How to Use Your PR Team to Maximize Content

Marketing ROI

#PRforROI

Emily McGowanMedia Outreach Specialist

@ennaree

Ashley H. ShermanDirector of Digital PR@ahalbers

Earned media lifted brand familiarity 88% more than branded content.

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Source: Neilsen study, commissioned by inPowered

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It’s not a contest.It’s not a contest.

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PR helps create content that earns media.

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Get a good start with earned mediahttp://bit.ly/EarnedMediaGuide

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Impact on ROI

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Brand Insights

Competitive Research

Content Assessment

Media Assessment

Audience Assessment

Research Areas

Audience» Who are you trying to reach?

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“Good media relations is all about tailoring your content to a very specific audience.”

• B2

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- Melissa Wyllie, Business2Community

Audience Research » Identification

PersonasUnexpected niche audiences

Only 5% of B2B marketers seek outside help to build personas

(Source: CMI)

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Identify well-known expertsLeverage existing connections Build better content

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Audience Research » Influencers

Content» What is being talked about, and

where is it being shared?

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Successful pitch angles can drive advanced content

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Understanding of what terms the industry uses

Content Research » The right message

The right channelsChannel performance

6The number of social platforms the average B2B marketer uses in content promotion

(Source: CMI)

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Content Research » Channel Optimization

Media» How is the conversation

framed?

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What’s trending in the media?Which topics have been overdone?

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Media Research» Identifying Trends

Monitor media Competitor initiatives Fit in the story / Create your own

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Media Research» Competitive Analysis

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Let’s Talk

http://bit.ly/ContactDR

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