Content toConversion:Setting the Stagefor Success
Michael PranikoffGlobal Director,Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com...
CNW is the global leaderin innovative communicationsand marketing services,enabling organizations toconnect and engage wit...
Amplify your content through our syndicationnetwork250+ MOBILEPARTNERSHIPSSOCIAL MEDIACNW’s social feeds +social sharing b...
We have theresources to makeyour content moreVISIBLE.We have thedistribution &syndicationnetwork toAMPLIFY yourcontent.Our...
Not so very long ago…Traditional methods worked independently to informconsumers through EARNED and PAID media.
SILOS AREOld and Crumbling Ideashttp://www.flickr.com/photos/kh-67/4892949459/
Image source: http://www.threewingsmedia.com/2011_02_01_archive.htmlADVERTISER• Pushes information• Needs to listen• Focus...
The future is nowOWNEDMEDIAEARNEDMEDIAPAIDMEDIASOCIAL + SEARCH + MOBILEA brand pays toplace ad or contentin a channel todr...
CONNECTED =ENGAGED
The creation and sharing ofhigh quality, valuable contentby the brand to engagecurrent & potential audienceand influencers...
The value exchangeBRANDCurrency = ContentAUDIENCECurrency = Personal InfoJane Smithjane.smith@xyz.com555-555-5555CEO, XYZ ...
What that looks like…
IDENTIFY & TARGETPROMOTE &SYNDICATECREATE, CURATE &OPTIMIZE CONTENTLISTEN, ANALYZEMEASURES &STRATEGIZEENGAGE & INTERACTThe...
http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
We Need To CreateProactive MessagingProactiveMessaging ShouldBe Created WithOptimizationProactive MessagingAlso Means C...
Map your content to thecustomer’s buying process
Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainm...
Types of ContentEarly Stage
Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainm...
Types of ContentMiddle Stage
Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainm...
Late Stage
Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainm...
Classic Story Arcx = timey = tensionopeningsceneclimaxdénouementEarned Mediabeginning middle endAdapted from Lou Hoffman -...
The Communicator’s Story Spikex = timey = changeOld Way New WayfuturestorytellingfodderAdapted from Lou Hoffman - www.Hoff...
With content tailored to what customerswant or need, they end up spendingmore time engaged with that content… developing a...
Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy57%Moreconfidantof...
Stream & distribute your content in multipleformatsEnriched NewsRelease with photoEnriched NewsRelease with VideoARC Engag...
Using multimedia inyour releases increasesjournalist and publicengagementAccording to internal sample research comparing p...
Multiple-stage engagementPERSONA:Tax filers who:1. Are concerned doingtheir taxes will take a lot oftime.2. May fear safet...
Multiple-stage engagementPERSONA:PR & Marketers who:1. Want to learn how touse video to tell their story.2. Think that vid...
Adding distribution paid off — tallyingthousands of reads of the press release —and tens of thousands of video views.Reade...
Men’s Wearhouse utilized the a combination of multimedia, multipleassets, and multiple updates to power an integrated paid...
130,171 total garments collected. ARC ENGAGEMENT STATSTotal impressions through strategicmedia placements1,919,378Total vi...
Content Must Be Mapped ToBusiness Objectives
Content Must Be Appealing
Content Must Be Easy To Be Found
Publish a steadystream of contentKeep it relevant& interestingTRUST RELIABILITY DELIGHTAdapted via: http://danspira.com/20...
1CONVERGENCEof Paid/Earned/Owned isblurring lines betweencorporate content from howit’s created to who and how itis being ...
Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
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Content to conversion - Is Your Content Setting the Stage

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Michael Pranikoff, Global Director, Emerging Media, PR Newswire

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  • Mike, we appreciate you and PR Newswire leveraging some of our thinking in applying storytelling to business communications.

