Content Marketing for PR Pros, presented by Paul Roetzer with PR 20/20, at the YouToo 2011 Social Media Conference at Kent State University.

1. Content Marketing for PR Pros YouToo Social Media Conference 2011 – April 15 Presented by Paul Roetzer, PR 20/20 Twitter: @PaulRoetzer #YouToo2011

2. Content Marketing: Changing the PR Industry Forever “Content marketing, which requires expert copywriting and strategic planning, is the single largest growth opportunity for PR agencies (and professionals).” 10 Public Relations Trends That Will Change the Industry Forever Dec. 7, 2008 Twitter: @PaulRoetzer

4. Blogs

5. Case studies

6. eBooks

7. Photos

8. Podcasts

9. Press releases

10. Videos

11. Webinars

12. White papersTwitter: @PaulRoetzer

14. Inbound marketer

15. Publisher

16. Analyst

17. Relationship builder

18. Lifelong student

19. Thought leader

20. Risk taker

21. Tech savvy

22. Game changerSource: 10 Traits of an Emerging PR Pro Twitter: @PaulRoetzer

26. 1.9 billion videos streamed each month

27. Americans watch 3.5 hrs/week of online video

28. 5 billion photos hosted by Flickr

29. 85 million LinkedIn members

30. 152 million blogs on the Internet

31. 145 million Twitter users

32. 600 million Facebook members

33. More than 30 billion pieces of content shared each month on FacebookSources: Facebook, comScore, Arbitron, Flickr, Royal Pingdom

34. “We all have a story to tell.” Twitter: @PaulRoetzer

35. Stand Out From the Crowd . . . Win Their Hearts and Minds . . . Twitter: @PaulRoetzer

36. Twitter: @PaulRoetzer

37. Win with a Persona-Based Content Strategy Define & differentiate your brand. Build your content creation team. Profile your buyer personas. Connect content to your goals (and theirs). Choose your publishing tools. Develop your editorial calendar. Integrate your search, social & PR strategies. Establish your budgets (time & money). Launch, measure & evolve. Twitter: @PaulRoetzer

38. 1) Define & differentiate your brand. Twitter: @PaulRoetzer

39. What is a brand? Brand = experiences + perceptions Twitter: @PaulRoetzer

41. What are the three greatest strengths/weaknesses of our brand?

42. What are our greatest opportunities for growth?

43. What makes us different, remarkable?

44. What value (i.e. expertise, resources, guidance, tools) can we bring to our audiences?

45. What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)?Twitter: @PaulRoetzer

46. 2) Build your content creation team. Source: Driven By Content video series Twitter: @PaulRoetzer

