newswire service
in a content distribution strategy

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“Content marketing is about more than
just creating and publishing great
content... You’ve also got to actively
market your content.”
- Paolina Milana
Chief Communications Officer
St. Baldrick’s Foundation

5. “If a tree falls in a forest and no one is
around to hear it, does it make a
sound?”
Does your content exist if no one has
seen it?
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6. Want to engage your audience? Drive them to your website?
Convert them to paying customers or donors?
Do you want to be seen and heard?
You need to utilize
content syndication
and
content distribution.
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7. Creating content is never the
last step in your
content marketing strategy.
It’s the beginning.
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You Need a Distribution Strategy.
A good distribution strategy will allow you to sustain
the visibility of your content over time and propel it
deeper into the market so that you can reach new
audiences.

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A successful distribution strategy
needs an
effective news release.
Using a news release, you can go
after broad audiences by syndicating
them on a combination of leading
news and industry websites.

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Creating an Effective News Release
If you think simply issuing a news release is the answer to all of your content
distribution problems, you’re mistaken.
You need to make your news release stand out.

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*Tips to Writing an Effective Release*
Know Your Audience
Get focused and think about whom specifically you want to
read your news releases so you can customize the headline
and messages they contain appropriately.
Always Have a Hook
Make sure that your news releases only contain the most
interesting messages about your content so you can grab
your audience’s attention and get them to click through to
your content.

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*Tips to Writing an Effective Release*
Keep It Simple and Specific
Focus on delivering a single specific message to your
audience.
Include Multimedia
According to PR Newswire research, you can increase the
visibility of your news releases by 92% by adding just a
single visual asset.
Think About Your Call-to-Action
The purpose of the news release is to get your target
audience to take some kind of action. Have one or two clear
calls-to-action.

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A successful distribution
strategy cannot forget
the importance of
social media.

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Utilize Social Media
Your news release and your overall distribution strategy will be more successful
if you complement them appropriately through social media.
If you’re interested in garnering earned media, Twitter needs to be a part of your
strategy.

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Bringing It All Together
4-Step Plan

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Step One: Before you launch your content, add some
visuals.
Create a video or infographic.
Make sure that each visual asset has a clear call-to-action that drives people
back to the content.

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Step Two: When you’re ready to launch your content, send
out a news release with your best message.
Make sure to embed a link to those high-value assets – a key finding, a
compelling stat, or a bold assertion – in the release.
And don’t forget about tracked links so you can refer back to the data!

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Step Three: Promote the content, the release, and the
supporting content socially.
Use Twitter and LinkedIn – make sure each one is interesting, unique, and
provides value.

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Step Four: Amplify your content further by utilizing other
distribution channels – syndicate your content
Post your infographic to Visual.ly or your slide deck to SlideShare.
These get millions of visitors every month and will help get your content some
additional exposure.

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Want to make your distribution
strategy even more successful?
Leverage your newswire
service.

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Multimedia News Release
Enhances your stories by adding photos, videos and other rich content on a
multimedia landing page that is easily shared via social media links.
St. Baldrick’s used the multimedia release for our September 2015 “Childhood
Cancer Awareness” announcement.

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The release appeared on 303 websites with a potential audience reach
of more than 200,000,000.
We had 4,986 release views, 1,139 video views, and 17,5777 image
views.
And, we had 36% complete video views.

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ARC Engagement Platform
Access | Reach | Connect
Both a landing page where your news release and
multimedia assets live, as well as a fully embedded
media player that can be delivered across the
internet.

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Access all you audiences via multi-channel distribution, SEO, social media, and
viral sharing.
Reach them with dynamic multimedia content – videos, photos, links, and more
instantly.
Connect, interest, transact and drive participation in more engaging ways.

25. Inspired to host your
own St. Baldrick’s
“Brave the Shave”
event?
To learn more, visit:
www.stbaldricks.org/
get-involved
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