Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.

1. The Evolution of Digital PR
Through Content Marketing
@LeeOdden
TopRankMarketing.com – TopRankBlog.com
@leeodden #prsaicon

2. Why Should PR Care
About Content
Marketing?
@leeodden #prsaicon

3. Ubiquitous Connectivity
“50 billion Create
connected devices: 2020.”
Source: Ericcson Consume
Publish
Interact
Transact
@leeodden #prsaicon

4. Content Powers
comScore 2012 Search
Google: 12 Billion
Searches Per Mo
PRWeek Media Survey
95% Journalists use
search engines
Fleishmann Hillard 2012 Digital Index
89% Led to Purchase
by Search Engines
@leeodden #prsaicon

5. Content Drives
Social Sharing
& Discovery
AOL Nielsen May 2011
73%
of industry related
Tweets link to content
3 Text 100 2012
Avg number of different
social channels used by
journalists to prep a story.
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6. Content Attracts & Engages
Newsletter
Social Ads
PPC Reviews Community
Forum Social Networks
Email Blog
Website Blog
Online Ads Media
awareness consideration purchase retention advocacy
Direct Mail
Email Store FAQ
Word of Mouth Promotions
Knowledge Base
P
Ecommerce
R Radio
TV
Print
PR Social Search
Across the Customer Lifecycle
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7. Content
Info-tains
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8. Content Inspires
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9. Inspires…
Action
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10. Inspires… Connections
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11. Content is the
currency for
building social
relationships
that can
boost earned
media.
@leeodden #prsaicon

12. @leeodden
Inspires… Sales! #prsaicon

13. Content Is
Powerful
Content
Equalizes
@leeodden #prsaicon

14. Website Newsroom
Book Google+
White Papers Twitter
Articles Facebook
Guides YouTube
Webinars Flickr
Guest Posts
Blog LinkedIn
Events Slideshare
Press Releases
eBooks Pinterest
@leeodden #prsaicon

15. What’s Your Content Strategy?
Do You Publish & Pray?
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16. Feel Overwhelmed?
Optimize
Content
Desktop
Tablet
Mobile
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17. Why Leave
Content To
Chance?
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18. Content Marketing Isn’t About You
Me. Me me. Oh,
We are
and me. It’s all
awesome.
about me
Awesome are
we! Did I So many of you are
mention… looking for Widget
Wranglers, we’ve
created a new
weekly column.
It’s About Your Customers
@leeodden #prsaicon

19. Content Marketing Trilogy
Shift
Consume
Engage
Discover
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20. The leap from PR to
Marketing is not so far.
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21. Goals for PR? @Shonali Says…
• Increase Exposure
• Educate Audiences
• Improve Positioning
• Increase Mind Share
• Increase Sales
• Obtain Members
• Raise Awareness for Mission
Source: Shonali Burke – From WTF to KPI: Measuring the Value of PR
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22. Let Me Tell You A Secret
http://tprk.us/cmsecrets
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23. @leeodden #prsaicon

24. Hey TopRank,
Let’s Work
Together on Some
Content for CMW.
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25. Cool! We’ll
interview
CMW
speakers
And make an
e-book for
attendees.
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26. Content Marketing Secrets Plan
Objective: Grow Awareness of CMW by promoting
speakers & content (top of funnel)
Audience: Attendees, Marketers, Speakers
Audience Goals: Learn practical content marketing
advice they could actually use
Format: Interviews, eBook, Images, PDF
Channels: Blog, Slideshare, Social, Email, Search
Promotion: Incentivized speakers, CMW & TopRank
Measurement: Awareness, Engagement
@leeodden #prsaicon

27.  ID Keywords / Topics
Co-Creation:  Plan assets, promotions
 Create design templates
Thought  Identify sources
 Write “optimized” questions
Leader eBook  Send out 20, eight question
interviews
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28. Incorporate target
keywords in questions
to inspire “optimized”
replies.
How Many Replies? One. #fail
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29. We need to rethink this.
We need to optimize
our approach.
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30. One Question:
You're a secret agent on a mission and you're having a
rendezvous with your agency contact after pulling a
dangerous undercover operation. You now have a coveted
secret. A content marketing secret. What secret for
achieving success with content marketing will you share?
The content marketing world depends on it!
@leeodden #prsaicon

31. Replies? 29
#winning
@leeodden #prsaicon

32. Story First
Content Marketing Secret:
Three things separate the truly great content
creators from the rest.
First: The best content creators see their story as
the keystone of their communications. They don’t
view content as a task or a campaign. They view
content as something fat with possibilities in the
way we communicate with customers so that they
recognize us before and over any other brand.
That sounds easy enough, but it’s a huge mental
shift for most businesses.
Name: Ann Handley
Position: CMO, Author Second: The best content creators have a distinct
Company: MarketingProfs voice. They have developed a point of view that’s
Website: marketingprofs.com unique to the brand—and unshackled from
Twitter: @marketingprofs corporate Frankenspeak. A good test is this: If you
mask the visual branding on your content, would
you recognize that content’s voice as your own?
About Agent Handley:
Cited in Forbes as the most influential woman in
Social Media and recognized by ForbesWoman as
one of the top 20 women bloggers, Ann Handley is
the Chief Content Officer of Marketing Profs, which
provides business marketing know-how for more
than 420,000 subscribers.
@leeodden @leeodden - #prsaicon
From the content marketing experts at TopRankMarketing.com #prsaicon

