Public relations and content marketing are integral to any sales funnel. We give a how-to regarding targeting content to appropriate audiences and types of content that the media wants - and your customers want to read.

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PR, Content
Marketing & You
Getting the Most out of Your Content

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Your Speaker
Amy Kenigsberg, Principal Consultant
K2 Global Communications
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Bachelor of Journalism, magazine & newspaper journalism
MBA
20+ years in PR and marcom
Experience ranges from the first Internet agency to GE
Industries from IT security to telecom
Co-founder, K2 Global Communications, international PR, marcom,
and content marketing from Israel – 10th anniversary April 2015

3. General PR Overview
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The Basics

4. Public Relations, K2 Style
Building relationships with influencers
to create third-party endorsements,
attracting customers to buy and/or
repeat purchase
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6. Four out of Five Experts Surveyed…
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Third-party endorsement adds value to your solutions
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7. Your Content Needs to Focus On
•News you can use
•Objective statistics that help the industry
•Content that adds to the conversation
•Conversational – controversial
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8. •What information do you possess that can
create objective reports for your
industry?
• Use cases
• Customer statistics
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Reduce: Get Down to Tachlis
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9. • “Sell” it as a blog to a targeted media outlet
• Promote their usage on social media
• Put a link to their site on yours
• Send the content in your newsletter – with an
“As seen in”
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Reuse Your Content
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Recycle
• December comes every year
• Predictions
• Holidays
• Back to school
• Are the same people reading
your blog?
• Do they even remember what
you wrote?
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11. A Bit More on Content Distribution
• Type of impact v. quantity
• Check with your SEO expert (un-indexing, etc.)
• If published: Always post their link on your website
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• Target, target, target
• Exclusivity v. “the masses”
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12. Getting to “Open” (your email)
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Measurement
• Higher website traffic
• Consider quality v. quantity
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• Six visits – One registration
• Thousands of visits – Nothing
• More downloads
• Increase in newsletter subscribers
• Growth of conversion rates
• Incoming media inquiries
PR trade
industry
associations
are still
debating
measurement
standards
after 30+
years

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Bonus Section
The Little Things Mean a Lot

15. Present a Professional Face
• Always have a native English speaker review your
content
• While it may appear to be English, many Israeli
blogs and articles are in “Heblish”
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• The cow brown that jumped over the moon.
• The brown cow jumped over the moon.
• He is getting into the place.
• He entered.
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16. • Any typo in your content significantly
reduces your credibility
• If you cannot be bothered to spell correctly or have
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Spelling Counts
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your materials proofread, you’re undermining
confidence in your company and products

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Questions?
Thanks!