Amazon Prime Day public relations case study

Capturing Attention Around Prime Day with Our Client Adlucent

Update: since publishing this blog post, Adlucent has garnered additional pickup in seven more publications (plus syndicated publications) including AdWeek.

A couple of weeks ago, Amazon announced that its annual Prime Day would occur July 15 and 16 this year. Also occurring a couple of weeks ago, on the very same day as that announcement, we were psyched to have planned the release for our client Adlucent’s consumer survey and corresponding whitepaper, “Getting the Most out of Amazon Prime Day 2019.” 

The coordination of the survey and the resulting pick up is a super example of a well-positioned release and great team work. Since the release, the survey data has been incorporated into 10 articles (two of those top tiers and those not including syndicated publications), has lead to a handful of specific media inquiries and resulted in two industry analyst appointments. Not only has Adlucent given itself a name in Amazon Prime Day marketing. Even better, it has positioned Adlucent as an expert in the space of digital marketing.

What This Pickup Says About Our Client Relationship

As excited I am as a media person to have garnered this attention for our client, I’m even more excited about the way we worked with Adlucent to make this happen. From the very beginning, this report was a great collaboration. We helped develop the survey questions with Adlucent, wrote an outline from the results, passed the content over to Adlucent for final development and then planned together the most interesting story lines to pitch. 

In preparation for our go-live date, we prepared and distributed a media advisory, while Adlucent prepared for advertising and internal promo on their side. Since then, Adlucent has featured the report in their newsletter, followed up with leads who downloaded the survey, and promoted the content further via social media, while we’ve been active coordinating interviews and responding to follow up requests. 

This week, we’ll be keeping our eyes on developing Amazon news to see how we can continue to pitch Adlucent as an expert source in this category.

How This Prime Day Survey Promoted Adlucent As A Thought Leader

Outside of our collaboration, I want to also highlight the uniqueness of this report. The Adlucent consumer survey not only dug into what’s happening with Prime Day on Amazon. It also dug into what consumers are doing when it comes to shopping off Amazon around Prime Day. 

Adlucent found that 72% of consumers will look beyond Amazon to comparison shop on Prime Day in its survey of 1,000 consumers ages 18-64. This stat reflects the fact that Prime Day has become a sort of holiday of the back-to-school shopping season. Further, of the survey respondents who planned to go back-to-school shopping, 55% plan to do so on Amazon.

Adlucent used these results to inspire a list of recommendations for how brands can take advantage of the shopping phenomenon. Recommendations included creating lightning deals, promoting shopping on social and preparing your product listings for the extra visitors. But I’ll let you read on in the report itself to get that full list of advice. 

Where We’ve Received Prime Day Pickup

Last but not least, this wouldn’t be a celebration if we didn’t actively highlight the pickup we have received. In addition to our direct requests and interviews with analysts and journalists, we’ve seen pickup in:

Want To Talk About How To Get You Attention?

Interested in talking with us about how we can do some work like this with you? We’d love to! Just reach out. We’ll schedule a time to discuss how we can use media relations to position you as an expert.

mother career inspiration

How Our Mothers Inspired Our Communications Careers

This Mother’s Day, as usual, we at Ketner Group are feeling thankful for the inspiration our mothers have had on our careers. Whether by being our biggest champion, encouraging us to do the right thing or shaping the way we craft stories, they have influenced who we are as people, and as communications professionals.

She Taught Me to Always Do the Right Thing

Catherine Seeds and her mom Susan
Catherine Seeds with her mother Susan

For Catherine Seeds, our SVP and Partner, her mother’s biggest influence was teaching her to always do the right thing. “This is such a simple guide, but it has really stuck with me my whole adult life, particularly as a working mom,” Catherine remarked.

Catherine has had to make some tough decisions in her life, when it comes to her role as a mother and an agency VP. But through it all, that mantra has guided her to make the best decisions.

