This document discusses how brands can use participation marketing to scale content creation by co-creating content with subject matter experts and influencers. It provides examples of how brands like REI, FX, Kraft, and Intuit have successfully used this approach. The key advantages are that participation marketing provides authenticity by tapping expertise, allows brands to create more quality content at scale, increases engagement, and inspires greater reach through influencers and their networks.

1. CROWDSOURCING CONTENT
Tools
&
Tac)cs
for
Par)cipa)on
Marke)ng
with
Influencers
@LeeOdden
-­‐
TopRankMarke)ng.com

2. @leeodden
#PRSAICON
About
@LeeOdden
&
@TopRank

3. @leeodden
#PRSAICON
Tradi)onal
Public
Rela)ons
!
Develop
Strategy
&
Messaging
!
Client
Develops
Content
!
Pitch
Client
Content
to
Earn
Media
Coverage
Image:
ShuMerstock

4. @leeodden
#PRSAICON
Lis)cles
&
Cat
Pics
Bea)ng
NY
Times?
Source:
Nieman
Journalism
Lab
New
York
Times
Innova)on
Report

5. @leeodden
#PRSAICON
17,000+
newsroom
jobs
have
been
lost
since
2007
Source:
ASNE
census
Image:
ShuMerstock

6. @leeodden
#PRSAICON
Consumers
&
Media
Have
Changed
Informa:on
Sources
Social
Mobile
Tech
Use
Shortened
News
Cycles
Boost
in
Brand
Publishing
Image:
ShuMerstock

7. @leeodden
#PRSAICON
PR
Brand
Journalism
Earned
Media
Native
Ads
Owned
Media
hGp://tprk.us/contentpr
The
Role
of
PR
is
Evolving
Image
source:
ShuMerstock

8. @leeodden
#PRSAICON
“Brands
no
longer
need
to
rely
exclusively
on
tradi:onal
publica:ons
to
create
content
to
gather
audiences
for
adver)sers.
Rather,
brands
now
have
the
freedom
to
speak
to
their
audiences
directly.”
Stephanie
Losee,
Managing
Editor,
Dell
Brand
to
Consumer
Publishing

9. @leeodden
#PRSAICON
Brand
Publishing

10. @leeodden
#PRSAICON
Brands
Answering
the
Call
for
Content

11. @leeodden
#PRSAICON
“If
you
want
to
be
in
the
media,
become
the
media.”
@leeodden

12. #PRSAICON
@leeodden
PR
&
Marke)ng
Are
Converging
Image:
ShuMerstock
! Strategy
&
Messaging
! Comms/Content
Plan
! Create
Content
&
Media
! Publish,
Pitch
&
Promote
(Earned,
Owned,
Paid)
! Engage:
Grow
Networks,
Lists
! Monitor
KPIs,
Measure
Outcomes
! Op)mize
Message,
Content
&
Pitch/Promo)on
Mix

13. @leeodden
#PRSAICON
• Ar:cle
Marke:ng
• Advertorial
• Blogging
• Case
Studies
• Crowdsource
• Curate
• Digital
NewsleGers
• eBooks
• Email
• Interac:ve
Games
• Images
&
Infographics
• Interac:ve
Tools
• Microsites
• Mobile
Applica:ons
• Mobile
Content
• News
Release
• Online
Magazines
&
Apps
• Podcasts
• Print
Magazines
• Print
NewsleGers
• Real-­‐World
Events
• Research
&
Surveys
• Social
Content
• Teleclass
&
Telecasts
• Tradi:onal
Media
• Videos
• Virtual
Conferences
• Webinars
• Wikis
• White
Papers
tprk.us/30cmtac:cs
Content
Marke)ng
Tac)cs
Image
source:
ShuMerstock

14. @leeodden
#PRSAICON
Content
Marke)ng
Maturity
Stasis
Focus:
status
quo
Sta)c
Few
resources
Ini)al
experiments
Brand
centric
Production
Focus:
quan)ty
Strategy
Process
Crea)on
“More
is
BeMer”
SEO
centric
Utility
Focus:
quality
Func)onal,
useful
Customer
focused
Refined
process
Social
centric
Storytelling
Focus:
experience
Seek
to
dominate
USP
Brand
leadership
Op)mized
buy
cycle
Integra)on
Mul)
&
Omni
Channel
Monetization
Focus:
ecosystem
Marke)ng
ROI
Content
Publishing
ROI
Syndica)on
ROI
Services
ROI
Scale
Source:
TopRank
Online
Marke)ng

