converged media: why it’s vitally important to any content marketing strategy
TRANSCRIPT
Sonal Moraes, Product Specialist@sonalmoraes
Converged Media: Why it’s vitally important to any content marketing strategy
Brandon Andersen, Director of Marketing@brandonchicago
Paid Earned
Owned Shared
33
How to Participate Today
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What is content marketing?
Why does content marketing fail?
Why storytelling should start with PR
Harnessing earned, paid and owned media
Integrated campaigns
What We’ll Cover
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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.
I
Content Marketing Institute
Sell something and you make a customer today.
Help someone and you create acustomer for life.Jay Baer
The Usual Suspects
Videos & PhotosCase StudiesBlog PostsTip SheetsWhite Papers
InfographicsE-BooksWebinarsNewsletters
But it’s not easy…
Source: http://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday
Via Rand FishkinWhy Content Marketing Fails
In reality, it works like this
WE (PR)
Our content ismemorable
Our stories aretargeted to our audiences
WE
Directly or through search
We get earned media placed
Via Rand FishkinWhy Content Marketing Fails
This is where things get interesting
WE (PR)We get earned media placed
Our content ismemorable
Our stories aretargeted to our audiences
Directly or through search
WE
am·pli·fy: to increase the strength or
amount of; especially: to make louder.”
- Merriam-Webster
In content marketing terms,
amplification refers to tactics that help our
content reach the audiences we are
targeting.
PR Professionals - Tomorrow’s SkillsToday Tomorrow
Led by the Head of PR
Led by the CMO
Focused on Earned Media
Focused on Converged
Media
Budget Devoted to
Staff, Creative
Budget Devoted to
Technology, Content &
Advertising
The usual suspects…expandedOwned MediaVideos & PhotosBlog PostsWhite PapersE-BooksCase StudiesTip SheetsInfographicsWebinarsNewslettersCurated ContentBranded Content
Earned MediaMedia PlacementStoriesCurated ContentAnswersCommentsDiscussionsSEOSpeaking engagements
Paid MediaSponsored ContentNative AdvertisingBrand JournalismEventsRetargetingSpeaking engagements