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Content Marketing 28 January 2014
Alexander Mason Marketing Director Cision Nordics
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Who am I?
15+ years in communication
Board member of AMEC for three years
Jury member of SPINN six years
I am a thought provider not a thought leader!
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Some basic
Online Visibility
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Content Marketing
What is 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
Companies are acting as media companies
Traditional media reach more people than ever!
Media needs new revenue streams - traffic
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
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.
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
Why do companies/organisations use CM?
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The Service
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
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Country Breakdown Monthly Page Views
UNITED STATES 11 896 017 849
UNITED KINGDOM 1 119 482 298
CANADA 659 637 842
FRANCE 344 603 632
AUSTRALIA 243 428 261
ISRAEL 128 027 602
INDIA 111 724 461
PHILLIPINES 95 421 321
BRAZIL 91 105 784
GERMANY 84 392 726
ITALY 59 938 016
IRELAND 56 901 156
SOUTH AFRICA 55 942 148
SINGAPORE 54 183 966
SWEDEN 53 864 297
NETHERLANDS, THE 53 224 958
MALAYSIA 44 913 553
SPAIN 37 880 826
PUERTO RICO 37 720 991
MEXICO 36 442 314
NEW ZEALAND 34 843 966
BELGIUM 31 167 768
JAPAN 29 729 256
SWITZERLAND 27 971 074
NORWAY 26 532 562
INDONESIA 25 413 719
UNITED ARAB EMIRATES 22 696 529
HONG KONG 21 098 182
DENMARK 20 778 512
POLAND 19 340 000
THAILAND 18 380 991
CHINA 18 221 157
TURKEY 18 061 322
FINLAND 17 581 818
KOREA, REPUBLIC OF 16 782 644
PORTUGAL 16 143 306
GREECE 15 823 636
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Customer
Cases
Facts about day one:
We maxed out our traffic in 1,5 hour – 350 visitors
The story appered on 1 271 sites
We got traffic from 103 sites
Our core markets!
A Swedish organization wanted to try a new way to reach out
with its message!
The Swedish organization used Cision Content Marketing
network to amplify and drive traffic to a video they had created.
Before amplifying the story through Cision network the video
had gotten less than 10 views. Within six hours of posting a
link to the video they had driven more than 3.700 visitors to the
site which had resulted in more than 800 views of the film.
Client case: Organization
The organization also got
nearly 8.5 million
impressions for their story
Top three traffic sites where
Dailey Mail, The Huffington
Post and The Times!
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”When is it time to start a strike” – 0,06% CTR ”Swedish union strikes back online” – 0,70% CTR
Remember to have 10 headlines and 4 – 6 pictures!
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Create
Publish
Amplify
Spinn/PR
Add to the
story!
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Q&A?
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