15. @leeodden
#PRSAICON
Top
Content
Marke)ng
Challenges
Challenged
to:
Create
a
Variety
of
Engaging
Content
on
a
Consistent
Basis

16. @leeodden
#PRSAICON
How
can
PR
scale
content
and
create
a
compe::ve
marke:ng
advantage?
Par:cipa:on
Marke:ng!
Brands
co-­‐crea)ng
content
with
internal
&
external
influencers
for
mutual
benefit.
Image:
ShuMerstock

17. @leeodden
#PRSAICON
Par:cipa:on
Marke:ng
is
the
democra)za)on
of
content
crea)on
and
promo)on
by
co-­‐crea)ng
content
with
subject
maMer
experts,
influencers
and
your
community.
@TopRank

18. @leeodden
#PRSAICON
85%
Consumers
seek
out
trusted
expert
content
when
considering
a
purchase.
Nielsen
Buyers
Trust
Experts
&
Influencers
Consumers
trust
peer
recommenda)ons.
Only
33%
trust
ads.
Nielsen
90%

19. @leeodden
#PRSAICON
Millennials
and
the
Media
30%Millennials
spend
30%
of
total
media
)me
on
peer
created
content.
Source:
Crowdtap
50%Millennials
trust
content
created
by
peers
50%
more
than
other
media.
Source:
Crowdtap/Ipsos

20. @leeodden
#PRSAICON
Authen:city:
From
“real
people”
Quality:
Taps
Exper)se
Variety:
Create
more
quality
Engagement:
SMEs
&
Influencers
Reach:
Par)cipa)on
Inspires
Ac)on
Scale:
Distributes
Content
Crea)on
Image:
ShuMerstock
Advantages
of
Content
Co-­‐Crea)on

21. @leeodden
#PRSAICON
rei1440project.com
1,440
images,
videos
per
day

22. @leeodden
#PRSAICON
FX
–
The
Americans

23. @leeodden
#PRSAICON
Kraj
Crowdsourced
Recipes
Kraft engaged 180 food
bloggers to create and promote
branded recipe content via social
media.
Recipes included Kraft products
and drove traffic using a coupon
only redeemable at Target stores.
Kraft drove huge ROI (3,100%)
while saving money (per recipe
cost dropped from $500 each to
$200).
Source:
TapInfluence/Influi)ve

24. @leeodden
#PRSAICON
QuickBooks:
Small
Business,
Big
Game
Intuit QuickBooks: Small
Business, Big Game
Activities invite entrants to
create useful content that
can help other businesses.
Top votes winner gets a
Superbowl Ad.
1,000’s of entrants, millions
voted. Huge media ROI for
Intuit.

25. @leeodden
#PRSAICON
Theme
Analyze
Op)mize
INFLUENCERS
Iden)fy
Qualify
Recruit
Tips/Quotes
Interviews
Infographic
Social
Shares
Social
Graphics
eBook(s)
Audio/Video
Collect
Create
Publish
Pitch
Promote
Repurpose

26. #PRSAICON
@leeodden
For
Co-­‐Created
Influencer
Content
Image:
ShuMerstock
6
Best
Prac)ces

27. @leeodden
#PRSAICON
Awareness
Engagement
Conversion
Image:
ShuMerstock
1.
Program
Goals

28. @leeodden
#PRSAICON
Co-­‐Created
Influencer
Content
Grow
Awareness:
Conference
Speakers
Agency
Sponsor
Engage:
Influencers
&
Brands
Prospec)ve
Delegates
Industry
Marketers
Prospec)ve
Clients

29. @leeodden
#PRSAICON
• Research
• Engage
• Recruit
“Brandividuals
are
popular.
Influencers
are
effec)ve
at
crea)ng
popularity.”
Image:
ShuMerstock
2.
Recruit
Influencers

30. @leeodden
#PRSAICON
Disclosure:
Traackr
provides
access
to
TopRank
at
no
cost.
Followerwonk
BuzzSumo
Keyhole
GroupHigh
Linkdex
Appinions
Tribealy)cs

31. @leeodden
#PRSAICON
40+
Brand
Contributors

32. @leeodden
#PRSAICON
! RT
status
updates
!
Comment
on
blog
posts
!
Liveblog
their
session
!
Interview
them
!
Co-­‐create
content
!
Interact
during
an
event
Influencer
Stalking
Engagement

