Content Marketing and PRHow Cision Has Embraced The Shift

with Brandon Andersen, Director of Marketing

and Teresa Dankowski, Content Marketing Manager

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@cisionFollow Us!

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How to Participate Today

During today’s web seminar, attendees will be in listen-only mode.

If you are experiencing audio issues, please contact:GoToWebinar: 1-800-263-6317

Submit text questions Q&A addressed at the end of today’s session

Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session

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What is content marketing?

The shift in the PR landscape

How we “practice what we

preach”

What impact has content

marketing had on our brand?

What We’ll Cover

Section DividerWhat is content

marketing?

66

We’ve been surrounded by it…

77

The barriers of entry are now down

88

Golden rule of content marketing…

Provide value to

your audience.

Sell something and you make a

customer today.

Help someone and you create a

customer for life.

- Jay Baer, marketing consultant

and author of Youtility: Why Smart

Marketing Is About Help, Not Hype

Section DividerThe shift in the PR

landscape

1111

The changing media landscape

Paid Earned Owned

Why is PR uniquely positioned to do

content marketing?

Building trust

Relationships with influencers

Creating touchpoints

Natural storytellers

Section DividerHow Cision does

content marketing

1515

Videos & Photos Articles

Case Studies Blog Posts

White Papers Tip Sheets

E-Books Webinars

Infographics

… and much more!

What Kinds of Content?

1616

Content we create is optimized for social and

search, enabling a campaign to live on well

past it’s launch date

Perpetual campaigns (owned content)

1717

Our content campaigns are all about building

awareness, trust and LEADS

Calls to action

4 videos

6 tip sheets

6 event presentations

10 webinars

11 videos

17 blog posts

54 pieces of owned content1 eBook

Section Divider

Upsell Opportunities

Hot Sales Leads

Product Inquiries

Thought Leadership Leads

147

201

1,797

5,894

2020

Relationships with Influencers

2121

Importance of earned media

Social Journalism Survey

19+ outlets picked up

226+ downloads

AMPLIFYeverywhere

2323

NATIVEadvertising

Creating content that fits

the user’s experience

2525

2626

Content Marketing Suite

2727

40.8%Of all traffic to blog

comes from content marketing

2828

+26%Increase YoY in hot leads

+110%Increase YoY in warm leads

+47%Increase YoY in thought leadership leads

What’s the impact?

Content Marketing

and PR

Questions?

@brandonchicago

@cision