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Content toConversion:Setting theStage forSuccess
Michael PranikoffGlobal Director,Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com...
PR Newswire is the global leaderin innovative communicationsand marketing services,enabling organizations toconnect and en...
Amplify your content through our syndication networkPR NEWSWIRE’SCONTENTSYNDICATIONNETWORK250+ MOBILEPARTNERSHIPSSOCIAL ME...
We have theresources to makeyour content moreVISIBLE.We have thedistribution &syndicationnetwork toAMPLIFY yourcontent.Our...
Not so very long ago…Traditional methods worked independently to informconsumers through EARNED and PAID media.
SILOS AREOld and Crumbling Ideashttp://www.flickr.com/photos/kh-67/4892949459/
Image source: http://www.threewingsmedia.com/2011_02_01_archive.htmlADVERTISER• Pushes information• Needs to listen• Focus...
The future is nowOWNEDMEDIAEARNEDMEDIAPAIDMEDIASOCIAL + SEARCH + MOBILEA brand pays toplace ad or contentin a channel todr...
CONNECTED =ENGAGED
The creation and sharing ofhigh quality, valuable contentby the brand to engagecurrent & potential audienceand influencers...
The value exchangeBRANDCurrency = ContentAUDIENCECurrency = Personal InfoJane Smithjane.smith@xyz.com555-555-5555CEO, XYZ ...
What that looks like…
IDENTIFY & TARGETPROMOTE &SYNDICATECREATE, CURATE &OPTIMIZE CONTENTLISTEN, ANALYZEMEASURES &STRATEGIZEENGAGE & INTERACTThe...
http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
We Need To CreateProactive MessagingProactiveMessaging ShouldBe Created WithOptimizationProactive MessagingAlso Means C...
Map your content to thecustomer’s buying process
Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainme...
Types of ContentEarly Stage
Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainme...
Types of Content Middle Stage
Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainme...
Types of Content Late Stage
Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainm...
Classic Story Arcx = timey = tensionopeningsceneclimaxdénouementEarned Mediabeginning middle endAdapted from Lou Hoffman -...
The Communicator’s Story Spikex = timey = changeOld Way New WayfuturestorytellingfodderAdapted from Lou Hoffman - www.Hoff...
Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
We began blog post syndicationin June 2011 and found ourblog traffic more than doubledfrom earlier in the year53%And, in t...
Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy57%Moreconfidantof...
With content tailored to what customerswant or need, they end up spendingmore time engaged with that content… developing a...
Stream & distribute your content in multiple formatsOnline distributionswith photoMultimedia NewsReleasesARC EngagementPla...
* The number of stories with downloadable files such as PDFs, PPTs, DOCs issignificantly fewer than those without, however...
Using multimedia inyour releases increasesjournalist and publicengagementAccording to internal sample research comparing p...
Multiple-stage engagementPERSONA:Tax filers who:1. Are concerned doingtheir taxes will take a lot oftime.2. May fear safet...
Multiple-stage engagementPERSONA:PR & Marketers who:1. Want to learn how touse video to tell their story.2. Think that vid...
Adding distribution paid off — tallyingthousands of reads of the press release —and tens of thousands of video views.Reade...
Men’s Wearhouse utilized the a combination of multimedia, multipleassets, and multiple updates to power an integrated paid...
130,171 total garments collected. ARC ENGAGEMENT STATSTotal impressions through strategicmedia placements1,919,378Total vi...
48Build AUTHORITY throughand CONTEXTCURATION
CONTEXTAUTHORITYCURATIONCONTENTFRESHNESS
Most Recent CommentsMost Commented BlogsMessage BoardsInstant ChatDigital AudioBlogsBuild Authority through Content, Curat...
• 45,000 registered site members• 290,000 monthly page views & 150,000 monthlyunique visitors• 47,174 messages have been p...
Future Cities Launched By UBM 10/15/1211,594 siteregistrants882 pieces of original contentincluding:387 blogs71 video blog...
Content Must Be Mapped ToBusiness Objectives
Content Must Be Appealing
Content Must Be Easy To Be Found
Publish a steadystream of contentKeep it relevant& interestingTRUST RELIABILITY DELIGHTAdapted via: http://danspira.com/20...
