Panel Replay Video: Content Marketing & PR Tactics to Boost your Brand's Story - Oct. 8th at ROC

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Check out the Digital Growth Summit event on November 15th.

[/su_note]http://youtu.be/Qbl8BHX-OU4

[threecol_two] IABC LA & Media Leaders present a timely panel discussion event at ROC in Santa Monica.

Traditional PR plus social media/SEO has created new opportunities for brands to tell their story.

At this event you will gather tips that will help you develop a robust content marketing plan, whether you’re an agency pitching tech media or a small business marketing manager.


What To Expect From This Event

1) Content marketing strategies that work (and others you should avoid). 2) Nuances of media relations & building editorial relationships. 3) Changing tides of integrated communications. 4) Mirroring your brand’s social media efforts alongside PR & advertorial departments. [/threecol_two] [threecol_one_last] Join this IABC Los Angeles event to learn from MediaLeaders how they use content marketing tactics [su_spacer size="1"] [su_button url="#rsvp" background="#6699cc" color="#FFFFFF" size="7" wide="yes"]Register Here[/su_button] [/threecol_one_last] [su_spacer size="1"]

Meet The Panelists Before You Attend The Event (Register Here)

[twocol_one] [su_button url="#rsvp" background="#6699cc" color="#FFFFFF" size="7" wide="yes"]Register Here[/su_button] [/twocol_one] [twocol_one_last] Click @PriscillaVento's Questions To View Her Answers: [su_spoiler title="What are your tips to leverage social or video content in broadening your brand/client's story?" open="no" style="default"] SEED your video! And well-made and produced content is golden. Relying on social media alone to get viewership of video content will only get you so far. It’s important to get your video in the hands of relevant influencers and most importantly in nice shout out by popular blogs. I worked with timelapse photographer, Joe Capra to seed his video called Midnight Sun. We got on Wired, Gizmodo and the Huffington post- He hit a million views in under a month and is now at over 2 million views. [/su_spoiler] [su_spoiler title="Can you share a relevant industry blunder- either by your team or yourself- & suggest learning tips to prevent next time?" open="no" style="default"] Set Expectations I work with a lot of startups. In order to avoid a blunder, its important to set expectations very early in the relationship. Most startup founders are not familiar with PR and need heavy guidance, so just account for that time and be ready to speak at their level and be open to explaining all processes.[/su_spoiler] [su_spoiler title="What are some new digital tools you’re engaging to tell your story (or that of your clients). What's working, what isn't?" open="no" style="default"] Help A Reporter Out For someone just getting started PR I recommend getting a HARO account. This is a great way to begin building your relationships with member of the press and to hone your pitching skills. A lot of fun placements come through HARO. It relieves the pressure of pitching reporters your story because these reporters are asking to be pitched to.[/su_spoiler] [/twocol_one_last]


[twocol_one] [su_button url="#rsvp" background="#6699cc" color="#FFFFFF" size="7" wide="yes"]Register Here[/su_button] [/twocol_one] [twocol_one_last] Click @Chathri's Questions To View Her Answers: [su_spoiler title="What are your tips to leverage social or video content in broadening your brand/client's story?" open="no" style="default"] Journalists Like Short Videos Video has always been a recommended strategy for our clients who are launching. Journalists will often times watch the video before they even read the pitch we send. But the video has to focus on the company’s message (informational and promotional) and be clear. No one wants to watch a 3 min video and not understand what he or she just watched.

In terms of social: we tend to include quotes or opinions in round up stories or op-ed pieces we create with our clients. We’ll then engage those folks and mention them on Twitter, Facebook, email etc and more often than not, they’ll retweet and share and like the content. [/su_spoiler] [su_spoiler title="Can you share a relevant industry blunder- either by your team or yourself- & suggest learning tips to prevent next time?" open="no" style="default"] 1) Launching before you’re ready 2) Not gaining customer validation before launch 3) Not creating a voice for yourself in the marketplace[/su_spoiler] [su_spoiler title="What are some new digital tools you’re engaging to tell your story (or that of your clients). What's working, what isn't?" open="no" style="default"]Working: MuckRack Pro, Scripted, Swayy, Glossi Not working: Ignoring the power of email in spreading the news to advisors, investors, and professional and personal network who aren’t glued to your social channels[/su_spoiler] [/twocol_one_last]


[twocol_one] [su_button url="#rsvp" background="#6699cc" color="#FFFFFF" size="7" wide="yes"]Register Here[/su_button] [/twocol_one] [twocol_one_last] Click @JamesAldousPR's Questions To View The Answers: [su_spoiler title="What are your tips to leverage social or video content in broadening your brand/client's story?" open="no" style="default"] Be as creative as possible: At Thames21, we created a 'flash mob the foreshore' event to great effect – it proves you can create great impact if you spend a bit of time stretching yourself and playing with some creative ideas (which often don’t cost an awful lot to create). Don’t forget the power of Real-Time reaction. Oreo cookies Superbowl (or Oreo/Kit Kat interaction) – a focus for a lot of conversation during Advertising Week in New York last week. Be nimble and be imaginative – this was a social campaign that cost zero ad dollars.

