Sonal Moraes, Product Specialist@sonalmoraes

Converged Media: Why it’s vitally important to any content marketing strategy

Brandon Andersen, Director of Marketing@brandonchicago

Paid Earned

Owned Shared

Follow us!@cision

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How to Participate Today

During today’s web seminar, attendees will be in listen-only mode.

If you are experiencing audio issues, please contact:GoToWebinar: 1-800-263-6317

Submit text questions Q&A addressed at the end of today’s session

Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session

Participate on Twitter at #cision

What is content marketing?

Why does content marketing fail?

Why storytelling should start with PR

Harnessing earned, paid and owned media

Integrated campaigns

What We’ll Cover

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Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

I

Content Marketing Institute

Content marketing isn’t new

Sell something and you make a customer today.

Help someone and you create acustomer for life.Jay Baer

The Usual Suspects

Videos & PhotosCase StudiesBlog PostsTip SheetsWhite Papers

InfographicsE-BooksWebinarsNewsletters

Section Divider

Why does content marketing fail?

Via Rand FishkinWhy Content Marketing Fails

Companies think this is how it works.

Because that’s how Marketing sees it

But it’s not easy…

Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday

Via Rand FishkinWhy Content Marketing Fails

In reality, it works like this

Why should PR take the reins?

We’re building awareness and trustthrough content

We are NOT selling.

Building trust and storytelling?

I know how to do that!

We’re natural storytellers

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Relationships with

Influencers

Via Rand FishkinWhy Content Marketing Fails

In reality, it works like this

WE (PR)

Our content ismemorable

Our stories aretargeted to our audiences

WE

Directly or through search

We get earned media placed

But wait!There’s more!

Via Rand FishkinWhy Content Marketing Fails

This is where things get interesting

WE (PR)We get earned media placed

Our content ismemorable

Our stories aretargeted to our audiences

Directly or through search

WE

The changing media landscape

Earned Owned Paid

am·pli·fy: to increase the strength or

amount of; especially: to make louder.”

- Merriam-Webster

In content marketing terms,

amplification refers to tactics that help our

content reach the audiences we are

targeting.

Shifting our focus from just this…

To the whole spectrum of media…

PR Professionals - Tomorrow’s SkillsToday Tomorrow

Led by the Head of PR

Led by the CMO

Focused on Earned Media

Focused on Converged

Media

Budget Devoted to

Staff, Creative

Budget Devoted to

Technology, Content &

Advertising

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4 Types of Content MetricsImmediate ROI

Long-term ROI

The usual suspects…expandedOwned MediaVideos & PhotosBlog PostsWhite PapersE-BooksCase StudiesTip SheetsInfographicsWebinarsNewslettersCurated ContentBranded Content

Earned MediaMedia PlacementStoriesCurated ContentAnswersCommentsDiscussionsSEOSpeaking engagements

Paid MediaSponsored ContentNative AdvertisingBrand JournalismEventsRetargetingSpeaking engagements

Brandon Andersen, Director of Marketing@brandonchicago

Sonal Moraes, Product Specialist@sonalmoraes

Converged Media: Why it’s vitally important to any content marketing strategy