My presentation to PR pupils at Berhgs School of Communication in January 2014. It focuses on media trends that impacts PR professionals and talks about Content Marketing.

1. PR trends and Content Marketing
21 January 2014
Alexander Mason Marketing Director Cision Nordics

2. Who am I?
 15+ years in communication
 Board member of AMEC for three years
 Jury member of SPINN 6 years
 I am a thought provider not a thought leader!
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2

3. Spinn13!
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4. 4
4

5. Some basic
Online Visibility
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9. Where do you want the traffic?

11. Content Marketing
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12. Vad är Content Marketing?
―Content marketing is the publication of material
designed to promote a brand, usually through a more
oblique and subtle approach than that of traditional
push advertising. The essence of good content
marketing is that it offers something the viewer wants,
such as information or entertainment. Content
marketing can take a lot of different forms, including
YouTube videos, blog posts and articles. It shouldn’t
really seem like marketing — in some cases, in fact, it
should only be identifiable as marketing because the
advertiser is identified as the content provider.‖
Source: www.whatis.techterms.com

13. Allt fler företag organiserar sig som medier

14. Tradionella medier når fler än någonsin!

15. Medierna letar nya intäktskällor - trafik

16. Content Marketing: How it works
Blog post written by The
Guardian
Amplified organic content
on sites in the network.
Now there are Candy
Crush socks
The Guardian

17. Client case: Happy Socks
 The Guardian posted a blog post about an external design
collaboration
 Using Cision’s Content Marketing service, Happy Socks were
able to amplify this post gaining 13,5 M impressions and
driving 6.000 people to the article.

18. Reflection from the campaign
If you want to measure your campaign
you should drive traffic to a site that you
can measure
Importance of headline and pictures –
think 10 headlines and 4 - 6 pictures!
Brand awareness and opinion
you should use earned media
To sell services you should
drive traffic to a site you own

19. Why do companies/organisations use CM?

20. The Service
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24. Country Breakdown
Monthly Page Views
UNITED STATES
>11 000 000 000
UNITED KINGDOM
>1 200 000 000
GERMANY
>80 000 000
SWEDEN
>55 000 000
NORWAY
>26 000 000
DENMARK
>20 000 000
FINLAND
>17 000 000

25. Column2
Column4
Country Breakdown
UNITED STATES
UNITED KINGDOM
CANADA
FRANCE
AUSTRALIA
ISRAEL
INDIA
PHILLIPINES
BRAZIL
GERMANY
ITALY
IRELAND
SOUTH AFRICA
SINGAPORE
SWEDEN
NETHERLANDS, THE
MALAYSIA
SPAIN
PUERTO RICO
MEXICO
NEW ZEALAND
BELGIUM
JAPAN
SWITZERLAND
NORWAY
INDONESIA
UNITED ARAB EMIRATES
HONG KONG
DENMARK
POLAND
THAILAND
CHINA
TURKEY
FINLAND
KOREA, REPUBLIC OF
PORTUGAL
GREECE
Monthly Page Views
11 896 017 849
1 119 482 298
659 637 842
344 603 632
243 428 261
128 027 602
111 724 461
95 421 321
91 105 784
84 392 726
59 938 016
56 901 156
55 942 148
54 183 966
53 864 297
53 224 958
44 913 553
37 880 826
37 720 991
36 442 314
34 843 966
31 167 768
29 729 256
27 971 074
26 532 562
25 413 719
22 696 529
21 098 182
20 778 512
19 340 000
18 380 991
18 221 157
18 061 322
17 581 818
16 782 644
16 143 306
15 823 636

26.  Create
 Publish
 Amplify
 Spinn/PR
 Add to the
story!

27. Rättviseförmedlingen
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