My Mother Was Always My Biggest Champion

“My mom was always my biggest supporter in anything I pursued growing up,” shared Account Coordinator Mikaela Cannizzo. “If I was excited about something, she was too. If I was passionate about achieving a certain goal, she encouraged me until I accomplished it. And when I wanted to pursue a career in writing and journalism, she was all for it. I think she still has all my clips saved from my early days at The Daily Texan.”

For Mikaela, her mother has always been someone she could confide in and rely on. “She is exactly the type of woman and mother I strive to be one day,” Mikaela expressed.

I Learned How to Craft a Story to Stay out of Trouble

As for our very own Greg Earl, his mother taught him how to perfect his stories. “I always had to fine tune my stories so I wouldn’t get into as much trouble. I learned to frame stories in a better light but also not to lie too much—in the event she got intel from around town.”

Without her, would Greg be so capable at crafting a great story? Maybe not. “But fortunately, she was there.”

My Mother Taught Me Empathy

Ann, Katie and Ashley Stone
Ann, Katie and Ashley Stone

“My mom taught me a lot about empathy and kindness.” Our intern, Katie Stone learned a lot about compassion from her mother, who is a stay-at-home mom.

“She taught me those soft skills that you aren’t going to learn in a classroom,” Katie said.

She Inspired Me to Ensure Everyone Has a Voice

Jenna Jordan’s mother is a teacher who emphasized the importance of recognizing and ensuring that everyone has a voice.

“We as a collective population are always learning and on the course of gathering knowledge,” shared Jenna. “My mother works with kiddos, so understanding empathy and different perspectives has always been a constant in my life!”

Mom Taught Me I Could Make My Own Career Choices

Kirsty Goodlett and Karen Corcoran Hughan
My mother and me in her element at Nashville’s botanical gardens

As for me, growing up, my sister and I referred to our mother simply as “the boss.” We didn’t know exactly what she did, we just knew that she was powerful and that she made her own path.

My mother taught me that when it comes to your career, you always have a choice. Whether you wish to work in a highly corporate career wearing power suits, like she did in Atlanta in the ‘90s, or you want to start your own landscape design career, like she did in Connecticut in the ‘00s, the choice is yours to make.

This has inspired me deeply. Now, I know that whether I want to work for someone else, myself or something in between, that choice is mine.

sustainability strategic messaging

Integrating Sustainability Into Your Strategic Messaging

This blog post has been provided by our intern, Katie Stone.

Earth Day is a special day to me. Not only is it a day that celebrates the Earth and its resources, but it is also my parent’s wedding anniversary. Though not intentional, the holiday seems fitting. Growing up, my parents taught me to respect the Earth through evenings spent watching nature documentaries and taking family trips to national parks. Now as an adult, I care deeply about the planet and climate change issues. Likewise, I know I am not the only member of Gen Z to think this way.

According to the 2019 Retail and Sustainability Survey by CGS, 68% of Generation Z shoppers have made an eco-friendly purchase in the past year. The survey also shows that Gen Z ranks ethical business as one of its top factors when making a purchase. Therefore, retailers who aren’t using eco-friendly strategic messaging are going to be abandoned by the up-and-coming generation.

Be Transparent About Sustainability

Before you publicly declare your company an eco-friendly one, do a quick analysis of your company’s current practices. If your company has made, or is currently making some environmental mistakes, get in front of it. Be open and transparent about past mistakes while directing your messaging toward the future. Detail your company’s plans to reduce or eliminate its negative effects on the planet through proactive digital media campaigns. When your company reaches a goal, use social media, press releases and other PR tactics to get your message heard. A strategic approach to eco-friendly branding will strengthen your brand amongst Gen Z and your other target audiences.

Include Sustainability in Your Strategic Messaging

Developing strategic messages will establish your company as a thought leader in sustainability. Spend some time developing key messaging that aligns with the messaging you already have. Test out what works and doesn’t work. Then, work with company spokespeople to get all of your strategic messaging consistent and include it in traditional and digital media.

