The Intersection of Earned Media and Content Marketing

Holly Potter

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 Institute

Why content matters

Earned Media

Word of Mouth

Organic Search

Content creation was ranked the

single most effective SEO tactic by 53%.!

-Marketing Sherpa, 2013

Organic search drives about !50% of all web traffic

We trust people like us

womma.org

Local television still reaches 9

out of 10 Americans.

-State of the Media, 2014

Traditional media still matter

How journalists use social media

University of Indiana School of Journalism | Washington Post

Word of mouth and traditional media intersect

Pew Research Center | State of the Media, 2013

. . . and the intersection with social

Pew Research Center | State of the Media, 2014

The Pew Research Center’s for Excellence in Journalism. !The State of the News Media 2012 http://stateofthemedia.org/

OR

Those who use onlya desktop/laptopfor digital news

Those who use asmartphone OR a

tablet for news

Those who use botha smartphone ANDa tablet for news

More Devices, More Social Media

67% 39%

59 2441 9

Percent who followFacebook news links

Percent who followTwitter news links

2

For Many, Mobile Means More News

New users who said that since getting their tablet they…

Spend more time with news 31%

Turn to new sources for news 31%Are adding to the

news they consume 43%Based on weekly tablet news (N=810) users. Icons from the Noun Project.

Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group3

“If you don’t like the news, go out and make some of your own”

-Scoop Nisker

Tablet – Vertical Orientation

Brand journalism platform as content marketing hub

• News and Press Releases!

• Feature Stories and News Coverage!

• Blogs!• Podcasts!• Social channels!• Grant information and

reporting!• Corporate information

Multi-Channel Communications Platform

Robust content strategy generated !91% increase in web traffic !

in the first six months

Primary source of traffic: Google

One third of traffic from internal !servers underscoring the contribution !

to employee communications

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Feeding the content beast

Publish Syndicate

1 2 3 4

Understand your audiences and channels. Build a robust content plan.

Press releases, media pitches, feature stories, video, infographics, photographs.

Website, blogs, social. Pitch and place third-party sites, news outlets and blogs. Paid content.

Third-party sites. Marketing channels and social media. Paid to amplify.

ProducePlan

Building a newsroom mentalityPlanning: A newsroom mentality

Factoring in all data sources, we are bombarded with the equivalent of 174 newspapers everyday.

Dr. Martin Hilbert, University of Southern California

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a picturewortha thousandwords

Infographics

< <Video Content

1/3 of online activity is spent watching video

22

Video equals higher viewer retention, the information retained in one minute of online video is equal to about 1.8

million written words. -Brainshark

Paid Media TV, Radio, Outof Home,Online

Owned Media

Website, Blogs, Podcasts,

Videos

Earned Media Traditional Media, Blogs, Word

of Mouth

Social & Digital Twitter, Facebook,

LinkedIn, SEO

Publishing: converged media can bring all these pieces together

“We are in an era of skepticism; people need to see or hear something three to five times in

different places before believing it.”

- Richard Edelman

Press release + Reddit = traffic surge

• Colorectal cancer news release published in Share Feb. 3

• Due to Tweet posted to Reddit, more than 27,000 page views in subsequent days

• Most requested piece of content on Share Feb. 4-7

Marketing newsletter = traffic surge

• Partners In Health drove 107,710 page views on share.kp.org in five days

• Total Health Radio went from the 30th most requested page to 3rd most requested in 5 days

Pitching + coverage = Twitter amplification

Traditional media and social drive engagement

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Questions? Holly Potter!htpotter@me.com!@htpotter