PR Newswire | St. Baldrick’s Foundation

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Paolina Milana St. Baldrick’s Foundation

Chief Communications Officer

Generating Content Discovery with Syndicated Distribution

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The St. Baldrick’s Foundation is the world’s largest volunteer-powered

organization for childhood cancer. We’re committed to funding the most

promising research to find cures for childhood cancers and to give survivors

long and healthy lives.

In this webinar, you’ll learn…

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Why you must develop a content strategy Best practices on how to achieve and drive

content marketing goals through distribution and syndication

How to best leverage your newswire service in a content distribution strategy

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“Content marketing is about more than just creating and publishing great

content... You’ve also got to actively market your content.”

- Paolina MilanaChief Communications Officer

St. Baldrick’s Foundation

“If a tree falls in a forest and no one is around to hear it, does it make a

sound?”

Does your content exist if no one has seen it?

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Want to engage your audience? Drive them to your website? Convert them to paying customers or donors?

Do you want to be seen and heard?

You need to utilize content syndication

and content distribution.

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Creating content is never the last step in your

content marketing strategy.

It’s the beginning.

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You Need a Distribution Strategy.

A good distribution strategy will allow you to sustain the visibility of your content over time and propel it deeper into the market so that you can reach new

audiences.

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A successful distribution strategy needs an

effective news release.

Using a news release, you can go after broad audiences by syndicating

them on a combination of leading news and industry websites.

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Creating an Effective News Release

If you think simply issuing a news release is the answer to all of your content distribution problems, you’re mistaken.

You need to make your news release stand out.

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*Tips to Writing an Effective Release*

Know Your AudienceGet focused and think about whom specifically you want to read your news releases so you can customize the headline

and messages they contain appropriately.

Always Have a Hook Make sure that your news releases only contain the most interesting messages about your content so you can grab your audience’s attention and get them to click through to

your content.

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*Tips to Writing an Effective Release*

Keep It Simple and Specific Focus on delivering a single specific message to your

audience.

Include MultimediaAccording to PR Newswire research, you can increase the

visibility of your news releases by 92% by adding just a single visual asset.

Think About Your Call-to-ActionThe purpose of the news release is to get your target

audience to take some kind of action. Have one or two clear calls-to-action.

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A successful distribution strategy cannot forget

the importance of social media.

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Utilize Social Media

Your news release and your overall distribution strategy will be more successful if you complement them appropriately through social media.

If you’re interested in garnering earned media, Twitter needs to be a part of your strategy.

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Bringing It All Together

4-Step Plan

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Step One: Before you launch your content, add some visuals.

Create a video or infographic.

Make sure that each visual asset has a clear call-to-action that drives people back to the content.

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Step Two: When you’re ready to launch your content, send out a news release with your best message.

Make sure to embed a link to those high-value assets – a key finding, a compelling stat, or a bold assertion – in the release.

And don’t forget about tracked links so you can refer back to the data!

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Step Three: Promote the content, the release, and the supporting content socially.

Use Twitter and LinkedIn – make sure each one is interesting, unique, and provides value.

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Step Four: Amplify your content further by utilizing other distribution channels – syndicate your content

Post your infographic to Visual.ly or your slide deck to SlideShare. These get millions of visitors every month and will help get your content some

additional exposure.

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Want to make your distribution strategy even more successful?

Leverage your newswire service.

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Multimedia News Release

Enhances your stories by adding photos, videos and other rich content on a multimedia landing page that is easily shared via social media links.

St. Baldrick’s used the multimedia release for our September 2015 “Childhood Cancer Awareness” announcement.

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The release appeared on 303 websites with a potential audience reach of more than 200,000,000.

We had 4,986 release views, 1,139 video views, and 17,5777 image views.

And, we had 36% complete video views.

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ARC Engagement Platform

Access | Reach | Connect

Both a landing page where your news release and multimedia assets live, as well as a fully embedded

media player that can be delivered across the internet.

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Access all you audiences via multi-channel distribution, SEO, social media, and viral sharing.

Reach them with dynamic multimedia content – videos, photos, links, and more instantly.

Connect, interest, transact and drive participation in more engaging ways.

Inspired to host your own St. Baldrick’s “Brave the Shave”

event?

To learn more, visit:www.stbaldricks.org/get-involved

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