The traditional marketing relationship between public relations professionals and traditional media was very straightforward—one had information in need of an audience, the other had an audience receptive to information. With a deluge of messages and media in the landscape today, however, the process is more complex. Marketing professionals must be much more conscious than before about the marketing channels used to distribute a message.
The upside for savvy marketing professionals is that an opportunity exists to effectively target an audience, custom tailor a message and measure the impact. In this Moneyball for Marketing podcast, Mark Thabit, CMO at public relations software platform Cision, shows us how it’s done. Topics include:
Paid, Owned and Earned Media: Mark defines clearly these oft-heard marketing channels, explains the ways that earned and paid audience outreach can be amplified, and provides a few real world product marketing examples. Later, he discusses the benefits of working with content distribution hubs to optimize distribution according to your goals.
Media Measurement: Whereas it was always difficult to measure the impact of traditional public relations, Mark defines how product marketing can now be measured and automated from first touch through to converted sale.
Funnel Shaped Content: Business decisions are now influenced by more individuals in a buyer organization than ever before. Mark discusses how to communicate to the various influencers at each stage of the funnel, including choice of marketing channels, message shifting and use of long-form or other types of content.
Mark Thabit is the CMO of Cision, a leading provider of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform. Mark helps guide the global product vision, builds Cision’s brand in the marketplace, and oversees the development of integrated demand generation plans that drive leads, acquire customers, and increase customer retention across product lines.