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Connecting the Content Dots: How to Increase Content and Messaging Visibility with a Multi-Channel Distribution Strategy
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Connecting the Content Dots: How to Increase Content and Messaging Visibility with a Multi-Channel Distribution Strategy

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On-Demand Webinar from PR Newswire given on April 11, 2013 with speakers: Michael Pranikoff, PR Newswire Global Director of Emerging Media and Jon Miller, Vice President of Marketing & Co-Founder of ...

On-Demand Webinar from PR Newswire given on April 11, 2013 with speakers: Michael Pranikoff, PR Newswire Global Director of Emerging Media and Jon Miller, Vice President of Marketing & Co-Founder of Marketo. Listen to the full webinar now - tprn.to/14XTMVR

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  • Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
  • But now, there is an explosion of readily available information… This is a recent phenomenon… The web as a mainstream solution is only 13 years old Over the next 4 years, we will generate more data than the entire previous history of the world Social creates even more sources of information Mobile is transforming not just our access to information – but how we interact with people. When did it become OK to look up info at the dinner table?All this access to information changes the power dynamics between buyer and sales people. Today buyers get most of their information themselves and don’t want to talk to a sales person until they are much further along. [Example: last time I bought a car.] SiriusDecisions says that 70% of the buying cycle has already taken place before buyers are willing to engage with a live sales person.
  • In traditional marketing, companies needed to rent (or beg) attention from other people’s media. Whether it’s a display ad on a website, a booth at a tradeshow, or an email sent to a third-party list, companies are essentially “renting” attention that someone else built. This can be effective, but it’s also expensive – and become less effective with attention scarcity. In contrast, with inbound marketing, companies build up their own audience and attract their own attention. Marketing needs to become like a publisher. Build your own audience and attention. Examples:superbowl add, regular tradeshow booth = rented attention. Examples of owning: rockstar tour vs tradeshow booth; blog vs traditional PR; our weekly webinar
  • So that’s who we use Inbound and Social to drive Prospects…. But we also use paid programs to grow even faster, so let’s dive into what works best there.
  • Map content to the buying stage {keep it short}
  • Map content to the buying stage {keep it short}
  • This brings us to a broader discussion about visual content.Unfortunately, so many companies are producing content that there is too much to read.  To ensure our content is consumed we have to find ways to make it more visual and more consumable by our readers… InfographicsCartoonsMemesPhotosVisual note-taking These can be very simple, and with the proper promotion will likely end up with more views than the actual written content piece you created.  Inbound Marketing Slideshare:136K views ofslidesharevs 10,600 for the whitepaper itself –12.5X+Plus612 Downloads, 421 New Names
  • Think big, start smallStay ahead of the drip
  • So that’s who we use Inbound and Social to drive Prospects…. But we also use paid programs to grow even faster, so let’s dive into what works best there.
  • See customer preso
  • 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.

Connecting the Content Dots: How to Increase Content and Messaging Visibility with a Multi-Channel Distribution Strategy Presentation Transcript

  • 1. Connecting the Content Dots:How to Increase Content and Messaging Visibility with a Multi-Channel Distribution Strategy
  • 2. Today’s Presenters Michael Pranikoff PR Newswire Global Director, Emerging Media Michael.pranikoff@prnewswire.com About.me/michaelpranikoff @mpranikoff Jon Miller Vice President of Marketing & Co-Founder Marketo Executive Editor of Modern B2B Marketing blog @jonmiller #PRNEWSWIRE
  • 3. @jonmiller @mpranikoff
  • 4. INFORMATIONABUNDANCE #PRNEWSWIRE @jonmiller @mpranikoff
  • 5. Content Marketing for Brand & Like Brand awareness Brand preference Risk reduction Blogs Resource Center Definitive Guides Webinars Video @jonmiller @mpranikoff
  • 6. Creating Compelling Content#PRNEWSWIRE @jonmiller @mpranikoff
  • 7. Types of ContentEarly Stage Thought leadership and Research data, funny videos, entertainment to build curated lists, infographics, brand and awareness thought leadershipMiddle Stage Buying guides, RFP templates, Tools that help buyers find you when they are looking ROI calculators, whitepapers, for solutions analyst reports, webinarsLate Stage Company-specific Pricing, demos, services information to help evaluate information, 3rd party reviews, and reaffirm selection customer case studies @jonmiller @mpranikoff
  • 8. Types of ContentEarly Stage Thought leadership and Research data, funny videos, Content mustleadership entertainment to build brand and awareness thought always be curated lists, infographics, relevant and helpfulMiddle Stage Buying guides, RFP templates, Tools that help buyers find you when they are looking ROI calculators, whitepapers, for solutions analyst reports, webinarsLate Stage Company-specific Pricing, demos, services information to help evaluate information, 3rd party reviews, and reaffirm selection customer case studies @jonmiller @mpranikoff
  • 9. Content Grid 1. BUYING STAGES Stages 1 2 •3 Early • Mid A • Late • Customer B 2. BUYING PROFILES• Industry: 82% C• Role: 67%• Company Size: 49%• Geography: 29% D @jonmiller @mpranikoff
  • 10. The Rise of Visual Content eBook Interactive Infographic 17,000 328,000 views views!#PRNEWSWIRE @jonmiller @mpranikoff
  • 11. 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 @jonmiller @mpranikoff
  • 12. Your Customers Like to Have Fun As WellDesign ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute @jonmiller @mpranikoff 13
  • 13. Repurpose Content@jonmiller @mpranikoff
  • 14. Staffing for Content Creation• Get stakeholder buy-in Marketo invests 10% of headcount• Appoint executive editor into content• Invest in content creators – Content consumers – Great communicators – Self-promotional• Distribute creation: internal + community-generated www.marketo.com/• Create a content / social policy trust/social-media- policy.php @jonmiller @mpranikoff
  • 15. How Much Content is Right For You?Return Investment @jonmiller @mpranikoff
  • 16. Promoting Content #PRNEWSWIRE@jonmiller @mpranikoff
  • 17. On Your Website@jonmiller @mpranikoff
  • 18. On Your Blog@jonmiller @mpranikoff
  • 19. On Social: Use The 4-1-1 Rule“For every one self-serving message, you should re-share one relevantmessage, and most importantly share four pieces of relevant content writtenby others.” Do This Not This @jonmiller @mpranikoff
  • 20. Syndicate & Connect Blog Post that wasn’t getting traffic from the intended audience. @jonmiller @mpranikoff
  • 21. Syndicate & Connect Blog Owner then promoted the blog post via a syndicated message that prominently links to the specific post raising visibility. @jonmiller @mpranikoff
  • 22. Syndicate & Connect Higher search result rankings for optimized keywords “investor relations new york”54% increase inblog trafficafter onlinesyndication @jonmiller @mpranikoff
  • 23. On Every Channel Social Lift Social LiftReach & Engagement Social Lift Social Lift Social Lift Social Lift Website Landing Email Facebook Online Ads Events Pages Pages @jonmiller @mpranikoff
  • 24. Connect Your Channels CONTENT #PRNEWSWIRE @jonmiller @mpranikoff
  • 25. Key Takeaways1. The way buyers buy has changed forever – the way we market and sell must change as well2. Publish / own content to help leads find you3. Connect your content channels to help lead your audience4. Content for all stages of the buying cycle5. Think big, start small, move quickly #PRNEWSWIRE @jonmiller @mpranikoff
  • 26. Make Your Content Move The Needle! @jonmiller @mpranikoff