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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 ...

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.

The 3 Super S’s for Successful Content Marketing: Syndication, Search & Social - Content Marketing World 2012 Presentation Transcript

  • 1. Michael PranikoffPR Newswire@mpranikoff • #cmworld @mpranikoff #cmworld
  • 2. Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #cmworld
  • 3. Engage Opportunity across all channels Social Web sites Search Mobile Videosharing CONTENT Blogs Microblogs Print Broadcast @mpranikoff #cmworld
  • 4. Engage Opportunity with all key audiences Investors The MediaDecision Bloggers Makers CONTENT Influencers Consumers Shareholders @mpranikoff #cmworld
  • 5. My Philosophy – A Good Foundation Needs To Be Set…and Search Is That Foundation @mpranikoff #cmworld
  • 6. My Philosophy – A Good Foundation Needs To Be Set…and Search Is That Foundation @mpranikoff #cmworld
  • 7. @mpranikoff #cmworld
  • 8. @mpranikoff #cmworld
  • 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. The Emerging Media Landscape User Generated Editorial Consumer Business @mpranikoff #cmworld
  • 11. + EarnedReach Paid Owned - - + Control @mpranikoff #cmworld
  • 12. @mpranikoff #cmworld
  • 13. @mpranikoff #cmworld
  • 14. @mpranikoff #cmworld
  • 15. @mpranikoff #cmworld
  • 16. @mpranikoff #cmworld
  • 17. @mpranikoff #cmworld
  • 18. @mpranikoff #cmworld
  • 19. Is Your Content Like A Turtle In A Slow Race? @mpranikoff #cmworld
  • 20. Or Do You Syndicate Your Content With A Jet Pack? @mpranikoff #cmworld
  • 21. @mpranikoff #cmworldhttp://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
  • 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. @mpranikoff #cmworld
  • 24. @mpranikoff #cmworld
  • 25. @mpranikoff #cmworld
  • 26. How About On Here?
  • 27. Billion Core Searches in July 2012 in the United States
  • 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. @mpranikoff #cmworldSource: Google Zero Moment of Truth
  • 30. Your Digital Shadow @mpranikoff #cmworld
  • 31. Search Will Find More Information About You / Your Brand….Than TheInformation That You Created Yourself @mpranikoff #cmworld
  • 32. @mpranikoff #cmworld
  • 33. SEO Rules Have Changed….Again! We Have To Pay MoreAttention To The Content Than Ever Before! @mpranikoff #cmworld
  • 34. KNOW YOUR AUDIENCE @mpranikoff #cmworld
  • 35. Speak Like Your Audience DoesSource: http://flic.kr/p/9vky1T @mpranikoff #cmworld
  • 36. EndodontistRoot Canal Dentist
  • 37. @mpranikoff #cmworld
  • 38. @mpranikoff #cmworld
  • 39. @mpranikoff #cmworld
  • 40. @mpranikoff #cmworld
  • 41. @mpranikoff #cmworldSource: Searchmetrics Report – Google Ranking Factors US – June 2012
  • 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. Not Logged into GoogleLogged IntoGoogle
  • 44. Not Logged into GoogleLogged IntoGoogle
  • 45. Where should I go today? @mpranikoff #cmworldhttp://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
  • 46. Make Your Content Directional CONTENT
  • 47. @mpranikoff #cmworld
  • 48. @mpranikoff #cmworld
  • 49. @mpranikoff #cmworld
  • 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. 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. @mpranikoff #cmworld
  • 53. @mpranikoff #cmworld
  • 54. @mpranikoff #cmworld
  • 55. @mpranikoff #cmworldSource: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
  • 56. Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #cmworld