Content to
Conversion:
Setting the
Stage for
Success
Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswir...
CNW is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage...
Newswire.ca
PRNewswire.com
Blogs
National
News Sites
Local News
Affiliate
Sites
Portals &
Databases
Trade
News Sites
Your
...
We have the
resources to make
your content more
VISIBLE.
We have the
distribution &
syndication
network to
AMPLIFY your
co...
Not so very long ago…
Traditional methods worked independently to inform
consumers through EARNED and PAID media.
SILOS ARE
Old AND Crumbling Ideas
http://www.flickr.com/photos/kh-67/4892949459/
Image source: http://www.threewingsmedia.com/2011_02_01_archive.html
ADVERTISER
• Pushes information
• Needs to listen
• F...
The future is now
OWNED
MEDIA
EARNED
MEDIA
PAID
MEDIA
SOCIAL + SEARCH + MOBILE
A brand pays to
place ad or content
in a ch...
CONNECTED =
ENGAGED
The creation and sharing of
high quality, valuable content
by the brand to engage
current & potential audience
and influen...
The value exchange
BRAND
Currency = Content
AUDIENCE
Currency = Personal Info
Jane Smith
jane.smith@xyz.com
555-555-5555
C...
What that looks like…
IDENTIFY & TARGET
PROMOTE &
SYNDICATE
CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE
MEASURES &
STRATEGIZE
ENGAGE & INT...
http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
We Need To Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also ...
Map your content to the
customer’s buying process
Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
enter...
Types of Content
Early Stage
Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
enter...
Types of Content
Middle Stage
Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
enter...
Late Stage
Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
enter...
Classic Story Arc
x = time
y = tension
opening
scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou ...
The New Story ARC….Spike
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hof...
With content tailored to what customers
want or need, they end up spending
more time engaged with that content
… developin...
Content such as Blog Posts & YouTube videos can
Educate Customers to the point where they’re ready to buy
57%
More
confida...
Stream & distribute your content in multiple
formats
Enriched News
Release with photo
Enriched News
Release with Video
ARC...
Using multimedia in
your releases increases
journalist and public
engagement
According to internal sample research compari...
Multiple-stage engagement
PERSONA:
Tax filers who:
1. Are concerned doing
their taxes will take a lot of
time.
2. May fear...
Multiple-stage engagement
PERSONA:
PR & Marketers who:
1. Want to learn how to
use video to tell their story.
2. Think tha...
Adding distribution paid off — tallying
thousands of reads of the press release —
and tens of thousands of video views.
Re...
Men’s Wearhouse utilized the a combination of multimedia, multiple
assets, and multiple updates to power an integrated pai...
130,171 total garments collected. ARC ENGAGEMENT STATS
Total impressions through strategic
media placements
1,919,378
Tota...
Content Must Be Mapped To
Business Objectives
Content Must Be Appealing
Content Must Be Easy To Be Found
Publish a steady
stream of content
Keep it relevant
& interesting
TRUST RELIABILITY DELIGHT
Adapted via: http://danspira.c...
1
CONVERGENCE
of Paid/Earned/Owned is
blurring lines between
corporate content from how
it’s created to who and how it
is ...
Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013
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: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013

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Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff as part of the CNW – a PR Newswire Company – breakfast series given in Ottawa on June 20, 2013. The focus of this presentation focused on content as a catalyst in creating audience engagement. Content alone is no longer king. In order to have a successful campaign today you have to ask yourself, “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.

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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: Setting the Stage for Success – CNW Breakfast in Ottawa June 20, 2013