The power of partnership: Combine forces with other organizations, groups and companies that can help increase your amplification. Create content that can be easily repurposed by others. Ask favors: ask other groups to re-tweet you or share your content, you’ll be surprised that most people will when you just ask. Ensure that your social media strategy is connected to everything else: Whatever your overall marketing approach – ensure that social is a key component within it, be it a new direct mail campaign/lead generation campaign/events strategy/general communications strategy – find a way to socialize the campaign. Mobilize your internal staff – everyone has the power to help amplify your message. At OpenX we develop social media suggestions and recommendations for the entire company whenever we have a new initiative. [/su_spoiler] [su_spoiler title="Can you share a relevant industry blunder- either by your team or yourself- & suggest learning tips to prevent next time?" open="no" style="default"] Whatever error, it usually comes down to one aspect: not listening to your audience As social media professionals – there’s an invisible or implicit contract between you and your audience – you are agreeing to listen. Eurostar’s crisis example from 2009 is a key illustration - several hours before the brand responded by which time the story was that of the customers not the brand. Your content strategy should be native not interruptive. We as a community can sometimes fall into the trap of using social media as a pure broadcast tool, it’s not! It’s an opportunity to listen and better connect with your audience – customers/prospects/supporters (or non-supporters!) Listen to your audience, and learn from them how to be better. [/su_spoiler] [su_spoiler title="What are some new digital tools you’re engaging to tell your story (or that of your clients). What's working, what isn't?" open="no" style="default"] Infographics are one of the best tools for us given the space we’re in. They can soften a complicated story (Samsung infographic to explain the mechanics of a private marketplace for mobile ad inventory utilizing RTB) reached over 800,000 people. They can help you demonstrate thought leadership – our 2012 Advertising Week infographic gave us great visibility throughout the week and reached 2 million people.

Sponsored Tweets. We were a beta testing partner with Twitter from 2011 with sponsored tweets. If you’re smart about the application and want to guarantee your visibility using certain keywords (visibility to an audience using a conference hashtag for instance) this can be incredibly rewarding. Our Japanese language campaign saw engagements rates of up to 14%.

Image/video platforms Pinterest, Instagram, Vine – we’re playing around with a lot of these with limited success. If you have the right content, use the right channel to find your audience, you’ll succeed. [/su_spoiler] [/twocol_one_last]


[twocol_one] [su_button url="#rsvp" background="#6699cc" color="#FFFFFF" size="7" wide="yes"]Register Here[/su_button] [/twocol_one] [twocol_one_last] Click @GuidedGoals' Questions To View The Answers: [su_spoiler title="What are your tips to leverage social or video content in broadening your brand/client's story?" open="no" style="default"] You are the expert of your industry, so write relevant content for your blog on a regular basis. You can also guest blog for other industry influencers in order to expand your reach. Decide what content you will post and how often – pick one, two, or three days a week, where you will post consistently on your blog. More about that in a moment. Then, set up an editorial calendar – include holidays and “unique” dates relevant to your industry. For example, October is Computer Learning Month, so anyone in the tech industry can – and should - write about that. The Saturday after Thanksgiving is Small Business Saturday, which is a perfect opportunity for small businesses to share their insights … And so on. [/su_spoiler] [su_spoiler title="Can you share a relevant industry blunder- either by your team or yourself- & suggest learning tips to prevent next time?" open="no" style="default"] The biggest blunder anyone creating content can make is over-committing. Set realistic expectations. Do not promote/say you have new content on your blog daily – Monday through Friday – and then only post once or twice a week. It is better to pick one day that you will blog each week. The same thing goes for social sites. Determine what is a realistic content schedule, prepare your posts in advance if you can, and stick to it! [/su_spoiler] [su_spoiler title="What are some new digital tools you’re engaging to tell your story (or that of your clients). What's working, what isn't?" open="no" style="default"]

Use a spreadsheet It’s not new, but I think an excel spreadsheet is a great way to keep track of your content … keep your article ideas in one column, add notes in another, and give yourself deadlines in a third. Also, use a calendar program – I use Google calendar – to schedule deadlines and reminders, so you set a schedule and stay on track.

Use any and all forums that make sense for you to share your story. Start a blog (I like WordPress) and participate in at least the top 5 social sites: LinkedIn, Facebook, Twitter, GooglePlus, and YouTube.

Remember creating content should be fun. Enjoy the process of getting your expertise out there!

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Event Details

ROC Santa Monica Who: PR & Marketing gurus, business communicators, Investors & StartUps Where: ROC Center Santa Monica When: Tues, October 8th 6:30-8:30pm Why: Learn tactical tips to help you more effectively tell your StartUp’s story Speakers: Tech PR agencies, In-house Comms Director & content creators Attendees: Media Leaders, IABC LA members & guests across all communication silos Food: Bistro sandwiches, Asian Slaw served with red/white wine & bottled water Parking: Free after 6pm & library parking behind building Tickets: $10 IABCLA members, $15 non-members [su_button link="#rsvp" color="#6699cc" size="3" style="1" dark="0" radius="auto" ]Register Here on Eventbrite[/su_button]


Meet The Panelists (Register Here)

caption Moderated by Josh Ochs Panelists:

Leave the buzz words at home because each of our panelists will tap real world experience to leave you with tactics you can engage today.


Connect with us on social media

@IABCLosAngeles - Co-Host @MediaLeaders - Co-Host @ROC_USA- Venue Event hashtag: #IABCLA


About IABC-LA

As part of the more than 14,000-member International Association of Business Communicators (IABC), IABC Los Angeles serves the entire Los Angeles Metropolitan Area including Downtown, South Bay, San Fernando Valley, Westside and points in between. Our members work in the public and private sectors as consultants, independent business owners, and corporate staff in such diverse fields as marketing, advertising, corporate communications, government relations, human resource communications and shareholder relations.


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