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Evolution of Digital Public Relations with Content Marketing

Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.

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The Evolution of Digital PR
   Through Content Marketing
                       @LeeOdden
            TopRankMarketing.com – TopRankBlog.com




@leeodden                                            #prsaicon
Why Should PR Care
             About Content
               Marketing?



@leeodden                        #prsaicon
Ubiquitous Connectivity

            “50 billion                       Create
       connected devices: 2020.”
                          Source: Ericcson   Consume

                                             Publish

                                             Interact

                                             Transact

@leeodden                                              #prsaicon
Content Powers
            comScore 2012                                    Search
Google: 12 Billion
Searches Per Mo
                                                             PRWeek Media Survey

                                           95% Journalists use
                                                         search engines
                     Fleishmann Hillard 2012 Digital Index

    89% Led to Purchase
                by Search Engines
@leeodden                                                                          #prsaicon
Content Drives
                                        Social Sharing
                                         & Discovery
                                               AOL Nielsen May 2011



                                          73%
                                          of industry related
                                          Tweets link to content

            3           Text 100 2012
                  Avg number of different
                   social channels used by
                journalists to prep a story.
@leeodden                                                        #prsaicon
Content Attracts & Engages
                                                                                                  Newsletter
                       Social Ads
                PPC                 Reviews                        Community
                                                                     Forum           Social Networks
        Email                           Blog
                                                       Website                           Blog
    Online Ads                            Media


    awareness            consideration              purchase             retention          advocacy

                                Direct Mail
                                     Email                 Store              FAQ
                Word of Mouth                                                                   Promotions
                                                                    Knowledge Base
P
                                               Ecommerce
R    Radio
     TV
     Print

                                PR                 Social              Search
                      Across the Customer Lifecycle
@leeodden                                                                                        #prsaicon

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Evolution of Digital Public Relations with Content Marketing

