Communications Trends For 2015 - Creative Approaches to Content Promotion
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Transcript of Communications Trends For 2015 - Creative Approaches to Content Promotion
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Communications Trends for 2015
Time to Orchestrate the Concert of
Media & Content
Content Marketing Institute
MarketResearch.com
PR Newswire
CNW
3 December 2014
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Welcome: New Research & Insights
• Findings & Insights
• Case Study on Content
Distribution
• Questions
#CONTENTPROMOTION
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Welcome
Robert Rose
Chief Strategy Officer
Content Marketing Institute
Don Montuori
Vice President of Publishing
MarketResearch.com
Eva Rohrmann
Director – Solutions & Channel Marketing
PR Newswire
#CONTENTPROMOTION
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Overture
What makes a
successful content marketer
successful?
#CONTENTPROMOTION
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Composing the Study
#CONTENTPROMOTION
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Concert: What Content Do You Promote?
#CONTENTPROMOTION
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Concert: How Do You Promote Content?
#CONTENTPROMOTION
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Concert: How Do You Promote Content?
0
10
20
30
40
50
60
70
80
90
Press Release Services Native Advertising (long form) Content Syndication Services
Marked Difference by Channel
Most Effective Least Effective
#CONTENTPROMOTION
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Concert: What Do You Spend?
#CONTENTPROMOTION
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Promoting Your Content Marketing
MarketResearch.com
Don Montuori, VP of Publishing
#CONTENTPROMOTION
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Two types of releases: promoting original
content, promoting thought leadership
Goals: exposure, credibility, brand awareness,
website traffic….and, of course, revenue
Our Press Release Strategy
#CONTENTPROMOTION
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Original Content
Proprietary report
releases from MRDC
Publishing
• Original content
• First to market
• Sales follow up
#CONTENTPROMOTION
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Thought Leadership
Market research leadership and
education releases
• Original expert content
• Establishes trust
• Educates clients on
products
• Generates leads through
offers (Blog, ebooks, white
papers)
http://blog.marketresearch.com
#CONTENTPROMOTION
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Since joining with PR Newswire:
• Nearly 40,000 websites
• 21,000+ release views
• 21,000+ media views
On average our publishing team receives
20 press inquiries per week.
Has It Worked?
#CONTENTPROMOTION
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Recent press pick-ups for MRDC publishing include:
• The New York Times
(Packaged Facts/pet food advertising)
• The Wall Street Journal
(Kalorama Information/electronic medical
records)
• CNBC
(Packaged Facts/ATM cards)
Where We Are Cited
#CONTENTPROMOTION
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Press inquiries/citations have increased, which has
an indirect (and at times direct) impact on traffic to
our websites.
Press releases provide new content tool for sales
team to share with clients, prospects.
Conclusions, Thus Far
#CONTENTPROMOTION
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Questions
Robert Rose
Chief Strategy Officer
Content Marketing Institute
Don Montuori
Vice President of Publishing
MarketResearch.com
Eva Rohrmann
Director – Solutions & Channel Marketing
PR Newswire
#CONTENTPROMOTION
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Coda
Paid media can be quite effective
for promoting content – but it must
work in concert across a wide mix of
media and content types.
#CONTENTPROMOTION
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What’s Next
• Full report will be sent to
all registrants
• PR Newswire and CNW
look forward to discussing
content distribution and
promotion in your
communication plans
#CONTENTPROMOTION
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Communications Trends for 2015
Time to Orchestrate the Concert of Media &
Content
Content Marketing Institute
MarketResearch.com
PR Newswire
CNW
3 December 2014