This is a very useful, information-rich post from the PR Newswire blog; recommended reading. There’s also a Slideshare presenation in the link.
Originally posted on Beyond PR:
Last year, you may have watched State Farm’s PSA about the dangers of deep-frying a turkey. Even though William Shatner added some silliness to the PSA, the campaign proved to be effective, with a decrease in the number of turkey-frying incidents.
It became a successful example of a content marketing campaign many companies will strive to replicate — and now can, with the information provided from last week’s webinar, “Brands as Storytellers: Powering Content Marketing Campaigns through Multimedia,” co-hosted by Online Marketing Institute and PR Newswire.
Kevin Wilk, divisional vice president, PR Newswire’s MultiVu, began the webinar with the discussion of paid, earned and owned media, breaking down the individual media types, and then offered some tips to increase the effectiveness of the content a brand publishes. Some of his key points included: