Communications Trends for 2015

Time to Orchestrate the Concert of

Media & Content

Content Marketing Institute

MarketResearch.com

PR Newswire

CNW

3 December 2014

Welcome: New Research & Insights

• Findings & Insights

• Case Study on Content

Distribution

• Questions

#CONTENTPROMOTION

Welcome

Robert Rose

Chief Strategy Officer

Content Marketing Institute

Don Montuori

Vice President of Publishing

MarketResearch.com

Eva Rohrmann

Director – Solutions & Channel Marketing

PR Newswire

#CONTENTPROMOTION

Overture

What makes a

successful content marketer

successful?

#CONTENTPROMOTION

Composing the Study

#CONTENTPROMOTION

Concert: What Content Do You Promote?

#CONTENTPROMOTION

Concert: How Do You Promote Content?

#CONTENTPROMOTION

Concert: How Do You Promote Content?

0

10

20

30

40

50

60

70

80

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Press Release Services Native Advertising (long form) Content Syndication Services

Marked Difference by Channel

Most Effective Least Effective

#CONTENTPROMOTION

Concert: What Do You Spend?

#CONTENTPROMOTION

Promoting Your Content Marketing

MarketResearch.com

Don Montuori, VP of Publishing

#CONTENTPROMOTION

Two types of releases: promoting original

content, promoting thought leadership

Goals: exposure, credibility, brand awareness,

website traffic….and, of course, revenue

Our Press Release Strategy

#CONTENTPROMOTION

Original Content

Proprietary report

releases from MRDC

Publishing

• Original content

• First to market

• Sales follow up

#CONTENTPROMOTION

Thought Leadership

Market research leadership and

education releases

• Original expert content

• Establishes trust

• Educates clients on

products

• Generates leads through

offers (Blog, ebooks, white

papers)

http://blog.marketresearch.com

#CONTENTPROMOTION

Since joining with PR Newswire:

• Nearly 40,000 websites

• 21,000+ release views

• 21,000+ media views

On average our publishing team receives

20 press inquiries per week.

Has It Worked?

#CONTENTPROMOTION

Recent press pick-ups for MRDC publishing include:

• The New York Times

(Packaged Facts/pet food advertising)

• The Wall Street Journal

(Kalorama Information/electronic medical

records)

• CNBC

(Packaged Facts/ATM cards)

Where We Are Cited

#CONTENTPROMOTION

Press inquiries/citations have increased, which has

an indirect (and at times direct) impact on traffic to

our websites.

Press releases provide new content tool for sales

team to share with clients, prospects.

Conclusions, Thus Far

#CONTENTPROMOTION

Questions

Robert Rose

Chief Strategy Officer

Content Marketing Institute

Don Montuori

Vice President of Publishing

MarketResearch.com

Eva Rohrmann

Director – Solutions & Channel Marketing

PR Newswire

#CONTENTPROMOTION

Coda

Paid media can be quite effective

for promoting content – but it must

work in concert across a wide mix of

media and content types.

#CONTENTPROMOTION

What’s Next

• Full report will be sent to

all registrants

• PR Newswire and CNW

look forward to discussing

content distribution and

promotion in your

communication plans

#CONTENTPROMOTION

Communications Trends for 2015

Time to Orchestrate the Concert of Media &

Content

Content Marketing Institute

MarketResearch.com

PR Newswire

CNW

3 December 2014