LA EVOLUCIÓN DEL PR A TRAVÉS DEL MARKETING DE CONTENIDOS Presentation by Lee Odden of TopRank Marketing on the Evolution of Public Relations Through Content Marketing - Congreso Internacional De Relaciones Publicas, Mexico City, June 8, 2015.

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awareness consideration purchase retention advocacy
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8. @leeodden
#8CongresoPRORP
Content
Is
Powerful
Content
Equalizes
Images:
ShuQerstock

9. @leeodden
#8CongresoPRORP
Content
Marke<ng
is
the
planning,
crea<on,
&
promo<on
of
brand
&
customer
focused
narra<ves
that
drive
measurable
business
outcomes.

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12. @leeodden
#8CongresoPRORP
PR
Agency
Services
in
Mexico
Corporate
PR
72%
Internal
Communica<on
36%
PR
for
Branding
36%
Events
Organiza<on
33%
Media
Rela<ons
44%
Social
Responsibility
53%
Crisis
Communica<on
44%
Lobbying
25%
Source:
The
global
public
rela<ons
handbook
Image
source:
ShuQerstock

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PR!
Brand!
Journalism!
Earned!
Media! Native!
Ads!
Owned!
Media!
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16. @leeodden
#8CongresoPRORP
If
you
want
to
ensure
your
brand
is
in
the
media,
then
become
the
media.

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“Content is the
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Brand Publishers
Brand Journalism
Content Marketing

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Audience Targeting
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90%+ of B2B &
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37. @leeodden
#8CongresoPRORP
Integrated
Marke<ng
&
PR
Means:
Being
the
best
answer
wherever
your
audience
is
looking.

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43. @leeodden
#8CongresoPRORP
Yes
You
Can
You
Can
Do
Anything
With
a
Plan!
Image
source:
ShuQerstock

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