1CONVERGENCEof Paid/Earned/Owned isblurring lines betweencorporate content from howit’s created to who and how itis being ...
1CONVERGENCEof Paid/Earned/Owned isblurring lines between PR,Advertising & Marketing2SYNDICATION through avariety of chann...
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13
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Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13

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Presentation given by PR Newswire Global Director of Emerging Media at the Portland Communicators 2013 Conference, May 8, 2013 - Content is your catalyst, creating audience engagement. When content is king, earned media plays a stronger role in driving your organization’s success. But don’t lose sight of what your content is supposed to achieve! At the start of every campaign you must ask, “What is the conversion metric we’re using to build awareness and spark action?” Be it views, shares or sales, your metric is the key to every successful content marketing strategy. It doesn’t matter if you are a B2C, B2B or nonprofit: As your brand provides context around the conversation, ask if—and how—your content drives your desired outcomes. Check out all of the conversation at #pdxcc13

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Content to Conversion: Setting the Stage for Success - Portland Communicators Conference #pdxcc13

  1. 1. Content toConversion:Setting theStage forSuccess
  2. 2. Michael PranikoffGlobal Director,Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.comTwitter / @mpranikoff
  3. 3. PR Newswire is the global leaderin innovative communicationsand marketing services,enabling organizations toconnect and engage with theirtarget audiences worldwide
  4. 4. Amplify your content through our syndication networkPR NEWSWIRE’SCONTENTSYNDICATIONNETWORK250+ MOBILEPARTNERSHIPSSOCIAL MEDIAPRN’s social feeds +social sharing buttonsGLOBAL NETWORKOF 9,000+ ONLINENEWS SITES & PORTALSSEARCHPRNEWSWIRE.COMAverages 1.5+ Millionmonthly unique visitors, withindustry-leading searchvisibility200,000+GLOBALMEDIAOUTLETSBROADCAST +ONLINE VIDEODISTRIBUTIONTARGETED DISTRIBUTIONFind relevant influencers byIndustry, region and/or topicPRN’s MEDIA SITEFor registered journalists& bloggers from 27,000+Media Outlets
  5. 5. We have theresources to makeyour content moreVISIBLE.We have thedistribution &syndicationnetwork toAMPLIFY yourcontent.Our products &services help youcontinuallyENGAGE yourtarget audiences.
  6. 6. Not so very long ago…Traditional methods worked independently to informconsumers through EARNED and PAID media.
  7. 7. SILOS AREOld and Crumbling Ideashttp://www.flickr.com/photos/kh-67/4892949459/
  8. 8. Image source: http://www.threewingsmedia.com/2011_02_01_archive.htmlADVERTISER• Pushes information• Needs to listen• Focuses on transactionsCONSUMER• Values authenticity• Wants to be heard• Expects an immediateresponse to questions
  9. 9. The future is nowOWNEDMEDIAEARNEDMEDIAPAIDMEDIASOCIAL + SEARCH + MOBILEA brand pays toplace ad or contentin a channel todrive conversationforward.Publicity gainedthrough influencerpromotion, including shares, likes &tweets.Brand publishedcontent to driveearned media andsustain buzzaround brand.• Advertising• Events• Direct Marketing• Press pickup• Blog mention• Social sharing• Word of mouth• Company blogs• Company website• Company socialaccounts
  10. 10. CONNECTED =ENGAGED
  11. 11. The creation and sharing ofhigh quality, valuable contentby the brand to engagecurrent & potential audienceand influencers.Content MarketingContent Marketing will AMPLIFY your existing mediacampaigns, increase VISIBILITY and driveENGAGEMENT leading to your desired outcome.CHOICEPREFERENCECONSIDERATIONAWARENESS
  12. 12. The value exchangeBRANDCurrency = ContentAUDIENCECurrency = Personal InfoJane Smithjane.smith@xyz.com555-555-5555CEO, XYZ Corp.The brand continuously deliversrelevant content & establishesits worth to the audienceThe audience trusts the brandenough to identify themselves &grant permission for engagement
  13. 13. What that looks like…
