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There’s No Place Like Home Your Company Website as Your Content Hub
Chris Antoline Director, Customer Engagement at PR Newswire [email protected] – 201.942.7062 @cantoline
Image Source http://www.tumblr.com/tagged/dorothy%20shoes
PR Newswire’s Position • Your organization’s story is evolving • Since 2004, PRN has worked with hundreds of orgs like
yours to create compelling online content hubs
SILOS in Corporations are
Old and Crumbling Image Source http://www.flickr.com/photos/kh-67/4892949459/
PR
Social
Brand Mktg
Digital
Product Mktg
CRM Lead
Nurture
Lead Gen
Content is being created around the organization
but lacks connective tissue.
Company News
Tweets
Facebook posts
Blog posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forum discussions
Testimonials
Newsletters & emails
Apps & Games
Mobile
Collateral
PR Social Brand/
Product Mktg
Digital Mobile CRM Lead
Nurture
Lead Gen
Companies must unify content to speak with one voice.
Company News
Tweets
Facebook posts
Blog posts
Demos
Surveys
Case studies
Infographics Ads Forum
discussions Testimonials
White papers
Apps / Games
Newsletters & emails
The silos will remain, but must develop a functional layer across all departments to package, repurpose and promote all the content being generated.
Where does content live inside your org? •Manages Instagram, Tumblr and Google+ •Manages influencer outreach •Sets brand guidelines •Press releases
Corporate Communications / PR
•Manages Facebook and Twitter •Works with agency partners on supporting content creation Marketing
•Manages .com and SEO •Manages YouTube, Pinterest and blogs •Manages external communities and forums
Website
•How-to content for blog posts and .com •Social customer care on Facebook and Twitter Customer Service
•Manages Facebook careers channel •Uses social channels like LinkedIn for recruitment Human Resources
Source: Organizing for Content, Altimeter Group (April 25, 2013) http://www.slideshare.net/Altimeter/organizing-for-content-models-to-incorporate-content-strategy-and-content-marketing-in-the-enterprise-19795236
Engage Opportunity across all channels
Search Mobile
Social
Blogs
Video sharing
Web sites
Print Microblogs
Broadcast
CONTENT
Engage Opportunity with all key audiences
Investors The Media
Bloggers
Influencers Consumers
Decision Makers
Shareholders
CONTENT
Balanced in the end
Image Source http://briasimpson.com/business-systems/why-balance-in-business-is-critical/
BUT DON’T NEGLECT HOME BASE
Your outreach is critical to expanding your network
PRN believes in bringing it home to the Newsroom – your branded content hub
Online Newsroom
Control (hands on ownership)
News Automation
& Syndication
Notifications (email, RSS and social)
SEO Social
Media (push and pull)
Multimedia
Reporting
Your URL is worth more than you might think
Option 1 http://www.companyname.com/0-7-e-9er.roger
Option 2 http://news.companyname.com/
Homepages are the entryway
Syndicate your news to your website The Basics • Provide a searchable
archive • Categorize / tag news • Include multimedia
when available • Don’t use PDF as the
primary format • Link to newsroom
from boilerplate
• Why? Different people look for and find information in different ways
Categorize and tag content
Enrich the news experience with multimedia
* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012
Press Releases: more multimedia = more views
Gone are the days of PDF press kits • Content presented
digitally is consumed and shared digitally
• Don’t allow yourself to miss an opportunity
Promote a social environment • Push / Pull / Share
• Integrate social and blog activity
directly into your site (APIs, RSS feeds)
• ‘Featured Stories’ concept
Heavily regulated industry? You can restrict access
Bios are experts – position them as such
DETAIL
You make news – show it off News headlines, or ‘in the news’ content, is a tried and true way to promote your earned media pickup
Make it easy for people to express their interest • Opt-in email
notifications and information request forms
• Track subscribers and use them in other targeted efforts
Understanding your audience through analytics
• Understand how content is consumed
• You deserve to have access to robust analytics and ROI: – Visits over time – Desktop v mobile – Top content – Visitor behavior – Engagement metrics
Recap: Avoid Push without the Pull
• Outward engagement takes priority websites typically suffer
• Social makes it easy for connections to be made
• Your website allows you to develop the relationship
Balanced in the end
Image Source http://briasimpson.com/business-systems/why-balance-in-business-is-critical/
Content for Search, Design for Experience
Ditch the PDFs
Newsroom should match the rest of your website*
Maintain functionality such as responsive design
Who can help you evolve?
Make Your Home A Valuable Destination Chris Antoline
[email protected] @cantoline
www.prnewswire.com
blog.prnewswire.com Image Source http://www.tumblr.com/tagged/dorothy%20shoes