IPRC Presentation
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Insurer Public Relations Conference presentation on content marketing by Michael Durwin.
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IPRC Presentation
- 1. Let’s Talk About Content for PR
- 2. #IPRCcontent
- 3. Why Content? 3/4th of U.S. consumers share content 2/5th of U.S. consumers share content immediately before a purchase 71% of consumers make purchase decisions based on social media referrals
- 4. Why Content? 30% of marketing budgets spent on content Most effective marketers spend 42% 21% of Marketers successfully track ROI
- 5. Michael Durwin DURWIN MICHAEL INNOVATION, DIGITAL & SOCIAL MEDIA STRATEGIST
- 6. Michael Durwin 1 Social media campaign: 1995 Brand fan page Website video Brand MySpace page Brand video on YouTube Character Twitter Live brand video Google Glass beta tester Invented Potential Human Reach™ ST
- 7. Michael Durwin Bermuda Tourism • HBO • Mass General Hospital • Stoli • NBC • Amazon • SFO • Microsoft • Coca Cola • ABCNews • Boston Bruins • Decathlon Sports • ESPN • Disney • Reebok • FOX • NatGeo • AMC • Liberty Mutual • Home Depot Blue Cross Blue Shield • Deloitte • Comcast • JJill • Food Network • MDA • Thule • Partners Health • Nokia • Nature Publishing • New Balance • Biogen • AMEX • Fidelity • DentaQuest • Bose • CME Group
- 8. #IPRCcontent7 Steps to Creating Content Michael
- 9. Traditional PR = helping others tell your story
- 10. Content Marketing = telling your own story Content Marketing for PR = owning media not renting it
- 12. It ain’t just this
- 13. It’s this: 3,128,447 views
- 15. It’s this: 28,336 likes
- 16. It’s this:
- 17. It’s this:
- 18. It’s this:
- 19. It’s this:
- 20. It’s this:
- 21. It’s this:
- 22. It’s this: 208k+ Likes 7,697 Shares 2.8k Comments
- 23. It’s this: 42,474 Likes 375 Comments
- 24. Blogger Contest Blogger Preperation: Itinerary blogs Images Videos What’s in my bag? Blogs Images Videos Nominations Landing Page /Microsite 1 Week Blogger(s) Social Networks Germany Tourism Social Networks Anticipated Attention Fuseideas AccountHours Blogger Trip: Checkins Images Blogs Links Videos Infographic Blogger Trip Recap: Blog Videos Blogger Trip Content: Images Videos Infographics Guest Posts
- 25. 39,664,570 Impressions 21,387 Likes 10,968 Mentions
- 26. 31% Twitter Follower Increase 501% Instagram Follower Increase 1,273% Facebook Follower Increase 7% increase in positive social sentiment
- 27. #IPRCcontent Content Marketing is about your brand! NOT
- 28. #IPRCcontent Talking about Others Talking about Your Brand 20% 80%
- 29. #IPRCcontent Talking about Your Brand20% Talking about Others 80% Valuable & Engaging to your Audience100%
- 30. #IPRCcontent
- 31. Participant User Customer Producer Community Consumer < >CONSUMER HUMANCONSUMER HUMAN #IPRCcontent
- 32. #IPRCcontent
- 33. 0 0.15 0.3 0.45 0.6 15% 24% 25% 27% 33% 40% 42% 53%Lack of internal creation resources Lack of content strategy Budget constraints Inability to effectively measure No cross-channel integration Lack of staff skills Lack of variety of content type variety Lack of management support Ascend2, “Content Marketing Trends Survey Summary Report March 12, 2015 #IPRCcontent
- 36. #IPRCcontent
- 37. #IPRCcontent Copywriting Story Telling Graphic Design Photography Video Production Presentation Design Public Speaking Web Design SEO Media Planning Analytics Social Listening Psychology & Sociology Email Marketing Multivariate Testing
- 38. #IPRCcontent CTR 0 2.5 5 7.5 10 0.74 1.2 1.94 1.47 1.17 1.81 4.33 7.91 7.53 8.02 8.18 8.45 7.72 8.35 7.98 9.96
- 39. #IPRCcontent CPC 0 0.35 0.7 1.05 1.4 1.32 0.57 0.5 0.43 0.38 0.35 0.16 0.08 0.17 0.05 0.03 0.11 0.03 0.05 0.05 0.02