how to intergrate pr and content marketing
TRANSCRIPT
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Samuel Scott – Director of Marketing and Communications at Logz.io@samueljscott
www.samueljscott.com
How to Intergrate PR and Content Marketing
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2Samuel Scott - @samueljscott - samueljscott.com
The Greater Context
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3Samuel Scott - @samueljscott - samueljscott.com
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4Samuel Scott - @samueljscott - samueljscott.com
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5Samuel Scott - @samueljscott - samueljscott.com
Preparing a Publicity Campaign
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Who is your target demographic?
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7Samuel Scott - @samueljscott - samueljscott.com
Task #1
Gather as much information about your target audience as possible!
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What publications and websites do they read?
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9Samuel Scott - @samueljscott - samueljscott.com
Task #2
Create a media list!
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10Samuel Scott - @samueljscott - samueljscott.com
Who are the best writers at each outlet to contact?What do they cover?
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11Samuel Scott - @samueljscott - samueljscott.com
Task #3
Add that information to the media list!
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Choosing a Strategy
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13Samuel Scott - @samueljscott - samueljscott.com
Question to Remember:
What “content” and marketing collateral will you need to create for each strategy?
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14Samuel Scott - @samueljscott - samueljscott.com
1. Launch Something
Questions to address:
• What problem are you solving?• What makes you new?• What makes you different?• What makes you better?
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15Samuel Scott - @samueljscott - samueljscott.com
2. Contribute Articles
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3. Expert Interviews
• Pitch letters• Pre-written feature articles• HARO
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4. Pop-Culture Tie-Ins
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5. Stage a Contest
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6. Support a Cause
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7. Event and Holiday Tie-Ins
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8. Do a Study
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9. Host or Appear at Events
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10. Create Characters and Stories
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How to Pitch
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The Results
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27Samuel Scott - @samueljscott - samueljscott.com
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28Samuel Scott - @samueljscott - samueljscott.com
Resources
• This presentation: http://ow.ly/vqqZ300Je4S• My Moz guide: The Advanced Guide to Online Publicity Campaigns• My Moz guide: How to Integrate Traditional & Digital Marketing• TechCrunch: How to Pitch Tech Startups to Get Coverage• Moz study: The Effect of Publicity on Traffic and Links• Moz study: Where Startups Get Their Links
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29Samuel Scott - @samueljscott - samueljscott.com
Questions?
Samuel ScottDirector of Marketing & Communications
Logz.iohttp://www.samueljscott.com
@samueljscott -- @[email protected]