Rethinking How You Distribute Content
- 1. Rethinking How You Distribute Content 2019 PR Bootcamp
- 2. INTRO Things to look out for Talk too fast, show a lot of examples and use a ton of quotes • vimarc.com/prsa • Password: bootcamp Over excitement • Former journalist turned digital nerd • 25-word mandatory ledes
- 3. INTRO What we’ll cover today 1. Change the way you look at content projects 2. Websites are outdated (in regards to content distribution) 3. Adding content to your audiences’ journeys 4. Analyzing content and becoming a leader at your organization And …
- 4. INTRO If you last the entire time … I’ll share a content marketing prank I played on my mother-in-law.
- 5. CHANGE THE WAY YOU LOOK AT CONTENT PROJECTS
- 6. CHANGE THE WAY YOU LOOK AT CONTENT PROJECTS Creating Vimarc’s Integrated Communications department Replaced agency’s PR director and Digital director Result: less siloed and more discussion about content • Design vs. Functionality A lot of examples you’ll see today are paid digital tactics • Clients have accepted you have to ‘pay to play’ • Search engines and social networks continually change the playing field, but one thing is constant: content development is most critical now and into the future • Use paid content to drive engagement BUT also strengthen organic reach
- 7. CHANGE THE WAY YOU LOOK AT CONTENT PROJECTS Creating Vimarc’s Integrated Communications department Created a list of content distribution questions to stand the test of time
- 8. CHANGE THE WAY YOU LOOK AT CONTENT PROJECTS Top Questions To Ask Yourself Where is this content going? • Mobile • Tablet • Desktop • Wearable
- 9. CHANGE THE WAY YOU LOOK AT CONTENT PROJECTS Top Questions To Ask Yourself Is the most important info “above the fold”? • Character limits • Are you leading with the most important info? • Image specs • Is anything getting cut off?
- 10. CHANGE THE WAY YOU LOOK AT CONTENT PROJECTS Top Questions To Ask Yourself Has this been tested? • What platform is this being placed on because different tools have different: • Functions • Metrics
- 11. CHANGE THE WAY YOU LOOK AT CONTENT PROJECTS Top Questions To Ask Yourself What were the results? • How did this perform? • What adjustments do we need to make for future campaigns?
- 12. CHANGE THE WAY YOU LOOK AT CONTENT PROJECTS Quotable “You can’t force the culture in your brand, you have to get your brand to fit in with the culture. You have to be comfortable with giving up control.” - Hewlett-Packard
- 14. WEBSITES ARE OUTDATED Quotable “90% of searchers haven’t made their mind up about a brand before starting their search.” - HubSpot
- 15. WEBSITES ARE OUTDATED Google Updates Less focus on individual keywords, and more focus on: Expertise Authoritativeness Trustworthiness * If people spend more time reading and returning to your content, the better your SEO results will be.
- 17. WEBSITES ARE OUTDATED Google Updates Discover, Cards & Collections
- 18. WEBSITES ARE OUTDATED Google Updates Accelerated Mobile Pages Project (AMP) & Stories
- 19. WEBSITES ARE OUTDATED Google Updates What’s the one thing not mentioned yet? • Traditional organic results That’s because everything we just reviewed goes on top of the organic results and pushes it down “below the fold”
- 26. WEBSITES ARE OUTDATED Social Media Facebook Instant Experience
- 27. WEBSITES ARE OUTDATED Social Media Facebook Instant Articles
- 29. WEBSITES ARE OUTDATED Future of Video Content KERV Interactive
- 30. WEBSITES ARE OUTDATED Quotable “The serialization of content can net you more money and make marketing more affordable. You can only spend your ad money on promoting your first piece. If it satisfies your target audience, they’ll check out the rest of your series.” - Mars Doria
- 31. ADDING CONTENT TO YOUR AUDIENCES’ JOURNEYS
- 32. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Overview • Regional telecommunications company headquartered in Arkansas promotes high- speed Internet, phone and cable services to consumers and businesses • Competitors: AT&T, Spectrum, Xfinity • Since February 2016, Vimarc and Ritter have run a Managed Voice campaign, targeting both large and small businesses in specific geographic areas of Arkansas, Missouri and Tennessee
- 33. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Strategy • Invested valuable time with Ritter’s product development, sales and marketing departments to understand each business solution • Created key messaging: Cost Savings and Peace of Mind • Developed a comprehensive marketing plan that included:
- 34. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Landing pages
- 35. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Print Ads
- 36. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Print Mailers
- 37. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Emails
- 38. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Display Ads
- 39. BUT WE DIDN’T BEGIN SEEING RESULTS UNTIL CONTENT STARTED DRIVING THE CAMPAIGN…
- 40. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications eBook
- 41. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Checklist Infographic
- 42. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Blog Posts
- 43. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Videos
- 44. AND THE CONTENT DICTATED HOW WE ADVERTISED …
- 45. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Facebook
- 46. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications LinkedIn
- 47. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications YouTube
- 48. WE ALSO LED THE CHARGE FOR WHERE TO PLACE CONTENT ON RITTER’S OWNED MEDIA ASSETS…
- 49. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Customer Relationship Management (CRM)
- 50. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Automated Emails
- 51. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Website Calls To Action
- 52. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Case Study: Ritter Communications Text Messages
- 53. SO … WHAT DO YOU GET OUT OF ALL OF THIS?
- 54. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS A Content Playbook
- 55. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS More opportunities to produce content
- 56. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Alter the way your company thinks
- 57. ADDING CONTENT TO YOUR CUSOMTERS’ JOURNEYS Quotable “Become someone’s habit.” - Many sources
- 58. ANALYZING CONTENT AND BECOMING A LEADER AT YOUR ORGANIZATION
- 59. ANALYZING CONTENT AND BECOMING A LEADER AT YOUR ORGANIZATION Use tools at your disposal Dynamic Content
- 60. ANALYZING CONTENT AND BECOMING A LEADER AT YOUR ORGANIZATION Use tools at your disposal Dynamic Content
- 61. ANALYZING CONTENT AND BECOMING A LEADER AT YOUR ORGANIZATION Direct strategy Convert Traditional Media to New Media
- 62. ANALYZING CONTENT AND BECOMING A LEADER AT YOUR ORGANIZATION Tell a story with your metrics Don’t just report numbers
- 63. ANALYZING CONTENT AND BECOMING A LEADER AT YOUR ORGANIZATION Quotable “Did you know that Dell made an extra $25 million in sales just by changing three little words? They changed their original call to action — the very common and popular ‘Learn More’ to something more interactive — ‘Help Me Choose’ ” - Dell