The document summarizes a presentation about how content marketing is changing the public relations industry. It discusses how content marketing provides growth opportunities for PR agencies and professionals. It also outlines different types of content that can be used, traits of emerging PR professionals, metrics on social media and content consumption, and steps to build an effective content strategy focused on buyer personas.
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Content Marketing for PR Pros - #YouToo2011
1. Content Marketing for PR Pros
YouToo Social Media Conference 2011 – April 15
Presented by Paul Roetzer, PR 20/20
Twitter: @PaulRoetzer
#YouToo2011
2. Content Marketing:
Changing the PR Industry Forever
“Content marketing, which requires expert copywriting
and strategic planning, is the single largest growth
opportunity for PR agencies (and professionals).”
10 Public Relations Trends That Will Change the Industry Forever
Dec. 7, 2008
Twitter: @PaulRoetzer
4. Hybrid Professionals – 10 Traits
• Social-web savvy
• Inbound marketer
• Publisher
• Analyst
• Relationship builder
• Lifelong student
• Thought leader
• Risk taker
• Tech savvy
• Game changer
Source: 10 Traits of an Emerging PR Pro
Twitter: @PaulRoetzer
5.
6.
7. The Numbers
• More than 16 billion core searches each month
• 1.9 billion videos streamed each month
• Americans watch 3.5 hrs/week of online video
• 5 billion photos hosted by Flickr
• 85 million LinkedIn members
• 152 million blogs on the Internet
• 145 million Twitter users
• 600 million Facebook members
• More than 30 billion pieces of content shared each
month on Facebook
Sources: Facebook, comScore, Arbitron, Flickr, Royal Pingdom
8. “We all have a story to tell.”
Twitter: @PaulRoetzer
9. Stand Out From the Crowd . . .
Win Their Hearts and Minds . . .
Twitter: @PaulRoetzer
11. Win with a Persona-Based Content Strategy
1. Define & differentiate your brand.
2. Build your content creation team.
3. Profile your buyer personas.
4. Connect content to your goals (and theirs).
5. Choose your publishing tools.
6. Develop your editorial calendar.
7. Integrate your search, social & PR strategies.
8. Establish your budgets (time & money).
9. Launch, measure & evolve.
Twitter: @PaulRoetzer
12. 1) Define & differentiate your brand.
Twitter: @PaulRoetzer
13. What is a brand?
Brand = experiences + perceptions
Twitter: @PaulRoetzer
14. How to define your brand?
• Who are we (in 160 characters or less, and without
meaningless jargon)?
• What are the three greatest strengths/weaknesses of our
brand?
• What are our greatest opportunities for growth?
• What makes us different, remarkable?
• What value (i.e. expertise, resources, guidance, tools) can
we bring to our audiences?
• What makes customers buy from us the first time
(acquisition)? What keeps them coming back (retention)?
Twitter: @PaulRoetzer
15. 2) Build your content creation team.
Source: Driven By Content video series
Twitter: @PaulRoetzer
17. Importance of an editor
• Maintain the editorial
calendar
• Keep the team on track
• Proof all content prior to
publishing
• Ensure consistency of
style, format, tone &
messaging
• Can be internal or
outsourced Source: What Your Blog May Be Missing
Twitter: @PaulRoetzer
18. What makes for great content?
• Strategic
• Brand centric
• Buyer persona focused
• Optimized for search engines
• Technically sound
• Creative
• Results driven
Source: 7 Key Elements of Great Business Content
Twitter: @PaulRoetzer
19. Buyer persona focused content
• Make personal connections
• Address pain points and bring value
• Demonstrate a clear understanding of your
audiences, and know how to engage them
• Promote and deliver in their preferred format
Twitter: @PaulRoetzer
22. Defining your buyer personas
• What are their goals and aspirations?
• What motivates and inspires them?
• What are their problems/pains/obstacles?
• How do they consume information (online and offline)?
• What/who influences their buying decisions?
• What's important to them?
