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Content Marketing & the Earned Media Revolution (PRAM 2014)

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Earned media used to be a game defined by the relationship between PR and media, with marketing watching curiously from the sidelines. It was about brands influencing others to tell their stories for them. That game has been turned on its head thanks to the rise of content marketing, with brands finding their voices, crafting their own stories, and often bypassing media to go straight to their audience. In this session we’ll explore this dramatically changed landscape where brands become journalists, story placements give way to organic reach, and PR, marketing, advertising and agencies of every stripe fight it out for budgets and influence.

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Content Marketing & the Earned Media Revolution (PRAM 2014)

  1. 1. Content Marketing: The Earned Media Revolution 2014 PRAM Conference Kevin Briody @kevinbriody
  2. 2. Generating earned media used to be the special domain of PR and the tools of that trade media was the primary non-paid path to the audience
  3. 3. Today, brands are telling their own stories direct to the audience without filter, interpretation bypassing the media relying on mechanisms such as organic search and social media spread to drive that wonderful earned media
  4. 4. AUDIENCE METRIC TACTIC Media & Influencers Influencers & Customers Placement & Tone Organic Search & Social Spread Relationship – Pitch Brand-Created Stories Worth Sharing
  5. 5. Result? It’s getting crowded out there social media was just the start of the change content marketing turns generating earned media into an omni-channel marketing function everyone is piling on: agency partners internal teams every kind of expert
  6. 6. “Content marketing is the technique of creating and distributing relevant and valuable content to clearly defined and understood audiences - with the objective of driving profitable customer action.” -PACE
  7. 7. content marketing ≠ simply storytelling
  8. 8. “Content marketing is the technique of creating and distributing relevant and valuable content to clearly defined and understood audiences - with the objective of driving profitable customer action.” -PACE
  9. 9. Content marketing is not new aka branded publishing, custom content
  10. 10. PACE has been doing it for 40 years…
  11. 11. So why is it all the rage now? 1.  Distribution got vastly cheaper 2.  We figured out how to prove it works 3.  Rise of social media catalyzed demand for engaging content
  12. 12. 2013  Content  Marketing  Institute  /  MarketingProfs 86% USE CONTENT MARKETING 14% DO NOT USE CONTENT MARKETING The evidence of the wave is in…
  13. 13. What does the rise of content marketing mean for PR?
  14. 14. Remember the crowd I mentioned? It’s like an earned media rager out there!
  15. 15. But the questions this raises for PR, and the industry as a whole, are immense…
  16. 16. Who owns content marketing within brand walls? PR, Marketing, Brand, Social, Support… A cross-audience “content” function? Varies by desired goal: brand affinity, satisfaction, reach/impressions, sentiment, e-commerce, retail referrals, etc.
  17. 17. How do we measure success against those goals? Blending web analytics, social analytics, PR metrics, & omni-channel attribution modeling
  18. 18. …don’t forget endless performance optimization
  19. 19. Who do brands partner with? AORs (Creative, Digital, PR) Specialists (Content, Social Media, SEO) Technology Shops Everyone is building a content practice or toolset, but each with a distinct flavor and focus.
  20. 20. What skills, work experience, and functional specialists are the best fit? Editors, journalists, PR, marketers, content strategists…?
  21. 21. Social media as a guide to content marketing’s future? ü  Massive hype and expectations ü  Rise of specialists ü  Everyone jumps in the pool ü  Ownership battles ensue and PR stakes a claim ü  Transformation from discrete strategy to ingredient tactic ü  Still unsettled…
  22. 22. Where does PR ultimately fit into the emerging content marketing mix?
  23. 23. Traditional PR skills and expertise are essential in a content marketing world Mastery of storytelling, working with editors and journalists Expertise with timely content & how to influence the news cycle Knowledge of identifying and engaging influencers Generating earned media
  24. 24. “Content marketing is the technique of creating and distributing relevant and valuable content to clearly defined and understood audiences - with the objective of driving profitable customer action.” -PACE what’s unspoken is the how
  25. 25. PR = Earned Media Specialists Content Marketing Social Media Influencer & Media Engagement
  26. 26. Thanks! Kevin Briody SVP, Content Marketing kevin.briody@paceco.com @kevinbriody
  27. 27. Image Credits Images not listed were sourced through iStockPhoto or provided by my employer. All others found via Creative Commons search on Flickr and Compfight. Flickr source user listed by slide, with apologies for any slight errors: 2. WilsonRivera 3. muffin9101985 5 & 14. marfis75 7. armadillo444 13. LizGrace 15. Penuja 16. Panouino 17. Filmingilman 18. Livenature 19. spblatt 23. Damianhopper 25. Mformatthjis (background image)

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