Content Marketing and PRHow Cision Has Embraced The Shift
with Brandon Andersen, Director of Marketing
and Teresa Dankowski, Content Marketing Manager
33
How to Participate Today
During today’s web seminar, attendees will be in listen-only mode.
If you are experiencing audio issues, please contact:GoToWebinar: 1-800-263-6317
Submit text questions Q&A addressed at the end of today’s session
Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
44
What is content marketing?
The shift in the PR landscape
How we “practice what we
preach”
What impact has content
marketing had on our brand?
What We’ll Cover
Sell something and you make a
customer today.
Help someone and you create a
customer for life.
- Jay Baer, marketing consultant
and author of Youtility: Why Smart
Marketing Is About Help, Not Hype
Why is PR uniquely positioned to do
content marketing?
Building trust
Relationships with influencers
Creating touchpoints
Natural storytellers
1515
Videos & Photos Articles
Case Studies Blog Posts
White Papers Tip Sheets
E-Books Webinars
Infographics
… and much more!
What Kinds of Content?
1616
Content we create is optimized for social and
search, enabling a campaign to live on well
past it’s launch date
Perpetual campaigns (owned content)
4 videos
6 tip sheets
6 event presentations
10 webinars
11 videos
17 blog posts
54 pieces of owned content1 eBook
Section Divider
Upsell Opportunities
Hot Sales Leads
Product Inquiries
Thought Leadership Leads
147
201
1,797
5,894
2828
+26%Increase YoY in hot leads
+110%Increase YoY in warm leads
+47%Increase YoY in thought leadership leads
What’s the impact?