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Content Marketing for PR Pros

YouToo Social Media Conference 2011 – April 15

Presented by Paul Roetzer, PR 20/20 Twitter: @PaulRoetzer


Content Marketing: Changing the PR Industry Forever
“Content marketing, which requires expert copywriting and strategic planning, is the single largest growth opportunity for PR agencies (and professionals).”
10 Public Relations Trends That Will Change the Industry Forever Dec. 7, 2008

Twitter: @PaulRoetzer

Content Marketing Tools
•! Articles •! Blogs •! Case studies •! eBooks •! Photos •! Podcasts •! Press releases •! Videos •! Webinars •! White papers

Twitter: @PaulRoetzer

Hybrid Professionals – 10 Traits
•! Social-web savvy •! Inbound marketer •! Publisher •! Analyst •! Relationship builder •! Lifelong student •! Thought leader •! Risk taker •! Tech savvy •! Game changer
Source: 10 Traits of an Emerging PR Pro

Twitter: @PaulRoetzer


9 billion videos streamed each month •! Americans watch 3. Arbitron.The Numbers •! More than 16 billion core searches each month •! 1. Flickr. Royal Pingdom .5 hrs/week of online video •! 5 billion photos hosted by Flickr •! 85 million LinkedIn members •! 152 million blogs on the Internet •! 145 million Twitter users •! 600 million Facebook members •! More than 30 billion pieces of content shared each month on Facebook Sources: Facebook. comScore.

“We all have a story to tell.” Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer . .Stand Out From the Crowd . . . . Win Their Hearts and Minds .

Twitter: @PaulRoetzer .

4.! Develop your editorial calendar. Twitter: @PaulRoetzer . 3.! Connect content to your goals (and theirs). 9. 5.! Build your content creation team.! Establish your budgets (time & money).! Profile your buyer personas. 7.! Integrate your search. social & PR strategies. measure & evolve.! Choose your publishing tools.! Launch.Win with a Persona-Based Content Strategy 1. 2. 6.! Define & differentiate your brand. 8.

1) Define & differentiate your brand. Twitter: @PaulRoetzer .

What is a brand? Brand = experiences + perceptions Twitter: @PaulRoetzer .

remarkable? •! What value (i. resources.e. and without meaningless jargon)? •! What are the three greatest strengths/weaknesses of our brand? •! What are our greatest opportunities for growth? •! What makes us different. expertise.How to define your brand? •! Who are we (in 160 characters or less. guidance. tools) can we bring to our audiences? •! What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)? Twitter: @PaulRoetzer .

2) Build your content creation team. Source: Driven By Content video series Twitter: @PaulRoetzer .

PR firms Twitter: @PaulRoetzer . technical.Potential content creators •! Internal: Marketing. journalists. publishers. communications. executives. customer service. journalism school interns •! Outsourced: Freelance writers. sales.

Importance of an editor •! Maintain the editorial calendar •! Keep the team on track •! Proof all content prior to publishing •! Ensure consistency of style. tone & messaging •! Can be internal or outsourced Source: What Your Blog May Be Missing Twitter: @PaulRoetzer . format.

What makes for great content? •! Strategic •! Brand centric •! Buyer persona focused •! Optimized for search engines •! Technically sound •! Creative •! Results driven Source: 7 Key Elements of Great Business Content Twitter: @PaulRoetzer .

Buyer persona focused content •! Make personal connections •! Address pain points and bring value •! Demonstrate a clear understanding of your audiences. and know how to engage them •! Promote and deliver in their preferred format Twitter: @PaulRoetzer .

3) Profile your buyer personas. Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Defining your buyer personas •! What are their goals and aspirations? •! What motivates and inspires them? •! What are their problems/pains/obstacles? •! How do they consume information (online and offline)? •! What/who influences their buying decisions? •! What's important to them? Twitter: @PaulRoetzer .