Twitter: @PaulRoetzer
23. Other buyer persona criteria
• Geography
• Demographics
• Title/responsibilities
• Industry
• Preferred communications
• Technographics (social media activity)
• Buying cycle
• Alternatives/competition
• Success factors
• MAD-R (Money, Authority, Desire, Response)
Twitter: @PaulRoetzer
24. How do you research personas?
• Analyze customer database
• Talk to sales reps
• Read industry publications, blogs & analyst reports
• Check magazine editorial calendars
• Monitor/participate in social networks
• Run a keyword analysis
• Review organic traffic reports
• Assess competitor websites & content
• Ask them
Twitter: @PaulRoetzer
25. “ROI Ivan”
• Type: Old school/laggard
• Title: CEO, president
• Industry: Finance, insurance,
accounting, legal
• Pains: Business flat or declining
• Causes: Economy, lack of innovation/
vision
• Sources: WSJ, trade magazines
• Influencers: Peers, media
• Technographics: Inactive
• Success: Bottom line
• Content: Case studies, press releases,
original reports
Twitter: @PaulRoetzer
26. “Engagement Erin”
• Type: New school/early adopter
• Title: Marketing director, community manager, owner
• Industry: Technology, retail, arts & entertainment
• Pains: Information & inbox overload, multitasking,
platform confusion, too tactical
• Causes: Lack of training, following the “experts/
gurus,” reporting to “Ivans”
• Sources: Social, blogs, webinars
• Influencers: Peers, bloggers
• Technographics: Creator
• Success: Leads, inbound links, engagement,
speaking opportunities, website traffic
• Content: Blog, videos, mobile apps, webinars, eBooks
Twitter: @PaulRoetzer
32. Content-driven link building
• Participate in the community • Get a blog
• Publish original research • Provide how tos, tutorials
• Distribute email newsletters • Make a few videos
Source: Google Webmaster Central Channel
Twitter: @PaulRoetzer
40. The value of abstracts
• Topic: How to handle negative comments about your brand online.
• Categories: Social Media, Brand
• Audience/Buyer Persona: Execs (Executive Eddie) and brand
managers (Brandy Brand Manager) who are nervous about social
networking because of the loss of brand control.
• Goal: Education
• Abstract: This blog post will provide actionable tips for brand
managers on how to react to negative comments online — whether
on review sites, personal blogs, social networks or in response to
company postings.
• Date: TBD
Twitter: @PaulRoetzer
41. 7) Integrate your search, social & PR strategies.
Source: How to Build Your Inbound Marketing GamePlan
Twitter: @PaulRoetzer
48. The Case of Matt Cutts
Sources: Is Matt Cutts the Most Powerful Man in PR?
49. The Platform
• 106,000+ Twitter Followers
• Gadgets, Google & SEO blog with Alexa Rank of 3,219
• Google Webmaster YouTube Channel with 24,000+
subscribers and more than 2.3 million channel views
• Frequent speaker, and media source
Twitter: @PaulRoetzer
50. The New Model PR Pro
• Strong personal brand
• Value creation through multi-media content
• Use of social media to reach, influence and engage
• Thought leader and industry expert
• Trusted resource
Twitter: @PaulRoetzer
51. Beware of the Content Flood
Some estimates indicate that in just a few years content on
the Internet will double every 72 hours.
Twitter: @PaulRoetzer
52. Closing Thoughts
• Understand what makes
audiences unique.
• Have a plan and build a strong
content team.
• Be remarkable and memorable.
• Take chances.
• Put their needs and goals ahead
of yours.
• Bring value to their lives and help
them find success.
Twitter: @PaulRoetzer
53. Resources
• Driven By Content video series
• What Your Blog May Be Missing
• 7 Key Elements of Great Business Content
• Google Webmaster Central YouTube Channel
• How to Build Your Inbound Marketing GamePlan
• 2010 B2B Content Marketing: Benchmarks, Budgets and Trends
• Content Curation: Bringing Order to Information Overload
• 10 Public Relations Trends That Will Change The Industry Forever
Twitter: @PaulRoetzer