  • 1. The Evolution of Digital PR Through Content Marketing @LeeOdden TopRankMarketing.com – TopRankBlog.com @leeodden #prsaicon
  • 2. Why Should PR Care About Content Marketing? @leeodden #prsaicon
  • 3. Ubiquitous Connectivity “50 billion Create connected devices: 2020.” Source: Ericcson Consume Publish Interact Transact @leeodden #prsaicon
  • 4. Content Powers comScore 2012 Search Google: 12 Billion Searches Per Mo PRWeek Media Survey 95% Journalists use search engines Fleishmann Hillard 2012 Digital Index 89% Led to Purchase by Search Engines @leeodden #prsaicon
  • 5. Content Drives Social Sharing & Discovery AOL Nielsen May 2011 73% of industry related Tweets link to content 3 Text 100 2012 Avg number of different social channels used by journalists to prep a story. @leeodden #prsaicon
  • 6. Content Attracts & Engages Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media awareness consideration purchase retention advocacy Direct Mail Email Store FAQ Word of Mouth Promotions Knowledge Base P Ecommerce R Radio TV Print PR Social Search Across the Customer Lifecycle @leeodden #prsaicon
  • 7. Content Info-tains @leeodden #prsaicon
  • 9. Inspires… Action @leeodden #prsaicon
  • 11. Content is the currency for building social relationships that can boost earned media. @leeodden #prsaicon
  • 12. @leeodden Inspires… Sales! #prsaicon
  • 13. Content Is Powerful Content Equalizes @leeodden #prsaicon
  • 14. Website Newsroom Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Flickr Guest Posts Blog LinkedIn Events Slideshare Press Releases eBooks Pinterest @leeodden #prsaicon
  • 15. What’s Your Content Strategy? Do You Publish & Pray? @leeodden #prsaicon
  • 16. Feel Overwhelmed? Optimize Content Desktop Tablet Mobile @leeodden #prsaicon
  • 17. Why Leave Content To Chance? @leeodden #prsaicon
  • 18. Content Marketing Isn’t About You Me. Me me. Oh, We are and me. It’s all awesome. about me Awesome are we! Did I So many of you are mention… looking for Widget Wranglers, we’ve created a new weekly column. It’s About Your Customers @leeodden #prsaicon
  • 19. Content Marketing Trilogy Shift Consume Engage Discover @leeodden #prsaicon
  • 20. The leap from PR to Marketing is not so far. @leeodden #prsaicon
  • 21. Goals for PR? @Shonali Says… • Increase Exposure • Educate Audiences • Improve Positioning • Increase Mind Share • Increase Sales • Obtain Members • Raise Awareness for Mission Source: Shonali Burke – From WTF to KPI: Measuring the Value of PR @leeodden #prsaicon
  • 22. Let Me Tell You A Secret http://tprk.us/cmsecrets @leeodden #prsaicon
  • 23. @leeodden #prsaicon
  • 24. Hey TopRank, Let’s Work Together on Some Content for CMW. @leeodden #prsaicon
  • 25. Cool! We’ll interview CMW speakers And make an e-book for attendees. @leeodden #prsaicon
  • 26. Content Marketing Secrets Plan Objective: Grow Awareness of CMW by promoting speakers & content (top of funnel) Audience: Attendees, Marketers, Speakers Audience Goals: Learn practical content marketing advice they could actually use Format: Interviews, eBook, Images, PDF Channels: Blog, Slideshare, Social, Email, Search Promotion: Incentivized speakers, CMW & TopRank Measurement: Awareness, Engagement @leeodden #prsaicon
  • 27.  ID Keywords / Topics Co-Creation:  Plan assets, promotions  Create design templates Thought  Identify sources  Write “optimized” questions Leader eBook  Send out 20, eight question interviews @leeodden #prsaicon
  • 28. Incorporate target keywords in questions to inspire “optimized” replies. How Many Replies? One. #fail @leeodden #prsaicon
  • 29. We need to rethink this. We need to optimize our approach. @leeodden #prsaicon
  • 30. One Question: You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation. You now have a coveted secret. A content marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! @leeodden #prsaicon
  • 31. Replies? 29 #winning @leeodden #prsaicon
  • 32. Story First Content Marketing Secret: Three things separate the truly great content creators from the rest. First: The best content creators see their story as the keystone of their communications. They don’t view content as a task or a campaign. They view content as something fat with possibilities in the way we communicate with customers so that they recognize us before and over any other brand. That sounds easy enough, but it’s a huge mental shift for most businesses. Name: Ann Handley Position: CMO, Author Second: The best content creators have a distinct Company: MarketingProfs voice. They have developed a point of view that’s Website: marketingprofs.com unique to the brand—and unshackled from Twitter: @marketingprofs corporate Frankenspeak. A good test is this: If you mask the visual branding on your content, would you recognize that content’s voice as your own? About Agent Handley: Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of Marketing Profs, which provides business marketing know-how for more than 420,000 subscribers. @leeodden @leeodden - #prsaicon From the content marketing experts at TopRankMarketing.com #prsaicon
