Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)

@prTini • #OutreachMarketing

Heather Whaling • @prTini#OutreachMarketing

Content Marketingthrough a PR lens


PR “nuts and bolts” media relations

community relationspublic affairs

eventscrisis communication

Photo credit: Sgrizzo





social media


PR outcomes




social mediacontent marketing


Photo credit: Wulfman7

PR-centric content:• drives web traffic

• establishes thought-leadership• manages reputations

• builds stakeholder relationships

• generates leads• … and so on.


examples of PR-driven content marketing6


GOALS:• Change perceptions

• Build collaboration• Innovate best practices

• Educate the industry


Content buckets:• Innovation in action• Relationship-driven

business• Cleveland (Ohio) rocks

• Paving the way through leadership

• Madison: Up close & personal

Photo credit: changeable_fate/


Sparks Innovation Center: Crowdsourced

product development


Through content, we reinforced positioning and promoted Sparks.

Relevant buckets:Innovation in actionUp close & personal

Paving the way


Results: • Hundreds of submissions

• 17% company growth• 37% new sales growth


ShotTrackerwearable basketball tech

GOALS:• drive website traffic

• reinforce positioning as shooting resource

• secure media coverage• spark social chatter &

participation opportunities


Outcomes:• CBSSports.com & niche

basketball sites• viewed ~90,000 times

• increased web traffic• social interactions with fans, players & reporters


SeenInstagram marketing platform

GOALS:• drive website traffic

• generate leads in sports industry

• secure media coverage• demonstrate platform

power


Outcomes:• ESPN.com, Mashable, Yahoo! Sports + more

• increased web traffic 360%

• 50+ viable leads


Marketwired: #CMADMonitoring platform

GOALS:• reintroduce brand to community managers• drive website traffic

• establish thought-leadership

• spark social chatter & participation opportunities


Outcomes:• ~30,000 views

• generated new influencer relationships

• strengthened partnership• spike in web traffic


Marketwired: SEC RulingNews release platform

GOALS:• Establish IR leadership

• Differentiate from competition

• Generate new leads


Outcomes:• Major media coverage,

including WSJ and IR pubs• Multiple speaking

engagements• Generated new leads


GOALS:• facilitate collaboration among industry leaders

• build/nurture new relationships

• reinforce industry leadership


Outcomes:• Achieved goals

• Laid foundation for future collaborations

• Enhanced Madison’s standing among its peers


tips to help content marketing succeed8


Pre-Launch:• Plan, plan, plan

• Gauge interest in advance• Build relationships with

naturally aligned communities

• Seed content with media, influencers to provide

early “lift”Photo credit: nicholas_t


Post-Launch•Repurpose to extend

timeliness • Leverage content for

additional PR opps• Amplify with paid social

• Maximize impact via email and social

Photo credit: andy_tinkham


Disrupt the status quo. Build awareness.

Acquire customers. Excel in the social world.

Increase sales. Innovate best practices.

Heather Whaling • @[email protected]

bit.ly/afreshapPRoach

Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)

Marketing

Transcript of Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)