How to Intergrate PR and Content Marketing

Samuel Scott – Director of Marketing and Communications at Logz.io@samueljscott

www.samueljscott.com

How to Intergrate PR and Content Marketing

2Samuel Scott - @samueljscott - samueljscott.com

The Greater Context




Preparing a Publicity Campaign


Who is your target demographic?


Task #1

Gather as much information about your target audience as possible!


What publications and websites do they read?


Task #2

Create a media list!


Who are the best writers at each outlet to contact?What do they cover?


Task #3

Add that information to the media list!


Choosing a Strategy


Question to Remember:

What “content” and marketing collateral will you need to create for each strategy?


1. Launch Something

Questions to address:

• What problem are you solving?• What makes you new?• What makes you different?• What makes you better?


2. Contribute Articles


3. Expert Interviews

• Pitch letters• Pre-written feature articles• HARO


4. Pop-Culture Tie-Ins


5. Stage a Contest


6. Support a Cause


7. Event and Holiday Tie-Ins


8. Do a Study


9. Host or Appear at Events


10. Create Characters and Stories


How to Pitch


The Results




Resources

• This presentation: http://ow.ly/vqqZ300Je4S• My Moz guide: The Advanced Guide to Online Publicity Campaigns• My Moz guide: How to Integrate Traditional & Digital Marketing• TechCrunch: How to Pitch Tech Startups to Get Coverage• Moz study: The Effect of Publicity on Traffic and Links• Moz study: Where Startups Get Their Links

http://ow.ly/vqqZ300Je4S

https://moz.com/blog/advanced-guide-online-publicity-campaigns

https://moz.com/blog/integrate-traditional-digital-marketing

http://mbites.com/2015/07/01/the-press-release-is-dead/

https://moz.com/blog/measuring-seo-impact-pr-wins-fails

http://moz.com/blog/where-and-how-do-top-startups-get-their-links


Questions?

Samuel ScottDirector of Marketing & Communications

Logz.iohttp://www.samueljscott.com

@samueljscott -- @[email protected]

http://logz.io/

http://www.samueljscott.com/

https://twitter.com/samueljscott

https://twitter.com/logzio

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