ragan content summit kiersten lawson

PR’S ROLE IN CONTENT MARKETINGNO BOUNDARIESKIERSTEN LAWSONContent Strategy DirectorWaggener Edstrom WorldwideKlawson@waggeneredstrom.com@kierstenlawson

RAGAN CONTENT SUMMIT DEC 4, 2013 #RAGANCONTENT

“CREATING A CUSTOMERWHO CREATES A CUSTOMER”

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BRAVE (NOT SO) NEW WORLD

ANALYTICS

OWNED MEDIA

PAID MEDIA

EARNED MEDIACONTENT

CREATIVE

MESSAGING

RESEARCH

Source: Shift Communications

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BRAVE (OH SO) NEW WORLD

178 ONLINE PROPERTIES OF AVERAGE BRAND

3,000 BRAND IMPRESSIONS DAILY PER PERSON

6X LEADS INCREASE FROM BLOGGING 9-15X/MONTH

71% BRANDS INCREASED CM BUDGETS IN 2013

Sources: Altimeter Group, Altimeter Group, HubSpot, Econsultancy and Responsys

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1.Know your audience

2.Keep it compelling

3.Drive action

4.Have a distribution strategy

5.Measure!

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CHALLENGEOptimize @MSFTNews Twitter handle conversations.

IDEAMonitor activity; assess tweets and link amplification. Determine trends, themes, buzz-worthiness.Provide monthly impact results, strategic recommendations.

IMPACTDeep understanding of who is interacting with the handle and how to engage.

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EASIER SAID THAN DONE

SILOED TEAMS

MISSING CAPABILITIES

DISCONNECTED DATA

INABILITY TO MEASURE

BUDGET MIX MAYHEM

ONE-SIZE-FITS-ALL CONTENT

CLIENT COMFORT LEVEL GAP#RAGANCONTENT

ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative

Filtering

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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES BRANDED JOURNALISM / OWNED CONTENT

HUBS Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative

Filtering #RAGANCONTENT

S16

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S16

ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs INSOURCING Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative

Filtering

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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing NATIVE ADVERTISING / SPONSORED

CONTENT Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative

Filtering #RAGANCONTENT

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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content RELATED CONTENT RECOMMENDATIONS Content Partnerships Behavioral Targeting / Collaborative

Filtering

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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations CONTENT PARTNERSHIPS Behavioral Targeting / Collaborative

Filtering

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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.

BOLD CONTENT APPROACHES Branded Journalism / Owned Content

Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships

BEHAVIORAL TARGETING / COLLABORATIVE FILTERING #RAGANCONTENT

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“THE WORLD IS WATCHING”

FELIX BAUMGARTNER

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THANK YOU

Kiersten Lawson, Content Strategy Director

Waggener Edstrom Worldwide

@kierstenlawson

klawson@waggeneredstrom.com

© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.

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