Content Marketing in den USA<br />Source: http://flic.kr/p/8AoXiT<br />
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />A...
Disclaimer: I am not a Guru.  <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway ...
Engage opportunity across all channels<br />Social<br />Web sites<br />Search<br />Mobile<br />Video <br />sharing<br />CO...
Engage opportunity with all key audiences<br />Investors<br />The Media<br />Bloggers<br />Decision <br />Makers<br />CONT...
Newspapers:  30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />...
Since 2000, the time the average German spends with a newspaper a day has decreased from 10 minutes to 6 minutes.  40% <br />
Since 2000, the time the average German spends with a newspaper a day has decreased from 10 minutes to 6 minutes.  40% <br...
Content<br />REVOLUTION<br />
Source: Google<br />
Source: Google<br />
Website<br />Email<br />News Release<br />Social media<br />Print<br />Communications Channel Complexity<br />Video<br />T...
In the 80s, You Were<br />  Exposed to 700 ads<br /> a day<br />
Today<br />More than 5000 ads a day<br />Source: http://www.crankycreative.com/graphics-and-displays/<br />
+<br />Earned<br />Reach<br />Paid<br />Owned<br />-<br />+<br />-<br />Control<br />Image Credit: http://www.flickr.com/p...
"Digital and Traditional  for the ordinary person is all the same thing. It's all things they consume.  It means nothing t...
Everyone Loves A Good Story<br />Source: http://flic.kr/p/8HdcZT<br />
Everyone Loves A Good Story<br />Source: http://flic.kr/p/8HdcZT<br />
Everyone Loves A Good Story<br />True<br />Source: http://flic.kr/p/8HdcZT<br />
Traditional Public Relations  Model<br />The model has changed....<br />
PULL<br />PUSH<br />CONTENT<br />
The Emerging Media Landscape<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
The Emerging Media Landscape<br />The Media Landscape is no longer static, so we can’t afford to be static either<br />Use...
Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to c...
Opportunities to engage with audiences
Continuous Messaging that is easy to share
Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Investor <br /...
Please Save The Kittens<br />
Trust<br />
TrustOverAttention<br />Trust will continue to replace attention as the Currency of the web and business. No one will pay ...
Where do you generally go first for news about a company? <br />Then where do you go?<br />Source: Edelman Trustbarometer ...
News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news propert...
Principles to Communicating Your Message Today<br /><ul><li>Make your content Accessible
Make your content Easy To View
Make your content Easy To Use</li></li></ul><li>Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate ...
Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online  Media<br />SEARCH<br />Tail <br /...
The Long Tail of Corporate Content<br />Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter ...
Consistent<br />Communications<br />Matters<br />
Building the Foundation<br />SEO<br />
<ul><li>94% of userstested clicked on a first  </li></ul>     page search result. *<br /><ul><li> Only 6% of users clicked...
Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120 Characters to allow for the ReTweet
In reality – Headlines need to be 65 – 80 Characters with spaces.   Headline is the Title Tag</li></li></ul><li>Tips on Ke...
There are some free sites like Google Insight for Search and Google Trends
Concentrate keywords/ keyword phrases in the headline, sub-headline and first 3 paragraphs
Don’t overuse keywords / keyword phrases.  Too much keyword density and the search engines will ding you.</li></li></ul><l...
Using Links In Releases	<br /><ul><li> Use links in releases – Deep Links!  Concentrate those links in the first 3 paragra...
Anchor Text also known as Hyperlinked Words and Phrases should be used in conjunction with old fashion links – http://...
Don’tAddTooManyLinks– The search engines will knock you for too many links.  Try not to use more than 4 links in a release...
more multimedia = more views <br />Increase in average online views per press release, when multimedia elements are added....
THINK<br />VISUALLY!<br />
THINK<br />This is how most companies and organizations think about visualizing their message<br />VISUALLY!<br />
THINK<br />VISUALLY!<br />
Which of these feeds would you look at on a mobile device? This is why visuals matter<br />
Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch ...
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/pho...
Using multimedia in your releases increases <br />journalist and public engagement  by 35%.<br />According to internal sam...
