PR's Role in Content Marketing

PR’S ROLE IN CONTENT MARKETINGNO BOUNDARIES

KIERSTEN LAWSONContent Strategy DirectorWaggener Edstrom CommunicationsKlawson@waggeneredstrom.com@kierstenlawson

CONTENT THAT CONNECTS

CREATING A CUSTOMERWHO CREATES A CUSTOMER

THEN: MEDIA RELATIONSHIPS

NOW: PERSONAL CONNECTIONS

BRAVE (NOT SO) NEW WORLD

ANALYTICS

OWNED MEDIA

PAID MEDIA

EARNED MEDIACONTENT

CREATIVE

MESSAGING

RESEARCH

Source: Shift Communications

178 ONLINE PROPERTIES OF AVERAGE BRAND

3,000 BRAND IMPRESSIONS DAILY PER PERSON

6X LEADS INCREASE FROM BLOGGING 9-15X/MONTH

71% BRANDS INCREASED CM BUDGETS IN 2013

Sources: Altimeter Group, Altimeter Group, HubSpot, Econsultancy and Responsys

BRAVE (OH SO) NEW WORLD

BRAVE (OH SO) NEW WORLD

70% OF B2B BUYING DECISION COMPLETE BEFORE CONTACTING A VENDOR

73% OF B2B BUYERS WHO SEE PERSONAL VALUE WILL PURCHASE (ONLY 22.6% WHO DON’T SEE A PERSONAL VALUE WILL)

Sources:

TOOLS OF THE TRADE

EASIER SAID THAN DONE

SILOED TEAMS

MISSING CAPABILITIES

DISCONNECTED DATA

INABILITY TO MEASURE

BUDGET MIX MAYHEM

ONE-SIZE-FITS-ALL CONTENT

CLIENT COMFORT LEVEL GAP

TIPS FOR SELLING CONTENT MARKETINGFIVE TO THRIVE

“THE WORLD IS WATCHING”F E L I X B A U M G A R T N E R

THANK YOUKiersten Lawson, Content Strategy Director

Waggener Edstrom Communications

@kierstenlawson

klawson@waggeneredstrom.com

© 2014 Waggener Edstrom Worldwide Inc. All Rights Reserved.