48. Outsourced: Freelance writers, publishers, journalists, PR firmsTwitter: @PaulRoetzer

50. Keep the team on track

51. Proof all content prior to publishing

52. Ensure consistency of style, format, tone & messaging

53. Can be internal or outsourcedSource: What Your Blog May Be Missing Twitter: @PaulRoetzer

55. Brand centric

56. Buyer persona focused

57. Optimized for search engines

58. Technically sound

59. Creative

60. Results drivenSource: 7 Key Elements of Great Business Content Twitter: @PaulRoetzer

62. Address pain points and bring value

63. Demonstrate a clear understanding of your audiences, and know how to engage them

64. Promote and deliver in their preferred formatTwitter: @PaulRoetzer

65. 3) Profile your buyer personas. Twitter: @PaulRoetzer

66. Twitter: @PaulRoetzer

68. What motivates and inspires them?

69. What are their problems/pains/obstacles?

70. How do they consume information (online and offline)?

71. What/who influences their buying decisions?

72. What's important to them? Twitter: @PaulRoetzer

74. Demographics

75. Title/responsibilities

76. Industry

77. Preferred communications

78. Technographics (social media activity)

79. Buying cycle

80. Alternatives/competition

81. Success factors

82. MAD-R (Money, Authority, Desire, Response)Twitter: @PaulRoetzer

84. Talk to sales reps

85. Read industry publications, blogs & analyst reports

86. Check magazine editorial calendars

87. Monitor/participate in social networks

88. Run a keyword analysis

89. Review organic traffic reports

90. Assess competitor websites & content

91. Ask themTwitter: @PaulRoetzer

93. Title: CEO, president

94. Industry: Finance, insurance, accounting, legal

95. Pains: Business flat or declining

96. Causes: Economy, lack of innovation/vision

97. Sources: WSJ, trade magazines

98. Influencers: Peers, media

99. Technographics: Inactive

100. Success: Bottom line

101. Content: Case studies, press releases, original reportsTwitter: @PaulRoetzer

103. Title: Marketing director, community manager, owner

104. Industry: Technology, retail, arts & entertainment

105. Pains: Information & inbox overload, multitasking, platform confusion, too tactical

106. Causes: Lack of training, following the “experts/gurus,” reporting to “Ivans”

107. Sources: Social, blogs, webinars

108. Influencers: Peers, bloggers

109. Technographics: Creator

110. Success: Leads, inbound links, engagement, speaking opportunities, website traffic

111. Content: Blog, videos, mobile apps, webinars, eBooksTwitter: @PaulRoetzer

112. 4) Connect content to your goals (and theirs). Twitter: @PaulRoetzer

113. Twitter: @PaulRoetzer

114. Twitter: @PaulRoetzer

116. Confidence

117. Peace of mind

118. Efficiency

119. Differentiation

120. Competitive advantage

121. Growth/ROITwitter: @PaulRoetzer

122. 5) Choose your publishing tools. Twitter: @PaulRoetzer

124. Publish original research

125. Distribute email newsletters

126. Get a blog

127. Provide how tos, tutorials

128. Make a few videosSource: Google Webmaster Central Channel Twitter: @PaulRoetzer

129. Twitter: @PaulRoetzer

130. Twitter: @PaulRoetzer

131. Twitter: @PaulRoetzer

132. Twitter: @PaulRoetzer

133. Twitter: @PaulRoetzer

134. Twitter: @PaulRoetzer

135. 6) Develop your editorial calendar. Twitter: @PaulRoetzer

137. Categories: Social Media, Brand

138. Audience/Buyer Persona: Execs (Executive Eddie) and brand managers (Brandy Brand Manager) who are nervous about social networking because of the loss of brand control.

139. Goal: Education

140. Abstract: This blog post will provide actionable tips for brand managers on how to react to negative comments online — whether on review sites, personal blogs, social networks or in response to company postings.

141. Date: TBDTwitter: @PaulRoetzer

142. 7) Integrate your search, social & PR strategies. Source: How to Build Your Inbound Marketing GamePlan Twitter: @PaulRoetzer

143. Twitter: @PaulRoetzer

144. 8) Establish your budgets (time & money). Twitter: @PaulRoetzer

146. Outsourced = moneyTwitter: @PaulRoetzer

148. Today = ???Twitter: @PaulRoetzer

149. 9) Launch, measure & evolve. Twitter: @PaulRoetzer

151. Donations

152. Inbound links

153. Keyword rankings

154. Leads

155. Reach

156. Referring sites

157. Registrations

158. Speaking opportunities

159. Website visitorsTwitter: @PaulRoetzer

160. The Case of Matt Cutts Sources: Is Matt Cutts the Most Powerful Man in PR?

162. Gadgets, Google & SEO blog with Alexa Rank of 3,219

163. Google Webmaster YouTube Channel with 24,000+ subscribers and more than 2.3 million channel views

164. Frequent speaker, and media sourceTwitter: @PaulRoetzer

166. Value creation through multi-media content

167. Use of social media to reach, influence and engage

168. Thought leader and industry expert

169. Trusted resourceTwitter: @PaulRoetzer

170. Beware of the Content Flood Some estimates indicate that in just a few years content on the Internet will double every 72 hours. Twitter: @PaulRoetzer

172. Have a plan and build a strong content team.

173. Be remarkable and memorable.

174. Take chances.

175. Put their needs and goals ahead of yours.

176. Bring value to their lives and help them find success.Twitter: @PaulRoetzer

178. What Your Blog May Be Missing

179. 7 Key Elements of Great Business Content

180. Google Webmaster Central YouTube Channel

181. How to Build Your Inbound Marketing GamePlan

182. 2010 B2B Content Marketing: Benchmarks, Budgets and Trends

183. Content Curation: Bringing Order to Information Overload

184. 10 Public Relations Trends That Will Change The Industry ForeverTwitter: @PaulRoetzer

185. Thank You! Paul Roetzer (216) 333-1242 paul@pr2020.com Twitter: @paulroetzer www.PR2020.com Twitter: @PaulRoetzer