Case<br />Study<br />
It works for B2B Too!<br />
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Content Marketing in The USA – Presentation at the Berlin Kommunications Kongress September 15, 2011

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Content Marketing in the USA was presented by PR Newswire Global Director of Emerging Media at the Berlin Kommunications Kongress on Sept. 15th, 2011 in conjunction with NewsAktuell.

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  • SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
  • When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
  • The old adage is still alive &amp; well in terms of traditional and digital media. A photo tells a thousand words.Include an infographic (or two or three) with your releases. And, don’t forget the 80-word caption and an 80-character caption for the digital board in Times Square.
  • The old adage is still alive &amp; well in terms of traditional and digital media. A photo tells a thousand words.Include an infographic (or two or three) with your releases. And, don’t forget the 80-word caption and an 80-character caption for the digital board in Times Square.
  • The old adage is still alive &amp; well in terms of traditional and digital media. A photo tells a thousand words.Include an infographic (or two or three) with your releases. And, don’t forget the 80-word caption and an 80-character caption for the digital board in Times Square.
  • Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
  • 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.
  • Content Marketing in The USA – Presentation at the Berlin Kommunications Kongress September 15, 2011

    1. 1. Content Marketing in den USA<br />Source: http://flic.kr/p/8AoXiT<br />
    2. 2. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />About.me/michaelpranikoff<br />Twitter / @mpranikoff<br />
    3. 3. Disclaimer: I am not a Guru. <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best. <br />
    4. 4.
    5. 5. Engage opportunity across all channels<br />Social<br />Web sites<br />Search<br />Mobile<br />Video <br />sharing<br />CONTENT<br />Blogs<br />Microblogs<br />Print<br />Broadcast<br />
    6. 6. Engage opportunity with all key audiences<br />Investors<br />The Media<br />Bloggers<br />Decision <br />Makers<br />CONTENT<br />Influencers<br />Consumers<br />Shareholders<br />
    7. 7. Newspapers: 30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />4 hrs, 24 mins<br />
    8. 8.
    9. 9. Since 2000, the time the average German spends with a newspaper a day has decreased from 10 minutes to 6 minutes. 40% <br />
    10. 10. Since 2000, the time the average German spends with a newspaper a day has decreased from 10 minutes to 6 minutes. 40% <br />Since 2000, the time the average German spends online every day has increased from 13 minutes to 83 minutes. 538%<br />
    11. 11. Content<br />REVOLUTION<br />
    12. 12. Source: Google<br />
    13. 13. Source: Google<br />
    14. 14. Website<br />Email<br />News Release<br />Social media<br />Print<br />Communications Channel Complexity<br />Video<br />Tradeshows<br />Search<br />Photos / Visualizations<br />Blog<br />
    15. 15.
    16. 16.
    17. 17. In the 80s, You Were<br /> Exposed to 700 ads<br /> a day<br />
    18. 18. Today<br />More than 5000 ads a day<br />Source: http://www.crankycreative.com/graphics-and-displays/<br />
    19. 19. +<br />Earned<br />Reach<br />Paid<br />Owned<br />-<br />+<br />-<br />Control<br />Image Credit: http://www.flickr.com/photos/darrenhester/5068931996<br />
    20. 20. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“ <br />Ian Tait - Global Interactive Executive Creative Director at W+K<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    21. 21. Everyone Loves A Good Story<br />Source: http://flic.kr/p/8HdcZT<br />
    22. 22. Everyone Loves A Good Story<br />Source: http://flic.kr/p/8HdcZT<br />
    23. 23. Everyone Loves A Good Story<br />True<br />Source: http://flic.kr/p/8HdcZT<br />
    24. 24. Traditional Public Relations Model<br />The model has changed....<br />
    25. 25. PULL<br />PUSH<br />CONTENT<br />
    26. 26. The Emerging Media Landscape<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
    27. 27. The Emerging Media Landscape<br />The Media Landscape is no longer static, so we can’t afford to be static either<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
    28. 28. Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to consumers
    29. 29. Opportunities to engage with audiences
    30. 30. Continuous Messaging that is easy to share
    31. 31. Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Investor <br />Relations<br />
    32. 32. Please Save The Kittens<br />
    33. 33. Trust<br />
    34. 34. TrustOverAttention<br />Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.<br />
    35. 35. Where do you generally go first for news about a company? <br />Then where do you go?<br />Source: Edelman Trustbarometer 2011<br />
    36. 36. News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. <br />Yahoo News<br />Google News<br />New York Times<br />CNN<br />China’s QQ.com<br />BBC<br />MSN<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    37. 37.