When you identify the messaging you want to use, it is important that the messaging is laced throughout your brand. One post on social media using #EarthDay isn’t going to cut it anymore. Demonstrating your company’s sustainable initiatives year-round will give your larger Earth Day campaigns more validation.

Flesh Out Your Community Relations Initiatives

Showing is often more important than telling when it comes to environmentally friendly initiatives, as it proves that your company genuinely cares about the environment. Fortunately, there are plenty of possible community relations practices. Here are a few earth friendly community relations ideas to try in your office:

  • Incentivize volunteer work
  • Get your office to participate in #MeatlessMondays
  • Donate time and money to local environmental charities
  • Start a rooftop garden, or sponsor a community garden
  • Encourage carpools and working remote

When your company takes part in community relations activities, make sure you include it in marketing pieces. For example, highlight the activities in a newsletter or write a blog about the experience. Visual content is key, so make sure you get lots of pictures and video. You can use this content on social media and other branding materials.

Find Your Approach to Branding

There are many different approaches that companies can take when branding themselves as sustainable. To sum up, find what works for your brand and run with it. Looking to build out your strategic messaging beyond Earth Day? Send an email to [email protected] – we love to talk branding!

language-equality-marketing-pr

How We Can Use Language to Promote Equality

A few years ago, I made a conscious decision to stop saying, “you guys.” For someone who spent an equal amount of their childhood in both the north and the south, this decision carried some weight. Moving to Connecticut in middle school is an easy way to remove “y’all” from your vocabulary. In an effort to conform, “you guys” became my norm.

Lucky for all of us, with age comes confidence. As I found my place as a woman in the workplace, I became dedicated to gender equality, working to promote inclusion. “You guys” didn’t stand a chance.

The reason is simple: the phase is exclusionary.

In our society, we use language to emphasize pre-established situations. And we can use language to change them. Ultimately, this is the power in marketing and PR, which allows us to use language to impact people’s perception of the world. It’s no surprise that, as a marketer, I became hung up on just a couple of words.

Changing my vocabulary wasn’t easy. But after a few years, the phrase is (mostly) gone. The next step is to help others change their language too. Why? Because the state of women in the workforce is not changing, and we can use language to change that.

The State of Women in the Workforce Is Unchanging

The Women in the Workplace 2018 report by LeanIn.org and McKinsey found that “Companies report that they are highly committed to gender diversity. But that commitment has not translated into meaningful progress…Progress isn’t just slow. It’s stalled.” This is despite the fact that women are doing their part, obtaining bachelor’s degrees at a rate higher than men and asking for promotions and negotiating salaries at the same rate as men.

(If you need to be convinced that diversity in the workplace is important, there are plenty of reports that can help prove “gender-diverse business units have better financial outcomes than those dominated by one gender.”)

To Improve Diversity, Change Your Language

LeanIn.org and McKinsey seek to make improving diversity easy by providing six actions companies can take to find success. One of these is particularly relevant for our industry: foster an inclusive and respectful culture.

Language is a simple way to promote an inclusive culture. If you’re looking to change your own actions at work, be considerate about the language you use. Select words and phrases that are more inclusive. Because language is so ingrained in us, making an effort to be more inclusive will take some work, but if you take a collaborative attitude and give yourself the grace to make a slip up, your language will begin to improve.

How to Ask Others to Change Their Language

Once you’ve begun the process of changing your own language (it will be a process), you can begin to help others change theirs. Through trial and error, I have developed some personal best practices when it comes to asking others to change their language. (Interestingly, the strategy I use is similar to one I use at work to advocate for a project or cause I believe in.)

  1. Share a personal story. Sharing personal stories at work requires a balance—we don’t want to get too personal—but by sharing how we view the world, we can help others see situations through our eyes.
  2. Share the research. Do your research to understand why what your advocating for is important.
  3. Suggest a next step. Once your audience is bought in to your idea, they’re ready to take the next step. Share a suggestion for how to move forward.
  4. Be supportive. Changing ingrained habits is hard! Give people the benefit of the doubt and be there to help them with a supportive, cheerful attitude when (not if) they slip up.

