Public Relations, Content Marketing & You

© K2 Global CommunicationsAll Rights Reserved

Int’l +972 9 794 1681US +1 913 440 [email protected]

PR, Content Marketing & You

Getting the Most out of Your Content



Your Speaker

Amy Kenigsberg, Principal ConsultantK2 Global Communications

Bachelor of Journalism, magazine & newspaper journalismMBA20+ years in PR and marcomExperience ranges from the first Internet agency to GEIndustries from IT security to telecomCo-founder, K2 Global Communications, international PR, marcom, and content marketing from Israel – 10th anniversary April 2015



General PR OverviewThe Basics



Public Relations, K2 Style

Building relationships with influencers to create third-party endorsements, attracting customers to buy and/or repeat purchase



Four out of Five Experts Surveyed…

Third-party endorsement adds value to your solutions



Your Content Needs to Focus On

•News you can use•Objective statistics that help the industry•Content that adds to the conversation•Conversational – controversial



Reduce: Get Down to Tachlis

•What information do you possess that can create objective reports for your industry?• Use cases• Customer statistics



Reuse Your Content

• “Sell” it as a blog to a targeted media outlet• Promote their usage on social media• Put a link to their site on yours• Send the content in your newsletter – with an

“As seen in”



Recycle• December comes every year• Predictions• Holidays

• Back to school• Are the same people reading

your blog?• Do they even remember what

you wrote?



A Bit More on Content Distribution• Target, target, target• Exclusivity v. “the masses”• Type of impact v. quantity

• Check with your SEO expert (un-indexing, etc.)• If published: Always post their link on your website



Getting to “Open” (your email)



Measurement• Higher website traffic• Consider quality v. quantity• Six visits – One registration• Thousands of visits – Nothing

• More downloads• Increase in newsletter subscribers• Growth of conversion rates• Incoming media inquiries

PR trade industry associations are still debating measurement standards after 30+ years



Bonus SectionThe Little Things Mean a Lot



Present a Professional Face• Always have a native English speaker review your

content•While it may appear to be English, many Israeli

blogs and articles are in “Heblish”• The cow brown that jumped over the moon.• The brown cow jumped over the moon.• He is getting into the place.• He entered.



Spelling Counts

•Any typo in your content significantly reduces your credibility• If you cannot be bothered to spell correctly or have

your materials proofread, you’re undermining confidence in your company and products



Questions?Thanks!

Public Relations, Content Marketing & You

Marketing

Transcript of Public Relations, Content Marketing & You