The Intersection of Earned Media and Content Marketing
Holly Potter
Content marketing is a marketing technique of creating and distributing valuable, relevant and
consistent content to attract and acquire a clearly defined audience – with the objective of driving
profitable customer action. -Content Marketing Institute
Why content matters
Earned Media
Word of Mouth
Organic Search
Content creation was ranked the
single most effective SEO tactic by 53%.!
-Marketing Sherpa, 2013
Organic search drives about !50% of all web traffic
We trust people like us
womma.org
Local television still reaches 9
out of 10 Americans.
-State of the Media, 2014
Traditional media still matter
How journalists use social media
University of Indiana School of Journalism | Washington Post
Word of mouth and traditional media intersect
Pew Research Center | State of the Media, 2013
. . . and the intersection with social
Pew Research Center | State of the Media, 2014
The Pew Research Center’s for Excellence in Journalism. !The State of the News Media 2012 http://stateofthemedia.org/
OR
Those who use onlya desktop/laptopfor digital news
Those who use asmartphone OR a
tablet for news
Those who use botha smartphone ANDa tablet for news
More Devices, More Social Media
67% 39%
59 2441 9
Percent who followFacebook news links
Percent who followTwitter news links
2
For Many, Mobile Means More News
New users who said that since getting their tablet they…
Spend more time with news 31%
Turn to new sources for news 31%Are adding to the
news they consume 43%Based on weekly tablet news (N=810) users. Icons from the Noun Project.
Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group3
“If you don’t like the news, go out and make some of your own”
-Scoop Nisker
Tablet – Vertical Orientation
Brand journalism platform as content marketing hub
• News and Press Releases!
• Feature Stories and News Coverage!
• Blogs!• Podcasts!• Social channels!• Grant information and
reporting!• Corporate information
Multi-Channel Communications Platform
Robust content strategy generated !91% increase in web traffic !
in the first six months
Primary source of traffic: Google
One third of traffic from internal !servers underscoring the contribution !
to employee communications
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Feeding the content beast
Publish Syndicate
1 2 3 4
Understand your audiences and channels. Build a robust content plan.
Press releases, media pitches, feature stories, video, infographics, photographs.
Website, blogs, social. Pitch and place third-party sites, news outlets and blogs. Paid content.
Third-party sites. Marketing channels and social media. Paid to amplify.
ProducePlan
Building a newsroom mentalityPlanning: A newsroom mentality
Factoring in all data sources, we are bombarded with the equivalent of 174 newspapers everyday.
Dr. Martin Hilbert, University of Southern California
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a picturewortha thousandwords
Infographics
< <Video Content
1/3 of online activity is spent watching video
22
Video equals higher viewer retention, the information retained in one minute of online video is equal to about 1.8
million written words. -Brainshark
Paid Media TV, Radio, Outof Home,Online
Owned Media
Website, Blogs, Podcasts,
Videos
Earned Media Traditional Media, Blogs, Word
of Mouth
Social & Digital Twitter, Facebook,
LinkedIn, SEO
Publishing: converged media can bring all these pieces together
“We are in an era of skepticism; people need to see or hear something three to five times in
different places before believing it.”
- Richard Edelman
Press release + Reddit = traffic surge
• Colorectal cancer news release published in Share Feb. 3
• Due to Tweet posted to Reddit, more than 27,000 page views in subsequent days
• Most requested piece of content on Share Feb. 4-7
Marketing newsletter = traffic surge
• Partners In Health drove 107,710 page views on share.kp.org in five days
• Total Health Radio went from the 30th most requested page to 3rd most requested in 5 days
Pitching + coverage = Twitter amplification
Traditional media and social drive engagement