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IPRC Presentation
1) The document discusses the importance of content marketing for public relations. It notes that 3/4 of US consumers share content and 71% make purchase decisions based on social media. 2) It provides statistics on content marketing budgets and success rates. Most effective marketers spend 42% of their budgets on content. 3) The document promotes creating different types of engaging content for multiple platforms and tracking its impact on key metrics like social media followers, sentiment, and engagement.
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IPRC Presentation
- 1. Let’s Talk AboutContent for PR
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- 3. Why Content? 3/4th ofU.S. consumers share content 2/5th of U.S. consumers share content immediately before a purchase 71% of consumers make purchase decisions based on social media referrals
- 4. Why Content? 30% ofmarketing budgets spent on content Most effective marketers spend 42% 21% of Marketers successfully track ROI
- 5. Michael Durwin DURWIN MICHAEL INNOVATION, DIGITAL& SOCIAL MEDIA STRATEGIST
- 6. Michael Durwin 1 Social mediacampaign: 1995 Brand fan page Website video Brand MySpace page Brand video on YouTube Character Twitter Live brand video Google Glass beta tester Invented Potential Human Reach™ ST
- 7. Michael Durwin Bermuda Tourism• HBO • Mass General Hospital • Stoli • NBC • Amazon • SFO • Microsoft • Coca Cola • ABCNews • Boston Bruins • Decathlon Sports • ESPN • Disney • Reebok • FOX • NatGeo • AMC • Liberty Mutual • Home Depot Blue Cross Blue Shield • Deloitte • Comcast • JJill • Food Network • MDA • Thule • Partners Health • Nokia • Nature Publishing • New Balance • Biogen • AMEX • Fidelity • DentaQuest • Bose • CME Group
- 8. #IPRCcontent7 Steps toCreating Content Michael
- 9. Traditional PR = helpingothers tell your story
- 10. Content Marketing = tellingyour own story Content Marketing for PR = owning media not renting it
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- 12. It ain’t justthis
- 13. It’s this: 3,128,447views
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- 15. It’s this: 28,336likes
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- 22. It’s this: 208k+ Likes 7,697Shares 2.8k Comments
- 23. It’s this: 42,474 Likes 375Comments
- 24. Blogger Contest Blogger Preperation: Itinerary blogs Images Videos What’sin my bag? Blogs Images Videos Nominations Landing Page /Microsite 1 Week Blogger(s) Social Networks Germany Tourism Social Networks Anticipated Attention Fuseideas AccountHours Blogger Trip: Checkins Images Blogs Links Videos Infographic Blogger Trip Recap: Blog Videos Blogger Trip Content: Images Videos Infographics Guest Posts
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- 26. 31% Twitter FollowerIncrease 501% Instagram Follower Increase 1,273% Facebook Follower Increase 7% increase in positive social sentiment
- 27. #IPRCcontent Content Marketing is aboutyour brand! NOT
- 28. #IPRCcontent Talking about Others Talkingabout Your Brand 20% 80%
- 29. #IPRCcontent Talking about Your Brand20% Talkingabout Others 80% Valuable & Engaging to your Audience100%
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- 33. 0 0.15 0.30.45 0.6 15% 24% 25% 27% 33% 40% 42% 53%Lack of internal creation resources Lack of content strategy Budget constraints Inability to effectively measure No cross-channel integration Lack of staff skills Lack of variety of content type variety Lack of management support Ascend2, “Content Marketing Trends Survey Summary Report March 12, 2015 #IPRCcontent
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- 37. #IPRCcontent Copywriting Story Telling Graphic Design Photography VideoProduction Presentation Design Public Speaking Web Design SEO Media Planning Analytics Social Listening Psychology & Sociology Email Marketing Multivariate Testing
- 38. #IPRCcontent CTR 0 2.5 5 7.5 10 0.74 1.2 1.94 1.47 1.17 1.81 4.33 7.91 7.53 8.028.18 8.45 7.72 8.35 7.98 9.96
- 39. #IPRCcontent CPC 0 0.35 0.7 1.05 1.4 1.32 0.57 0.5 0.43 0.38 0.35 0.16 0.08 0.17 0.050.03 0.11 0.03 0.05 0.05 0.02
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