I found success with this approach at a previous job. One of my colleagues came to work anxious after reading an article arguing against the use of “you guys” and feeling concerned about how his use of that phrase may have impacted those around them. I was glad he felt comfortable talking about this with me, and I used the opportunity to share my story of changing my language, provided research into why it was important to do so, suggested some alternative phrases he could use and cheered him on as he practiced shifting his language.

Steps You Can Take to Promote an Inclusive Workplace

If you’re ready to take it even further, some great resources exist!

She+ Geeks Out’s blog post on covering and passing in the workplace provides some great tips for supporting our colleagues so they feel comfortable being themselves at work.

A couple of my favorites (that helped inspire this blog post)…

  • “Be explicit in your language. If someone says something discriminatory, say something to make it clear that that language isn’t tolerated.
  • Share your own story of difference.”

In addition to making our workplaces more inclusive, it is also important to set up practices that promote inclusive hiring. Another post by She+ Geeks Out has some great tips for mitigating bias in hiring. Writers like me will be interested in this tip, “If you’re struggling to get candidates to respond to your job posting, you may want to start with your job description.” Inclusive descriptions that remove adjectives typically associated with one gender (example: ‘driven’ = masculine, ‘dependable’ = feminine), go a long way to encourage a variety of candidates.

Take Your Changes in Stride as You Promote Language Equality

As you make an effort to change your actions and support women’s equality this month, give yourself grace. Changing habits is hard. But remember, I’m here to cheer you on as you make strides. Just get in touch.

Storytelling Is for PR Too

As someone who majored in journalism, telling full and complete stories inverted pyramid style is practically ingrained in me. While writing for PR clients differs, both require the writer to tell a story. Whether it’s a blog post, bylined article or press release, you need to do more than describe a product. Instead, you need to capture the attention of their audiences with a genuine, compelling story.

To deliver on this expectation, ask yourself, “What’s the story here?” Once you determine an answer, you’re ready to write through the lens of that story angle. Along the way, I’ve learned some helpful tips when it comes to keeping the heart of the story front and center in your writing.

Have a Thorough Understanding of What You’re Writing About

First and foremost, unearthing a story is nearly impossible if you don’t understand what you’re writing about. Whether you’re writing about the latest retail technology tool (tends to be where my mind is at these days) or a new hire, a thorough understanding of the subject will help you create your story. To hone in on this, create a ‘topic sentence’ based on the story to help guide your writing. Within this sentence, highlight the main sentiment you want to convey to readers in just a few words. I like to write it out and keep it handy to refer back to as I delve into creating content.

Let the Story Unfold

With your ‘topic sentence’ in mind, your thoughts are given direction, allowing a story to unfold. As you write, glance at your topic sentence to ensure your words line up with your core idea. On top of a thorough understanding, creativity is key. If you’re constructing a press release about a new product launch, chances are the story runs deeper than the objective features of the product. Put yourself in the shoes of a prospective customer. Think about how the product solves pain points in everyday lives to shine light on the story you should tell.

As PR professionals, we may not be commissioned to write novels, but that shouldn’t stop our inner storyteller from emerging. Human nature gravitates toward stories. Stories tend to engage more than direct facts without a connecting theme. As you endeavor to serve clients well, envision yourself as a storyteller for the brand and products. This goes a long way with the media, readers and the agency-client relationship.

To learn more about the power of storytelling in PR, you can find more helpful tips on Cision.

PRSA ICON 2018: It’s All About Relevant and Data-Driven Content

Last week, the Ketner Group team attended the PRSA 2018 International Conference, better known to the public relations community as PRSA ICON, in our own backyard here in Austin, Texas. If you are not familiar with the conference, it’s designed specifically to help the communications community enhance our personal and professional network through career development and connecting with other PR practitioners.

