Presented by Online Marketing Institute and PR Newswire on Wednesday Feb. 20, 2013 with Michael Pranikoff, PR Newswire Global Director of Emerging Media; and Lisa Buyer – CEO of The Buyer Group. Listen to the full session at http://promotions.prnewswire.com/LP_OMI_FuelingContentMktg_OnDemandWebinar_20130220_DK.html For both PR pros and marketers alike, the content phenomenon birthed by a converged media landscape is still in its infancy. And although the phrase content marketing doesn’t include PR, the connection between the two is undeniable. Consider the fact that, at its core, public relations is focused on effective audience engagement – the very same goal of a content marketing strategy. By incorporating PR tactics (not solely limited to press releases alone), organizations stand to reap significant gains; gains in the form of higher earned media coverage, expanded visibility for one’s content, improved influencer engagement and more.

2. Today’s Presenters
Michael Pranikoff
PR Newswire Global Director, Emerging Media
Michael.pranikoff@prnewswire.com
About.me/michaelpranikoff
@mpranikoff
Lisa Buyer
Publicist, Columnist, Social PR Evangelist
CEO of The Buyer Group, A Social #PR Agency
Blog: http://socialprscoops.com/
@lisabuyer
#PRNEWSWIRE

3. About @LisaBuyer
• Publicist, Columnist, Social PR Evangelist
• Social #PR Chat Editor
• CEO of The Buyer Group,
• a Social #PR agency
• Search Engine Watch Columnist
• Clients include B2B, B2C, Public, and Private
• Frequent industry speaker #PubCon, #SES, #ClickZ,
AllFacebook Conference, MediaPost
• University of Florida (Go Gators!) graduate with a
degree in Public Relations & Business Administration

4. Dear Content Marketing:
Meet PR, Your New BFF!
• The PR Power of Newsrooms
• Visual PR Content
• Mobile PR Content
• Paid PR Content-
• What can you do right now?
#PRNEWSWIRE @lisabuyer & @mpranikoff

5. #PRNEWSWIRE @lisabuyer & @mpranikoff

6. The Company Newsroom

7. The Company Online Newsroom
A centralized news headquarters
for all of your brand’s digital
[content]
including news stories, photos, videos, financial
and other organizational information.

8. The Company Online Newsroom
Florida Power & Light Newsroom
http://newsroom.fpl.com/

9. The Company Online Newsroom

10. Online Newsroom Content
• Beyond the press release
• Deliver diverse content for bloggers, buyers,
consumers, analysts and investors.
Industry News Social Networks
Videos Images
Content Feeds Categories
Reviews Media Coverage
Media Contact Info Infographics

11. Says
“The best way to get other sites to create relevant
links to yours is to create unique, relevant
content that can quickly gain popularity in the
Internet community,” says Google . “
#PRNEWSWIRE @lisabuyer & @mpranikoff

12. News Optimization Opportunity
14 percent of press releases
were optimized for search and
recent surveys indicate the entire
newsroom is
lacking optimization.
#PRNEWSWIRE @lisabuyer & @mpranikoff

14. Brands that can rock
visual media
will find themselves market leaders.
@Ekaterina

15. More Multimedia = More Views
* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly
fewer than those without, however the data shows the potential for very high visibility when
such assets are included along with other multimedia assets.
Source: PR Newswire Web Analytics, June 2012

16. 44% say more likely
to engage with companies
if they use pictures
than any other media.
#PRNEWSWIRE @lisabuyer & @mpranikoff

17. 79% journalists
Say images
increased the odds
of a press release getting picked up.
#PRNEWSWIRE @lisabuyer & @mpranikoff

18. Readers are
4X more likely to engage
or comment on a blog post with a
good image

19. VSM: Visual Social Media
• Visual PR via Visual Social Media (Pinterest, Facebook,
Tumblr, Instagram)
• Easier to snap a pic than post a Tweet
• Experience roaming across diverse screens

20. Today’s Press Release and News
• Can happen with a picture
• Is social
• Is optimized
• Is visual (VSM) the next BIG thing – it’s here!

21. #PRNEWSWIRE @lisabuyer & @mpranikoff

22. Your Company News on Pinterest
Give them something to Pin about!
Images that are
• Visually attractive
• Share worthy
• Influential
• Video

24. Say NO
Just Say NO to
BORING B2B
Stock
Photos!

26. Mobile Reporting
Events
Tradeshows
Behind the Scenes @ Company Headquarter
Step by Step How to
#hashtag
#PRNEWSWIRE @lisabuyer & @mpranikoff

27. Your Company News on Instagram
Visually
Interesting
Evocative
Personal
Human
Real

28. Consider all screens when thinking of content
and online newsrooms
Mobile versions to serve the multi- screen
user!

29. B2B + Pinterest
Visual and Mobile PR Reminders!
Seamless brand experience
• Consistent messaging
• Goals and objectives
• KPI

31. Opportunity
Frequency
Optimization
#PRNEWSWIRE @lisabuyer & @mpranikoff

32. What can you do right now?

33. • Key Takeaways
• Give your online newsroom some love!
• Use the online newsroom as a content marketing hub
• Use interesting and evoking images with company
news and all content.
• Tell your story in pins and pictures with Instagram
• Give Google what it’s looking for: unique, relevant
content that can quickly gain popularity
• Don’t be afraid to #Fail! Try #new things

35. Make Your Content Move The Needle!

36. Today’s Presenters
Michael Pranikoff
PR Newswire Global Director, Emerging Media
Michael.pranikoff@prnewswire.com
About.me/michaelpranikoff
@mpranikoff
Lisa Buyer
Publicist, Columnist, Social PR Evangelist
CEO of The Buyer Group, A Social #PR Agency
Blog: http://socialprscoops.com/
@lisabuyer
#PRNEWSWIRE @lisabuyer & @mpranikoff

37. Resources and Research
http://www.youtube.com/watch?v=IC8qJuT8kXY
http://www.tekgroup.com/research/
http://www.business2community.com/content-marketing/2013-b2b-content-marketing-benchmarks-
budgets-and-trends-research-report-0314013
http://www.slideshare.net/CMI/b2b-content-marketing-2013-benchmarks-budgets-and-trendsnorth-
america-14855770
http://news.press-feed.com/digitalpr.php?include=143494
http://blog.prnewswire.com/2013/02/19/online-newsrooms-are-a-key-part-of-content-strategy/
http://www.tekgroup.com/

38. Speaker: Lisa Buyer, President & CEO
The Buyer Group
Website: www.thebuyergroup.com
Twitter: http://Twitter.com/lisabuyer or @lisabuyer
LinkedIn: http://www.linkedin.com/in/lisabuyer
Facebook: http://www.facebook.com/thebuyergroup
YouTube: http://www.youtube.com/lisabuyer
Blog: http://socialprscoops.com/