content marketing for pr pros
TRANSCRIPT
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Content Marketing for PR Pros PRSA 2010 Western District Conference
April 29, 2010
Presented by Paul Roetzer, PR 20/20 Twitter: @paulroetzer
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Agenda
1) What is Content Marketing?
2) Why Does it Matter to PR Pros?
3) What Can You Do to Get Started?
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What is Content Marketing?
“Creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.”
— Joe Pulizzi (@juntajoe), Junta42
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“We all have a story to tell.”
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Content Marketing Tools
• Articles
• Blogs
• Case studies
• eBooks
• Photos
• Podcasts
• Press releases
• Videos
• Webinars
• White papers
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Social Media
• Consumer-generated content. We (individuals and brands) are all the media, the publishers.
• People trusting the opinions of their peers and collaborating online to help and support each other.
• Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.
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Social Media
• Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization.
• Social media is a lifetime commitment to connecting with your audiences (e.g. customers, prospects, peers, partners) in a more authentic and personal way.
• Three phases: Monitor, Participate & Publish
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By the Numbers
15.2 billion core searches conducted in January 2010
Source: comScore, Inc
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By the Numbers
U.S Internet users watched 32.4 billion videos in January 2010
Source: comScore, Inc
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By the Numbers
More than 133,000,000 blogs have been indexed by Technorati since 2002
Source: Technorati
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By the Numbers
More than 1 billion “tweets” estimated per month
Source: Royal Pingdom
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By the Numbers More than 5 billion pieces of content (web links, news
stories, blog posts, notes, photo albums, etc.) shared each week on Facebook
Source: Facebook.com
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By the Numbers • More than 60 million status updates daily
• More than 1.5 million local businesses have active Pages
• More than 20 million people become fans of Pages each day
• Average user spends more than 55 minutes per day on Facebook
• More than 100 million active users access Facebook through their mobile devices
Source: Facebook.com
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Whom Will You Reach?
• Customers
• Prospects
• Mainstream media (print, broadcast)
• Vendors & Partners
• Peers
• Competitors
• Social media (bloggers, social networkers)
• Job Candidates & Employees
Audience Segments
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What Value Will You Deliver? Buyer Personas
• What are their goals and aspirations?
• What are their problems/pains?
• What media do they rely on for answers?
• How can you reach them?
• What's important to them?
• What words and phrases do they use?
• What sort of images and multimedia appeal to them?
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Why Does it Matter to PR Pros?
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Hybrid Professionals – 10 Traits
• Social-web savvy • Inbound marketer • Publisher • Analyst • Relationship builder • Lifelong student • Thought leader • Risk taker • Tech savvy • Game changer
http://www.pr2020.com/page/10-traits-of-an-emerging-pr-pro
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Measurement & Impact
Generate Leads & Build Loyalty
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Measurement & Impact
Establish professionals as experts, thought leaders and innovators.
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Measurement & Impact • Content downloads • Donations • Inbound links • Keyword rankings • Leads
• Reach • Referring sites • Registrations • Speaking opportunities • Website visitors
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Marketing Mix — Shift in Power?
Source: Forrester
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Marketing Mix
Social media participation is nothing more than relationships and communications through online
channels. That’s what PR pros do — build relationships and enhance communications with
audiences (employees, media, customers, prospects, vendors, partners).
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Marketing Mix
Most core SEO concepts and methodology can be easily learned and executed as part of a larger
content strategy.
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Marketing Mix
Content marketing requires strong technical and creative writing skills, business acumen, marketing savvy and strategic thinking. Again, a perfect fit for
the capabilities of top PR pros.
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Marketing Mix
Websites have become communications and content distribution vehicles. As a result,
professionals who understand brand positioning and buyer personas, as well as the content and social media
strategies, should guide Website design and content.
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What Can You Do to Get Started?
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THINK Content & Community
• Step 1: Integrate
• Step 2: Create
• Step 3: Share
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Step 1: Integrate
Content marketing is one element of an integrated marketing strategy. It feeds off the strength of your brand, Website, search marketing and social media
strategies, and fuels your PR strategy.
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Step 2: Create
Develop relevant and valuable multi-media content.
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Step 3: Share
Distribute and share your content through online and offline channels, including: wire services, social networks, blogs and media outlets.
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Content-Driven Link Building • Participate in the community • Publish original research • Distribute email newsletters
• Get a blog • Provide how tos, tutorials • Make a few videos
Source: Google Webmaster Central Channel
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Case Study — HubSpot
www.HubSpot.com
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Case Study — American Red Cross
blog.redcross.org
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Case Study — Suitcase.com
www.Suitcase.com
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Beware of the Content Flood • Some estimates indicate that in just a few years content on
the Internet will double every 72 hours. • Demand Media is producing more than 4,000 pieces of
content per day.
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Content Curation
• Rohit Bhargava defines a content curator as someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.
• By sharing the most relevant, thought-provoking online content, curation can establish individuals and companies as authorities and thought leaders.
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Content Curation
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Content Marketing for PR Pros PRSA 2010 Western District Conference
Paul Roetzer (216) 333-1242
[email protected] Twitter: @paulroetzer
www.PR2020.com