Needless to say, the KG team definitely networked, and we DEFINITELY returned to the office with new ideas and methods for bettering our professional craft. We heard inspiring keynotes from Do Something’s CEO Aria Finger and digital marketing pioneer Ann Handley. The PRSA ICON breakout sessions we attended were all about perfecting your messages in clear yet relevant ways, and also explored new sectors of the communications industry. Here are just a few tidbits of the best practices we learned at PRSA ICON this year:

Lesson One: Communicating should ALWAYS be about your audience

Although as communication professionals we may think we are clearly delivering our messages, that may not always be the case. As we learned at the conference, we currently live in the age where content is king, but that can lead to a vicious cycle of “churning and burning” an immense amount of content, losing sight of one key component: your target audience. For example, think of a scenario where someone is just talking at you, instead of trying to understand what experiences or topics may be relevant to you based on your experiences and former knowledge – chances are, mid-lecture your mind will start drifting away to more relevant thoughts.

Therefore, your audience should always be at the forefront of the message. Key questions like ‘what is my audience’s point of reference?’ and ‘why would this be relevant to them?’ and ‘what does my audience need?’ should always lead your messaging strategy. After all, if you lose your audience, who is going to read your content?

Lesson Two: We are all, or should strive to be, data analysts

We live in a digital age where every search and click is tracked. And while we in the PR world are notorious for disliking math and preferring words over figures, it’s time to join the data revolution. At PRSA ICON, we discussed the need for PR professionals to dive into the world of data to create an even bigger need and sense of interest for each and every story, while continuing to make our pitches and strategies not only timely but also informed and relevant. As IBM’s Brandi Boatner explained during her workshop, while the world of data is intimidating, the key here is to start one step at a time. She recommended starting with Google Trends and then identifying data sets that are relevant to your communications strategy. As Boatner explained, when you dive into the world of data, you should not try to analyze a large amount of data all at once, as both you and your audience will be overwhelmed: “A good storyteller masters things that are unseen and with AI and data analytics, you can create a communications strategy that quickly identifies and gets ahead of trends.”

Lesson Three: Social media influencers are now a staple in public relations

As industry conversations continue to heat up on the effectiveness of social media influencers, the fact is, social influencers are now and will continue to be a staple in the world of communications. (Ketner Group recently profiled one such influencer in a recent blog!) What’s more, social media influencers can help companies effectively grow organic audiences and customers they would not have had before. As we learned at PRSA ICON, leveraging social media influencers for your communication efforts is a matter of conducting diligent research to identify the right influencers that will create a new level of authentic communication between you and your target audience.

As Dr. Seuss once wrote, “The more that you learn, the more places you’ll go.” And in public relations and communications as a whole, there is something new to learn every day! We look forward to implementing the lessons learned at this year’s conference into our communications craft as we continue to be life-long learners in this industry.

7 Steps to Successful LinkedIn Marketing

In recent weeks, we’ve explored how to develop a content strategy, how to set up a social media program from scratch, and how to use thought leadership bylines to earn media coverage. All of these content approaches complement each other and help reinforce a brand’s identity. But the power of the written, or recorded, word can only get as far as the audience you’ve built to consume it. Luckily, there’s a way to amplify the reach and impact of this owned and earned content that we find quite valuable and our clients are consistently curious about: LinkedIn Sponsored Content.

 Adding a paid element to your PR program helps bridge the gap between traditional PR and traditional marketing, which shouldn’t operate in silos anyway. We like to take a strategic view of LinkedIn promotion, using a step-by-step practice to develop and continually optimize a highly-targeted LinkedIn ads campaign that complements existing content development and organic social media initiatives. The approach outlined below helps identify hyper-relevant prospects, target them with the right content, understand what content to create in the future and serve your company’s ultimate marketing goals.

