Cision unveils content marketing tool

CHICAGO: Cision has launched a content marketing platform to help brands create, share, and analyze the performance of online content.

CHICAGO: Cision has launched a content marketing platform to help brands create, share, and analyze the performance of online content.

The Cision Content Marketing Suite allows users to create and publish original content, such as blog posts, infographics, or whitepapers, within their Cision social newsrooms. Customers can promote content through Twitter, Facebook, or LinkedIn in their newsrooms. The platform also allows users to share an earned media story or existing content from their company website.

Cision will take branded content from the newsroom or external stories about the company and place links to that content on top media sites, such as CNN, Reuters, Weather.com, Bloomberg Businessweek, and the BBC. Stories appear on the sites based on an algorithm that predicts what content viewers are most interested in reading.

The product also offers metrics such as impressions, click-throughs, how people accessed the content, and rate of social sharing.

“As we've seen an evolution of where PR is going and what social media has done, it's put us in a situation where traditional PR and marketing tactics are no longer enough, because all of us as consumers have such a voracious appetite for content,” said Heidi Sullivan, SVP of digital content at Cision. “Cision wanted to provide additional methods to help our clients connect with the audiences that are looking for information.”

The Content Marketing Suite is part of Cision's marketing and PR software. Cost for the platform starts at $900 per month.

Cision partnered with Marketwired earlier this year to expand its press release distribution service, an agreement that gives Cision users access to a wider network and analytics.

In February, Cision promoted North America chief executive Granat to president and CEO of the company.

“We're seeing a lot of clients shift to sharing content beyond the press release, and we want to help our clients do that. We think PR has a role to play in the content marketing mix,” Granat told PRWeek at the time.

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