33. No B.S.
Content Marketing Secret:
Your job is to make content that makes your
audience say, "Holy shit!” If you do that, you win.
Period.
Name: Jason Falls
Position: Author, Speaker, CEO
Company: Social Media Explorer
Website: socialmediaexplorer.com
Twitter: @jasonfalls
About Agent Falls:
Jason Falls is an author, speaker, and CEO. He is
a thought leader on the strategic use of digital “You shouldn’t blog as a business
marketing and technology and has been named a
top influencer in social technology and marketing unless you’re going to blog for
by Forbes, Entrepreneur Magazine, and business.”
Advertising Age. -Jason Falls
@leeodden @leeodden - #prsaicon
From the content marketing experts at TopRankMarketing.com #prsaicon

34. Keep the Promise
Content Marketing Secret:
Think big but act small. Your content marketing
goals should be lofty, but you need to be incredibly
fast and flexible, like a small startup, to really make
magic happen. Oh, one more thing. Consistency
is the key. Content marketing can't just be a
campaign...it must be a way to communicate with
customers over the long term. Content is your
promise to your customers. Don't start and then
stop, breaking your promise.
Name: Joe Pulizzi
Position: CEO, Author
Company: Content Marketing Institute
Website: contentmarketinginstitute.com
“If content marketing
Twitter: @juntajoe were a baseball
game, we are just
About Agent Pulizzi: getting out of the
Joe Pulizzi is known as “The Godfather of Content dugout for the first
Marketing” for his work evangelizing content inning.”
through Junta42, Content Marketing Institute,
Content Marketing World, Chief Content Officer -Joe Pulizzi
Magazine and by being an active content marketer
@leeodden @leeodden - #prsaicon
From the content marketing experts at TopRankMarketing.com #prsaicon

35. 10 Long Form Interviews
@leeodden #prsaicon

36. Planned Repurposing
B2B Enterprise Enterprise Enterprise Top 10 B2B
Enterprise SMB SMB B2B Tactics
SMB B2B Tools SMB
Tools Tools Win budget Tools
Win budget Win budget B2B Win budget
B2B Tools B2B B2B Top 10
Enterprise B2B Enterprise Enterprise Content
SMB Enterprise SMB Tools Marketing
Tools SMB Win budget SMB Tools
Win budget Win budget Tools Win budget
@leeodden #prsaicon

37. @leeodden #prsaicon

38. Promotions:
Posted to Slideshare
Embedded in Blog Post
Email broadcast
Twitter
Facebook
Flickr
Pinterest
LinkedIn update
LinkedIn Inmails
Customized emails
to participants
Pre-written tweets
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39. All Content &
Promotions Consider:
 “Findability”
 “Engagement”
 “Shareability”
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40. What
Happened?
1. Created Demand
2. Dominated
Search Results
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41. Results in 6 Days – 100% Organic
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of interviews
3,300+ Retweets
200 “likes”
130 G+
100+ inbound links
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42. B2B Marketing Innovation
http://tprk.us/mpb2bebook
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43. If you want to ensure your brand gets
in the media, then become the media.
@leeodden #prsaicon

44. Make A Content Marketing Plan
What
Who are What do Make it
stories will
you writing they care easy to find
connect
for? about? & share
you?
Preferences Search & Editorial Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose PR, Linking
awareness consideration purchase retention advocacy
@leeodden #prsaicon

45. Optimize & Socialize:
5 Steps to Content
Marketing Success
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46. 1 Customer. Problem. Solution.
Who is your audience?
What are their goals?
Which problems can be
Reporter Customer Blogger solved with content?
“Social content is only as interesting as the
interest shown in others.”
@leeodden #prsaicon

47. 1 Customer. Problem. Solution.
What are YOUR goals?
What makes your story
different?
How will your content solve
a problem for the media?
For customers? Media Relations Social PR
“To stand out, your content should stand
for something: unique & specific.”
@leeodden #prsaicon

