how to use your pr team to maximize content marketing roi
DESCRIPTION
Public Relations Professionals can do much more than push content to media outlets for promotion. They have valuable insight about media trends, influencers, and previously successful content that can be useful in the research process of your campaigns. This presentation will highlight best practices for getting your PR team involved in the content creation process. It will challenge the traditional role of PR as an outbound tactic and encourage the content marketing team to consider media research more heavily. This presentation will teach you: - How PR can help marketing develop content messaging - How to perform an audience analysis - How to identify trends and more! By involving this team and their firsthand experiences from the beginning of your content development, you’ll be able to optimize your content for promotion and set it up for greater success upon publication. You can view the recording of this presentation here: http://connect.relevance.com/pr-content-marketing-roiTRANSCRIPT
How to Use Your PR Team to Maximize Content
Marketing ROI
#PRforROI
Emily McGowanMedia Outreach Specialist
@ennaree
Ashley H. ShermanDirector of Digital PR@ahalbers
Earned media lifted brand familiarity 88% more than branded content.
#PRforROI
Source: Neilsen study, commissioned by inPowered
#PRforROI
It’s not a contest.It’s not a contest.
#PRforROI
PR helps create content that earns media.
#PRforROI
Get a good start with earned mediahttp://bit.ly/EarnedMediaGuide
#PRforROI
Impact on ROI
#PRforROI
Brand Insights
Competitive Research
Content Assessment
Media Assessment
Audience Assessment
Research Areas
Audience» Who are you trying to reach?
#PRforROI
“Good media relations is all about tailoring your content to a very specific audience.”
• B2
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- Melissa Wyllie, Business2Community
Audience Research » Identification
PersonasUnexpected niche audiences
Only 5% of B2B marketers seek outside help to build personas
(Source: CMI)
#PRforROI
Identify well-known expertsLeverage existing connections Build better content
#PRforROI
Audience Research » Influencers
Content» What is being talked about, and
where is it being shared?
#PRforROI
Successful pitch angles can drive advanced content
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Understanding of what terms the industry uses
Content Research » The right message
The right channelsChannel performance
6The number of social platforms the average B2B marketer uses in content promotion
(Source: CMI)
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Content Research » Channel Optimization
Media» How is the conversation
framed?
#PRforROI
What’s trending in the media?Which topics have been overdone?
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Media Research» Identifying Trends
Monitor media Competitor initiatives Fit in the story / Create your own
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Media Research» Competitive Analysis
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Let’s Talk
http://bit.ly/ContactDR
#PRforROI