fix your broken content strategy
TRANSCRIPT
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Did you know? Vocus makes it easy to distribute, amplify and measure your content.
The Vocus PR Suite is a one stop shop for all your PR needs, including
sending targeted press releases, promoting content on social and
measuring the results.
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Did you know?
You can also find e-books and white papers chock full of best
practices and current industry trends. Check it all out on our
website, www.vocus.com under Resources – White Papers!
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Presentation slides can be downloaded from the “learn
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Marketers/PRs know it’s a challenge … yet
we fail to fully prepare.
• “My content marketing is not effective.”
• “Producing engaging content is my biggest content
marketing challenge.”
• “But, I don’t have a documented strategy.”
Cision
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Review & Analyze:• Existing content across all social channels
• Data sources (Facebook Insights, Google Analytics,
etc.)
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Review & Analyze:• Anecdotal feedback from customers/fans
• Anecdotal feedback from employees/leadership
• 3-4 competitors/brands you admire
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Identify:o What content already exists that you’re not
already using?
o What content does your client/company want?
o What content do your actually customers want?
o Find a mix that works for your company/client
(and lean more toward the customer-focused
content)
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In-House: Pros
• Less ramp-up time
• Knows your brand better
• Quick access to internal SMEs
• Not always best resource
• Existing political barriers may provide roadblocks
In-House: Cons
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Agency: Pros
• Access to more “human resources”
• Get much-needed outside perspective
• All-in-one package
• More expensive
• Longer dating cycle
Agency: Cons
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Independent: Pros
• What you see is what you get
• Big fish, small pond
• Just one person means…just one person
Independent: Cons
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Robots?
• Wordsmith
• 2,000 simple articles per second
• Not as “robotic” as you might think
• Boon to personalized content (and reports)
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Identify your “sources”
• Organizational “connectors”
• Customers
• Vendors/Partners
• Front-line employees
• Customer service
• Executives
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Then, think about what about content YOU
can create?
• Round-up posts
• Q&A from the sales team
• How-to’s
• Interviews (trade shows, events, etc.)
• Book reviews
• Lists (with stats to back them up)
• Case studies
• Summarizing comments
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MEASURE
• Google Analytics
• Social signals
• “Engaged time”/”Attention time”
• Visitor loyalty
• Don’t forget: Email metrics
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Question and Answer
Please enter your questions for the speaker in the
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The Vocus Family
About Vocus, A Cision Company
Cision is a leading provider of public relations software that enables professionals
to plan, execute and measure influencer-oriented campaigns in one integrated
platform. Communication professionals use Cision to access the world’s largest
pitchable media and blogger database, distribute press releases, manage
influencer outreach, measure social media activities, and analyze the effectiveness
of campaigns. Cision, which recently combined with
Vocus, also represents the Gorkana Group, Visible Technologies, PRWeb, Help a
Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has
over 100,000 customers and maintains offices in Canada, England, France,
Germany, Portugal, Sweden, Finland and China. For more information,
visit www.cision.com or follow @Cision on Twitter.
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