The Intersection of Earned Media and Content Marketing

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The Intersection of Earned Media and Content Marketing Holly Potter

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Transcript of The Intersection of Earned Media and Content Marketing

Page 1: The Intersection of Earned Media and Content Marketing

The Intersection of Earned Media and Content Marketing

Holly Potter

Page 2: The Intersection of Earned Media and Content Marketing

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

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Why content matters

Earned Media

Word of Mouth

Organic Search

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Content creation was ranked the

single most effective SEO tactic by 53%.!

-Marketing Sherpa, 2013

Organic search drives about !50% of all web traffic

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We trust people like us

womma.org

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Local television still reaches 9

out of 10 Americans.

-State of the Media, 2014

Traditional media still matter

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How journalists use social media

University of Indiana School of Journalism | Washington Post

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Word of mouth and traditional media intersect

Pew Research Center | State of the Media, 2013

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. . . and the intersection with social

Pew Research Center | State of the Media, 2014

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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

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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

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

-Scoop Nisker

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Tablet – Vertical Orientation

Brand journalism platform as content marketing hub

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• News and Press Releases!

• Feature Stories and News Coverage!

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

reporting!• Corporate information

Multi-Channel Communications Platform

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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

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Building a newsroom mentalityPlanning: A newsroom mentality

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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

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< <Video Content

1/3 of online activity is spent watching video

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

million written words. -Brainshark

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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

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“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

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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

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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

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Pitching + coverage = Twitter amplification

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Traditional media and social drive engagement

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Questions? Holly [email protected]!@htpotter