PR trends and Content Marketing21 January 2014

Alexander Mason Marketing Director Cision Nordics

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Who am I?

15+ years in communication

Board member of AMEC for three years

Jury member of SPINN 6 years

I am a thought provider not a thought leader!

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Spinn13!

4444

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Some basic

Online Visibility

http://www.google.se/url?sa=i&rct=j&q=Google+logo&source=images&cd=&cad=rja&docid=qhIZh7walyaZqM&tbnid=fCzYfS0k75Jn5M:&ved=0CAUQjRw&url=http://joehol93.wordpress.com/2012/01/17/google-logo-personalized-version/&ei=MNcdUs-fHqms4ATZpoHICg&bvm=bv.51156542,d.bGE&psig=AFQjCNEooHZThZLK3FyBjvP_HJQlPAHMvg&ust=1377773737073103

Where do you want the traffic?

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Content Marketing

Vad är Content Marketing?

“Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. The essence of good content marketing is that it offers something the viewer wants, such as information or entertainment. Content marketing can take a lot of different forms, including YouTube videos, blog posts and articles. It shouldn’t really seem like marketing — in some cases, in fact, it should only be identifiable as marketing because the advertiser is identified as the content provider.” 

Source: www.whatis.techterms.com

Allt fler företag organiserar sig som medier

Tradionella medier når fler än någonsin!

Medierna letar nya intäktskällor - trafik

Content Marketing: How it worksBlog post written by TheGuardian

Amplified organic contenton sites in the network.

Now there are Candy Crush socksThe Guardian

Client case: Happy Socks

The Guardian posted a blog post about an external design collaboration

Using Cision’s Content Marketing service, Happy Socks were able to amplify this post gaining 13,5 M impressions and driving 6.000 people to the article.

Reflection from the campaign

If you want to measure your campaign you should drive traffic to a site that you can measure

Importance of headline and pictures – think 10 headlines and 4 - 6 pictures!

Brand awareness and opinion you should use earned media

To sell services you should drive traffic to a site you own

Why do companies/organisations use CM?

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The Service

Country Breakdown Monthly Page Views

UNITED STATES >11 000 000 000

UNITED KINGDOM >1 200 000 000

GERMANY >80 000 000

SWEDEN >55 000 000

NORWAY >26 000 000

DENMARK >20 000 000

FINLAND >17 000 000

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Country Breakdown Monthly Page ViewsUNITED STATES 11 896 017 849UNITED KINGDOM 1 119 482 298CANADA 659 637 842FRANCE 344 603 632AUSTRALIA 243 428 261ISRAEL 128 027 602INDIA 111 724 461PHILLIPINES 95 421 321BRAZIL 91 105 784GERMANY 84 392 726ITALY 59 938 016IRELAND 56 901 156SOUTH AFRICA 55 942 148SINGAPORE 54 183 966SWEDEN 53 864 297NETHERLANDS, THE 53 224 958MALAYSIA 44 913 553SPAIN 37 880 826PUERTO RICO 37 720 991MEXICO 36 442 314NEW ZEALAND 34 843 966BELGIUM 31 167 768JAPAN 29 729 256SWITZERLAND 27 971 074NORWAY 26 532 562INDONESIA 25 413 719UNITED ARAB EMIRATES 22 696 529HONG KONG 21 098 182DENMARK 20 778 512POLAND 19 340 000THAILAND 18 380 991CHINA 18 221 157TURKEY 18 061 322FINLAND 17 581 818KOREA, REPUBLIC OF 16 782 644PORTUGAL 16 143 306GREECE 15 823 636

Create

Publish

Amplify

Spinn/PR

Add to the story!

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Rättvise-förmedlingen