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Complex to Simplicity:  Marketing Complex Topics Needs Simplicity
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Complex to Simplicity: Marketing Complex Topics Needs Simplicity

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Presentation given by PR Newswire Global Director of Emerging Media, Michael Pranikoff at the Business Development Institute (BDI) Future of Healthcare Communications Summit on Feb. 25, 2014 in......

Presentation given by PR Newswire Global Director of Emerging Media, Michael Pranikoff at the Business Development Institute (BDI) Future of Healthcare Communications Summit on Feb. 25, 2014 in NYC. Complex doesn't always equal complicated. Simple doesn't always mean easily understood. As communicators we often have to take complex products / services and break them down into easily understood pieces. Communicating the complexities of the ACA is a tall order even for the best marketer. There are thousands of nuances of the legislation that apply to different people, products, and companies. Communicating messages today has gotten even more complex with all of the different channels and the changing pace of the media landscape. Learn about the latest trends, strategies, and tactics to simplify the complex message to reach the most niche audience to the broadest swath of the public.

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  • Your content should not look like textbooks when opened. Be sure to focus on "scanability" and how it looks on mobile devices because many times they will only briefly scan through your content.
  • Visual elements are so important today both in online and mobile experiences. From great images and inforgraphics to using Slidesahrepresenations or today animated GIFs, there are tons of options. Videos can work too, but you need to make sure that you are using an HTML5 video player. Short videos, interviews, product demos and more – but remember for the mobile experience, short with a call to action. Most of all, create a visual element that helps to “stop the swipe”.
  • Visual elements are so important today both in online and mobile experiences. From great images and inforgraphics to using Slidesahrepresenations or today animated GIFs, there are tons of options. Videos can work too, but you need to make sure that you are using an HTML5 video player. Short videos, interviews, product demos and more – but remember for the mobile experience, short with a call to action. Most of all, create a visual element that helps to “stop the swipe”.
  • The quest for viral content is unrealistic. If we look at the idea of just “viral”, we have some challenges in applying it to content: Frist, there’s no such thing as a good virus. Yet, we think that content that goes viral means it’s good. Second, a virus often needs a host to survive and definitely to replicate. We expect content to live on it’s own and survive….but that means that content such as a video or image may likely lack the context that is needed to give if meaning. Third, while there are viruses that are deadly and have a long shelf life, the majority of common viruses dissipate quickly. Especially if there is no host, a virus typically dies quickly or lasts on a surface typically no more than 5-6 hours – not an exceptionally long period of time.
  • Make your content bacterial! This means that you want your content to stick to surfaces and live on it’s own. Pass easily from one person to another…but also to have a longer shelf life.Bacterium does not need a host to survive and can sometimes live up to a month without a host. There is such thing as good bacteria. While bacteria can be treated with antibiotics, we are also introducing good bacterium into our bodies such as in the use of probiotics. Contest should live on it’s own and have the context around it so that it shows up in search well. We structure bacterial content to be helpful content in short pieces that are easy for others to pass along, but keep the context that it was meant to have by being part of a whole.
  • 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.

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  • 1. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
  • 2. http://vimeo.com/85880042
  • 3. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  • 4. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  • 5. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  • 6. Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  • 7. AWARENESS CONSIDERATION PREFERENCE CHOICE Source: http://flic.kr/p/crZSBm
  • 8. Source: Pocket Your Shop
  • 9. More Multimedia = More Views * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012
  • 10. Using multimedia in your releases increases journalist and public engagement By 35% According to internal sample research comparing press releases that contain multimedia with those that do not.
  • 11. http://www.multivu.com/mnr/62657-otsukapharmaceutical-new-global-website
  • 12. BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.
  • 13. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
  • 14. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
  • 15. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #bdi1