Other buyer persona criteria •! Geography •! Demographics •! Title/responsibilities •! Industry •! Preferred communications •! Technographics (social media activity) •! Buying cycle •! Alternatives/competition •! Success factors •! MAD-R (Money. Response) Twitter: @PaulRoetzer . Authority. Desire.

blogs & analyst reports •! Check magazine editorial calendars •! Monitor/participate in social networks •! Run a keyword analysis •! Review organic traffic reports •! Assess competitor websites & content •! Ask them Twitter: @PaulRoetzer .How do you research personas? •! Analyze customer database •! Talk to sales reps •! Read industry publications.

legal •! Pains: Business flat or declining •! Causes: Economy. trade magazines •! Influencers: Peers. insurance.“ROI Ivan” •! Type: Old school/laggard •! Title: CEO. lack of innovation/ vision •! Sources: WSJ. original reports Twitter: @PaulRoetzer . accounting. president •! Industry: Finance. media •! Technographics: Inactive •! Success: Bottom line •! Content: Case studies. press releases.

bloggers •! Technographics: Creator •! Success: Leads. arts & entertainment •! Pains: Information & inbox overload. owner •! Industry: Technology. platform confusion. engagement. speaking opportunities. too tactical •! Causes: Lack of training. videos. following the “experts/ gurus. inbound links. website traffic •! Content: Blog.“Engagement Erin” •! Type: New school/early adopter •! Title: Marketing director.” reporting to “Ivans” •! Sources: Social. community manager. webinars •! Influencers: Peers. eBooks Twitter: @PaulRoetzer . retail. webinars. blogs. multitasking. mobile apps.

4) Connect content to your goals (and theirs). Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Their goals •! Knowledge •! Confidence •! Peace of mind •! Efficiency •! Differentiation •! Competitive advantage •! Growth/ROI Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .5) Choose your publishing tools.

Content-driven link building •! Participate in the community •! Publish original research •! Distribute email newsletters •! Get a blog •! Provide how tos. tutorials •! Make a few videos Source: Google Webmaster Central Channel Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .6) Develop your editorial calendar.

personal blogs. •! Date: TBD Twitter: @PaulRoetzer . •! Goal: Education •! Abstract: This blog post will provide actionable tips for brand managers on how to react to negative comments online — whether on review sites.The value of abstracts •! Topic: How to handle negative comments about your brand online. Brand •! Audience/Buyer Persona: Execs (Executive Eddie) and brand managers (Brandy Brand Manager) who are nervous about social networking because of the loss of brand control. •! Categories: Social Media. social networks or in response to company postings.

social & PR strategies.7) Integrate your search. Source: How to Build Your Inbound Marketing GamePlan Twitter: @PaulRoetzer .

Twitter: @PaulRoetzer .

8) Establish your budgets (time & money). Twitter: @PaulRoetzer .

Primary budget factor = content creation •! Internal = time •! Outsourced = money Twitter: @PaulRoetzer .

What does content cost? •! Traditional = $1/word •! Today = ??? Twitter: @PaulRoetzer .

9) Launch. measure & evolve. Twitter: @PaulRoetzer .

Measurement & Impact •! Content downloads •! Donations •! Inbound links •! Keyword rankings •! Leads •! Reach •! Referring sites •! Registrations •! Speaking opportunities •! Website visitors Twitter: @PaulRoetzer .

The Case of Matt Cutts Sources: Is Matt Cutts the Most Powerful Man in PR? .

000+ Twitter Followers •! Gadgets.219 •! Google Webmaster YouTube Channel with 24.3 million channel views •! Frequent speaker.000+ subscribers and more than 2. Google & SEO blog with Alexa Rank of 3. and media source Twitter: @PaulRoetzer .The Platform •! 106.

The New Model PR Pro •! Strong personal brand •! Value creation through multi-media content •! Use of social media to reach. influence and engage •! Thought leader and industry expert •! Trusted resource Twitter: @PaulRoetzer .

Beware of the Content Flood Some estimates indicate that in just a few years content on the Internet will double every 72 hours. Twitter: @PaulRoetzer .

•! Bring value to their lives and help them find success. Twitter: @PaulRoetzer . •! Put their needs and goals ahead of yours.Closing Thoughts •! Understand what makes audiences unique. •! Have a plan and build a strong content team. •! Be remarkable and memorable. •! Take chances.

Budgets and Trends •! Content Curation: Bringing Order to Information Overload •! 10 Public Relations Trends That Will Change The Industry Forever Twitter: @PaulRoetzer .Resources •! Driven By Content video series •! What Your Blog May Be Missing •! 7 Key Elements of Great Business Content •! Google Webmaster Central YouTube Channel •! How to Build Your Inbound Marketing GamePlan •! 2010 B2B Content Marketing: Benchmarks.

com Twitter: @PaulRoetzer .PR2020.Thank You! Paul Roetzer (216) 333-1242 Twitter: @paulroetzer www.