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Cision brings Content Marketing to PR

A colleague in London told me yesterday that he was looking through his LinkedIn feed and that every story being shared in his network was about content marketing. I don’t think his experience is that unusual these days: Content marketing is everywhere.

But what is it? Should you be doing it? How do you get started?

Well, I am excited to announce Cision’s launch of a new content marketing suite to help you create stories that can be shared on social sites, amplify those stories on top publisher sites like Time, USA Today, TMZ and Bloomberg BusinessWeek, and analyze the results of your campaigns.

Check out our video to find out more about our content marketing solution, what content marketing really is, why we are hearing more about it now and how it fits into PR:

Basically, traditional PR and marketing tactics are no longer enough to reach the audiences we are targeting. According to a 2011 study by Shopper Science on behalf of Google for Google’s Zero Moment of the Truth, the average shopper uses 10.4 sources or information (ranging from recommendations from friends & family to magazine articles) to make a decision, which is up from 5.3 sources in 2010. As communicators, it is our responsibility to make sure that we are telling our brand or organization’s story and ensure that story is reaching its target audience.

PR and marketing professionals are already creating great stories about their brands and many are also amplifying that content through social sites, building relationships and engaging in conversations.

Cision’s content marketing suite helps you take those efforts to the next level by providing new channels to drive traffic to branded content, allowing you to uncover new fans and increase visibility. Some of the features include:

  • Create: Produce and publish content (blog posts, white papers, tip sheets, infographics, top lists and more) and easily share via social channels like Twitter, Facebook and LinkedIn.
  • Amplify: Drive traffic to stories on your Cision social newsroom, or earned or owned media from external sites, by amplifying that content on a premium publisher network reaching over 200 million unique visitors a month. Amplified content appears as recommended content on articles where viewers would be interested in your topic.
  • Analyze: Receive metrics that tell you how people accessed your content, how many impressions and click-throughs your content received on the publisher network, and which content is driving the highest user engagement through social sharing.

To learn more about Cision’s Content Marketing Suite, please visit

About Heidi Sullivan

One of PRWeek’s 40 under 40 in 2012, Heidi Sullivan is Senior Vice President of Digital Content for Cision and a self-proclaimed social media metrics nerd. She leads the company’s digital and broadcast content teams, the global research team for Cision’s media database, Cision’s social media community team and the company’s content marketing strategy. You can find her on Twitter @hksully.

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