CIM Digital PR Bootcamp 5th Nov 2015 [Content Marketing]
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The slides from my presentation to the CIM Digital PR Bootcamp held at MMU in Manchester on 5/11/15 discussing better distribution and reach of PR & content marketing.
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CIM Digital PR Bootcamp 5th Nov 2015 [Content Marketing]
- 1. www.visionb2b.co.uk @visionb2b @renepower Distributing content for maximum reach & interaction René Power Founder, Vision B2B
- 2. www.visionb2b.co.uk @visionb2b @renepower About Rene & Vision B2B • B2B marketing and training – 20 year business marketing professional – 5 years client-side in PPE – 15 years in agency • 7 years in pharmaceuticals • 8 years in B2B • Well networked and connected • Published, blogger, speaker, trainer • Vice Chair, Manchester CIM
- 3. www.visionb2b.co.uk @visionb2b @renepower Session objectives • To understand new ways to get content distributed, found and interacted with • To create an initial action plan for distributing content after the workshop
- 4. www.visionb2b.co.uk @visionb2b @renepower Your content mission isn’t…
- 5. www.visionb2b.co.uk @visionb2b @renepower …but your content mission is…
- 6. www.visionb2b.co.uk @visionb2b @renepower Does everyone in the room see themselves as a publisher?
- 7. www.visionb2b.co.uk @visionb2b @renepower Simple view of distribution Owned • Website • Email • Social profiles Earned • PR • Awards Paid • Advertising • Exhibitions • Social boosting • Direct marketing Marketing
- 8. www.visionb2b.co.uk @visionb2b @renepower Want content do they want? • Where are they in their purchase process? Credit: Gary Magnone How much of this involves earned/owned content?
- 9. www.visionb2b.co.uk @visionb2b @renepower What content works when?
- 10. www.visionb2b.co.uk @visionb2b @renepower Ten ways to enhance the distribution of your content tomorrow
- 11. www.visionb2b.co.uk @visionb2b @renepower 1.Optimise SEO • Ensure keyword density across meta and on the page – Focus keyword – SEO title – Article heading – Page URL – Meta description
- 12. www.visionb2b.co.uk @visionb2b @renepower 2.Maximise ‘on website’ presence • Top listing on blog • Feature on home page – latest content – Home page slider? – Specific call to action button? – Dedicated landing page
- 13. www.visionb2b.co.uk @visionb2b @renepower 3. Add to email footers • Include a link to latest content in your email footers across the business
- 14. www.visionb2b.co.uk @visionb2b @renepower 4.Tell people directly • Email them with an update
- 15. www.visionb2b.co.uk @visionb2b @renepower 5.Maximise Linkedin reach • Post a personal update • Post a company update • Place in relevant groups as a prompt for discussion • Re-publish a version to Pulse • Share with your connections through messaging
- 16. www.visionb2b.co.uk @visionb2b @renepower 6.Post to Facebook
- 17. www.visionb2b.co.uk @visionb2b @renepower 7.Post to Google+
- 18. www.visionb2b.co.uk @visionb2b @renepower 8.Post blog image to Instagram / Pinterest board
- 19. www.visionb2b.co.uk @visionb2b @renepower 9.Post to social bookmarking sites • Add URL to sites like StumbleUpon, Digg & Reddit
- 20. www.visionb2b.co.uk @visionb2b @renepower 10.Page link to/from blog posts
- 21. www.visionb2b.co.uk @visionb2b @renepower Trade media Trade associations Search engine indexes Social media Bloggers Main- stream press Website Top Internet sites Discussion portals Trade shows Conferences Distribution/links Main stream press Directories News sites Apps/viral newsfeed News sites Email
- 22. www.visionb2b.co.uk @visionb2b @renepower Summary • Getting the right eyeballs is key • Some are hard to reach • Some will never visit your site, follow or like you • Play to your strengths • Use the best channels to reach the right people
- 23. www.visionb2b.co.uk @visionb2b @renepower Content distribution breakout • Create your own action plan to distribute your content – Who needs to see it/does it help? – Where do they hang out/go for information? – Who can help you reach a wider (relevant) audience?
Notes de l'éditeur
- Technology has facilitated a significant shift in how people in business interact with the companies they buy from. Until the early 2000s, businesses supplying other businesses could still (just about) get away with broadcast marketing, using relatively untargeted, unsophisticated advertising to promote important product or service features. Not anymore! Just as the procurement function became more professional, your customers got smarter. They now rely on the Internet to research, shortlist and select suppliers. And as Generation Y – 20- and 30-something digital natives enter the workplace – it will be the companies that use the Internet to project beyond their own website to draw Generation Y buyers to them that will win online.
- Run through examples discussing the difference between Stelzner’s primary and nuclear fuel (from the book Launch!) Primary fuel (lifespan = 3 days) incl How to guides, Expert interviews, Reviews, News stories, Case studies Nuclear fuel (lifespan = months) incl Survey reports, White papers, Top 10 contests, Micro events (webinars, video, podcasts)