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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