How to Intergrate PR and Content Marketing

transcript

Samuel Scott – Director of Marketing and Communications at Logz.io@samueljscott

www.samueljscott.com

2Samuel Scott - @samueljscott - samueljscott.com

The Greater Context

Preparing a Publicity Campaign

Who is your target demographic?

Task #1

Gather as much information about your target audience as possible!

What publications and websites do they read?

Task #2

Create a media list!

Who are the best writers at each outlet to contact?What do they cover?

Task #3

Add that information to the media list!

Choosing a Strategy

Question to Remember:

What “content” and marketing collateral will you need to create for each strategy?

1. Launch Something

Questions to address:

• What problem are you solving?• What makes you new?• What makes you different?• What makes you better?

2. Contribute Articles

3. Expert Interviews

• Pitch letters• Pre-written feature articles• HARO

4. Pop-Culture Tie-Ins

5. Stage a Contest

6. Support a Cause

7. Event and Holiday Tie-Ins

8. Do a Study

9. Host or Appear at Events

10. Create Characters and Stories

How to Pitch

The Results

Resources

• This presentation: http://ow.ly/vqqZ300Je4S• My Moz guide: The Advanced Guide to Online Publicity Campaigns• My Moz guide: How to Integrate Traditional & Digital Marketing• TechCrunch: How to Pitch Tech Startups to Get Coverage• Moz study: The Effect of Publicity on Traffic and Links• Moz study: Where Startups Get Their Links

Questions?

Samuel ScottDirector of Marketing & Communications

Logz.iohttp://www.samueljscott.com

@samueljscott -- @logziosamuel@logz.io