Want a killer digital PR strategy? Start with the content!

PR…then

• Past PR tactics:– Plan a public event– Hire a spokesperson– Support a charity– Buy a cake– Issue a media release

• Businesses believed these tactics would resonate with audiences – consumers and media

PR…then• Signs of success:

– Stories in newspapers– Live coverage on TV

newscasts– Radio promotions and

coverage

• ‘Word-of-mouth’ advertising; greater brand awareness

• Sometimes perceived as ‘brand spin’ by consumers

PR…now

• Consumers don’t want to be told a brand’s story; they want to help write it

• Successful brands go directly to consumers, speak to them, fascinate them – promote two-way digital engagement

THE STATE OF PUBLIC RELATIONS

Print = passe

• FACT: Multiple thousands of newspapers have either closed over the past decade, or laid off most of their journalists

• This has directly affected the PR industry, specifically how brands are seeking media coverage and public exposure.

The Economist; Aug. 24, 2006

Scary statistics• “The PR industry has been in a state of flux over the

past few years as major changes have occurred in the news and media. One striking example is this: Over 17,000 newsroom jobs have been lost since 2007. If you’re a journalist, it doesn’t need to be Halloween for a stat like that to be scary. If you’re in media relations, it’s scary too, because with fewer journalists, competition for stories skyrockets.”

• Lee Odden, author, ‘Integrating Public Relations & Content Marketing – It Doesn’t Have to be Scary,’ Top Rank Online Marketing

Reasons for the change

Declining readership of traditional mediaExploding use of social and mobile technologies Shortened news cyclesExplosion in brand publishing

oA company that has hired brand journalists and invested heavily in content, in an effort to keep up with modern PR and stay relevant with consumers.

The result

Businesses are taking PR matters into their own hands!

Laws of attraction

• “To ensure your place as a trusted source for stories in the media, create content that demonstrates that expertise. Creating a themed, rich resource that is easily findable and shareable, will attract customers directly as well as journalists and bloggers doing research on a topic relevant to your business.”

• Lee Odden, author, ‘Integrating Public Relations & Content Marketing – It Doesn’t Have to be Scary,’ Top Rank Online Marketing

In other words…

So, what is it?• “…content marketing is the process of publishing

original material in the form of articles, videos or images on the web, driving this through selected social media channels in a way that encourages your target audience to engage with you directly online. The goal is to build a connection, a consensual relationship with your audience allowing you to develop your brand awareness and ultimately generate painless sales, all at a fraction of the cost of doing it any other way.”

• Aspectus PR; PR is the engine of content marketing

Content marketing objectives

• A well-timed, strategic approach

• Build audience engagement through intriguing, inspiring content

• Motivate audience to share your messages, broadening your reach

Tactics

Newsroom articles Blog posts Press releases Case studies Social content Newsletters Contributed articles Events Video, image, audio

Make sure it’s shareable!

If the content’s good, people will pass it on

Who’s getting it right?

Tools of the trade

Social listening Social content creation Social engagement Social ads Grow networks on

Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest and forums as necessary

Build it and they will come

• Successful content marketing needs original, quality content, written in exactly the right way for the target audience

• If the target audience doesn’t receive what it’s looking for, you will lose them

• Know your audience; give them what they need to help your succeed

Smart content marketing > Great PR

• “Content is our bread and butter, but embracing new technology will only stand us in good stead. Using the earned media from a PR campaign can help support the attainment of a client's or brand's business objectives – whether that is raising awareness, driving traffic to a site, generating sales of a product or service or simply building brand loyalty via deeper engagement. The savviest of PR teams are doing just this - using content marketing tools to ensure that this output is made to work harder across multi-platforms.”

• Aspectus PR; PR is the engine of content marketing

Digital PR: The do’s and the don’ts

• DON’T underestimate owned media (aka content)!

• DO think like a publisher!

• DO more content pulling than pushing!

• DO engage your audience!

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