 Step 1: Identify Ideal Audience

As with any marketing process, you can’t succeed if you don’t know who you’re talking to or trying to reach. But if you know who the decision makers, influencers or buyers are that you want to influence with your content, you can target them at a granular level on LinkedIn. By combing criteria, you can hit a hyper-targeted user set and ensure you’re not spending money promoting content to users who will never make a difference for your bottom line.  You can target audiences in three ways:

  • Demographics – Job function, seniority, company name, geographic region, industry, etc.
  • Interest-based targeting – Group membership, skills, fields of study
  • Company audience data – Target account lists your sales team is using (Note, you’ll need a lot of names for this to be effective, but it guarantees a precise audience.)

Step 2: Define Campaign Goal and Associated Content Formats

Once you know who you want to read your content and ultimately to engage with your brand as a potential customer, you’ll need to define the goal of your campaign. This will determine the kind of content you promote. For content you don’t already have, you’ll need to focus on developing it as part of a comprehensive owned, earned and paid media program. For the following goals, you’ll want to emphasize the associated content:

 Brand awareness

  • Company blog posts on LinkedIn
  • Press releases
  • Long-form posts
  • Visuals/videos
  • Product announcements
  • Promotion of tradeshow attendance

Thought leadership

  • eBook, whitepaper, video, research
  • Industry commentary
  • Long-form posts
  • Guest blogs on other blogs
  • Industry trends or data

 Lead generation

  • eBooks­
  • Webinars
  • How-to guides
  • Blog posts with calls-to-action (CTA)
  • “Freemium” downloads/gated content
  • Industry-related reports

Step 3: Develop an Editorial Calendar

Once you know which content to share, set up an editorial calendar – this will help you to visualize the rhythm of content being published and ensure that you’re addressing different aspects of your brand’s value proposition. Having everything written out will also help make sure you share different forms of content to keep things fresh and engaging for all members of your target audience, depending on their interest, challenge, or stage in the buying process:

  • Awareness: Have realized and expressed symptoms of potential problems or an opportunity.
  • Consideration: Have clearly defined and given a name to their problem or opportunity, actively looking for ways to address the issue.
  • Decision: Have defined their solution strategy, method or approach and ready to take the next step.

Step 4: Identify Assets and Messaging to Promote Content

Identify and/or develop compelling ad copy (150 words or less) and visual content that make readers want to click on or download the content you’re promoting. If you can’t sell your content, no one will read it no matter how informative or well-written it is.

Hint: Include calls to action, statistics, quotes, actionable text.

Step 5: Determine Ad Method

Sponsored Content

Sponsored content campaigns are promoted through paid channels based on posts you have also made directly on your Company Page. They are best used to attract new followers to the company website or landing page and drive engagement with company-specific content.

Company Page posts (status updates) can be promoted in the newsfeeds of both followers and non-followers whose demographics have been specifically targeted. This is a good option for posting blog content, articles about your company or to showcase commentary, award wins, customer or product announcements, and more.

Direct Sponsored Content

The direct sponsored content option allows you to post content directly in the LinkedIn feed without the content originating on your LinkedIn Company Page. This is useful if you don’t want the post to clutter your company’s LinkedIn profile page, but otherwise operates the same as sponsored content.

Website Ads

LinkedIn also offers more traditional website ads, which lead readers to the company website and often start at $2.00 per click and up. These are best leveraged for sending interested parties to your website to download gated content – whitepapers, e-books, case studies, webinars – for lead generation, or to product pages for direct sales promotion. If you choose this option, you should set up goal tracking in Google Analytics to count how many contact form submissions are received as a result of a given ad. Then judge what your cost per lead is and determine if it is delivering appropriate ROI.

Step 6: Set a Budget

Finally, you’ll need to decide what your total monthly budget for LinkedIn ads will be, and how you’ll allocate your spend – either emphasizing CPM (cost per 1000 impressions) if your goal is brand visibility, or CPC (cost per click) if your goal is lead generation or website traffic conversion.

