Michael PranikoffPR Newswire@mpranikoff • #cmworld   @mpranikoff #cmworld
Michael Pranikoff     Global Director,     Emerging Media       PR Newswirehttp://about.me/michaelpranikoffmichael.praniko...
Engage Opportunity across all channels                                      Social             Web sites Search           ...
Engage Opportunity with all key audiences                                  Investors            The MediaDecision         ...
My Philosophy – A Good Foundation Needs To   Be Set…and Search Is That Foundation                                     @mpr...
My Philosophy – A Good Foundation Needs To   Be Set…and Search Is That Foundation                                     @mpr...
@mpranikoff #cmworld
@mpranikoff #cmworld
We Need To Create Proactive Messaging    Proactive     Messaging Should     Be Created With     Optimization Proactive ...
The Emerging Media Landscape  User Generated   Editorial                   Consumer    Business                           ...
+            EarnedReach                     Paid                            Owned    -        -                          ...
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
Is Your Content Like A Turtle In A Slow Race?                                    @mpranikoff #cmworld
Or Do You Syndicate Your Content        With A Jet Pack?                          @mpranikoff #cmworld
@mpranikoff #cmworldhttp://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
Principles to CommunicatingYour Message Today• Make your content Accessible• Make your content Easy To View• Make your con...
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
How About On Here?
Billion Core Searches in July 2012 in the United States
 94% of users tested clicked on a first      page search result. *     Only 6% of users clicked to the second      page ...
@mpranikoff #cmworldSource: Google Zero Moment of Truth
Your Digital Shadow               @mpranikoff #cmworld
Search Will Find  More Information  About You / Your  Brand….Than TheInformation That You  Created Yourself               ...
@mpranikoff #cmworld
SEO Rules Have Changed….Again!    We Have To Pay MoreAttention To The Content Than         Ever Before!                   ...
KNOW  YOUR   AUDIENCE        @mpranikoff #cmworld
Speak Like Your                                  Audience DoesSource: http://flic.kr/p/9vky1T                             ...
EndodontistRoot Canal Dentist
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworldSource: Searchmetrics Report – Google Ranking Factors US – June 2012
A note on Google+: analyzing Google +1s…. we found a significant result of 0.41. From this we  can assume that the quantit...
Not Logged    into GoogleLogged IntoGoogle
Not Logged    into GoogleLogged IntoGoogle
Where should I go today?                                                                                                  ...
Make Your Content Directional             CONTENT
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
More Multimedia = More Views                     * The number of stories with downloadable files such as PDFs, PPTs, DOCs ...
Using multimedia with your content increases engagementAccording to internal sample research comparing press releases that...
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworld
@mpranikoff #cmworldSource: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
Michael Pranikoff     Global Director,     Emerging Media       PR Newswirehttp://about.me/michaelpranikoffmichael.praniko...
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Social  - Content Marketing World 2012
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Social  - Content Marketing World 2012
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Social  - Content Marketing World 2012
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Social  - Content Marketing World 2012
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Social  - Content Marketing World 2012
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The 3 Super S’s for Successful Content Marketing: Syndication, Search & Social - Content Marketing World 2012

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Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, at Content Marketing World 2012 #CMWorld , in Columbus, OH on Sept. 6, 2012. Anyone can post content today. Content for content’s sake does very little good. Today, content that is able to be created and targeted for the right audiences create opportunities for that content to more easily be found and then shared. Search engines today don’t operate like they did just 2 years ago. Google, Bing, Baidu, Sina and more are adding social components such as Facebook, Twitter, Google+ and to created even more complications for the marketing. In order for content to be shared today, it has to be found first….but today the marketer can speed up the process by learning how to first make content directional, and also how to syndicate their content effectively in order to reach audiences both organically and with speed.