48. 2 What To Write About
Sweet
You Spot! Audience
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49. Optimized & Socialized Content Plan
awareness consideration purchase retention advocacy
Align Customer Needs With Content
Buying
Keywords Social Topics Content Type
Cycle
Time Saving Housekeeping, Blog post, articles in
Awareness housekeeping tips
Naptime Cleaning relevant magazines
robot cleaners,
What types of automated
Interest automatic Demonstration video
cleaners are there?
cleaning
Maria
Product feature/benefit
robot cleaner What are the best robot
Consideration list. Comparison to
reviews cleaners?
competitors
Customer & Pain Points Purchase
robot , Zrobot
how to buy, Where can I buy a Zrobot?
Store locator, geo-specific
• No time to clean Zrobot prices
store pages, FB fan pages
• Busy schedule
Zrobot cleaning How to get more uses from Blog posts, guest posts,
• Working mom Retention
tips your Zrobot video
• 3 kids under 10
Zrobot fans,
Zrobot mom user group Q Facebook Fan page,
Advocacy Zrobot
and A, tips Forum, Zrobot Newsletter
accessories
@leeodden #prsaicon

50. Optimized & Socialized Content Plan
awareness consideration purchase retention advocacy
Align Topical Needs With Content
Buying
Keywords Social Topics Content Type
Cycle
Awareness broad general issues blog, byline, social
Interest category investigative video, social
Stan
feature comparison,
Consideration comparison demos
reviews
Purchase transactional referrals exclusive
Journalist Pain Points
Retention tips connect with other users be a resource
• Deadline to meet
• In need of another source
• Need a different story perspective Advocacy supporting participation deliver as promised!
• Quotes, stats, research
@leeodden #prsaicon

51. 30 Content Marketing Tactics
• Article Marketing • News Release
• Advertorial • Online Magazines & Apps
• Blogging • Podcasts
• Case Studies • Print Magazines
• Print Newsletters
• Crowdsource
• Real-World Events
• Curate
• Research & Surveys
• Digital Newsletters
• Social Content
• eBooks • Teleclass & Telecasts
• Email • Traditional Media
• Interactive Games • Videos
• Images & Infographics • Virtual Conferences
• Interactive Tools • Webinars
• Microsites • Wikis
• Mobile Applications • White Papers
• Mobile Content Blog Post: tprk.us/30cmtactics
#prsaicon
@leeodden

52. 3 Facts Tell, Stories Sell
Essential questions for
each content object:
What’s the narrative?
How will it persuade?
How does it connect
with your past stories?
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53. Connected Content
Topical Blog Post Infographic Video News Release
Theme
Blog Post Infographic Video News Release
Blog Post Infographic Video News Release
Blog Post Infographic Video News Release
Blog Post Infographic Video News Release
Weave Themes Into Stories
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54. Connected Content
Keyword 1 Keyword 2 Keyword 3 Keyword 4
Keyword A Blog Post Infographic Video News Release
Keyword B Blog Post Infographic Video News Release
Keyword C Blog Post Infographic Video News Release
Keyword D Blog Post Infographic Video News Release
Keyword E Blog Post Infographic Video News Release
Create a Keyword Matrix
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55. Hub & Spoke Publishing
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56. 4 Grow Social Networks
Topic B Topic C
Hub
Topic A Topic D
Topic E
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57. Listen, Create, Engage
My interests
are…
Reactive - Proactive
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58. 5 ABO – Always Be Optimizing
Set goals
Repeat Make a Plan
Refine Implement
Measure
Results
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59. Master SEO Basics
Your Ideas Tech SEO Audit
Topical Focus
Your Biz
Keyword Glossary
Category Author Rel
Keywords
Keywords
Keywords
Keywords
Category
Blogs
Keywords Social Topics
Keywords
Keywords
Keywords
Analytics Monitoring Conversions
@leeodden #prsaicon

60. Search & Social KPIs
• Fans
• Friends
• Followers
• Comments
• Likes
• Google Plusses
• Links
• SERPs
• Search Traffic
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61. Business Outcomes
• Shorter Sales Cycles
• Increased Order Quantity
• More Referrals
• Lower Marketing Costs
• Grow Revenue
• Improve Profits
• Retention
• Share of Voice
• Improve Service
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62. It All Sounds Good, But…
Can I Really Do This?
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63. Yes You Can
You Can Do Anything
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64. With the Right Plan
@leeodden OptimizeBook.com #prsaicon

65. Optimized Planning: WHAT & WHY
1. View Search, Social & Content
from 360 Degrees -- Holistically
2. Optimize Everywhere:
Marketing & PR, B2B or B2C, SME or LE
3. Research, Audit & Listen
4. Set Goals, Create a Roadmap
@leeodden #prsaicon

66. Optimized Implementation: HOW
Audience & Personas
Keyword & Topic Research
Content Plan
Creation & Curation
Content Optimization
Social Networking
Promotion
Measure & Refine
@leeodden #prsaicon

67. Scale - WHO
Make integrated search, social
& content part of a process
Identify training opportunities
for knowledge transfer
@leeodden OptimizeBook.com #prsaicon

68. Optimize Is A State of Mind
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69. Thank You!
@LeeOdden
lee@toprankmarketing.com
TopRankMarketing.com
TopRankBlog.com
Get Optimized!
OptimizeBook.com
@leeodden #prsaicon