Content Development and Media

Branded Journalism: The Intersection of PR and Marketing

Content creation or Brand Journalism

Content creation“The goal is to expand our digital footprint and use content to drive initiatives.”

Content creation PR is responsible for driving messaging and it’s messaging that helps drive brand.

Content creation http://vimeo.com/61904047

Content creation • Blog posts• Press releases• Case studies• Social media content• Newsletters• Articles• White papers• Events and webinars

Content creationAt the intersection of marketing and PR:

Brand awareness

Acquisition goals

Content creation goals

• Boosting awareness and exposure• Influence and positioning• Educate audiences• Thought leadership• Reputation• Growing networks and engagement

Content creationSo how does this happen?

Social Media

Media relations

Employees

Online Search

Content creationFrom a purely content perspective, PR determines what is ‘promotable’ or newsworthy

This process helps extend the life and reach of marketing materials

Content creationConsider that created content can be repurposed:

• Publicity• Targeted advertising• Email promotion• Social

Content creationThe 10 “Laws”

The 10 LawsThe Law of Listening

More listening, less talking.

Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives.

The 10 LawsThe Law of Focus

Better specialize than be a jack-of-all-trades.

A highly-focused content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.

The 10 LawsThe Law of Quality

Quality trumps quantity. Every time.

It’s better to have 1,000 online connections who read, share and talk about your content with their own audiences than 10,000 connections who disappear after connecting with you the first time.

The 10 LawsThe Law of Patience

Content marketing success doesn’t happen overnight.

While it’s possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit to the long haul to achieve results.

The 10 LawsThe Law of Compounding

Publish amazing, quality, shareable content

This sharing and discussing of your content opens new entry points for search engines like Google to find it in keyword searches.

The 10 LawsThe Law of Influence

Find the online influencers in your market.

Their audiences are more likely to be interested in your products, services and business. Connect with those people and work to build relationships with them.

The 10 LawsThe Law of Value

Focus less on conversions and more on creating amazing content

Don’t spend all your time directly promoting your products and services, people will stop listening. You must add value to the conversation and developing relationships.

The 10 LawsThe Law of AcknowledgementDon’t ignore someone who reaches out to you online

Building relationships is one of the most important parts of social media marketing success, so always acknowledge every person who reaches out to you.

The 10 LawsThe Law of AccessibilityDon’t publish your content and then disappear.

Be available to your audience by consistently publishing content and participate in conversations.

The 10 LawsThe Law of ReciprocityShare and share alike.

You can’t expect others to share your content and talk about you if you don’t do the same for them. So, a portion of the time you spend should be focused on sharing and talking about content published by others.

Why you should care?

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Stickiness

Journalism or Marketing?• The boy with a green balloon