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  • 10 times more searches for “cosmetic dentist” than for “prosthodontist” – Source: Google
  • Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
  • Transcript of "The 3 Super S’s for Successful Content Marketing: Syndication, Search & Social - Content Marketing World 2012"

    1. 1. Michael PranikoffPR Newswire@mpranikoff • #cmworld @mpranikoff #cmworld
    2. 2. Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #cmworld
    3. 3. Engage Opportunity across all channels Social Web sites Search Mobile Videosharing CONTENT Blogs Microblogs Print Broadcast @mpranikoff #cmworld
    4. 4. Engage Opportunity with all key audiences Investors The MediaDecision Bloggers Makers CONTENT Influencers Consumers Shareholders @mpranikoff #cmworld
    5. 5. My Philosophy – A Good Foundation Needs To Be Set…and Search Is That Foundation @mpranikoff #cmworld
    6. 6. My Philosophy – A Good Foundation Needs To Be Set…and Search Is That Foundation @mpranikoff #cmworld
    7. 7. @mpranikoff #cmworld
    8. 8. @mpranikoff #cmworld
    9. 9. We Need To Create Proactive Messaging Proactive Messaging Should Be Created With Optimization Proactive Messaging Also Means Creating Content That Is Directional @mpranikoff #cmworld
    10. 10. The Emerging Media Landscape User Generated Editorial Consumer Business @mpranikoff #cmworld
    11. 11. + EarnedReach Paid Owned - - + Control @mpranikoff #cmworld
    12. 12. @mpranikoff #cmworld
    13. 13. @mpranikoff #cmworld
    14. 14. @mpranikoff #cmworld
    15. 15. @mpranikoff #cmworld
    16. 16. @mpranikoff #cmworld
    17. 17. @mpranikoff #cmworld
    18. 18. @mpranikoff #cmworld
    19. 19. Is Your Content Like A Turtle In A Slow Race? @mpranikoff #cmworld
    20. 20. Or Do You Syndicate Your Content With A Jet Pack? @mpranikoff #cmworld
    21. 21. @mpranikoff #cmworldhttp://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
    22. 22. Principles to CommunicatingYour Message Today• Make your content Accessible• Make your content Easy To View• Make your content Easy To Use @mpranikoff #cmworld
    23. 23. @mpranikoff #cmworld
    24. 24. @mpranikoff #cmworld
    25. 25. @mpranikoff #cmworld
    26. 26. How About On Here?
    27. 27. Billion Core Searches in July 2012 in the United States
    28. 28.  94% of users tested 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. @mpranikoff #cmworld** - JupiterResearch
    29. 29. @mpranikoff #cmworldSource: Google Zero Moment of Truth
    30. 30. Your Digital Shadow @mpranikoff #cmworld
    31. 31. Search Will Find More Information About You / Your Brand….Than TheInformation That You Created Yourself @mpranikoff #cmworld
    32. 32. @mpranikoff #cmworld
    33. 33. SEO Rules Have Changed….Again! We Have To Pay MoreAttention To The Content Than Ever Before! @mpranikoff #cmworld
    34. 34. KNOW YOUR AUDIENCE @mpranikoff #cmworld
    35. 35. Speak Like Your Audience DoesSource: http://flic.kr/p/9vky1T @mpranikoff #cmworld
    36. 36. EndodontistRoot Canal Dentist
    37. 37. @mpranikoff #cmworld
    38. 38. @mpranikoff #cmworld
    39. 39. @mpranikoff #cmworld
    40. 40. @mpranikoff #cmworld
    41. 41. @mpranikoff #cmworldSource: Searchmetrics Report – Google Ranking Factors US – June 2012
    42. 42. A note on Google+: analyzing Google +1s…. we found a significant result of 0.41. From this we can assume that the quantity of +1s has the strongest correlation of any of the metrics analyzed in the study. @mpranikoff #cmworldSource: Searchmetrics Report – Google Ranking Factors US – June 2012
    43. 43. Not Logged into GoogleLogged IntoGoogle
    44. 44. Not Logged into GoogleLogged IntoGoogle
    45. 45. Where should I go today? @mpranikoff #cmworldhttp://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
    46. 46. Make Your Content Directional CONTENT
    47. 47. @mpranikoff #cmworld
    48. 48. @mpranikoff #cmworld
    49. 49. @mpranikoff #cmworld
    50. 50. 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 @mpranikoff #cmworld
    51. 51. Using multimedia with your content increases engagementAccording to internal sample research comparing press releases that contain multimedia with those that do not. @mpranikoff #cmworld
    52. 52. @mpranikoff #cmworld
    53. 53. @mpranikoff #cmworld
    54. 54. @mpranikoff #cmworld
    55. 55. @mpranikoff #cmworldSource: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
    56. 56. Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #cmworld

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