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Convergence of PR and Content Marketing
Kenneth Lim
CMO
Alpha7
www.alpha7.co
InfrastructurePlatform
Applications
MARKETING
SALES
OPERATIONS
FINANCE
HUMAN RESOURCES
PRIORITIES BUDGET CONSTRAINTS
PEOPLE PROCESS TECHNOLOGY
About Alpha7• Advisory • Solutions • Marketplace
Benchmark, Chart Plan for Digital Adoption
Integrated Business Platform
Pick, Pay & Use40+ Business Apps
APPS
• A marketing all-‐rounder• More than 20 years in technology sector, more than 16 years in
marketing, transformed 3 times in his career, from traditional IT to Dotcom, from Dotcom to SaaS (Cloud), from Cloud to Digital
• From Software Engineer, to Marketer, to PR, to Content creator• Career spans – Microsoft, Salesforce, Trend Micro, FLY Entertainment,
now in his Entrepreneurial phase, soon to be back in the corp. world• Awarded “Leadership Award for Excellence in Marketing and Brand
Leadership” by World Brand Congress in 2015• Voted “50 Asia’s Best Marketer” by CMO ASIA in Aug 2016
About Kenneth Lim
https://sg.linkedin.com/in/kennethlimck
Customer Life Cycle
Always ahead of the curve!
The Journey and Experience
Source: HubSpot
• Press Releases• Bylines• Radio• TV
Traditional PR Channels
Click here to the TV interview.
Current State of PR
Rise of digital channels and content
“Stop looking for that blogger and start looking for that videographer. 50% of your content
mixture should be text and video. You need to make the shift to what your consumers are on.”
Brian Halligan, co-‐founder and CEO of HubSpot
Click Here for Source
PR = Content + Digital + Social + Brand
What’s your PR and Content Strategy?
Image Source: Frits Ahlefeldt-‐Laurvig
60m 100y
100m 100y
100c 70y 30k
• Declining footfalls• Too many stores• Limited merchandise and services range• Not enough warm meal options
• Expand on products & services– Health and Beauty Products– Cash Withdrawal– Fresh-‐chilled ready-‐to-‐eat meals
• Make &-‐Eleven the “Everyday” store for any needs• A warm cozy environment for meals enjoyment
Problems Solutions
The 7-‐Eleven Story
Marketing Assets to Leverage and Optimise
Click here for resource
Alpha7 Blogs
Pictures Reinforce Your Message!
Look into the heart of most major businesses and there will sit an enterprise resource planning (ERP) system, supplying the main vessels needed to support the organisation’s processes and functions. Over time though, traditional ERP systems grew to be heavily customised and lacked the flexibility to help the enterprise adapt to market changes. In today’s fast-paced market environment, business software systems must be able to support the organisation’s unique requirements and still have the agility to swiftly respond to changes. More importantly, enterprises need a fully integrated platform that can provide a holistic view of all core processes
and applications.
Copyright 2016Alpha7 Consultancy Pte. Ltd.
c
Customer Relationship
Management (CRM)
Marketing Automation
Digital Marketing
Cloud-Provisioned Apps
Enterprise Resource Planning (ERP)
Human Resource Management (HRM)
Accounting
Financial planning and analysis (FP&A)
Going to Market With Cloud-ProvisionedBusiness Applications
In 2014, Gartner introduced a prescriptive organisation model for enterprise IT called “Bimodal IT.” According to this model, “IT organisations of the future will have two separate flavors, if you will: Type 1 is traditional IT, focused on stability and efficiency, while Type 2 is an experimental, agile organisation focused on time-to-market, rapid application evolution, and, in particular, tight alignment with business units.”1 Whether you go for the bimodal approach, if you can afford it, or go on your own to scale up your business or to ensure its continuity, you should not be bogged down by the challenge of the transformation.
1 “What Gartner’s Bimodal IT Model Means to Enterprise CIOs,” CIO Magazine, 27 January 2015
Copyright 2016Alpha7 Consultancy Pte. Ltd.
c
How Technology can Help Pave the way for
your Business Expansion and Continuity
TechnologyBefore Now
Awards and Recognitions
Click here to the news coverage above
eBook
Magazinehttp://www.apacciooutlook.com/magazine/
Digital Version http://www.apacciooutlook.com/digital-‐magazines/technology-‐startup-‐special-‐october-‐2016/#page=20
Web Version http://startup.apacciooutlook.com/vendor/article52/alpha7
Social Media Channels
Click here for resources
We Won!
Click here to the recorded interview.
Click here for resources
Surveys / Research-‐ an example of Marketing Content and PR convergence
• Think Digital• Think Message Alignment• Think Brand and PR building through content• Work with marketing lead and brand lead to have PR messages better
amplified• Start understanding how campaigns would need messaging to support
lead generation activities and vice-‐versa• Plan a full year content calendar and discuss with marketing to bounce off
ideas (of course things will change a long the way)• Newsroom is a good strategy, where all content are aggregated, curated,
and then determined on its form and function as a team effort• Be open to explore unconventional way of disseminating PR messaging
Key takeaways for PR Professionals
Content Calendar!
Click here for more discussions from the press!
PR + Content = More $$
“If you are not marketing inside of Zuckerberg’s world you might as well be marketing inside a trash can.”
Brian Halligan, co-‐founder & CEO HubSpotClick Here for Source.
“Think of how difficult it is to stop someone’s thumb [from scrolling down]. You have to capture attention and get them to stop their thumbs and look – that’s hard.”
Victor Cui, CEO One ChampionshipClick Here for Source.
Final Take-‐away!
Thank you
