The document discusses the evolving nature of media consumption and the necessity for marketers to adapt their strategies to engage audiences across multiple platforms effectively. It emphasizes the importance of creating customer-focused content that aligns with brand messaging and utilizing robust tracking tools to measure engagement and performance. The document outlines a phased approach to developing a strategic market plan that responds to contemporary challenges and integrates content across various media channels.

1. HudsonValleyPublicRelatinos.com
Content Marketing
Customized content builds relationships, establishes trust and loyalty that reaches an elusive highly
desirable target audience. Content is carefully crafted to address your audience interests, needs and
lifestyle successfully communicating your organizations values and goals.
Information is now consumed simultaneously on several platforms. Marketing plans must align and integrate
strategies and goals to leverage the inherent strengths and limitations of all media and channels.
Portable screens allow consumers to move effortlessly from one device to another. – Google Insights, Cross
platform Consumer Behavior 2012.
Search is the most common bridge between devices. Well over half of all product searches begin with a search
engine. – Google Insights, State of Online Shopping 2010.
q
1
90% of all media
Interactions are screen based.
of all media Interactions
are non-screen based. 10%
television, desktop, tablet, smart phone
radio, magazine, newspaper
C O N T E N T MA R K E T I N G G U I D E

2. HudsonValleyPublicRelatinos.com
Strategic Market Plan
Consumers shop differently across devices, the experience must be optimized on each medium. Each element
must be closely aligned with the market strategy leveraging the inherent strengths of the platform and channel
and recognizing it’s limitations in the overall media plan. Consumers must be engaged, regardless of the device,
channel or medium they are using. Market plans must understand how all media is consumed, tactically
selecting channels that can best achieve the strategic plan’s goals.
q Traditional radio is idea to reinforce messages with frequency.
q Pinterest can help create incremental sales with compelling calls to action.
The brand message must be seamlessly integrated across all media, devices and channels. The process
is accomplished in phases.
Phase I, Listen
ü Leaders and organizations (influencer monitoring).
ü Brand Names, Competitors, Keywords, Key Phrases.
ü Channels (Television Shows, Radio Stations, Print Magazines, Facebook Groups,
Blogs)
Phase II, Strategic Market Plan
Build a strategic plan for content marketing across multiple platforms. The brand message must
be consistent and easily recognizable across all formats, (print, to video to Infographics).
Phase III, Engagement
ü Content is customized for each platform and audience to maximize behavior and action.
ü Engagement is where the relationship begins, (robust tracking tools) identity the
opportunities.
2
C O N T E N T MA R K E T I N G G U I D E

3. Content Strategy
HudsonValleyPublicRelatinos.com
What is the brand message? Formats, channels, creative considerations.
Why do we care? Value, Benefits, Features, Social Responsiveness.
How do we say it? Communicate the message.
Where do we place the message?
When do we communicate the message? The frequency, and the limitations of the media.
Who are we talking to? Creates the content, monitors and measures performance.
Engagement
ü Start with great content that is customer focused.
ü Assess and develop content for each channel to support the market goals.
ü Integrate content to build upon the strengths of combined media vehicles.
ü Always engage the consumer with contests, polls, news and feedback.
3
C O N T E N T MA R K E T I N G G U I D E

4. HudsonValleyPublicRelatinos.com
Metrics
Content reports track how often people visit each page of your site, how long they stay, and how often
they convert:
q Identify important insights and signs of engagement ( Sales, Likes, Comments, Shares, Re-
Tweets ).
q Where, how and why is the engagement happening?
Bounce Rate Engagement is measured by how much time is spent on a site, page,
article etc. Typically a high bounce rate (over 30%) indicates limited interest in
your site, page, content, services etc.
Time Spent on Site
Bounce Rate
4
C O N T E N T MA R K E T I N G G U I D E

5. HudsonValleyPublicRelatinos.com
Summary
The way we consume media is rapidly evolving, savvy marketers realize that they must constantly asses
and keep up to date on new technology and methods of engagement.
q Content must add value and always be customer focused.
q Invest in robust tracking and distribution software to identify and place your messages
strategically.
HUDSON VALLEY PUBLIC RELATIONS
http://hudsonvalleypublicrelations.com
hello@hudsonvalleymedia.com
845.202.7087
About
Hudson Valley Public Relations responds to market conditions, we do not react. We specialize in social media.
Mission
Do the right the first time, every time, it is your company's greatest asset. Become an advocate for causes in
your community - enhance your company's reputation as a socially responsible citizen.
Company Overview
The role of public relations is evolving. Public relations is more important today than it ever was. Information
travels as the speed of light, it is important to respond to a crisis quickly. Never react.
C O N T E N T MA R K E T I N G G U I D E 5

6. HudsonValleyPublicRelatinos.com
Summary
The way we consume media is rapidly evolving, savvy marketers realize that they must constantly asses
and keep up to date on new technology and methods of engagement.
q Content must add value and always be customer focused.
q Invest in robust tracking and distribution software to identify and place your messages
strategically.
HUDSON VALLEY PUBLIC RELATIONS
http://hudsonvalleypublicrelations.com
hello@hudsonvalleymedia.com
845.202.7087
About
Hudson Valley Public Relations responds to market conditions, we do not react. We specialize in social media.
Mission
Do the right the first time, every time, it is your company's greatest asset. Become an advocate for causes in
your community - enhance your company's reputation as a socially responsible citizen.
Company Overview
The role of public relations is evolving. Public relations is more important today than it ever was. Information
travels as the speed of light, it is important to respond to a crisis quickly. Never react.
C O N T E N T MA R K E T I N G G U I D E 5