  • 33. No B.S. Content Marketing Secret: Your job is to make content that makes your audience say, "Holy shit!” If you do that, you win. Period. Name: Jason Falls Position: Author, Speaker, CEO Company: Social Media Explorer Website: socialmediaexplorer.com Twitter: @jasonfalls About Agent Falls: Jason Falls is an author, speaker, and CEO. He is a thought leader on the strategic use of digital “You shouldn’t blog as a business marketing and technology and has been named a top influencer in social technology and marketing unless you’re going to blog for by Forbes, Entrepreneur Magazine, and business.” Advertising Age. -Jason Falls @leeodden @leeodden - #prsaicon From the content marketing experts at TopRankMarketing.com #prsaicon
  • 34. Keep the Promise Content Marketing Secret: Think big but act small. Your content marketing goals should be lofty, but you need to be incredibly fast and flexible, like a small startup, to really make magic happen. Oh, one more thing. Consistency is the key. Content marketing can't just be a campaign...it must be a way to communicate with customers over the long term. Content is your promise to your customers. Don't start and then stop, breaking your promise. Name: Joe Pulizzi Position: CEO, Author Company: Content Marketing Institute Website: contentmarketinginstitute.com “If content marketing Twitter: @juntajoe were a baseball game, we are just About Agent Pulizzi: getting out of the Joe Pulizzi is known as “The Godfather of Content dugout for the first Marketing” for his work evangelizing content inning.” through Junta42, Content Marketing Institute, Content Marketing World, Chief Content Officer -Joe Pulizzi Magazine and by being an active content marketer @leeodden @leeodden - #prsaicon From the content marketing experts at TopRankMarketing.com #prsaicon
  • 35. 10 Long Form Interviews @leeodden #prsaicon
  • 36. Planned Repurposing B2B Enterprise Enterprise Enterprise Top 10 B2B Enterprise SMB SMB B2B Tactics SMB B2B Tools SMB Tools Tools Win budget Tools Win budget Win budget B2B Win budget B2B Tools B2B B2B Top 10 Enterprise B2B Enterprise Enterprise Content SMB Enterprise SMB Tools Marketing Tools SMB Win budget SMB Tools Win budget Win budget Tools Win budget @leeodden #prsaicon
  • 37. @leeodden #prsaicon
  • 38. Promotions: Posted to Slideshare Embedded in Blog Post Email broadcast Twitter Facebook Flickr Pinterest LinkedIn update LinkedIn Inmails Customized emails to participants Pre-written tweets @leeodden #prsaicon
  • 39. All Content & Promotions Consider:  “Findability”  “Engagement”  “Shareability” @leeodden #prsaicon
  • 40. What Happened? 1. Created Demand 2. Dominated Search Results @leeodden #prsaicon
  • 41. Results in 6 Days – 100% Organic 43,000+ views on Slideshare 1,000+ PDF downloads 5000+ visits of interviews 3,300+ Retweets 200 “likes” 130 G+ 100+ inbound links @leeodden #prsaicon
  • 43. If you want to ensure your brand gets in the media, then become the media. @leeodden #prsaicon
  • 44. Make A Content Marketing Plan What Who are What do Make it stories will you writing they care easy to find connect for? about? & share you? Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose PR, Linking awareness consideration purchase retention advocacy @leeodden #prsaicon
  • 45. Optimize & Socialize: 5 Steps to Content Marketing Success @leeodden #prsaicon
  • 46. 1 Customer. Problem. Solution. Who is your audience? What are their goals? Which problems can be Reporter Customer Blogger solved with content? “Social content is only as interesting as the interest shown in others.” @leeodden #prsaicon
  • 47. 1 Customer. Problem. Solution. What are YOUR goals? What makes your story different? How will your content solve a problem for the media? For customers? Media Relations Social PR “To stand out, your content should stand for something: unique & specific.” @leeodden #prsaicon
  • 48. 2 What To Write About Sweet You Spot! Audience @leeodden #prsaicon
  • 49. Optimized & Socialized Content Plan awareness consideration purchase retention advocacy Align Customer Needs With Content Buying Keywords Social Topics Content Type Cycle Time Saving Housekeeping, Blog post, articles in Awareness housekeeping tips Naptime Cleaning relevant magazines robot cleaners, What types of automated Interest automatic Demonstration video cleaners are there? cleaning Maria Product feature/benefit robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors Customer & Pain Points Purchase robot , Zrobot how to buy, Where can I buy a Zrobot? Store locator, geo-specific • No time to clean Zrobot prices store pages, FB fan pages • Busy schedule Zrobot cleaning How to get more uses from Blog posts, guest posts, • Working mom Retention tips your Zrobot video • 3 kids under 10 Zrobot fans, Zrobot mom user group Q Facebook Fan page, Advocacy Zrobot and A, tips Forum, Zrobot Newsletter accessories @leeodden #prsaicon
