Creating a Map for PR-Driven Content
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This document provides guidance on developing a PR-driven content strategy. It emphasizes creating useful content focused on what audiences want to discuss. Content should be mapped to specific destinations or landing pages and the impact should be measured. Different types of content like visual, video, audio or text are best suited to different topics. Content should be shared across multiple social networks at optimal times. An effective strategy involves setting goals, planning with marketing, knowing destinations, mapping all content pieces, and measuring key metrics.
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Creating a Map for PR-Driven Content
- 1. a map for pr-driven content* you’ve got the content, now get it to the best destination. *in 45 minutes @cloudspark
- 2. Content is a fancy piece of terminology for movies, television, plays, videogames, books, magazines, newspapers or any other form of news, information or entertainment that people consume with any of their sensory organs other than their taste buds. Soup, for example, is not content. But a video of soup is. - The Wall Street Journal “The New ABCs of Business” April 13, 2014 @cloudspark
- 3. it’s noisy, we’re distracted @cloudspark
- 4. email phone radio newspaper television pop up ads rss feeds magazines tablet twitter facebook linkedin
- 5. useful > awesome focus on creating useful content a pr-specialty @cloudspark
- 6. “we can't talk about what [our company] wants to talk about. we have to talk about what people want to talk about." @cloudspark
- 7. effective content is powerful @cloudspark
- 8. content feeds inbound marketing @cloudspark
- 9. how we buy has changed it’s why inbound matters & useful content matters @cloudspark
- 10. @cloudspark
- 11. content + social = faster growth @cloudspark
- 16. destination you must have a destination in mind to create effective content work with marketing to identify or create those landing spaces measure the impact inbound links (where’d they come from) hits (how many came to the page/site) online action (what pages did they visit) calls to action (likes, enrollment, purchase, downloads) @cloudspark
- 17. a content test just what kind of content should it be? @cloudspark
- 18. if you can draw it with a minimum amount of words = static visual content whiteboard test 1 @cloudspark
- 19. if you can draw it but need to explain it = video content whiteboard test 2 @cloudspark
- 20. if you can tell the story with excitement but you can’t draw it = audio content whiteboard test 3 @cloudspark
- 21. if you only have words (or mostly words) = text content whiteboard test 4 @cloudspark
- 22. 90% of info enters the brain visually the recall rate of visual is 9x higher than text only visual content is more likely to be shared than text only visual activates different areas of the brain than text why visual matters @cloudspark
- 24. news release post on news page edit for blog post on linkedin (3) post link on twitter share in email @cloudspark
- 25. video post on youtube embed in blog post share on linkedin (3) share via email use in webinar show at tradeshow @cloudspark
- 26. presentation post on slideshare embed on blog post on linkedin (3) post link on twitter email share slide images @cloudspark
- 27. map your content
- 28. repeat the road signs keep them on the road to your destination @cloudspark
- 29. fomo @cloudspark
- 31. when to hit the road timing of social sharing @cloudspark
- 32. primetime: wednesday at 1-4pm facebook @cloudspark
- 33. primetime: monday thru thursday 1-4pm twitter @cloudspark
- 34. primetime: tuesday thru thursday 7-9am linkedin @cloudspark
- 36. tumblr primetime: sundays and monday thru thursday evenings @cloudspark
- 37. pinterest primetime: saturday morning and weekday evening and nights @cloudspark
- 38. 5 things you can do learn >> apply @cloudspark
- 39. 1. set the strategy @cloudspark
- 40. 2. plan & work with marketing @cloudspark
- 41. 3. know the destination @cloudspark
- 43. 4. map every piece of content @cloudspark
- 44. 5. measure what matters @cloudspark
- 45. i might just answer ask me anything @cloudspark