Content Marketing in The USA – Presentation at the Berlin Kommunications Kongress September 15, 2011

Content Marketing in den USA
Source: http://flic.kr/p/8AoXiT

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
About.me/michaelpranikoff
Twitter / @mpranikoff

Disclaimer: I am not a Guru.
All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best.

Engage opportunity across all channels
Social
Web sites
Search
Mobile
Video
sharing
CONTENT
Blogs
Microblogs
Print
Broadcast

Engage opportunity with all key audiences
Investors
The Media
Bloggers
Decision
Makers
CONTENT
Influencers
Consumers
Shareholders

Newspapers: 30 mins
Magazines:
20 mins
Mobile: 50 mins
Internet:
2 hrs, 35 mins
TV:
4 hrs, 24 mins

Since 2000, the time the average German spends with a newspaper a day has decreased from 10 minutes to 6 minutes. 40%

Since 2000, the time the average German spends with a newspaper a day has decreased from 10 minutes to 6 minutes. 40%
Since 2000, the time the average German spends online every day has increased from 13 minutes to 83 minutes. 538%

Content
REVOLUTION

Source: Google

Website
Email
News Release
Social media
Print
Communications Channel Complexity
Video
Tradeshows
Search
Photos / Visualizations
Blog

In the 80s, You Were
Exposed to 700 ads
a day

Today
More than 5000 ads a day
Source: http://www.crankycreative.com/graphics-and-displays/

+
Earned
Reach
Paid
Owned
-
+
-
Control
Image Credit: http://www.flickr.com/photos/darrenhester/5068931996

"Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“
Ian Tait - Global Interactive Executive Creative Director at W+K
Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media

Everyone Loves A Good Story
Source: http://flic.kr/p/8HdcZT

Everyone Loves A Good Story
True
Source: http://flic.kr/p/8HdcZT

Traditional Public Relations Model
The model has changed....

PULL
PUSH
CONTENT

The Emerging Media Landscape
User Generated
Editorial
Consumer
Business

The Emerging Media Landscape
The Media Landscape is no longer static, so we can’t afford to be static either
User Generated
Editorial
Consumer
Business

Communications Comes Into Focus
Marketing
Public Relations
Companies want:
Direct access to consumers
Opportunities to engage with audiences
Continuous Messaging that is easy to share
Analytics, ROI
They want to communicate in a way that combines PR, Marketing and Advertising.
Investor
Relations

Please Save The Kittens

TrustOverAttention
Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.

Where do you generally go first for news about a company?
Then where do you go?
Source: Edelman Trustbarometer 2011

News Traffic Landscape
Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.
Yahoo News
Google News
New York Times
CNN
China’s QQ.com
BBC
MSN

Principles to Communicating Your Message Today
Make your content Accessible
Make your content Easy To View
Make your content Easy To Use

Mainstream Media Pickup
Blogs / Twitter / Online Pubs
Immediate Online Pickup
Weekly Trade Pubs
Monthly Trades
Quarterly Pubs / Journals
Search Share Blog
Release Goes Out
The Long Tail of Corporate Content
News Release
Conversation

Head
Traditional Media
Reaching Billions
Reach
MILLIONS
Online Media
SEARCH
Tail
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06

The Long Tail of Corporate Content
Over Six Months
Amount of Coverage
What Needs to happen today – Shorter Releases on a more regular basis
Time From Origination

Consistent
Communications
Matters

Building the Foundation
SEO

94% of userstested clicked on a first
page search result. *
Only 6% of users clicked to the second
page of search results. *
The #1 ranking result garnered around 33%
of the total clicks. *
A separate study showed that 39% of
search users link search ranking to
company prominence. **
* - Chitika, Inc.
** - JupiterResearch

Tips for SEO & News Releases
Create Tweetable Headlines – 120 Characters to allow for the ReTweet
In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag

Tips on Keyword Research
Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
There are some free sites like Google Insight for Search and Google Trends
Concentrate keywords/ keyword phrases in the headline, sub-headline and first 3 paragraphs
Don’t overuse keywords / keyword phrases. Too much keyword density and the search engines will ding you.

Keyword Research

Using Links In Releases
Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.
Anchor Text also known as Hyperlinked Words and Phrases should be used in conjunction with old fashion links – http://...
Don’tAddTooManyLinks– The search engines will knock you for too many links. Try not to use more than 4 links in a release

Visibility
Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/

more multimedia = more views
Increase in average online views per press release, when multimedia elements are added.
Source: PR Newswire web analytics.

THINK
VISUALLY!

THINK
This is how most companies and organizations think about visualizing their message
VISUALLY!

THINK
VISUALLY!

Which of these feeds would you look at on a mobile device? This is why visuals matter

Engagement
The 3 I’s of Engagement
Interaction– The actions a person takes while present at those touch points
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand
Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/

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.

Case
Study

It works for B2B Too!

Visibility + Engagement = Increased Sharing of Content
Rarely Shared
Frequently Shared
Free Trials
Product Info
Product Documentation
New Data
Funny
Infographics
Survey Results
Source: HubSpot

Make Your ContentDirectional

Make B2B ContentWORK!
Source: Elliance, Inc.

Leave A Trail of Breadcrumbs
http://www.flickr.com/photos/bnoj13/4073663539/

Don’t Be Afraid To Try Something New

Make it Easy ToAccess, View&Use Your Content !

“
I never skate to where the puck is, I always skate to where the puck is going to be.
Wayne Gretzky – Hall of Fame Hockey Player

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
About.me/michaelpranikoff
Twitter / @mpranikoff

http://paper.li	69
http://web2nullundsocialmedia.wordpress.com	44
http://twitter.com	5
http://www.magda-kaluzny.de	5
http://us-w1.rockmelt.com	3
http://us-w1.rockmelt.com	3

Content Marketing in The USA – Presentation at the Berlin Kommunications Kongress September 15, 2011

by Michael Pranikoff on Sep 23, 2011

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Content Marketing in The USA – Presentation at the Berlin Kommunications Kongress September 15, 2011 — Presentation Transcript