The document discusses the convergence of public relations (PR) and content marketing. It notes the rise of digital channels for PR like blogs, videos and social media. Traditional PR through press releases and media is declining. The document advocates developing an integrated PR and content strategy that uses various digital and social channels to build a brand and drive leads. It provides examples of the types of content that can be created like case studies, eBooks, articles and surveys. The key takeaway is that PR professionals should think digitally and ensure message alignment between PR and marketing content to better amplify messages.

1. Convergence of
PR and Content Marketing
Kenneth Lim
CMO
Alpha7
www.alpha7.co

2. Infrastructure
Platform
Applications
MARKETING
SALES
OPERATIONS
FINANCE
HUMAN RESOURCES
PRIORITIES BUDGET CONSTRAINTS
PEOPLE PROCESS TECHNOLOGY
About
Alpha7
• Advisory • Solutions • Marketplace
Benchmark,
Chart
Plan
for
Digital
Adoption
Integrated
Business
Platform
Pick,
Pay
&
Use
40+
Business
Apps
APPS

3. • A
marketing
all-­‐rounder
• More
than
20
years
in
technology
sector,
more
than
16
years
in
marketing,
transformed
3
times
in
his
career,
from
traditional
IT
to
Dotcom,
from
Dotcom
to
SaaS
(Cloud),
from
Cloud
to
Digital
• From
Software
Engineer,
to
Marketer,
to
PR,
to
Content
creator
• Career
spans
– Microsoft,
Salesforce,
Trend
Micro,
FLY
Entertainment,
now
in
his
Entrepreneurial
phase,
soon
to
be
back
in
the
corp.
world
• Awarded
“Leadership
Award
for
Excellence
in
Marketing
and
Brand
Leadership”
by
World
Brand
Congress
in
2015
• Voted
“50
Asia’s
Best
Marketer”
by
CMO
ASIA
in
Aug
2016
About
Kenneth
Lim
https://sg.linkedin.com/in/kennethlimck

4. Customer
Life
Cycle
Always
ahead
of
the
curve!

5. The
Journey
and
Experience
Source:
HubSpot

7. • Press
Releases
• Bylines
• Radio
• TV
Traditional
PR
Channels
Click
here
to
the
TV
interview.

8. Current
State
of
PR

9. Rise
of
digital
channels
and
content
“Stop looking for that blogger and start looking
for that videographer. 50% of your content
mixture should be text and video. You need to
make the shift to what your consumers are on.”
Brian
Halligan,
co-­‐founder
and
CEO
of
HubSpot
Click
Here for
Source

10. PR
=
Content
+
Digital
+
Social
+
Brand

11. What’s
your
PR
and
Content
Strategy?
Image
Source:
Frits
Ahlefeldt-­‐Laurvig

13. • Declining
footfalls
• Too
many
stores
• Limited
merchandise
and
services
range
• Not
enough
warm
meal
options
• Expand
on
products
&
services
– Health
and
Beauty
Products
– Cash
Withdrawal
– Fresh-­‐chilled
ready-­‐to-­‐eat
meals
• Make
&-­‐Eleven
the
“Everyday”
store
for
any
needs
• A
warm
cozy
environment
for
meals
enjoyment
Problems Solutions

14. The
7-­‐Eleven
Story

15. Marketing
Assets
to
Leverage
and
Optimise

17. Click
here
for
resource
Alpha7
Blogs

18. Pictures
Reinforce
Your
Message!
Look into the heart of most major businesses and there will sit an enterprise resource planning (ERP) system,
supplying the main vessels needed to support the organisation’s processes and functions. Over time though,
traditional ERP systems grew to be heavily customised and lacked the flexibility to help the enterprise adapt to
market changes.
In today’s fast-paced market environment, business software systems must be able to support the organisation’s
unique requirements and still have the agility to swiftly respond to changes.
More importantly, enterprises need a fully integrated platform that can provide a holistic view of all core processes
and applications.
Copyright 2016
Alpha7 Consultancy Pte. Ltd.
c
Customer Relationship
Management (CRM)
Marketing Automation
Digital Marketing
Cloud-Provisioned
Apps
Enterprise Resource
Planning (ERP)
Human Resource
Management (HRM)
Accounting
Financial planning
and analysis (FP&A)
Going to Market With Cloud-Provisioned
Business Applications
In 2014, Gartner introduced a prescriptive organisation model for enterprise IT called “Bimodal IT.” According to
this model, “IT organisations of the future will have two separate flavors, if you will: Type 1 is traditional IT, focused
on stability and efficiency, while Type 2 is an experimental, agile organisation focused on time-to-market, rapid
application evolution, and, in particular, tight alignment with business units.”1
Whether you go for the bimodal
approach, if you can afford it, or go on your own to scale up your business or to ensure its continuity, you should
not be bogged down by the challenge of the transformation.
1 “What Gartner’s Bimodal IT Model Means to Enterprise CIOs,” CIO Magazine, 27 January 2015
Copyright 2016
Alpha7 Consultancy Pte. Ltd.
c
How Technology can Help Pave the way for
your Business Expansion and Continuity
TechnologyBefore Now

19. Awards
and
Recognitions
Click
here
to
the
news
coverage
above

20. eBook
Magazine
http://www.apacciooutlook.com/magazine/
Digital
Version
http://www.apacciooutlook.com/digital-­‐
magazines/technology-­‐startup-­‐special-­‐
october-­‐2016/#page=20
Web
Version
http://startup.apacciooutlook.com/vendor/
article52/alpha7

21. Social
Media
Channels

22. Click
here
for
resources

23. We
Won!

24. Click
here
to
the
recorded
interview.
Click
here
for
resources

25. Surveys
/
Research
-­‐ an
example
of
Marketing
Content
and
PR
convergence

26. • Think
Digital
• Think
Message
Alignment
• Think
Brand
and
PR
building
through
content
• Work
with
marketing
lead
and
brand
lead
to
have
PR
messages
better
amplified
• Start
understanding
how
campaigns
would
need
messaging
to
support
lead
generation
activities
and
vice-­‐versa
• Plan
a
full
year
content
calendar
and
discuss
with
marketing
to
bounce
off
ideas
(of
course
things
will
change
a
long
the
way)
• Newsroom
is
a
good
strategy,
where
all
content
are
aggregated,
curated,
and
then
determined
on
its
form
and
function
as
a
team
effort
• Be
open
to
explore
unconventional
way
of
disseminating
PR
messaging
Key
takeaways
for
PR
Professionals

27. Content
Calendar!

28. Click
here
for
more
discussions
from
the
press!
PR
+
Content
=
More
$$

29. “If
you
are
not
marketing
inside
of
Zuckerberg’s
world
you
might
as
well
be
marketing
inside
a
trash
can.”
Brian
Halligan,
co-­‐founder
&
CEO
HubSpot
Click
Here
for
Source.
“Think
of
how
difficult
it
is
to
stop
someone’s
thumb
[from
scrolling
down].
You
have
to
capture
attention
and
get
them
to
stop
their
thumbs
and
look
– that’s
hard.”
Victor
Cui,
CEO
One
Championship
Click
Here for
Source.
Final
Take-­‐away!

30. Thank
you