  14. 14. IDENTIFY & TARGETPROMOTE &SYNDICATECREATE, CURATE &OPTIMIZE CONTENTLISTEN, ANALYZEMEASURES &STRATEGIZEENGAGE & INTERACTThe PR NewswireVision of ModernStorytellingLINKS FROM SOCIALboost search rankings, so getyour message shared [1] [2]
  15. 15. http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
  16. 16. We Need To CreateProactive MessagingProactiveMessaging ShouldBe Created WithOptimizationProactive MessagingAlso Means CreatingContent That IsDirectional
  17. 17. Map your content to thecustomer’s buying process
  18. 18. Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessEarly StageMiddle StageLate Stage*Content courtesy of Marketo
  19. 19. Types of ContentEarly Stage
  20. 20. Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsBuying guides, RFPtemplates, ROIcalculators, whitepapers, analystreports, webinarsEarly StageMiddle StageLate Stage*Content courtesy of Marketo
  21. 21. Types of Content Middle Stage
  22. 22. Research data, funnyvideos, curatedlists, infographics, thoughtleadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFPtemplates, ROIcalculators, whitepapers, analystreports, webinarsPricing, demos, servicesinformation, 3rd partyreviews, customer case studiesEarly StageMiddle StageLate Stage*Content courtesy of Marketo
  23. 23. Types of Content Late Stage
  24. 24. Research data, funny videos,curated lists, infographics,thought leadershipTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFPtemplates, ROIcalculators, whitepapers, analystreports, webinarsPricing, demos, servicesinformation, 3rd partyreviews, customer case studiesEarly StageMiddle StageLate Stage*Content courtesy of MarketoContent must always berelevant and helpful
  25. 25. Classic Story Arcx = timey = tensionopeningsceneclimaxdénouementEarned Mediabeginning middle endAdapted from Lou Hoffman - www.Hoffman.com72 Hours
  26. 26. The Communicator’s Story Spikex = timey = changeOld Way New WayfuturestorytellingfodderAdapted from Lou Hoffman - www.Hoffman.com
  27. 27. Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
  28. 28. Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
  29. 29. We began blog post syndicationin June 2011 and found ourblog traffic more than doubledfrom earlier in the year53%And, in the first month, those additional eyes proved to be a qualified audience52.8% increase inblog subscriptionsClick-throughrate increasedto 12.15%from 9.43%average 52.4% increase inblog post sharesContent such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
  30. 30. Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy57%Moreconfidantof making apurchaseonline
  31. 31. With content tailored to what customerswant or need, they end up spendingmore time engaged with that content… developing a relationshipwith the brand and remainingengaged with the productsAND
  32. 32. Stream & distribute your content in multiple formatsOnline distributionswith photoMultimedia NewsReleasesARC EngagementPlatformsPhoto (image such as photo, logoor infographic)Photo + Video + Audio + PDFs +Dedicated PagePhoto + Dynamic Video+ Dedicated HTML Page+ Strategic Placement
  33. 33. * The number of stories with downloadable files such as PDFs, PPTs, DOCs issignificantly fewer than those without, however the data shows the potential for veryhigh visibility when such assets are included along with other multimedia assets.Source: PR Newswire Web Analytics, June 2012More Multimedia = More Views
  34. 34. Using multimedia inyour releases increasesjournalist and publicengagementAccording to internal sample research comparing press releases that contain multimedia with those that do not.
  35. 35. Multiple-stage engagementPERSONA:Tax filers who:1. Are concerned doingtheir taxes will take a lot oftime.2. May fear safety ofsharing their informationonline.3. Don’t want to spend alot of money to file.ACTION:Awareness: Release textConsideration: WatchvideosPreference: How to videoChoice: File now.
  36. 36. Multiple-stage engagementPERSONA:PR & Marketers who:1. Want to learn how touse video to tell their story.2. Think that video is toocostly or difficult toproduce.3. Don’t know how to usetheir channels to syndicatetheir video to theiraudiences.ACTION:Awareness: Release textConsideration: WatchvideosPreference: How to videoChoice: Ask for someoneto contact them.