    If someone could make our attribution readable (perhaps same point size as the Tom Foremski attribution on slide #31) that would be ideal.
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  • Many of you are familiar with PR Newswire as being one of the leading distributors of press release content for the last 50+ years. However over the last 10-15 years PR Newswire has morphed into one of the largest content syndication companies in the world.
  • Social media platforms provide opportunity to present an authentic voice to the consumer… this is because non-genuine messages are not supported by the participants. They allow for listening and immediate feedback.
  • Content Drives Them All – all kinds of content drives audience…but are you using the right content to drive audiences? Are you telling your unique story in a way that connects your audience to your brand or your message?
  • Today, a connected audience is an engaged audience. If you are really using your stories to connect your audience with your brand, then you need to be able to capture their intentions. You need to be able to lead your audience to what’s next on the journey….but in order to do that you need to know where you want them to go next when you are planning your content strategy.
  • Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency.  The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • More advanced/sophisticated content strategies should map to “desired outcome”
  • Map content to the buying stage {keep it short}
  • Map content to the buying stage {keep it short}
  • Map content to the buying stage {keep it short}
  • Map content to the buying stage {keep it short}
  • The Classic Story Arc as we know it currently concludes it’s life span today in a period of 72 – 96 hours….and we think this is beginning to shorten. This requires marketers to separate our channels of Paid, Earned, and Owned and in this instance, relies fully on earned media to further our message.
  • We now move to a new way of telling our story. Here, we are now mixing our media – mixing the Paid, The Owned, and the Earned media inflections. In this scenario, we are now able to control more of the message. We keep adding more pieces to the story and at the same time using a mix of channels and media types – from text to imagery to video.
  • However, 73% of brands report that they are experimenting with video channels such as YouTube. This kind of content can be very beneficial to brands if done in the right way. According to Invodo, in the fourth quarter of 2012 57% of consumers responded to a survey saying that they are more confident about a product when there is a video of the product that they are looking to purchase, and therefore more likely to purchase.
  • Relevant, useful, actionable content – IRS – less-than-glamorous organization utilized multimedia content to help solve a problem for their audience
  • In this example, we were using our own methods that we speak with our clients about to help educate our base on creating content that people will want to share. We created a multimedia and multifaceted approach and then syndicated this content to drive me to take an action. Our hope was that people would forward this message on and then follow through to ask us some questions.
  • We syndicated the content only after we had already posted the content. We wanted to be able to test our theories ourselves. In testing this, we were really able to see some great results, after we syndicated the content our social sharing numbers, as well as ever other number we monitored & measured jumped. This only worked because we set some goals at the beginning of what we deemed what success would look like. We were then able to measure against those goals along the way.
  • >Because of the mentions of the National Suit Drive on social media, Men’s Wearhouse was able to donate an additional $25,000 to the cause.
  • Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.  
  • Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.  
  • Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that. 
  • Content has to be easily found by your audience - Search engines and social networks play a huge role in the ability to drive content marketing, but so does syndication. When your content is visible on websites that your audiences rely on for information, the content is credible. 
  • Content to conversion - Is Your Content Setting the Stage

