If you’re wondering if all the time and expense it takes to produce free content to market your product or service works, this case study recently posted on Forbes.com should lay that to rest once and for all.
ProjectManager.com started in 2008, they now have 10,000 paying customers and they’re projected to own 80% of the market by 2015. I think it’s working!
What did they do right? CEO Jason Westland says it can be summed up in two words: content marketing.
“We gained 250,000 emails by giving away lots of free resources on our website,” says Westland. “We then built the largest “Project Management LinkedIn Group” in the World and pushed our social presence on YouTube, Facebook and Twitter. We now have 500,000+ Project Managers follow us socially every day.”
His successful plan is no secret –
- Establish a community/lay the foundation
- Develop your content
- Create a strategy to publish your content
- Pull it all together to see how your content can lead to new sales
- And of course never forget about your existing customers
And as brands realize the strength of content in the marketing mix, online newsrooms are becoming more than just a PR archive for press releases. You need a place to “pull it all together” and make it easy to find and share. A place to house whitepapers, webinars, videos, images, infographics, articles, tips, blog posts, tweets. A good newsroom will service more than just journalists today – it should meet also the needs of bloggers, investors, analysts, prospective customers and anyone interested in the latest content from your brand.
posted in Content Marketing, social media newsroom |
Lisa Buyer’s recent article in CommPro.biz makes an excellent case for the corporate online newsroom to become a real resource for the media, blogggers, investors and the public.
“Newsrooms – if done right – can be an excellent source for new content. However, in this renewed age of content marketing, it can’t just be the press releases. Whatever content gets put up has to be compelling enough for people to want to share. It should not simply report facts, but should have some sort of human element explaining what this news means to the target audience.”
– Quote from Thom Craver https://twitter.com/thomcraver
To help drive traffic, marketers are now shifting their priorities to inbound marketing efforts like creating effective content such as such as blogs, webinars, white papers and press releases according to MarketingSherpa’s eighth annual benchmark report. All this content can be housed effectively in a social online newsroom so that it can be easily found, used or shared.
Take a look at how the city of Newport Beach, CA is doing it.
posted in RSS Submission |
Although 98% of the top 100 firms have an online newsroom, it seems that too often it is one of the check-marked actions that then gets forgotten. The 2013 Online Newsroom report from My Newsdesk reveals that more than a third (35%) don’t keep their newsroom content up to date.
Just having a newsroom is not enough. You have to keep it constantly updated with content that will be interesting and useful to bloggers, the media, investors and the public. While most firms keep their press releases current, many leave annual reports, staff bios and product listings to stagnate.
Although the media is demanding more visual content with news releases, and research shows that adding visual can get as much as 9.7X more views on a release, 70% of the top 100 do not provide any images or video with their releases. The members of the media panel at the PR News Media Relations Summit in December all said multimedia with a release would significantly increase the chances of the release being picked up. A Media Bistro editor recently advised PR people to “Always think multimedia.”
The report shows that only half (51%) of the newsrooms surveyed provide video content and 40% had no image library. That’s not the whole problem though – the other half that have video and images don’t provide them in a format that’s easy for the media to use.
Other findings from the survey include:
– 21% of brands used newsrooms to provide additional content such as related news, advice and blog links;
– 26% fail to provide contact details in the newsroom;
– 45% fail to provide contact details within a press release;
– 70% do not offer an email alert service;
– 39% of newsrooms have no search option.
Back in 2004 usability expert Jakob Nielsen said corporate America only rated a “D” in PR because the online newsrooms of the Fortune 500 did not meet the needs of the media. We don’t seem to have made any headway at all.
How do you get an A in PR with your newsroom? David Armano of Edelman Digital has some sound ideas about the need for a social online newsroom.
posted in Digital PR News, social media newsroom |