    38. 38. Principles to Communicating Your Message Today<br /><ul><li>Make your content Accessible
    39. 39. Make your content Easy To View
    40. 40. Make your content Easy To Use</li></li></ul><li>Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out<br />The Long Tail of Corporate Content<br />News Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    41. 41. Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06<br />
    42. 42. The Long Tail of Corporate Content<br />Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter Releases on a more regular basis<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    43. 43. Consistent<br />Communications<br />Matters<br />
    44. 44. Building the Foundation<br />SEO<br />
    45. 45.
    46. 46. <ul><li>94% of userstested clicked on a first </li></ul> page search result. *<br /><ul><li> Only 6% of users clicked to the second </li></ul> page of search results. *<br /><ul><li> The #1 ranking result garnered around 33% </li></ul> of the total clicks. *<br /><ul><li> A separate study showed that 39% of </li></ul> search users link search ranking to <br /> company prominence. **<br />* - Chitika, Inc.<br />** - JupiterResearch<br />
    47. 47.
    48. 48. Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120 Characters to allow for the ReTweet
    49. 49. In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag</li></li></ul><li>Tips on Keyword Research <br /><ul><li> Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    50. 50. There are some free sites like Google Insight for Search and Google Trends
    51. 51. Concentrate keywords/ keyword phrases in the headline, sub-headline and first 3 paragraphs
    52. 52. Don’t overuse keywords / keyword phrases. Too much keyword density and the search engines will ding you.</li></li></ul><li>Keyword Research <br />
    53. 53. Using Links In Releases <br /><ul><li> Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.
    54. 54. Anchor Text also known as Hyperlinked Words and Phrases should be used in conjunction with old fashion links – http://...
    55. 55. Don’tAddTooManyLinks– The search engines will knock you for too many links. Try not to use more than 4 links in a release</li></li></ul><li>Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    56. 56. more multimedia = more views <br />Increase in average online views per press release, when multimedia elements are added.<br />Source: PR Newswire web analytics.<br />
    57. 57. THINK<br />VISUALLY!<br />
    58. 58. THINK<br />This is how most companies and organizations think about visualizing their message<br />VISUALLY!<br />
    59. 59. THINK<br />VISUALLY!<br />
    60. 60. Which of these feeds would you look at on a mobile device? This is why visuals matter<br />
    61. 61.
    62. 62. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
    63. 63. Intimacy– The affection a person holds for a brand
    64. 64. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
    65. 65. Using multimedia in your releases increases <br />journalist and public engagement by 35%.<br />According to internal sample research comparing press releases that contain multimedia with those that do not.<br />
    66. 66. Case<br />Study<br />
    67. 67.
    68. 68.
    69. 69.
    70. 70.
    71. 71.
    72. 72.
    73. 73.
    74. 74.
    75. 75.
    76. 76. It works for B2B Too!<br />
    77. 77.
    78. 78.
    79. 79.
    80. 80.
    81. 81. Visibility + Engagement = Increased Sharing of Content<br />Rarely Shared<br />Frequently Shared<br /><ul><li>Free Trials
    82. 82. Product Info
    83. 83. Product Documentation
    84. 84. New Data
    85. 85. Funny
    86. 86. Infographics
    87. 87. Survey Results</li></ul>Source: HubSpot<br />
    88. 88. Make Your ContentDirectional<br />
    89. 89. Make B2B ContentWORK!<br />Source: Elliance, Inc.<br />
    90. 90.
    91. 91. Leave A Trail of Breadcrumbs<br />http://www.flickr.com/photos/bnoj13/4073663539/<br />
    92. 92. Don’t Be Afraid To Try Something New<br />
    93. 93. Make it Easy ToAccess, View&Use Your Content !<br />
    94. 94. “<br />I never skate to where the puck is, I always skate to where the puck is going to be. <br />Wayne Gretzky – Hall of Fame Hockey Player<br />
    95. 95. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />About.me/michaelpranikoff<br />Twitter / @mpranikoff<br />

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