Content Marketing as a PR Tool

Post on 10-May-2015

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Storytelling has always been a core component of public relations, but we can't rely on "tried and true" tactics to disseminate those stories. By adding a layer of technology, storytelling has evolved into "content marketing" -- a highly effective PR strategy. This presentation offers three examples of PR-driven content marketing that generated measurable, bottom-line results.

Transcript

#cmworld

Heather Whaling • @prTiniprTini.com • #CMWorld

Content MarketingBolsters PR

Heather WhalingGeben Communication

@prTini • #cmworld

#cmworld

Sign of the TimesKodak: Bankrupt • Instagram: Acquired for ~$1 billion

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#cmworld

Desired Outcomes:

Photo credits: Schoolhouse, Post-It, Line, Runner

activate &accelerate

educate eliminatebarriers

generateleads

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educate

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PR Goals:

• Change perceptions

• Build collaboration

• Innovate best practices

• Educate

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Content Buckets:• Innovation in Action• Relationship-driven Business• Cleveland (Ohio) Rocks• Paving the Way Through Leadership• Madison: Up Close & Personal

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Sparks Innovation Center:Crowdsourced product

development

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Innovation in ActionMadison: Up Close & Personal

Paving the Way Through Leadership• • •

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Innovation in ActionMadison: Up Close & Personal

Paving the Way Through Leadership• • •

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Innovation in ActionMadison: Up Close & Personal

Paving the Way Through Leadership• • •

#cmworld

Results:• Hundreds of submissions• 17% company growth• 37% new sales growth

Innovation in ActionMadison: Up Close & Personal

Paving the Way Through Leadership• • •

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Innovation in ActionRelationship-driven Business

Paving the Way Through Leadership• • •

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eliminate barriers

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Columbus Marathon:a social media case study

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Priorities:• Communicate with people when &

where they want• Foster engagement• Eliminate the “scare” factor• Sustain year-round community• Improve customer service

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after you nail the basics, add some sizzle

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Virtual Scavenger Hunt:• Drive traffic to the new website• Positive reinforcement• Establish new connections with potential

marathon runners/walkers• http://bit.ly/CbusMarathonHunt

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Tweet & Go Seek

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Newpartner:

Sponsor:

Participant:

Takingnote:

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First Marathon to Join PinterestAmong top 15 referring sites to the website

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Ask the Race Director

• Live broadcast on Ustream• Solicited questions on

Facebook,Twitter, blog &enewsletter

• 45 minutes, over lunch hour

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30 Tips, 30 Days• 8 of the top 10

blog pages in2011 were tips

• Blog traffic grew260%

• Percentage ofpageviews tripledfrom 2010

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The Final Countdown• 1,175 shares• 476 shares• Week-of interactions

increased 385%• Secured car donation

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Results:

• 2010, 2011 races sold out faster than ever• 2012 registration pacing ahead of 2011• 2011 data:

– Facebook “likes” increased 130%, engagementincreased 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 onFacebook the week of the marathon

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generate leads

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Timely infographics• Increased traffic

360%• 50+ viable leads• Opened doors in

sports vertical

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Disrupt the status quo.Build awareness.

Acquire customers.Excel in the social world.

Increase sales.Innovate best practices.

Heather Whaling • @prTiniheather@gebencommunication.com

subscribe: bit.ly/prTini

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