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Kiersten Lawson, Waggener Edstrom content strategy director, shares insight on “The Content Marketing Landscape—and PR's Role” at the PR News Content Marketing Boot Camp. Tuesday, June 18, 2013 in NYC.
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PR’S ROLE IN CONTENT MARKETING NO BOUNDARIES KIERSTEN LAWSON Content Strategy Director Waggener Edstrom Worldwide Klawson@waggeneredstrom.com @kierstenlawson
PR NEWS CONTENT MARKETING BOOTCAMP #PRBOOTCAMP
“CREATING A CUSTOMER WHO CREATES A CUSTOMER”
#PRBOOTCAMP
#PRBOOTCAMP
THEN: MEDIA RELATIONSHIPS
#PRBOOTCAMP
NOW: PERSONAL CONNECTIONS
BRAVE (NOT SO) NEW WORLD
ANALYTICS
OWNED MEDIA
PAID MEDIA
EARNED MEDIA CONTENT
CREATIVE
MESSAGING
RESEARCH
Source: Shift Communications
#PRBOOTCAMP
BRAVE (OH SO) NEW WORLD
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
#PRBOOTCAMP
#PRBOOTCAMP
READY, SET, GO
CHALLENGE Optimize @MSFTNews Twitter handle conversations.
IDEA Monitor activity; assess tweets and link amplification.
Determine trends, themes, buzz-worthiness.
Provide monthly impact results, strategic recommendations.
IMPACT Deep understanding of who is interacting with the handle and how to engage.
TOOLS OF THE TRADE
#PRBOOTCAMP
#PRBOOTCAMP
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
#PRBOOTCAMP
ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES
Owned content hubs / custom content
Insourcing
Native advertising / branded journalism
Content partnerships
#PRBOOTCAMP
ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES
Owned content hubs / custom content
Insourcing
Native advertising / branded journalism
Content partnerships
#PRBOOTCAMP
ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES
Owned content hubs / custom content
Insourcing
Native advertising / branded journalism
Content partnerships
#PRBOOTCAMP
#PRBOOTCAMP
ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES
Owned content hubs / custom content
Insourcing
Native advertising / branded journalism
Content partnerships
#PRBOOTCAMP
#PRBOOTCAMP
ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES
Owned content hubs / custom content
Insourcing
Native advertising / branded journalism
Content partnerships
#PRBOOTCAMP
#PRBOOTCAMP
“THE WORLD IS WATCHING” F E L I X B A U M G A R T N E R
#PRBOOTCAMP
THANK YOU
Kiersten Lawson, Content Strategy Director
Waggener Edstrom Worldwide
@kierstenlawson
klawson@waggeneredstrom.com
© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.
#PRBOOTCAMP
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