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Creating Great ContentThe ESM Business Summit
May 18th, 2011
Valerie Lopez, Director of Media Research
Cision North America
@valerielopez
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Paid, Owned, Earned
Paid – Sponsorships, Display Ads,
Paid Search
Owned – Corporate Sites, Blogs,
Social Media Newsroom
Earned – Media coverage, WOM,
Buzz
Source:
http://blogs.forrester.com/interactive_marketing/2009/12/defining-
earned-owned-and-paid-media.html
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Why should my business create
great content?
To create a hub or home base for your news, opinion and content
To establish your brand as experts
To promote/raise awareness of your brand, products or services
To connect with your target community
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Share tips & industry expertise
by answering questions to
common concerns
Try multiple bloggers to keep
content fresh
Read, read, read!
Aggregate
• Interesting industry news
• Top Lists
Keeping blog content fresh
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1% of any population will be active content
creators
9% will be participants
90% will simply "consume" that content online
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A Social Hub
Add content for the consumer or end-user
Include multimedia features
Make your content shareable!
Be prepared, honest & open in a time of crisis
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The Essentials
Easy to Find
Usability
Key Contacts
Advanced Search Tool
News Release Archives
Shareable
Optimize!
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Launched in February 2011
Goal – To create a single destination
for all audiences (internal & external);
A way for them to connect and
engage with Tufts.
Opportunity to feature and integrate
social media channels
Collaboration of different
departments
Mix of content aggregation
Created a dashboard for the site;
Increase in unique visitors and
returning visitors.
http://now.tufts.edu
Special thanks to Jean Ayers & Georgy Cohen of Tufts University
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1111
http://socialmedia.tufts.edu
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http://socialmedia.tufts.edu
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http://socialmedia.tufts.edu
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http://socialmedia.tufts.edu
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The Social Media Release (SMR)
Best practices for writing traditional releases apply to SMRs as well:
• More of a story, less
self-promotion
• Well-written, includes
all relevant info
What’s different about an SMR?
• Ability to share content
and engage in
discussions
• Ready for the end-reader
• May include multimedia
content
• Search engine optimized
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Convergence of E-commerce & Content
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Recommended Reading
Creating Great ContentThe ESM Business Summit
May 18th, 2011
Valerie Lopez, Director of Media Research
Cision North America
@valerielopez