    1. 1. Content to Conversion: Setting the Stage for Success
    2. 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
    3. 3. CNW is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide
    4. 4. Newswire.ca PRNewswire.com Blogs National News Sites Local News Affiliate Sites Portals & Databases Trade News Sites Your Website MediaRoom Video Portals ARC Mobile App Partnerships Mobilized Websites CNW Mobile Site & App High Ranking Search Results PR Newswire for Journalists Media Outlet News Feeds “The Wire” Twitter SocialPost Email Microlists / Media Lists
    5. 5. We have the resources to make your content more VISIBLE. We have the distribution & syndication network to AMPLIFY your content. Our products & services help you continually ENGAGE your target audiences.
    6. 6. Not so very long ago… Traditional methods worked independently to inform consumers through EARNED and PAID media.
    7. 7. SILOS ARE Old AND Crumbling Ideas http://www.flickr.com/photos/kh-67/4892949459/
    8. 8. Image source: http://www.threewingsmedia.com/2011_02_01_archive.html ADVERTISER • Pushes information • Needs to listen • Focuses on transactions CONSUMER • Values authenticity • Wants to be heard • Expects an immediate response to questions
    9. 9. The future is now OWNED MEDIA EARNED MEDIA PAID MEDIA SOCIAL + SEARCH + MOBILE A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets. Brand published content to drive earned media and sustain buzz around brand. • Advertising • Events • Direct Marketing • Press pickup • Blog mention • Social sharing • Word of mouth • Company blogs • Company website • Company social accounts
    10. 10. CONNECTED = ENGAGED
    11. 11. The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. Content Marketing Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. CHOICE PREFERENCE CONSIDERATION AWARENESS
    12. 12. The value exchange BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. 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
    13. 13. What that looks like…
    14. 14. IDENTIFY & TARGET PROMOTE & SYNDICATE CREATE, CURATE & OPTIMIZE CONTENT LISTEN, ANALYZE MEASURES & STRATEGIZE ENGAGE & INTERACT The CNW Vision of Modern Storytelling LINKS FROM SOCIAL boost search rankings, so get your 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 Create Proactive Messaging Proactive Messaging Should Be Created With Optimization Proactive Messaging Also Means Creating Content That Is Directional
    17. 17. Map your content to the customer’s buying process
    18. 18. Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Early Stage Middle Stage Late Stage *Content courtesy of Marketo
    19. 19. Types of Content Early Stage
    20. 20. Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Early Stage Middle Stage Late Stage *Content courtesy of Marketo
    21. 21. Types of Content Middle Stage
    22. 22. Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage *Content courtesy of Marketo
    23. 23. Late Stage
    24. 24. Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage *Content courtesy of Marketo Content must always be relevant and helpful
    25. 25. Classic Story Arc x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman - www.Hoffman.com 72 Hours
    26. 26. The New Story ARC….Spike x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman - www.Hoffman.com
    27. 27. With content tailored to what customers want or need, they end up spending more time engaged with that content … developing a relationship with the brand and remaining engaged with the products AND
    28. 28. Content such as Blog Posts & YouTube videos can Educate Customers to the point where they’re ready to buy 57% More confidant of making a purchase online
    29. 29. Stream & distribute your content in multiple formats Enriched News Release with photo Enriched News Release with Video ARC Engagement Platforms Photo (image such as photo, logo or infographic) Photo + Video + Audio + PDFs Photo + Dynamic Video + Dedicated HTML Page + Strategic Placement
    30. 30. Using multimedia in your releases increases journalist and public engagement According to internal sample research comparing press releases that contain multimedia with those that do not.
    31. 31. Multiple-stage engagement PERSONA: Tax filers who: 1. Are concerned doing their taxes will take a lot of time. 2. May fear safety of sharing their information online. 3. Don’t want to spend a lot of money to file. ACTION: Awareness: Release text Consideration: Watch videos Preference: How to video Choice: File now.
    32. 32. Multiple-stage engagement PERSONA: PR & Marketers who: 1. Want to learn how to use video to tell their story. 2. Think that video is too costly or difficult to produce. 3. Don’t know how to use their channels to syndicate their video to their audiences. ACTION: Awareness: Release text Consideration: Watch videos Preference: How to video Choice: Ask for someone to contact them.
    33. 33. Adding distribution paid off — tallying thousands of reads of the press release — and tens of thousands of video views. Readers of the multimedia release shared it with their Facebook friends 196 times (as of Mar 26) Distributed content reaches qualified, interested audiences. And social shares have a strong viral effect, triggering more shares. The effect of content distribution
    34. 34. Men’s Wearhouse utilized the a combination of multimedia, multiple assets, and multiple updates to power an integrated paid, owned and earned media campaign and drive their CSR initiative; their national suit drive that collects gently worn clothing for those transitioning back into the work force OBJECTIVES: > Secure at least 110,000 clothing donations > Increase interaction with Multimedia content > Grow visibility and awareness around the National Suit Drive > Deliver high campaign Impressions without media buys > Garner traditional & social media | attention > Promote social engagement and | donations through Facebook & Twitter > Improve search visibility surrounding the campaign Corporate Social Responsibility
    35. 35. 130,171 total garments collected. ARC ENGAGEMENT STATS Total impressions through strategic media placements 1,919,378 Total video streams (views) 42,511 Total landing page views 7,988 95% of exit links went to the Men’s Wearhouse site 400+ search queries leading to the ARC 250 unique keyword searches leading to the ARC Breaking Suit Drive Records! Social media mentions: 35,536 Impressions: 46,212,223 Facebook • 10,997 likes/comments/shares • 3,631 tab visits • 16,185,076 unique users • 35,577,116 total impressions Twitter • Trending topic • 10,635,107 total impressions • ~10,500 retweets Additional $25k donated to the cause
    36. 36. Content Must Be Mapped To Business Objectives
    37. 37. Content Must Be Appealing
    38. 38. Content Must Be Easy To Be Found
    39. 39. Publish a steady stream of content Keep it relevant & interesting TRUST RELIABILITY DELIGHT Adapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/
    40. 40. 1 CONVERGENCE of Paid/Earned/Owned is blurring lines between corporate content from how it’s created to who and how it is being curated. 2 SYNDICATION through a variety of channels is critical in achieving audience engagement. 3 CONVERSATION around your message organically is the first step to effective content marketing to ensure 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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