LinkedIn Ads work on a bidding process, so depending on the audience you compete for, the price will change to show an ad. Bids are only processed at $.01 more than second-highest bid, so you can set your bids at the top limit of what you consider a fair value for the click or impression.

Step 7: Reporting/Continuous Improvement

It’s essential to monitor and analyze the key metrics of your campaigns on an ongoing basis. This review process is critical for finding opportunities for improvement to your campaigns, whether it’s improving reach, accuracy of targeting, CPC or CPM, website conversions, engagement and much more.

You should use the LinkedIn campaign manager to review all the metrics available on the platform itself, but also refer to your Google Analytics reports to see how successful you’ve been at driving increased traffic to your website as a whole or to specific landing pages on the site. There are also tools like LinkedIn Insight Tag to your website that will help you evaluate deeper insights about your campaign and users to continue improve your LinkedIn, content marketing, and overall marketing goals.

To learn more about how LinkedIn can help drive brand awareness and lead generation as part of your PR or marketing program, feel free to reach out to me directly – [email protected] – and don’t forget to follow Ketner Group Communications on LinkedIn and Twitter for more valuable tips like these.

 

Tips for Developing a Content Strategy

Blogs! Social media! Whitepapers! Webinars and email newsletters! These are only some of the content marketing tactics that hold a tremendous amount of potential for getting your business the attention it needs to grow as fast as it deserves.

It can be truly dizzying for marketing teams to crank out the amount of content needed to make an impact. And unless your marketing team requires a fleet of Uber XLs to get to an office happy hour, it’s just not possible to do it all. Yes, PR firms can be terrific allies in developing and executing on your content strategy, but how should you set one up in the first place?

Brand awareness vs. lead generation

An effective content strategy serves two equally valuable and competing (yet complementary) purposes – brand awareness and lead generation – neither of which your marketing can succeed without. It’s finding out how to balance these that takes work. So, take a step back and work from the top down. Define your organization’s unique needs and goals. Ask questions like:

  • Do our customers know who we are?
  • Is our pipeline flooded or flowing at a trickle?
  • Does our sales team close every sale they work on or are we struggling to convert leads?
  • Do we have a competitor or competitors regularly winning deals over us?

Once you know where you stand, where you’re already succeeding and what gaps you need to address, you can determine the type of information your intended audience would most benefit from. Then, leverage the three overarching channels available to you – owned, earned and paid media – to get it to them.

Owned Media

Think about the advice we’d all give to a friend feeling overwhelmed by a situation, something along the lines of, “you can only control what you can control.” Although sometimes frustrating to take that advice at face value, it’s essential to get the basics right before branching out to more nuanced arenas. Unsurprisingly then, owned media should always be the first and most fundamental element of any content strategy.

Website

To that end, your focus should be on ensuring your website is the rock your content strategy can build off of. It allows you to tell visitors who you are as a company, what you stand for, what you sell and why it’s worth the investment. It has unrivaled power to tell your story how you want it told – everything you want someone to know about your company should live here. You should also have simple components like a ‘Contact Us’ page for lead generation, and any gated whitepapers, case studies, e-books, or webinars can live in perpetuity on your website to generate traffic and leads, long after you publish them.  Managing a regularly updated blog is also a key part of becoming a well-rounded brand; it will serve as an outlet for the promotional and thought leadership messaging you want your customers to associate with your business.

Social Media

It’s not exactly a cutting-edge revelation, but social media channels allow you to disseminate any info you want to the people that follow you. All the content you post to your website should be shared on the social channels you run, as this drives traffic to specific landing pages and your site as a whole, further driving lead generation. Just don’t forget to share and engage with the broader community on your social media platforms, as no one likes a “me, me, me” account!

However, it’s also important to note that not every platform is perfect for every brand or audience. We’ll share another post on social media content marketing in a few weeks (and will link to it once it’s live), but we tend to be major fans of LinkedIn for our B2B retail clients, using Twitter and Facebook as complementary outlets. Based on your audience and goals, pick and choose your platforms so you don’t waste time and resources building a community that won’t drive online engagement.

