PR's Role in Content Marketing
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PR’S ROLE IN CONTENT MARKETINGNO BOUNDARIES
KIERSTEN LAWSONContent Strategy DirectorWaggener Edstrom [email protected]@kierstenlawson
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CONTENT THAT CONNECTS
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CREATING A CUSTOMERWHO CREATES A CUSTOMER
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THEN: MEDIA RELATIONSHIPS
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NOW: PERSONAL CONNECTIONS
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BRAVE (NOT SO) NEW WORLD
ANALYTICS
OWNED MEDIA
PAID MEDIA
EARNED MEDIACONTENT
CREATIVE
MESSAGING
RESEARCH
Source: Shift Communications
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178 ONLINE PROPERTIES OF AVERAGE BRAND
3,000 BRAND IMPRESSIONS DAILY PER PERSON
6X LEADS INCREASE FROM BLOGGING 9-15X/MONTH
71% BRANDS INCREASED CM BUDGETS IN 2013
Sources: Altimeter Group, Altimeter Group, HubSpot, Econsultancy and Responsys
BRAVE (OH SO) NEW WORLD
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BRAVE (OH SO) NEW WORLD
70% OF B2B BUYING DECISION COMPLETE BEFORE CONTACTING A VENDOR
73% OF B2B BUYERS WHO SEE PERSONAL VALUE WILL PURCHASE (ONLY 22.6% WHO DON’T SEE A PERSONAL VALUE WILL)
Sources:
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TOOLS OF THE TRADE
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EASIER SAID THAN DONE
SILOED TEAMS
MISSING CAPABILITIES
DISCONNECTED DATA
INABILITY TO MEASURE
BUDGET MIX MAYHEM
ONE-SIZE-FITS-ALL CONTENT
CLIENT COMFORT LEVEL GAP
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TIPS FOR SELLING CONTENT MARKETINGFIVE TO THRIVE
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“THE WORLD IS WATCHING”F E L I X B A U M G A R T N E R
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THANK YOUKiersten Lawson, Content Strategy Director
Waggener Edstrom Communications
@kierstenlawson
© 2014 Waggener Edstrom Worldwide Inc. All Rights Reserved.