IPRC Presentation
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Let’s Talk About Content for PR
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Transcript of IPRC Presentation
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
