• Save
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Upcoming SlideShare
Loading in...5
×
 

Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13

on

  • 1,116 views

Presentation given by PR Newswire Global Director of Emerging Media at the Portland Communicators 2013 Conference, May 8, 2013 - Content is your catalyst, creating audience engagement. When content is ...

Presentation given by PR Newswire Global Director of Emerging Media at the Portland Communicators 2013 Conference, May 8, 2013 - Content is your catalyst, creating audience engagement. When content is king, earned media plays a stronger role in driving your organization’s success. But don’t lose sight of what your content is supposed to achieve! At the start of every campaign you must ask, “What is the conversion metric we’re using to build awareness and spark action?” Be it views, shares or sales, your metric is the key to every successful content marketing strategy. It doesn’t matter if you are a B2C, B2B or nonprofit: As your brand provides context around the conversation, ask if—and how—your content drives your desired outcomes. Check out all of the conversation at #pdxcc13

Statistics

Views

Total Views
1,116
Views on SlideShare
1,067
Embed Views
49

Actions

Likes
0
Downloads
0
Comments
0

6 Embeds 49

https://twitter.com 24
http://uat.multivu.com 14
http://www.maxwellpr.com 6
http://www.linkedin.com 3
http://kred.com 1
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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.
  • Content that educates & informs. Content that is useful and of value. Content that helps your audiences overcome challenges. Content that is actionable. You must recognize what and who influences your audience today. The reach of blogs today has greatly expanded from where it was even 3 years ago. Marketers have jumped on the wagon seeing the successes of companies such as Hubspot, who are using a combination of inbound and syndication marketing techniques to bring in new and interested prospects as well the continual reach to current clients. They’re doing so by creating content that is directing the user to a desired action. We at PR Newswire have seen this success ourselves in trying to reach our audiences and have seen great success.  
  • Content that educates & informs. Content that is useful and of value. Content that helps your audiences overcome challenges. Content that is actionable. You must recognize what and who influences your audience today. The reach of blogs today has greatly expanded from where it was even 3 years ago. Marketers have jumped on the wagon seeing the successes of companies such as Hubspot, who are using a combination of inbound and syndication marketing techniques to bring in new and interested prospects as well the continual reach to current clients. They’re doing so by creating content that is directing the user to a desired action. We at PR Newswire have seen this success ourselves in trying to reach our audiences and have seen great success.  
  • We continue to growth in our readers as our dedication to our content increases, and as we continue to get better at honing our own skills at content marketing, we are now seeing a click through rate on our blog that averaged between 9 – 12%. This is tremendous as the trust and importance of this kind of content continues to increase according to the latest Technorati State of Digital Influence report that finds blogs as now one of the top 5 most trustworthy sources of content. Yet, today still only 32% of brands report that they have an active blog.
  • 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: Setting the Stage for Success - Portland Communicators Conference #pdxcc13 Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13 Presentation Transcript