    1. 1. Content toConversion:Setting the Stagefor Success
    2. 2. Michael PranikoffGlobal Director,Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.comTwitter / @mpranikoff
    3. 3. CNW is the global leaderin innovative communicationsand marketing services,enabling organizations toconnect and engage with theirtarget audiences worldwide
    4. 4. Amplify your content through our syndicationnetwork250+ MOBILEPARTNERSHIPSSOCIAL MEDIACNW’s social feeds +social sharing buttonsGLOBAL NETWORKOF 9,000+ ONLINENEWS SITES & PORTALSSEARCHNewswire.CAAverages 1.5+ Millionmonthly unique visitors, withindustry-leading searchvisibility200,000+GLOBALMEDIAOUTLETSBROADCAST +ONLINE VIDEODISTRIBUTIONTARGETED DISTRIBUTIONFind relevant influencers byIndustry, region and/or topicCNW’s MEDIA SITEFor registered journalists& bloggers from 27,000+Media Outlets
    5. 5. We have theresources to makeyour content moreVISIBLE.We have thedistribution &syndicationnetwork toAMPLIFY yourcontent.Our products &services help youcontinuallyENGAGE yourtarget audiences.
    6. 6. Not so very long ago…Traditional methods worked independently to informconsumers through EARNED and PAID media.
    7. 7. SILOS AREOld and Crumbling Ideashttp://www.flickr.com/photos/kh-67/4892949459/
    8. 8. Image source: http://www.threewingsmedia.com/2011_02_01_archive.htmlADVERTISER• Pushes information• Needs to listen• Focuses on transactionsCONSUMER• Values authenticity• Wants to be heard• Expects an immediateresponse to questions
    9. 9. The future is nowOWNEDMEDIAEARNEDMEDIAPAIDMEDIASOCIAL + SEARCH + MOBILEA brand pays toplace ad or contentin a channel todrive conversationforward.Publicity gainedthrough influencerpromotion,including shares,likes & tweets.Brand publishedcontent to driveearned media andsustain buzzaround brand.• Advertising• Events• Direct Marketing• Press pickup• Blog mention• Social sharing• Word of mouth• Company blogs• Company website• Company socialaccounts
    10. 10. CONNECTED =ENGAGED
    11. 11. The creation and sharing ofhigh quality, valuable contentby the brand to engagecurrent & potential audienceand influencers.Content MarketingContent Marketing will AMPLIFY your existing mediacampaigns, increase VISIBILITY and driveENGAGEMENT leading to your desired outcome.CHOICEPREFERENCECONSIDERATIONAWARENESS
    12. 12. The value exchangeBRANDCurrency = ContentAUDIENCECurrency = Personal InfoJane Smithjane.smith@xyz.com555-555-5555CEO, XYZ Corp.The brand continuously deliversrelevant content & establishesits worth to the audienceThe audience trusts the brandenough to identify themselves &grant permission for engagement
    13. 13. What that looks like…
    14. 14. IDENTIFY & TARGETPROMOTE &SYNDICATECREATE, CURATE &OPTIMIZE CONTENTLISTEN, ANALYZEMEASURES &STRATEGIZEENGAGE & INTERACTThe CNWVision of ModernStorytellingLINKS FROM SOCIALboost search rankings, so getyour message shared [1] [2]
    15. 15. http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
    16. 16. We Need To CreateProactive MessagingProactiveMessaging ShouldBe Created WithOptimizationProactive MessagingAlso Means CreatingContent That IsDirectional
    17. 17. Map your content to thecustomer’s buying process
    18. 18. Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessEarly StageMiddle StageLate Stage*Content courtesy of Marketo
    19. 19. Types of ContentEarly Stage
    20. 20. Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsBuying guides, RFP templates,ROI calculators, whitepapers,analyst reports, webinarsEarly StageMiddle StageLate Stage*Content courtesy of Marketo
    21. 21. Types of ContentMiddle Stage
    22. 22. Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFP templates,ROI calculators, whitepapers,analyst reports, webinarsPricing, demos, servicesinformation, 3rd party reviews,customer case studiesEarly StageMiddle StageLate Stage*Content courtesy of Marketo
    23. 23. Late Stage
    24. 24. Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFP templates,ROI calculators, whitepapers,analyst reports, webinarsPricing, demos, servicesinformation, 3rd party reviews,customer case studiesEarly StageMiddle StageLate Stage*Content courtesy of MarketoContent must always berelevant and helpful
    25. 25. Classic Story Arcx = timey = tensionopeningsceneclimaxdénouementEarned Mediabeginning middle endAdapted from Lou Hoffman - www.Hoffman.com 72 Hours
    26. 26. The Communicator’s Story Spikex = timey = changeOld Way New WayfuturestorytellingfodderAdapted from Lou Hoffman - www.Hoffman.com
    27. 27. With content tailored to what customerswant or need, they end up spendingmore time engaged with that content… developing a relationshipwith the brand and remainingengaged with the productsAND
    28. 28. Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy57%Moreconfidantof making apurchaseonline
    29. 29. Stream & distribute your content in multipleformatsEnriched NewsRelease with photoEnriched NewsRelease with VideoARC EngagementPlatformsPhoto (image such as photo, logoor infographic)Photo + Video + Audio + PDFsPhoto + Dynamic Video+ Dedicated HTML Page+ Strategic Placement
    30. 30. Using multimedia inyour releases increasesjournalist and publicengagementAccording to internal sample research comparing press releases that contain multimedia with those that do not.
    31. 31. Multiple-stage engagementPERSONA:Tax filers who:1. Are concerned doingtheir taxes will take a lot oftime.2. May fear safety ofsharing their informationonline.3. Don’t want to spend alot of money to file.ACTION:Awareness: Release textConsideration: WatchvideosPreference: How to videoChoice: File now.
    32. 32. Multiple-stage engagementPERSONA:PR & Marketers who:1. Want to learn how touse video to tell their story.2. Think that video is toocostly or difficult toproduce.3. Don’t know how to usetheir channels to syndicatetheir video to theiraudiences.ACTION:Awareness: Release textConsideration: WatchvideosPreference: How to videoChoice: Ask for someoneto contact them.
    33. 33. Adding distribution paid off — tallyingthousands of reads of the press release —and tens of thousands of video views.Readers of the multimedia release shared it withtheir Facebook friends 196 times (as of Mar 26)Distributed content reaches qualified, interestedaudiences. And social shares have a strong viraleffect, triggering more shares.The effect of content distribution
    34. 34. Men’s Wearhouse utilized the a combination of multimedia, multipleassets, and multiple updates to power an integrated paid, ownedand earned media campaign and drive their CSR initiative; theirnational suit drive that collects gently worn clothing for thosetransitioning back into the work forceOBJECTIVES:> Secure at least 110,000 clothingdonations> Increase interaction withMultimedia content> Grow visibility and awarenessaround the National Suit Drive> Deliver high campaignImpressions without media buys> Garner traditional & social media |attention> Promote social engagement and |donations through Facebook &Twitter> Improve search visibilitysurrounding the campaignCorporate Social Responsibility
    35. 35. 130,171 total garments collected. ARC ENGAGEMENT STATSTotal impressions through strategicmedia placements1,919,378Total video streams (views) 42,511Total landing page views 7,98895% of exit links went to the Men’s Wearhouse site400+ search queries leading to the ARC250 unique keyword searches leading to the ARCBreaking Suit Drive Records!Social media mentions:35,536Impressions:46,212,223Facebook• 10,997 likes/comments/shares• 3,631 tab visits• 16,185,076 unique users• 35,577,116 total impressionsTwitter• Trending topic• 10,635,107 total impressions• ~10,500 retweetsAdditional $25k donated to the cause
    36. 36. Content Must Be Mapped ToBusiness Objectives
    37. 37. Content Must Be Appealing
    38. 38. Content Must Be Easy To Be Found
    39. 39. Publish a steadystream of contentKeep it relevant& interestingTRUST RELIABILITY DELIGHTAdapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/
    40. 40. 1CONVERGENCEof Paid/Earned/Owned isblurring lines betweencorporate content from howit’s created to who and how itis being curated.2SYNDICATIONthrough a variety ofchannels is critical inachieving audienceengagement.3CONVERSATIONaround your messageorganically is the first step toeffective content marketing toensure it’s seen, searched,and shared.3 KEY TAKEAWAYS
    41. 41. Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg

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