33. @leeodden
#PRSAICON
Modular
Topics
Media
Mix
Collect
Humor
Persistence
Image:
ShuMerstock
3.
Co-­‐Create
Content

34. @leeodden
#PRSAICON
Integrate
Brand
&
Influencer
Content
Brand Story / USP
=
Themes,
Topics,
Keywords
Customer Pain/Goals Cross Posted
Blogs
Social Networks
Industry Media
Customer Pain
Branding
Contributed Content
Brand Solution
SEO Keywords
CTA
Proof
SEO Keywords
Image Assets
SEO
Influencer Content
Social Networks Contributed Content

35. @leeodden
#PRSAICON
Many
Co-­‐Crea)on
Opportuni)es
Influencers
Subject
MaGer
Experts
Customers
Events
eBooks
Blog
Posts
Interviews
Expert
Resources
Social
Content
(tchats)
White
Papers
eBooks
Guides
Case
Studies
Blog
Posts
Interviews
Events
Case
Studies
Product
Reviews
Contests
Surveys
Tes)monials
Quotes,
Tips,
Endorsements
Text,
Audio,
Video,
Images

36. @leeodden
#PRSAICON
Variety
of
Content
Assets

37. @leeodden
#PRSAICON
Image:
ShuMerstock
4.
Promote
Content
Make
it
Easy
Egos
are
Powerful
Make
it
Fun!
Quality
Travels
Compensate

38. @leeodden
#PRSAICON
Inspire
Amplifica)on
Content
Marke)ng
Rocks
Content
Marke)ng
eBook
Content
Marke)ng
Tips
Content
Marketers
Content
Marke)ng
Experts
Content
Marke)ng
Influencers
Content
Marke)ng
Guide
Content
Marke)ng
Conference

39. @leeodden
#PRSAICON
eBook
Blog
Post
Infographics
Industry
Ar)cle
Micro-­‐Content
Influencers
Modular
Repurposing
&
Promo)on

40. @leeodden
#PRSAICON
Influencer
ac:ons
Influencer
effects
CONTENT
Reach
&
Visibility
Engagement
Shares
&
Men)ons
Leads
Sales
ATTRACT:
Discovery
ENGAGE:
Consump)on
CONVERT:
Ac)on
Image:
ShuMerstock
5.
Performance

41. @leeodden
#PRSAICON
Key
Metrics
for
Content
Marke)ng
Attract Engage
$$$
Convert
Reach
Search
Visibility
Social
Network
Visibility
Views
&
Impressions
Traffic
by
Source
Traffic
by
Segment
Content
Distribu)on
Media
&
Blog
Placements
Brand
+
Affinity
Brand
Sen)ment
Content
Consump:on
Page
Views
Click
Through
Rate
Social
Network
Size
Social
Interac)ons
Content
Interac)ons
Comments,
Shares
Time
on
Site,
Content
Paths
Through
Site
Form
Data
Captured
NewsleMer
Subscrip)ons
Demo
&
Trial
Requests
Contact
Us
Orders
-­‐ Order
Volume
-­‐ Order
Frequency
-­‐ Length
of
Sales
Cycle
-­‐ Revenue
Per
Order

42. @leeodden
#PRSAICON
KPIs
Outcomes
&
Recogni)on
200,000+
Views
eBooks
4,000+
Downloads
eBooks
15,000+
Social
Shares
1,000+
Leads
”More
Info”

43. @leeodden
#PRSAICON
Feedback
Include
in
content
Connect
on
social
Refer
them
business
Cite
in
the
media
Image:
ShuMerstock
6.
Rela)onships

44. @leeodden
#PRSAICON
Serialize
Co-­‐Crea)on
Programs
2012
2013
2014
2015

45. @leeodden
#PRSAICON
Takeaways
Iden)fy
content
goals
&
topics,
then
find
a
tool
to
research
&
engage
influencers.
1
2
3
What
prospect
ques)ons
can
influencers
answer
for
you?
Map
to
content
plan.
Start
by
asking
easy,
simple
ques)ons.
Build
a
rela)onship
–
it
will
pay
dividends
repeatedly.

46. @leeodden
#PRSAICON
We
Can
Do
This!
Image:
knowyourmeme.com

47. @leeodden
#PRSAICON
@LeeOdden
lee@toprankmarke)ng.com
We’re
Hiring!
TopRankMarke)ng.com/careers/
THANK YOU
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Mangers
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Marke)ng
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