  • 50. Optimized & Socialized Content Plan awareness consideration purchase retention advocacy Align Topical Needs With Content Buying Keywords Social Topics Content Type Cycle Awareness broad general issues blog, byline, social Interest category investigative video, social Stan feature comparison, Consideration comparison demos reviews Purchase transactional referrals exclusive Journalist Pain Points Retention tips connect with other users be a resource • Deadline to meet • In need of another source • Need a different story perspective Advocacy supporting participation deliver as promised! • Quotes, stats, research @leeodden #prsaicon
  • 51. 30 Content Marketing Tactics • Article Marketing • News Release • Advertorial • Online Magazines & Apps • Blogging • Podcasts • Case Studies • Print Magazines • Print Newsletters • Crowdsource • Real-World Events • Curate • Research & Surveys • Digital Newsletters • Social Content • eBooks • Teleclass & Telecasts • Email • Traditional Media • Interactive Games • Videos • Images & Infographics • Virtual Conferences • Interactive Tools • Webinars • Microsites • Wikis • Mobile Applications • White Papers • Mobile Content Blog Post: tprk.us/30cmtactics #prsaicon @leeodden
  • 52. 3 Facts Tell, Stories Sell Essential questions for each content object: What’s the narrative? How will it persuade? How does it connect with your past stories? @leeodden #prsaicon
  • 53. Connected Content Topical Blog Post Infographic Video News Release Theme Blog Post Infographic Video News Release Blog Post Infographic Video News Release Blog Post Infographic Video News Release Blog Post Infographic Video News Release Weave Themes Into Stories @leeodden #prsaicon
  • 54. Connected Content Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword A Blog Post Infographic Video News Release Keyword B Blog Post Infographic Video News Release Keyword C Blog Post Infographic Video News Release Keyword D Blog Post Infographic Video News Release Keyword E Blog Post Infographic Video News Release Create a Keyword Matrix @leeodden #prsaicon
  • 55. Hub & Spoke Publishing @leeodden #prsaicon
  • 56. 4 Grow Social Networks Topic B Topic C Hub Topic A Topic D Topic E @leeodden #prsaicon
  • 57. Listen, Create, Engage My interests are… Reactive - Proactive @leeodden #prsaicon
  • 58. 5 ABO – Always Be Optimizing Set goals Repeat Make a Plan Refine Implement Measure Results @leeodden #prsaicon
  • 59. Master SEO Basics Your Ideas Tech SEO Audit Topical Focus Your Biz Keyword Glossary Category Author Rel Keywords Keywords Keywords Keywords Category Blogs Keywords Social Topics Keywords Keywords Keywords Analytics Monitoring Conversions @leeodden #prsaicon
  • 60. Search & Social KPIs • Fans • Friends • Followers • Comments • Likes • Google Plusses • Links • SERPs • Search Traffic @leeodden #prsaicon
  • 61. Business Outcomes • Shorter Sales Cycles • Increased Order Quantity • More Referrals • Lower Marketing Costs • Grow Revenue • Improve Profits • Retention • Share of Voice • Improve Service @leeodden #prsaicon
  • 62. It All Sounds Good, But… Can I Really Do This? @leeodden #prsaicon
  • 63. Yes You Can You Can Do Anything @leeodden #prsaicon
  • 64. With the Right Plan @leeodden OptimizeBook.com #prsaicon
  • 65. Optimized Planning: WHAT & WHY 1. View Search, Social & Content from 360 Degrees -- Holistically 2. Optimize Everywhere: Marketing & PR, B2B or B2C, SME or LE 3. Research, Audit & Listen 4. Set Goals, Create a Roadmap @leeodden #prsaicon
  • 66. Optimized Implementation: HOW Audience & Personas Keyword & Topic Research Content Plan Creation & Curation Content Optimization Social Networking Promotion Measure & Refine @leeodden #prsaicon
  • 67. Scale - WHO Make integrated search, social & content part of a process Identify training opportunities for knowledge transfer @leeodden OptimizeBook.com #prsaicon
  • 68. Optimize Is A State of Mind @leeodden #prsaicon
  • 69. Thank You! @LeeOdden lee@toprankmarketing.com TopRankMarketing.com TopRankBlog.com Get Optimized! OptimizeBook.com @leeodden #prsaicon

Editor's Notes

  1. http://www.ericsson.com/news/110214_more_than_50_billion_244188811_c
  2. Content Powers Searchhttp://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/
  3. http://www.marketingprofs.com/charts/2011/4972/content-fuels-social-media-interactionhttp://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspx
  4. https://www.marketingsherpa.com/barrier.html?ident=31928
  5. TopRank Online Marketing e-Book: 29 Secrets About Content Marketing & The Undercover Agents Who Shared ThemTopRank is a digital marketing agency offering integrated marketing consulting services ranging from content development to SEO to Online PR to Email Marketing and Social Media Marketing. Find us at: http://www.toprankmarketing.comhttp://www.toprankblog.comhttp://optimizebook.comContent Marketing World is the largest (and we think best) content marketing conference in the world. http://www.contentmarketingworld.com
  6. Add Slideshare logo over YouTube
  7. http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/
  8. Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  9. Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  10. Social spokesChannels of distributionMonitor, engageReactive, proactive