Content Marketing is all the buzz, but as a PR professional, are you keeping up on the latest tools and services to help you tell your stories? If you’re looking for new strategies to increase traffic to your blog, generate more impressions to articles about your brand, or simply acquire more leads, Cision has a solution for you. Cision's new Content Marketing Suite gives you an easy-to-use platform for reaching new, highly-engaged audiences. In this webinar we covered: - Why content marketing is core to the PR professional - Tools you can use to create and share your content in social channels like Twitter, Facebook and LinkedIn, driving traffic back to your story - How to amplify this content on websites, such as Time and CNN, where viewers would be interested in your topic - How amplification allows you to better target the right people who are interested in your content - Using metrics, insights and Google Analytics to shape your future content marketing campaigns

1. 11
Content Marketing
For the PR Professional
The Next
Generation
Heidi Sullivan, SVP Digital Content
@hksully
Laurie Mahoney, Director Product Marketing
@channermahoney

2. 22
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

3. 33

4. 44
Content Marketing is Nothing New
Source: Marketo

5. 55
Why
Content
Marketing
Now?

6. 66
Number of content sources consumers access
prior to making buying decisions
Source: Google Zero Moment of Truth, 2011
5.3
10.4
2010 2011

7. Rule #1:
HAVE REAL EXPERTISE!
ASK YOURSELF:
What do I have to offer?

8. The average user spends 88%
more time on a website with video
(source: Mist Media)
@hksully

9. 90% of information transmitted to
the brain is visual, and visuals are
processed 60,000 times faster in
the brain than text
(source: 3M Corporation and Zabisco)
@hksully @channermahoney

10. I’ve created my content:
Now What?

11. Is your content reaching
your intended audience?
Google increased the importance of original content when they
determine Search Engine Results Page

12. 1212
“If the news is
that important, it
will find me.”
-Acollege student in an article by Brian Stelter in the New York
Times, March 2008

13. 1313
Spread your
message

14. 1414

15. 1515
Relationships with Influencers

16. 1616
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.
One form of this is
native
advertising.

17. Sharing content outside your circles
The Book of Business Awesome. 2012
My mom
My coworkers
My friends
Their friends
My fans
My customers
The people I
don’t even
know yet

18. 1818
Native Advertising in Action

19. 1919
Native Advertising in Action

20. 2020
Native Advertising in Action

21. The Case of the Allianz
Global Assistance

22. Results 20% increase in web
traffic within weeks…

23. 2323
American Academy of Orthopaedic Surgeons
23
“This year we rolled out a new feature called
Ortho-pinions. We really want to drive people
to our content. An Ortho-pinion piece on knee
arthritis that we uploaded and amplified In
October was the most visited page on the
website as a whole, according to Google
Analytics. So it's clearly working to drive
traffic to our site.”
Lauren Riley, Media Relations Manager

24. 2424
Headlines & Photos Made a Difference
Original Headline
You have an ACL Tear-What’s Next?
New Headlines
Don't Let an ACL Tear Ruin Your Life (481 clicks)
The 5 Stages of Dealing with Knee Pain Caused By an ACL Tear (415 clicks)
You Have an ACL Tear: What's Next? (374 clicks)
How to Deal with an ACL Tear That’s Causing You Knee Pain (280 clicks)
Knee Pain from a Torn ACL? How the Recovery Process Works (251 clicks)
The 5 Stages of Dealing with an ACL Tear (211 clicks)
Torn ACL? Don’t Let It Get in the Way of Recovery (139 clicks)
“Your Cision account manager keeps tabs on
the stories you're amplifying. If one isn't
working, it's up to Cision to rework the
headline. This happened to us for the first
time with a recent story we amplified. It
wasn't performing as well in the first two
weeks, so our representative emailed me to
let me know they tweaked the headline.”
- Lauren Riley, Media Relations Manager

25. 2525
Content Marketing
For the PR Professional
QUESTIONS?
Heidi Sullivan, SVP Digital Content
@hksully
Laurie Mahoney, Director Product Marketing
@channermahoney