  37. 37. Adding distribution paid off — tallyingthousands of reads of the press release —and tens of thousands of video views.Readers of the multimedia release shared it withtheir Facebook friends 196 times (as of Mar 26)Distributed content reaches qualified, interestedaudiences. And social shares have a strong viraleffect, triggering more shares.The effect of content distribution
  38. 38. Men’s Wearhouse utilized the a combination of multimedia, multipleassets, and multiple updates to power an integrated paid, ownedand earned media campaign and drive their CSR initiative; theirnational suit drive that collects gently worn clothing for thosetransitioning back into the work forceOBJECTIVES:> Secure at least 110,000 clothingdonations> Increase interaction withMultimedia content> Grow visibility and awarenessaround the National Suit Drive> Deliver high campaignImpressions without media buys> Garner traditional & social media |attention> Promote social engagement and |donations through Facebook &Twitter> Improve search visibilitysurrounding the campaignCorporate Social Responsibility
  39. 39. 130,171 total garments collected. ARC ENGAGEMENT STATSTotal impressions through strategicmedia placements1,919,378Total video streams (views) 42,511Total landing page views 7,98895% of exit links went to the Men’s Wearhouse site400+ search queries leading to the ARC250 unique keyword searches leading to the ARCBreaking Suit Drive Records!Social media mentions:35,536Impressions:46,212,223Facebook• 10,997 likes/comments/shares• 3,631 tab visits• 16,185,076 unique users• 35,577,116 total impressionsTwitter• Trending topic• 10,635,107 total impressions• ~10,500 retweetsAdditional $25k donated to the cause
  40. 40. 48Build AUTHORITY throughand CONTEXTCURATION
  41. 41. CONTEXTAUTHORITYCURATIONCONTENTFRESHNESS
  42. 42. Most Recent CommentsMost Commented BlogsMessage BoardsInstant ChatDigital AudioBlogsBuild Authority through Content, Curation & Context
  43. 43. • 45,000 registered site members• 290,000 monthly page views & 150,000 monthlyunique visitors• 47,174 messages have been posted in 2012• 6,982,805 banner impressions delivered• 216,526 total downloads delivered• 7 Days of Executive Education: 4,380 total leads;11,169 messages; delivered 16,497 downloads toIBM’s assets• Corner Office: 11,646 downloads; 93,645 views viaUBM’s IIP program• 412 ThinkerNetters• 32 Radio shows; 4,283 messages posted, averaging134 messages/segment•7 Clans: 19,715 IT Clan Members9,039 Security Clan Members4,180 Midmarket Clan Members4,685 Executive Clan Members2,648 Cloud Clan Members2,297 Analytics Clan Members2,812 CMO Clan Members
  44. 44. Future Cities Launched By UBM 10/15/1211,594 siteregistrants882 pieces of original contentincluding:387 blogs71 video blogs6 webinars208 photos14 infographicsRegistrations from 8CountriesIncluding:United States, United KingdomChina, Germany, India
  45. 45. Content Must Be Mapped ToBusiness Objectives
  46. 46. Content Must Be Appealing
  47. 47. Content Must Be Easy To Be Found
  48. 48. Publish a steadystream of contentKeep it relevant& interestingTRUST RELIABILITY DELIGHTAdapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/
  49. 49. 1CONVERGENCEof Paid/Earned/Owned isblurring lines betweencorporate content from howit’s created to who and how itis being curated.2SYNDICATIONthrough a variety ofchannels is critical inachieving audienceengagement.3CONVERSATIONaround your messageorganically is the first step toeffective content marketing toensure it’s seen, searched,and shared.3 KEY TAKEAWAYS
  50. 50. 1CONVERGENCEof Paid/Earned/Owned isblurring lines between PR,Advertising & Marketing2SYNDICATION through avariety of channels iscritical in achievingorganic audienceengagement.3AUTHORITYis created through contentwithin context which is easilycurated by your targetaudience and algorithms.3 KEY TAKEAWAYS

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