| Date post: | 13-Jan-2015 |
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PR’S ROLE IN CONTENT MARKETINGNO BOUNDARIESKIERSTEN LAWSONContent Strategy DirectorWaggener Edstrom [email protected]@kierstenlawson
RAGAN CONTENT SUMMIT DEC 4, 2013 #RAGANCONTENT
“CREATING A CUSTOMERWHO CREATES A CUSTOMER”
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BRAVE (NOT SO) NEW WORLD
ANALYTICS
OWNED MEDIA
PAID MEDIA
EARNED MEDIACONTENT
CREATIVE
MESSAGING
RESEARCH
Source: Shift Communications
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BRAVE (OH SO) NEW WORLD
178 ONLINE PROPERTIES OF AVERAGE BRAND
3,000 BRAND IMPRESSIONS DAILY PER PERSON
6X LEADS INCREASE FROM BLOGGING 9-15X/MONTH
71% BRANDS INCREASED CM BUDGETS IN 2013
Sources: Altimeter Group, Altimeter Group, HubSpot, Econsultancy and Responsys
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1.Know your audience
2.Keep it compelling
3.Drive action
4.Have a distribution strategy
5.Measure!
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CHALLENGEOptimize @MSFTNews Twitter handle conversations.
IDEAMonitor activity; assess tweets and link amplification. Determine trends, themes, buzz-worthiness.Provide monthly impact results, strategic recommendations.
IMPACTDeep understanding of who is interacting with the handle and how to engage.
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EASIER SAID THAN DONE
SILOED TEAMS
MISSING CAPABILITIES
DISCONNECTED DATA
INABILITY TO MEASURE
BUDGET MIX MAYHEM
ONE-SIZE-FITS-ALL CONTENT
CLIENT COMFORT LEVEL GAP#RAGANCONTENT
ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative
Filtering
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES BRANDED JOURNALISM / OWNED CONTENT
HUBS Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative
Filtering #RAGANCONTENT
S16
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S16
ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs INSOURCING Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative
Filtering
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing NATIVE ADVERTISING / SPONSORED
CONTENT Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative
Filtering #RAGANCONTENT
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content RELATED CONTENT RECOMMENDATIONS Content Partnerships Behavioral Targeting / Collaborative
Filtering
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations CONTENT PARTNERSHIPS Behavioral Targeting / Collaborative
Filtering
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content
Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships
BEHAVIORAL TARGETING / COLLABORATIVE FILTERING #RAGANCONTENT
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“THE WORLD IS WATCHING”
FELIX BAUMGARTNER
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THANK YOU
Kiersten Lawson, Content Strategy Director
Waggener Edstrom Worldwide
@kierstenlawson
© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.
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