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@LeeOdden #PRSADIconf

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@LeeOdden CEO – Consultant

Speaker, Blogger, Traveler


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@LeeOdden @LeeOdden #PRSADIconf

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Trends in digital PR & content marketing 3 Model & Best Practices for content marketing & PR integration

Tools for success

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@LeeOdden #PRSADIconf What is Content Marketing?

“Content Marketing is the planning, creation, promotion and measurement of content for a specific audience to influence a business outcome.”

Image: Shutterstock


Create Awareness IT Professionals

SunGard Cloud Offerings

eBook – Infographic Email – Landing Pages

5.7% Open Rate 150% Better CTR

24 Leads

Source: Content2Conversion Conference 2013


Generate New Revenue - HP

Thought Leadership Customized Offers

Email Series – eBook Microsite, Articles

Targeted 2,000 15% CTO Microsite

$8 million pipeline rev




Xerox - Connect with Top 30 Accounts

Partnered w/ Forbes Print & iPad Magazine

70% of Targets 20,000 New Contacts 1,000 Appointments $1.3 billion pipeline


Why Should PR & Communications

Care About Content

Marketing?


Promise of Content Marketing


We’re All in the Content Business PR & Comms Messaging Strategy Newsroom Blog Posts Press Releases Case Studies Social Content Newsletters Contributed ArticlesWhite Papers Events Video, Image, Audio

Content Marketing Content Strategy Website Blog Landing Pages Newsletter White Papers Social Media MicrositesAdvertising Webinars Email Video, Image, Audio

91% of B2B Marketers Use

Content Marketing Content Marketing Institute

@LeeOdden #PRSADIconf @LeeOdden#PRSADIconf

Community > 300K

Website

Twitter

Facebook

YouTube

Flickr

LinkedIn

Slideshare

White Papers Google+

Guides

Book

Webinars

Articles

Newsroom

Social Creation & Curation

Guest Posts

Events

eBooks Pinterest

Blog


“Content is the currency for building

social relationships

that can boost earned

media.”


If you want to ensure your brand is in the media…

…then become the media.

@LeeOdden #PRSADIconf ##PRSSAADII ff @LeeOdden

Brand Publishers Brand Journalism Content Marketing


Facts Tell Stories

Sell


From Utility to Storytelling “Most content marketers have been focused on utility and publishing practical value through infographics, lists and ‘how to’ tips. To differentiate themselves, successful brands tell stories that evoke strong emotions and help the brand make a personal connection with their audience.”

Michael Brenner, VP Marketing and Content Strategy at SAP @BrennerMichael


Marketing Public Relations

Advertising Branding

@LeeOdden @LeeOdden

We’re All in the Social Media Biz PR & Comms Social Listening Social Content Social Engagement Social Ads

Grow Networks: Facebook Twitter Google+ LinkedIn YouTube Pinterest

Digital Marketing Social Monitoring Community Building Promotion Social Content Social Ads

Grow Networks: Facebook Twitter Google+ LinkedIn YouTube Pinterest

64% of B2B Marketers Use Social Media

Marketing Business2Community


Break Down Silos

PR Goals Awareness Influence Thought Leadership Reputation Media Coverage Social Engagement Influencer Relations

Marketing Goals Traffic Leads Sales Order Volume Order Frequency Retention Referrals

Common Ground • Messaging &

Story • Content Planning • Coordinated

Social & Media Relations with Amplification

• Social Listening for Buying Signals

• Content Placement O ti i


The leap from PR to Marketing is not so far.


Trend: Ubiquitous Connectivity

50 Billion connected devices: 2020

Source: Ericcson

Create

Consume

Publish

Interact

Transact


Customer Information Journey

Image: Shutterstock

Voodoo


Customer Information Journey

@LeeOdden #PRSADIconf #PRSADI ff


Trend: Converged Media Paid Earned Owned Shared

@LeeOdden @LeeOdden

A Picture of Me Taking A Picture of Me Getting My Photo Posted to a Forever 21 Billboard in Times Square.

Offline to Online Shared Media


Co-Created Owned Media

Next Closest Popular Preso 6,514 views | 1 year ago

125k

77k

68k

@LeeOdden @LeeOdden

Success Metrics

Source: Don Bartholomew, SVP at Ketchum

Goals are only as good as your ability to measure progress and outcomes


Trend: PR Transformation to IMC


Content Marketing Skills for PR Segmentation Buy Cycle Stories Content Planning Creation, Curation Amplification Measurement

Unified Strategy

Goals Resources

What New Skills Are You Developing?


Discover Act Consume

Start By Knowing Your Customers

Search Keywords Social Topics Advertising Publications Events Word of Mouth

Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short

Social Share Engage Subscribe Register Inquire Buy


Attract

Engage

Optimize 360 Model

Convert


Preferences Pain Points Behaviors

Search & Social Data Sources

Editorial Calendar, Repurpose

Social & SEO Networking, PR, Linking

Who are you writing for?

What do they care about?

What stories will connect you?

Make it easy to find & share

awareness consideration purchase retention advocacy

Optimized – Socialized - Publicized


Buying Cycle Keywords Social Topics Content Type

Awareness broad general issues blog, byline, social

Interest category investigative video, social

Consideration comparison demos feature comparison, reviews

Purchase transactional referrals exclusive

Retention tips connect with other users be a resource

Advocacy supporting participation deliver as promised!

Journalist Pain Points • Deadline to meet • In need of another source • Need a different story perspective • Quotes, stats, research

Align Topical Needs With Content

Stan

Optimized & Socialized Content Plan awareness consideration purchase retention advocacy


Persona: “Admin Jane” Influences CEO

Values: = Fast = Save $ = Service

Fast

Save $

Service

Blog

awareness consideration purchase retention advocacy interest

Facebook

Byline PPC

Email Offer

Locator

Tips Articles

Newsletter

Blog

Soc Net

Ads

Press

Blog

Reviews

PPC

Discount

Loyalty

Community

VIP

Referral

Article

Media

Reviews

Blog

Display

Offers

Network

Thank You

Referral

Rewards

Content: = Topics = Keywords = Media & Channel

Optimize Across the Lifecycle


Content Calendar Template • dates • topics • titles • description • target audience • buying cycle • keywords • categories • promotions • repurposing • media types • internal citations • 3rd party citations/sources

Download: http://tprk.us/keyedcal


PR Content Tool

Cision Content Marketing Suite

Create

Amplify

Measure


Content Marketing Tools Compendium Contently DivvyHQ Ebyline GatherContent InboundWriter Scripted Servio Skyword Textbroker WriterAccess Zerys

Kapost Content Marketing Software

List: Content Maketing Institute


4 Takeaways

Content Marketing enables customer targeting, dynamic optimization, and a direct connection to business ROI You want media hits? Become the media! Grow your content marketing skills NOW Start testing tools – it’s the only way to scale

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Thank You

Lee Odden - Consulting [email protected] TopRankMarketing.com MarketingBlog.com OptimizeBook.com

image: shutterstock - public relations society of...

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