Content Marketing for PR Pros PRSA 2010 Western District Conference

April 29, 2010

Presented by Paul Roetzer, PR 20/20 Twitter: @paulroetzer

Agenda

1) What is Content Marketing?

2) Why Does it Matter to PR Pros?

3) What Can You Do to Get Started?

What is Content Marketing?

“Creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.”

— Joe Pulizzi (@juntajoe), Junta42

“We all have a story to tell.”

Content Marketing Tools

• Articles

• Blogs

• Case studies

• eBooks

• Photos

• Podcasts

• Press releases

• Videos

• Webinars

• White papers

Social Media

• Consumer-generated content. We (individuals and brands) are all the media, the publishers.

• People trusting the opinions of their peers and collaborating online to help and support each other.

• Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.

Social Media

• Social media is about listening, learning, building relationships and bringing value to the communities relevant to your organization.

• Social media is a lifetime commitment to connecting with your audiences (e.g. customers, prospects, peers, partners) in a more authentic and personal way.

• Three phases: Monitor, Participate & Publish

By the Numbers

15.2 billion core searches conducted in January 2010

Source: comScore, Inc

By the Numbers

U.S Internet users watched 32.4 billion videos in January 2010

Source: comScore, Inc

By the Numbers

More than 133,000,000 blogs have been indexed by Technorati since 2002

Source: Technorati

By the Numbers

More than 1 billion “tweets” estimated per month

Source: Royal Pingdom

By the Numbers More than 5 billion pieces of content (web links, news

stories, blog posts, notes, photo albums, etc.) shared each week on Facebook

Source: Facebook.com

By the Numbers • More than 60 million status updates daily

• More than 1.5 million local businesses have active Pages

• More than 20 million people become fans of Pages each day

• Average user spends more than 55 minutes per day on Facebook

•  More than 100 million active users access Facebook through their mobile devices

Source: Facebook.com

Whom Will You Reach?

• Customers

• Prospects

• Mainstream media (print, broadcast)

• Vendors & Partners

• Peers

• Competitors

• Social media (bloggers, social networkers)

• Job Candidates & Employees

Audience Segments

What Value Will You Deliver? Buyer Personas

• What are their goals and aspirations?

• What are their problems/pains?

• What media do they rely on for answers?

• How can you reach them?

• What's important to them?

• What words and phrases do they use?

• What sort of images and multimedia appeal to them?

Why Does it Matter to PR Pros?

Hybrid Professionals – 10 Traits

• Social-web savvy • Inbound marketer • Publisher • Analyst • Relationship builder • Lifelong student • Thought leader • Risk taker • Tech savvy • Game changer

http://www.pr2020.com/page/10-traits-of-an-emerging-pr-pro

Measurement & Impact

Generate Leads & Build Loyalty

Measurement & Impact

Establish professionals as experts, thought leaders and innovators.

Measurement & Impact • Content downloads • Donations • Inbound links • Keyword rankings • Leads

• Reach • Referring sites • Registrations • Speaking opportunities • Website visitors

Marketing Mix — Shift in Power?

Source: Forrester

Marketing Mix

Social media participation is nothing more than relationships and communications through online

channels. That’s what PR pros do — build relationships and enhance communications with

audiences (employees, media, customers, prospects, vendors, partners).

Marketing Mix

Most core SEO concepts and methodology can be easily learned and executed as part of a larger

content strategy.

Marketing Mix

Content marketing requires strong technical and creative writing skills, business acumen, marketing savvy and strategic thinking. Again, a perfect fit for

the capabilities of top PR pros.

Marketing Mix

Websites have become communications and content distribution vehicles. As a result,

professionals who understand brand positioning and buyer personas, as well as the content and social media

strategies, should guide Website design and content.

What Can You Do to Get Started?

THINK Content & Community

• Step 1: Integrate

• Step 2: Create

• Step 3: Share

Step 1: Integrate

Content marketing is one element of an integrated marketing strategy. It feeds off the strength of your brand, Website, search marketing and social media

strategies, and fuels your PR strategy.

Step 2: Create

Develop relevant and valuable multi-media content.

Step 3: Share

Distribute and share your content through online and offline channels, including: wire services, social networks, blogs and media outlets.

Content-Driven Link Building • Participate in the community • Publish original research • Distribute email newsletters

• Get a blog • Provide how tos, tutorials • Make a few videos

Source: Google Webmaster Central Channel

Case Study — HubSpot

www.HubSpot.com

Case Study — American Red Cross

blog.redcross.org

Case Study — Suitcase.com

www.Suitcase.com

Beware of the Content Flood • Some estimates indicate that in just a few years content on

the Internet will double every 72 hours. • Demand Media is producing more than 4,000 pieces of

content per day.

Content Curation

• Rohit Bhargava defines a content curator as someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.

• By sharing the most relevant, thought-provoking online content, curation can establish individuals and companies as authorities and thought leaders.

Content Curation

Content Marketing for PR Pros PRSA 2010 Western District Conference

Paul Roetzer (216) 333-1242

paul@pr2020.com Twitter: @paulroetzer

www.PR2020.com