Email

Often left out of the ‘thought leadership’ bucket, but rarely forgotten by traditional marketers, email can play a key role in reaching an audience of customers, prospects, partners and others who care about your company message and sign up to receive information from you. Don’t just use email to sell; use it to inform, engage and entertain whenever possible to maximize its potential and keep your readers from going for an instant ‘delete.’

Earned Media

Along with content strategy and development as a whole, earned media is the bread and butter of our PR firm, and one of the most compelling reasons to work with an agency with a long history in a given market. Earned media provides a major boost to your brand’s visibility, recognition and authority. But using content to earn media attention doesn’t end with press release pitching.

My colleague Adrienne Newcomb wrote a great blog on using bylined articles to secure thought leadership coverage in key trade publications, and we’ve found that case studies, proprietary research reports, and pitching executive commentary on developing trends (great for sharing on social too) can have a big impact on a brand’s ability to get media coverage.

Whatever content you create for your owned channels, think about how you might be able to convince someone else to use it on their own platform. Without reinventing the wheel, you’ve greatly increased the value of a given piece of content.

Paid Media

Paid media can be a terrific option to supplement your owned and earned content strategies but should rarely, if ever, be relied upon to have a strong impact before the brand has developed those initial content foundations. We recommend thinking of paid media as the final exclamation point on a well-executed organic program that helps take successes to new heights. This doesn’t mean you need to have a killer email marketing program in order to promote high-performing blog posts on LinkedIn, but it does mean you shouldn’t be investing heavily in LinkedIn posts that direct back to a useless website. Determine the gap in your growth plan, create enjoyable content people want to engage with, build an audience that cares what you have to say, and use paid to take you over the top. If your foundation is strong, the potential ROI can be huge!

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Want to learn more about developing a content marketing strategy from scratch or optimizing a program already in motion? Reach out to us. We love talking about content and it’d be our pleasure to help you use your own media effectively and efficiently.

Breakfast Tacos and PR: Make Plans to Attend the 2018 PRSA International Conference in Austin!

I had the wonderful opportunity to attend last year’s PRSA International Conference in Boston, and as soon as I got back home, I knew immediately that I wanted to be involved in this year’s event taking place in Ketner Group’s very own backyard of Austin, Texas!

The annual conference is a wonderful event that “spotlights the intersection of technology and media, and leads the competition by providing unparalleled information strategies and tools for the new trends impacting the industry.” As I wrote in my blog last October, it’s a great event for professional development, inspiration, networking and even mentoring with some of the students from PRSSA.

This year, I’m THRILLED to say that Ketner Group will be a part of the planning as part of the PRSA Austin Chapter, the official hosts of the 2018 event. Stacy Lan and I have joined the opening reception committee, and we are excited! We are joined by our friends and peers from the Austin PR community to “get the party started” and show our colleagues from around the world just how awesome and wonderfully weird our city is.

I suspect there will be plenty of breakfast tacos for everyone!

A few key note speakers have already been announced:

  • Robert B. Reich: Economic Adviser, Best-Selling Author. Reich is currently serving as the Chancellor’s Professor of Public Policy at the University of California at Berkeley and Senior Fellow at the Blum Center for Developing Economies. Reich’s most recent book is “The Common Good.”
  • Jonathan Mildenhall, Former Airbnb CMO. Mildenhall is a globally recognized thought leader in the worlds of business strategy and creative excellence. A proponent of purposeful branding, he is passionate about connecting consumers with brands in a meaningful, authentic way and building community-driven brands that promote positive societal change.

As well, PRSA is currently accepting proposals for speaking at the event. The call for proposals deadline is March 26. Click here for more information!

I encourage all of my PR peeps to consider attending this great event – I promise you will come away inspired and ready to execute on all the ideas you will hear about. Registration is open now, so y’all come on down to Texas and we’ll talk PR in October!