introduction to pr & content marketing · • pr and content marketing complement each other…...
TRANSCRIPT
Amy Hayward-Paine
Head of Earned & Owned Media
February 2021
Introduction to
PR & Content
Marketing
Contents
• Hello and welcome
• Introducing PR &Content Marketing
• Blended approach in action
• Making an impact
• Discovery
About me• Over 20 years comms experience • Experience in agencies and in-house
• Head of Earned & Owned Marketing at Anicca
• Passionate about content!
• I work on:
• PR strategy and outreach
• Creating newsworthy and engaging
copy• Content planning
• Working collaboratively with the Anicca team
• Born and bred in the East Midlands and love the outdoors!
Introducing PR & Content Marketing
Public Relations is about reputation - the result of what you do, what
you say and what others say about you.
Public Relations is the discipline which looks after reputation, with the
aim of earning understanding and support and influencing opinion
and behaviour. It is the planned and sustained effort to establish and
maintain goodwill and mutual understanding between an
organisation and its publics.
What is PR?
Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly
defined audience — and, ultimately, to drive profitable
customer action.
Content Marketing
• PR and content marketing complement each other…
• Both aim to enhance reputation and generate positive
sentiment
• The content created aims to be relevant & useful
• Increases reach
• Getting the message to a targeted / specified audience
• The approaches are defined as owned and earned media
Blending the two…
Technical
Owned Earned
Social posts
Press releases / news
Blogs
Website
Video / YouTube
PR coverage
Thought leadership/ influencers
Social likes & shares
Reviews
= reputation = sentiment
Controlled
by the brand Online word
of mouth
• The objective is the same –attracting customers and driving
sales
• Enables consistent storytelling
which is on brand and tailored –
you can define who’s going to
see it!
• Supports wider business marketing functions
• SEO
• PPC
• Search• Paid
The benefits of blending PR & Content
• Amplifies reach
• Increases brand awareness
• Drives demand
• Builds thought leadership
(influencers)
• Creates brand loyalty and
drives credibility
Cost effective results
Blended approach in action
Promoting content
• PR is an effective tool to push
content
• Allows you to get your content in
front of your publics
• Influencers
• Journalists
• Bloggers
• This results in press coverage,
social shares and increased
online reach
Relationship building
• The objective of PR is to build two
way, beneficial relationships with
your publics
• Effective PR (through great
content) helps create new
partnerships and targeted
relationships
• This is especially relevant for
influencers
Thought leadership
• LinkedIn is a core thought
leadership tool
• Thought leadership marries PR &
Content Marketing when an
individual has their own opinions
and focus
Digital
• We live in a digital era and PR is
no exception
• Thanks to a range of electronic
distribution tools – including email
and WhatsApp… news can be
sent quickly to the press• However to be effective brands
need a strong online presence to
stand out – which is where
content (SEO/keyword optimisation) comes into play
Making an impact
Examples
Pall-Ex: PR coverage
Pall-Ex: PR results
Close the dream gap: Barbie
• When Barbie turned 60, Mattel took the
opportunity to turn perception on its
head and instead empower women
(girls)
• The Dream Gap Project was a research
initiative to help young girls overcome self-limiting beliefs
• Content was shared over its Barbie
platforms including a YouTube channel
dedicated to sharing supportive (and
teachable) moments; vlog posts;
dedicated site with tips and insights to educate parents
Discovery
Be your own content marketeer
• What is your personal brand? How do
you want to be perceived and who do
you want to be seen as / known for
• Create a LinkedIn profile and start to build a network of relevant contacts
• Start a blog! Post long-form content on
LinkedIn and share industry white papers.
Share your opinion on news, articles and video content
• Think about what campaigns do – and
don’t work. What are examples of good and bad PR?
Thank youAny Questions?
Meet the team ▶︎ What we do ▶︎ Case studies ▶︎ Contact
Amy Hayward-Paine
/amyhaywardpaine