Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to The Value Exchange from Content to Conversion
Similar to The Value Exchange from Content to Conversion (20)
More from BOLO Conference
More from BOLO Conference (20)
Recently uploaded
Recently uploaded (20)
The Value Exchange from Content to Conversion
- 1. @mpranikoff #BOLO2013 Image Source: http://flic.kr/p/f9gHDf
- 2. @mpranikoff #BOLO2013 Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
- 6. @mpranikoff #BOLO2013 Custom Print Direct Mail Email General Sites Conferences Exhibitions Topic Specific Sites Smartphones Own Sites Own Social Print Directories Print Magazines Own Events Print Newspaper PR Collateral Search Ads on Social Nets Sponsorship Vertical Search Virtual Exhibitions Webinars Tablets 10% 20% 30% 40% 50% 60% 70% 80% 90% 10% 20% 30% 40% 50% 60% 70% 80% 90% Consumer B2B Source: Outsell 2013 Advertising and Marketing Study Consumer Rates Method More Effective B2B Rates Method More Effective Blue = Digital, Orange = Traditional
- 10. @mpranikoff #BOLO2013 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
- 11. @mpranikoff #BOLO2013 “ Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship Robert Cohen, VP Global Retail
- 13. @mpranikoff #BOLO2013 Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
- 16. @mpranikoff #BOLO2013 90% 92% 94% 89% Global Average – 92% Source: Nielsen Global Trust in Advertising – April 2013
- 17. @mpranikoff #BOLO2013 52% 73% 58% 44% Global Average – 58% Source: Nielsen Global Trust in Advertising – April 2013
- 18. @mpranikoff #BOLO2013 61% 69% 58% 48% Global Average – 58% Source: Nielsen Global Trust in Advertising – April 2013
- 22. @mpranikoff #BOLO2013 * 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
- 24. @mpranikoff #BOLO2013 Source: http://buswk.co/1gfhBi5 William McComb - CEO “
- 27. @mpranikoff #BOLO2013 Research data, funny videos, curated lists, infographics, thought leadership 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 Source: Marketo
- 29. @mpranikoff #BOLO2013 State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. TX IL OH
- 30. @mpranikoff #BOLO2013 $1M $1M $1M
- 36. @mpranikoff #BOLO2013 TRUST RELIABILITY DELIGHT Publish a steady stream of content Keep it relevant & interesting @mpranikoff #BOLO2013
- 38. @mpranikoff #BOLO2013 Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
Editor's Notes
- More advanced/sophisticated content strategies should map to “desired outcome”
- 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.
- Before you go any further, the first step is making sure that you know the answers to a few key questions. First, it’s crucial to know who you are trying to reach. And the more specific, the better your communications campaign will be. Rather than Millennials, how about 25-30 year olds living in major cities who care about the environment?
- Map content to the buying stage {keep it short}
- Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
- 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.