"A Powerful Partnership: How Content Put Public Relations Back in Style"
With more and more companies doing content marketing, it becomes increasingly harder do stand out from this content overkill. So, how do we make sure our content gets in front of the right audience? How do we create synergies throughout all of our content and how do we eventually get legendary links and mentions?
In this session I gave at the SMX 2016 in Munich I focussed on how SEO's and Content marketeers could and should leverage the power of Public Relations within their daily work and vice versa in order to achieve great results.
SMX 2016 - "A Powerful Partnership: How Content Put Public Relations Back in Style" - Martijn Burgman
1. A POWERFUL PARTNERSHIP
How Content Put Public Relations Back in Style
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
2. Dutch
Munich based
Leading our international
Brand Marketing team at Stylight
@Martijnburgman
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MARTIJN BURGMAN
4. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES A BRAND MARKETING TEAM DO?
Social Media
Public
Relations
Content
Marketing
Design Events
15 Countries
5. What defines killer content?
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
SMX 2015
Slides available at http://stylig.ht/SMX15
Investment
Branding
User Value
Shareability
Targeting
Planning
Goal
Engagement
Lifespan
6. HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
7. HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
HOW WE LEARNED BY MAKING MISTAKES
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
8. HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
HOW WE LEARNED BY MAKING MISTAKES
ACTIONABLE TAKE-AWAYS YOU CAN IMPLEMENT TOMORROW
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
9.
10. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
STANDING OUT WITH YOUR CONTENT
Source: http://www.internetlivestats.com/ - 12:00
15. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
CUTTING THE CLUTTER IS THE CHALLENGE
Source: http://www.buzzsumo.com/
75%
ZERO referring root domains
50% -
8 Shares or less
16. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES THE FUTURE BRING
Search engines are getting smarter and smarter
More and more algorithms
Increased focus on paid promotion
Focus on getting brand mentions
Become a brand – be the best in what you do
22. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR MAIN PROBLEMS
We lack focus
We lack resources (and we will always do)
How we are measuring our success and ROI
29. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES A BRAND MARKETING TEAM DO?
Public
Relations
Social Media
Content
Marketeers
Design
Listen & Promote Understand & Create
37. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
CREATION PHASE
Tweaking Visuals
Evaluate Initial Concept
Find Angles and Channels
Prepare for Promotion
38. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
PROMOTION PHASE
Define your promotion strategy per campaign
Owned Earned Paid
Website
Blog
Social Channels
Newsletters
Shares
Mentions
Display Ads
Social Media Ads
Content Promotion
Platforms
Target Audience
39. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
PROMOTION PHASE
Define your promotion strategy per campaign
Owned Earned
Website
Social Channels
Shares
Mentions
Target Audience