Earned media through word of mouth and traditional outlets still significantly impacts online traffic and awareness. Content creation is the most effective SEO tactic according to research. An organization can develop a content marketing strategy by understanding audiences, creating a content plan across multiple channels like blogs and videos, pitching to third-party sites and amplifying through social media and paid promotion. This converged approach that intersects earned, owned, and paid media can increase online traffic, engagement, and establish an organization as a thought leader.

1. The Intersection of Earned
Media and Content Marketing
Holly Potter

2. Content marketing is a marketing technique of
creating and distributing valuable, relevant and
consistent content to attract and acquire a clearly
defined audience – with the objective of driving
profitable customer action.
-Content Marketing Institute

3. Why content matters
Earned
Media
Word of
Mouth
Organic
Search

4. Content creation
was ranked the
single most
effective SEO
tactic by 53%.!
-Marketing Sherpa, 2013
Organic search drives about !
50% of all web traffic

5. We trust people like us
womma.org

6. Local television
still reaches 9
out of 10
Americans.
-State of the Media, 2014
Traditional media still matter

7. How journalists use social media
University of Indiana School of Journalism | Washington Post

8. Word of mouth and traditional
media intersect
Pew Research Center | State of the Media, 2013

9. . . . and the intersection with social
Pew Research Center | State of the Media, 2014

10. The Pew Research Center’s for Excellence in Journalism. !
The State of the News Media 2012 http://stateofthemedia.org/
OR
Those who use only
a desktop/laptop
for digital news
Those who use a
smartphone OR a
tablet for news
Those who use both
a smartphone AND
a tablet for news
More Devices, More Social Media
67% 39%
59 24
41 9
Percent who follow
Facebook news links
Percent who follow
Twitter news links
2

11. For Many, Mobile Means More News
New users who said that since getting their tablet they…
Spend more time
with news 31%
Turn to new
sources for news 31%
Are adding to the
news they consume 43%
Based on weekly tablet news (N=810) users. Icons from the Noun Project.
Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group3

13. “If you don’t like the news, go out and
make some of your own”
-Scoop Nisker

14. Tablet – Vertical Orientation
Brand journalism platform as content
marketing hub

15. • News and Press
Releases!
• Feature Stories and
News Coverage!
• Blogs!
• Podcasts!
• Social channels!
• Grant information and
reporting!
• Corporate information
Multi-Channel Communications Platform

16. Robust content strategy generated !
91% increase in web traffic !
in the first six months
Primary source of traffic: Google
One third of traffic from internal !
servers underscoring the contribution !
to employee communications

17. <<
Feeding the content beast
Publish Syndicate
1 2 3 4
Understand your
audiences and channels.
Build a robust content
plan.
Press releases, media
pitches, feature stories,
video, infographics,
photographs.
Website, blogs, social.
Pitch and place third-
party sites, news outlets
and blogs. Paid content.
Third-party sites.
Marketing channels and
social media. Paid to
amplify.
ProducePlan

18. Building a newsroom mentalityPlanning: A newsroom mentality

19. Factoring in all data
sources, we are
bombarded with the
equivalent of 174
newspapers everyday.
Dr. Martin Hilbert,
University of Southern California

20. <<
a picture
worth
a thousand
words
Infographics

21. <<
Video Content
1/3 of online activity is
spent watching video
22
Video equals higher viewer retention,
the information retained in one minute
of online video is equal to about 1.8
million written words.
-Brainshark

22. Paid Media
TV,
Radio, Out
of Home,
Online
Owned
Media
Website, Blogs,
Podcasts,
Videos
Earned Media
Traditional Media, Blogs, Word
of Mouth
Social & Digital
Twitter, Facebook,
LinkedIn, SEO
Publishing: converged media can bring all
these pieces together

23. “We are in an era of skepticism; people need
to see or hear something three to five times in
different places before believing it.”
- Richard Edelman

24. Press release + Reddit = traffic surge
• Colorectal cancer news
release published in Share
Feb. 3
• Due to Tweet posted to
Reddit, more than 27,000
page views in subsequent
days
• Most requested piece of
content on Share Feb. 4-7

25. Marketing newsletter = traffic surge
• Partners In Health drove 107,710 page
views on share.kp.org in five days
• Total Health Radio went from the 30th
most requested page to 3rd most
requested in 5 days

26. Pitching + coverage = Twitter amplification

27. Traditional media and social drive engagement

28. <
Questions? Holly Potter!
htpotter@me.com!
@htpotter