“Content Marketing as Your Public Relations”
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While storytelling has always been a core component of effective public relations, social media has given rise to a new set of opportunities to create and distribute content that supports PR initiatives. As the Columbus Marathon and Madison Electric Products learned, quality content changes behavior, activates audiences and supports business objectives. This presentation will share two very different case studies – highlighting best practices and applicable tips from each. From live “Ask the Race Director” UStream shows and a virtual scavenger hunt … to white papers and strategic blog posts … Madison and the marathon created success by creating compelling content.
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“Content Marketing as Your Public Relations”
- 1. Heather Whaling • @prTini prTini.com • #CMWorld Content Marketing Bolsters PR Heather Whaling Geben Communication @prTini • #cmworld #cmworld
- 2. Sign of the Times Kodak: Bankrupt • Instagram: Acquired for ~$1 billion #cmworld
- 3. #cmworld
- 4. Desired Outcomes: eliminate generate activate & educate barriers leads accelerate Photo credits: Schoolhouse, Post-It, Line, Runner #cmworld
- 6. PR Goals: • Change perceptions • Build collaboration • Innovate best practices • Educate #cmworld
- 7. Content Buckets: • Innovation in Action • Relationship-driven Business • Cleveland (Ohio) Rocks • Paving the Way Through Leadership • Madison: Up Close & Personal #cmworld
- 8. Sparks Innovation Center: Crowdsourced product development #cmworld
- 9. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
- 10. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
- 11. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
- 12. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• Results: • Hundreds of submissions • 17% company growth • 37% new sales growth #cmworld
- 13. #cmworld
- 14. Innovation in Action Relationship-driven Business Paving the Way Through Leadership ••• #cmworld
- 15. eliminate barriers #cmworld
- 16. Columbus Marathon: a social media case study #cmworld
- 17. Priorities: • Communicate with people when & where they want • Foster engagement • Eliminate the “scare” factor • Sustain year-round community • Improve customer service #cmworld
- 18. after you nail the basics, add some sizzle #cmworld
- 19. Virtual Scavenger Hunt: • Drive traffic to the new website • Positive reinforcement • Establish new connections with potential marathon runners/walkers • http://bit.ly/CbusMarathonHunt #cmworld
- 20. Tweet & Go Seek #cmworld
- 21. New partner: Sponsor: Participant: Taking note: #cmworld
- 22. First Marathon to Join Pinterest Among top 15 referring sites to the website #cmworld
- 23. Ask the Race Director • Live broadcast on Ustream • Solicited questions on Facebook,Twitter, blog & enewsletter • 45 minutes, over lunch hour #cmworld
- 24. 30 Tips, 30 Days • 8 of the top 10 blog pages in 2011 were tips • Blog traffic grew 260% • Percentage of pageviews tripled from 2010 #cmworld
- 25. The Final Countdown • 1,175 shares • 476 shares • Week-of interactions increased 385% • Secured car donation #cmworld
- 26. Results: • 2010, 2011 races sold out faster than ever • 2012 registration pacing ahead of 2011 • 2011 data: – Facebook “likes” increased 130%, engagement increased by 300% – Twitter followers increase 77% – Website traffic increased 18.5%, with social media driving 50% of all referral traffic – Blog post views increased 170% • Responded to 500+ questions/comments on Facebook the week of the marathon #cmworld
- 27. generate leads #cmworld
- 28. Timely infographics • Increased traffic 360% • 50+ viable leads • Opened doors in sports vertical #cmworld
- 29. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. #cmworld
Notas del editor
- The power of online storytelling: Sharable, visual, interesting content wins.
- jenrobinson/
- 85 YO company. Products had become commodities. Industry isn ’t exactly know for being cutting edge/glamorous. Madison knew if they could help raise the industry as a whole up, it would be good for everyone involved. 3 main goals: - Change how people perceveid Madison and its products Encourage collaboration to create win-win relationships Innovate best practices and teach Content marketing was a key pillar of the PR strategy.