Start preparing now for 2017! Brands looking to make an impact in 2017 must begin preparing now…or risk getting left behind. With information on key dates and events, as well as insights on media outlets’ deadlines and pitching preferences, brands can better plan, create and target their content marketing. Join Cision’s Senior Manager, Content Marketing Annemaria Nicholson and MarketingProfs’ Senior Program Manager Kerry O’Shea Gorgone and find out how to: - Better plan outreach initiatives with a centralized content plan - Maximize engagement through strategic content distribution - Avoid legal pitfalls and what you can do with your content - Increase online discoverability through content promotion Don’t get left behind – start preparing for 2017 now.

1. #CisionWebinar
Create Better Brand
Content...All Year
Long.
Start preparing now for 2017!

2. Annemaria Nicholson
Senior Manager, Content Marketing
@Annemaria_N
Kerry O’Shea Gorgone
Senior Program Manager,
Enterprise Learning at MarketingProfs
@KerryGorgone

3. @Cision @KerryGorgone #CisionWebinar
Today’s Participation
• During today’s webinar, attendees will be in
listen-only mode.
• If you are experiencing audio issues, please use the
chat box to contact the webinar host.
• Submit text questions in the chat box: Q&A will be
addressed at the end of today’s webinar.

4. Create Better Brand Content...All Year Long!
@Cision @KerryGorgone #CisionWebinar

5. Start with a Plan
@Cision @KerryGorgone #CisionWebinar

6. Start with a Plan
@Cision @KerryGorgone #CisionWebinar

7. Start with a Plan
@Cision @KerryGorgone #CisionWebinar

8. Execute Your Vision
@Cision @KerryGorgone #CisionWebinar

9. The Promotion Of One Piece of Content
Press
Release
Blog Post
Twitter
Facebook
LinkedIn
YouTube Webinar/Events Advocacy
Sales Comms
Customer Lifecycle
In-Product
Website Feature Page
Execute Your Vision
@Cision @KerryGorgone #CisionWebinar

10. @Cision @KerryGorgone #CisionWebinar
Avoiding legal pitfalls
(and what you can do
with your content)

11. @Cision @KerryGorgone #CisionWebinar
The Problem:
What You Don’t Know
CAN Hurt You

12. Photo credit: Herman Pijpers, flickr.com

13. Beelzebub, Esq.
Specialties: Killing Fun,
Ruining Good Ideas

14. @Cision @KerryGorgone #CisionWebinar

15. @Cision @KerryGorgone #CisionWebinar
The Problem:
What You Don’t Know
CAN Hurt You
(or at Least Cost You)

16. @Cision @KerryGorgone #CisionWebinar
Problem #1:
Using Copyrighted Content is Risky
1 picture x 1 use =
$4,000

17. @Cision @KerryGorgone #CisionWebinar
Problem #2: Streaming Video Without Planning

18. @Cision @KerryGorgone #CisionWebinar
Problem #3: Influencers Don’t Always Disclose

20. @Cision @KerryGorgone #CisionWebinar
Problem #1:
Using Copyrighted Content is Risky
1 picture x 1 use =
$4,000

21. @Cision @KerryGorgone #CisionWebinar
Memes = Copyright Infringement

22. “Creative Commons”
content might be stolen...

23. @Cision @KerryGorgone #CisionWebinar
Solution #1: Create Your Own

24. @Cision @KerryGorgone #CisionWebinar
Problem #2: Streaming Video Without Planning
So new and shiny!
Periscope and
Facebook Live

26. @Cision @KerryGorgone #CisionWebinar
Streaming without planning makes you look like…

27. @Cision @KerryGorgone #CisionWebinar
Solution #2: Plan Your Live Stream

28. @Cision @KerryGorgone #CisionWebinar
Post crowd releases before streaming

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Get signed releases from interviewees

30. @Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

31. @Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

32. @Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

33. @Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

34. @Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

35. @Cision @KerryGorgone #CisionWebinar
Solution #2: Plan Your Live Stream
SHOT 1 SHOT 2 SHOT 3
SHOT 4 SHOT 5 SHOT 6

36. @Cision @KerryGorgone #CisionWebinar
Problem #3: Influencers Don’t Always Disclose

37. @Cision @KerryGorgone #CisionWebinar
• Placement
• Proximity
• Prominence
• Presentation
The 4Ps of Disclosing Brand/Blogger Relationships

38. @Cision @KerryGorgone #CisionWebinar

39. @Cision @KerryGorgone #CisionWebinar
#SPON
#AD
#CLIENT

40. @Cision @KerryGorgone #CisionWebinar
Solution #4:
Require Influencers to Disclose

41. @Cision @KerryGorgone #CisionWebinar
Design Disclosures for a
Moron in a Hurry

42. @Cision @KerryGorgone #CisionWebinar
POLL: Any disclosure issue?

43. @Cision @KerryGorgone #CisionWebinar
The $16,000+ Mistake

44. @Cision @KerryGorgone #CisionWebinar

45. @Cision @KerryGorgone #CisionWebinar
The Problem:
What You Don’t Know
CAN Hurt You

46. @Cision @KerryGorgone #CisionWebinar
The Solution:
Actively Look for Potential Problems
Ahead of Time

47. Beelzebub, Esq.
Specialties: Killing Fun,
Ruining Good Ideas

50. Analyze and Optimize

51. Analyze and Optimize

52. @Cision @KerryGorgone #CisionWebinar
Questions & Answers
Please enter your questions
for the speaker in the chat
box of your webinar console
or tweet them to
#CisionWebinar.

53. @Cision @KerryGorgone #CisionWebinar
Thank you for Attending!
About Cision:
Cision is a leading media communication technology and analytics company that enables marketers and
communicators to effectively manage their earned media programs to drive business impact. As the creator
of the Cision Communication Cloud™, Cision has combined cutting-edge data, analytics, technology and
services into a unified communication ecosystem that helps brands build meaningful & enduring
relationships with influencers and buyers.
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