content marketing: blogs, books and beyond
DESCRIPTION
Content marketing is more than just a buzzword; it's an integral part of connecting with target audiences. This presentation covers the essentials of content marketing, from types of content and plan elements to the process of developing big pieces of content, such as books and eBooks. I delivered this presentation at the Public Relations Society of America Midwest District Conference in Springfield, Mo., on June 20, 2014.TRANSCRIPT
Content Marketing: Blogs, Books and BeyondBrant Skogrand, APR, MBCSkogrand PR Solutions, LLC
Today’s Agenda About Brant Skogrand, APR, MBC Content marketing history Content marketing definition The golden rule Types of content Content marketing plan elements Case studies Sharing your knowledge with the world
About Brant Skogrand, APR, MBC 21 years in public relations Chief Communications
Officer – Skogrand PR Solutions, LLC (public relations, social media, SEO)
Experience on both agency and corporate side
Accredited in Public Relations
Certified in Search Engine Marketing
About Brant Skogrand, APR, MBC
Bachelor’s degree in Journalism from U of Minn.
Master’s Degree in Business Communication
Winner of multiple PR awards
Author, “19 Tips for Successful Public Relations” Book (visit www.skograndpr.com/pr_book)
Content Marketing History
Content Marketing HistoryMarketing professionals have
essentially done content marketing for decades
Content marketing has changed with the advent of social media and other online tools
Content Marketing Definition
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Content Marketing Definition“The process of developing and sharing relevant, valuable and engaging content to a target audience with the goal of acquiring new customers or increasing business from existing customers.”
Content Marketing Golden Rule Cision – “Provide value
to your audience.” Jim Lukaszewski, ABC,
APR, Fellow PRSA – “Don’t waste people’s time.”
Goal – Establish your brand as a trusted source
Types of Content
Types of Content “Bricks” and “Feathers”
– Chris Sietsema of Convince & Convert
Types of Content Bricks
“Larger content productions such as research reports, events, white papers, video series and mobile apps.”
Content contributions that take more time and money to produce, but could see a large payoff
Feathers Smaller, low-stakes pieces of content
Types of Content Videos and photos Case studies White papers eBooks Books Infographics Articles Blog posts Tip sheets Webinars Speeches
Content Marketing Plan Elements
CreationCurationOptimizationAmplificationAnalysis
Content Marketing Plan Elements
Creation Not easy to create
on regular basis Strategy is crucial Knowing your
audience is key to a successful strategy
Google Analytics Facebook Insights
Content Marketing Plan Elements
Creation Helping people get
what they want Assisting in issue
resolution Being empathetic and
customer-centric Guest blog posts
Content Marketing Plan Elements
Curation Save people time
by sharing quality content
Think about blogs you read
Consider whom you follow on social media
Content Marketing Plan Elements
Optimization Content can only be
effective when it’s read by target audience
Search engine optimization comes into play
Content Marketing Plan Elements
Amplification Social media provides
two-way conversation Be open to others’ points
of view Respond to comments Be helpful Identify and engage
influencers
Content Marketing Plan Elements
Content Marketing Plan Elements
Analysis Measure using SMART goals Look at objectives
Gaining new members Driving profitable business
actions Increasing enrollment
Case Study – Cision Owned content
Four videos Six tip sheets Six event presentations 10 webinars 11 videos 17 blog posts
Case Study – Cision Results
147 upsell opportunities 201 hot sales leads 1,797 product inquiries 5,894 thought leadership
leads
Case Study – Jim Lukaszewski, ABC, APR, Fellow PRSA
Has written a dozen books Considers public speaking
most powerful – “You are the best vehicle.”
In 1999, Jim spoke to Fortune 100 security directors; received nine inquiries
Gives content away
Sharing Your Knowledge with the World
Sharing Your Knowledge with the World
Developing the manuscript Create an outline Compose in Microsoft Word Write a bit each day Publish blog posts and
compile Find your favorite space –
home, coffee shop, Amtrak
Sharing Your Knowledge with the World
Self-publishing Nine of Jim Lukaszewski’s
books were self-published Publisher can help with
marketing CreateSpace – print books Kindle Direct Publishing – 70%
royalty NOOK Press – 65% royalty
Sharing Your Knowledge with the World
Marketing a book This is the hard part! Use your public relations
and content marketing skills Can hire a publicist
Content marketing is more than just a
buzzword; it’s an integral part of connecting with
target audiences.
Questions?
Thanks!
www.skograndpr.comwww.skograndpr.blogspot.com