“Content Marketing as Your Public Relations”

#cmworld

Heather Whaling • @prTiniprTini.com • #CMWorld

Content Marketing Bolsters 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 eliminate barriers

generate leads

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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 Action Madison: Up Close & Personal

Paving the Way Through Leadership

• • •

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Innovation in Action Madison: Up Close & Personal

Paving the Way Through Leadership

• • •

#cmworld

Innovation in Action Madison: Up Close & Personal

Paving the Way Through Leadership

• • •

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

Innovation in Action Madison: Up Close & Personal

Paving the Way Through Leadership

• • •

#cmworld

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Innovation in Action Relationship-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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New partner:

Sponsor:

Participant:

Taking note:

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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 in 2011 were tips

• Blog traffic grew 260%

• Percentage of pageviews tripled from 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%, 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

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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

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