  • Content toConversion:Setting theStage forSuccess
  • Michael PranikoffGlobal Director,Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.comTwitter / @mpranikoff
  • PR Newswire is the global leaderin innovative communicationsand marketing services,enabling organizations toconnect and engage with theirtarget audiences worldwide
  • Amplify your content through our syndication networkPR NEWSWIRE’SCONTENTSYNDICATIONNETWORK250+ MOBILEPARTNERSHIPSSOCIAL MEDIAPRN’s social feeds +social sharing buttonsGLOBAL NETWORKOF 9,000+ ONLINENEWS SITES & PORTALSSEARCHPRNEWSWIRE.COMAverages 1.5+ Millionmonthly unique visitors, withindustry-leading searchvisibility200,000+GLOBALMEDIAOUTLETSBROADCAST +ONLINE VIDEODISTRIBUTIONTARGETED DISTRIBUTIONFind relevant influencers byIndustry, region and/or topicPRN’s MEDIA SITEFor registered journalists& bloggers from 27,000+Media Outlets
  • We have theresources to makeyour content moreVISIBLE.We have thedistribution &syndicationnetwork toAMPLIFY yourcontent.Our products &services help youcontinuallyENGAGE yourtarget audiences.
  • 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• Focuses on transactionsCONSUMER• Values authenticity• Wants to be heard• Expects an immediateresponse to questions
  • 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
  • CONNECTED =ENGAGED
  • 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
  • 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
  • What that looks like…
  • IDENTIFY & TARGETPROMOTE &SYNDICATECREATE, CURATE &OPTIMIZE CONTENTLISTEN, ANALYZEMEASURES &STRATEGIZEENGAGE & INTERACTThe PR NewswireVision of ModernStorytellingLINKS FROM SOCIALboost search rankings, so getyour message shared [1] [2]
  • 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 CreatingContent That IsDirectional
  • Map your content to thecustomer’s buying process
  • Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessEarly StageMiddle StageLate Stage*Content courtesy of Marketo
  • Types of ContentEarly Stage
  • Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsBuying guides, RFPtemplates, ROIcalculators, whitepapers, analystreports, webinarsEarly StageMiddle StageLate Stage*Content courtesy of Marketo
  • Types of Content Middle Stage
  • Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFPtemplates, ROIcalculators, whitepapers, analystreports, webinarsPricing, demos, servicesinformation, 3rd partyreviews, customer case studiesEarly StageMiddle StageLate Stage*Content courtesy of Marketo
  • Types of Content Late Stage
  • 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, RFPtemplates, ROIcalculators, whitepapers, analystreports, webinarsPricing, demos, servicesinformation, 3rd partyreviews, customer case studiesEarly StageMiddle StageLate Stage*Content courtesy of MarketoContent must always berelevant and helpful
  • Classic Story Arcx = timey = tensionopeningsceneclimaxdénouementEarned Mediabeginning middle endAdapted from Lou Hoffman - www.Hoffman.com72 Hours
  • The Communicator’s Story Spikex = timey = changeOld Way New WayfuturestorytellingfodderAdapted from Lou Hoffman - www.Hoffman.com
  • Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
  • Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
  • We began blog post syndicationin June 2011 and found ourblog traffic more than doubledfrom earlier in the year53%And, in the first month, those additional eyes proved to be a qualified audience52.8% increase inblog subscriptionsClick-throughrate increasedto 12.15%from 9.43%average 52.4% increase inblog post sharesContent such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
  • Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy57%Moreconfidantof making apurchaseonline
  • 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
  • Stream & distribute your content in multiple formatsOnline distributionswith photoMultimedia NewsReleasesARC EngagementPlatformsPhoto (image such as photo, logoor infographic)Photo + Video + Audio + PDFs +Dedicated PagePhoto + Dynamic Video+ Dedicated HTML Page+ Strategic Placement
  • * The number of stories with downloadable files such as PDFs, PPTs, DOCs issignificantly fewer than those without, however the data shows the potential for veryhigh visibility when such assets are included along with other multimedia assets.Source: PR Newswire Web Analytics, June 2012More Multimedia = More Views
  • Using multimedia inyour releases increasesjournalist and publicengagementAccording to internal sample research comparing press releases that contain multimedia with those that do not.
  • 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.
  • 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.
  • 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
  • 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
  • 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
  • 48Build AUTHORITY throughand CONTEXTCURATION
  • CONTEXTAUTHORITYCURATIONCONTENTFRESHNESS
  • Most Recent CommentsMost Commented BlogsMessage BoardsInstant ChatDigital AudioBlogsBuild Authority through Content, Curation & Context
  • • 45,000 registered site members• 290,000 monthly page views & 150,000 monthlyunique visitors• 47,174 messages have been posted in 2012• 6,982,805 banner impressions delivered• 216,526 total downloads delivered• 7 Days of Executive Education: 4,380 total leads;11,169 messages; delivered 16,497 downloads toIBM’s assets• Corner Office: 11,646 downloads; 93,645 views viaUBM’s IIP program• 412 ThinkerNetters• 32 Radio shows; 4,283 messages posted, averaging134 messages/segment•7 Clans: 19,715 IT Clan Members9,039 Security Clan Members4,180 Midmarket Clan Members4,685 Executive Clan Members2,648 Cloud Clan Members2,297 Analytics Clan Members2,812 CMO Clan Members
  • Future Cities Launched By UBM 10/15/1211,594 siteregistrants882 pieces of original contentincluding:387 blogs71 video blogs6 webinars208 photos14 infographicsRegistrations from 8CountriesIncluding:United States, United KingdomChina, Germany, India
  • 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/2011/09/10/make-room-for-follow-through/
  • 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
  • 1CONVERGENCEof Paid/Earned/Owned isblurring lines between PR,Advertising & Marketing2SYNDICATION through avariety of channels iscritical in achievingorganic audienceengagement.3AUTHORITYis created through contentwithin context which is easilycurated by your targetaudience and algorithms.3 KEY TAKEAWAYS