Let’s Talk About Content for PR

#IPRCcontent

Why Content?

3/4th of U.S. consumers share content

2/5th of U.S. consumers share content immediately before a purchase

71% of consumers make purchase decisions based on social media referrals

Why Content?

30% of marketing budgets spent on content

Most effective marketers spend 42%

21% of Marketers successfully track ROI

Michael Durwin

DURWINMICHAEL

INNOVATION, DIGITAL & SOCIAL MEDIA STRATEGIST

Michael Durwin

1 Social media campaign: 1995 Brand fan page Website video Brand MySpace page Brand video on YouTube Character Twitter Live brand video Google Glass beta tester Invented Potential Human Reach™

ST

Michael DurwinBermuda Tourism • HBO • Mass General Hospital • Stoli • NBC • Amazon • SFO • Microsoft • Coca Cola • ABCNews • Boston Bruins •Decathlon Sports • ESPN • Disney • Reebok • FOX • NatGeo • AMC • Liberty Mutual • Home Depot Blue Cross Blue Shield • Deloitte • Comcast • JJill • Food Network • MDA • Thule • Partners Health • Nokia • Nature Publishing • New Balance • Biogen • AMEX • Fidelity • DentaQuest • Bose • CME Group

#IPRCcontent7 Steps to Creating ContentMichael

Traditional PR = helping others tell your story

Content Marketing = telling your own story

Content Marketing for PR = owning media not renting it

#IPRCcontent#IPRCcontent

WTF is Content?

It ain’t just this

It’s this: 3,128,447 views

12,300+ pins

It’s this:

It’s this: 28,336 likes

It’s this:

It’s this:

It’s this:

It’s this:

It’s this:

It’s this:

It’s this:

208k+ Likes 7,697 Shares

2.8k Comments

It’s this:

42,474 Likes 375 Comments

Blogger Contest

Blogger

Preperation:

Itinerary blogs

Images

Videos

What’s in my bag?

Blogs

Images

Videos

Nominations

Landing Page

/Microsite

1 Week

Blogger(s) Social Networks

Germany Tourism Social Networks

Anticipated Attention

Fuseideas AccountHours

Blogger

Trip:

Checkins

Images

Blogs

Links

Videos

Infographic

Blogger

Trip

Recap:

Blog

Videos

Blogger

Trip Content:

Images

Videos

Infographics

Guest Posts

39,664,570 Impressions 21,387 Likes

10,968 Mentions

31% Twitter Follower Increase 501% Instagram Follower Increase

1,273% Facebook Follower Increase 7% increase in positive social sentiment

#IPRCcontent

Content Marketing is

about your brand!NOT

#IPRCcontent

Talking about OthersTalking about Your Brand

20%80%

#IPRCcontent

Talking about Your Brand20%Talking about Others80%

Valuable & Engaging to your Audience100%

#IPRCcontent

Participant

User

Customer

Producer

Community

Consumer

< >CONSUMER HUMANCONSUMER HUMAN

#IPRCcontent

#IPRCcontent

0 0.15 0.3 0.45 0.6

15%24%25%27%

33%40%42%

53%Lack of internal creation resourcesLack of content strategy

Budget constraintsInability to effectively measure

No cross-channel integrationLack of staff skills

Lack of variety of content type varietyLack of management support

Ascend2, “Content Marketing Trends Survey Summary Report March 12, 2015

#IPRCcontent

#IPRCcontent#IPRCcontent

#IPRCcontent

“Adapt or die.”

#IPRCcontent

#IPRCcontent

#IPRCcontent

Copywriting Story Telling Graphic Design Photography Video Production Presentation Design Public Speaking Web Design

SEO Media Planning Analytics Social Listening Psychology & Sociology Email Marketing Multivariate Testing

#IPRCcontent

CTR

0

2.5

5

7.5

10

0.74 1.21.94 1.47 1.17

1.81

4.33

7.91 7.53 8.02 8.18 8.457.72

8.35 7.98

9.96

#IPRCcontent

CPC

0

0.35

0.7

1.05

1.4

1.32

0.57 0.5 0.43 0.38 0.350.16

0.080.17

0.05 0.030.11

0.03 0.05 0.05 0.02

#IPRCcontent

QUESTIONS?

#IPRCcontent

#IPRCcontent

SEE YA!

#IPRCcontent