Presentation created for the #eBev Conference held in Denver on Oct 24 -25, 2013 by the American Beverage Consortium. The conference was for digital markers in the adult beverage industry. This presentation focused on trends in the digital marketing world and how content can create authority and organic conversations.
3. PR Newswire is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage with their
target audiences worldwide
4. We have the
distribution &
syndication
network to
AMPLIFY your
content.
We have the
resources to
make your
content more
VISIBLE.
@mpranikoff
#eBev
Our products &
services help you
continually
ENGAGE your
target audiences.
5. “Every day, Three Times Per Second, we
produce the equivalent of the amount of data that
the Library of Congress has in its entire print
collection. Most Of It Is...Irrelevant Noise. So
unless you have good techniques for filtering and
processing the information, you’re going to get
into trouble.”
- Nate Silver
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13. PR Is A Strong Component In The Marketing Mix
90%
Consumer Rates
Method More Effective
80%
Own Sites
Email
70%
PR
Own Social
Consumer
Exhibitions
Search
Ads on Social Nets
60%
Conferences
Own Events
Custom Print
Direct Mail
Print Magazines
Print Newspaper
50%
General Sites
40%
B2B Rates Method
More Effective
Virtual Exhibitions
Smartphones
Collateral
Print Directories
Sponsorship
Tablets
Webinars
30%
Topic Specific Sites
Vertical Search
20%
Blue = Digital, Orange = Traditional
10%
10%
20%
30%
40%
50%
60%
70%
80%
90%
B2B
Source: Outsell 2013 Advertising and Marketing Study
@mpranikoff
#eBev
17. What Form of Advertising / Marketing Content Do You Trust? –
Recommendation from People I Know
89%
90%
Global Average – 92%
94%
92%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff
#eBev
21. We Need To Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also Means Creating
Content That Is
Directional
@mpranikoff
#eBev
22. The Value Exchange
BRAND
AUDIENCE
Currency = Content
Currency = Personal Info
The brand continuously delivers
relevant content & establishes
its worth to the audience
The audience trusts the brand
enough to identify themselves & Jane Smith
grant permission for engagement jane.smith@xyz.com
555-555-5555
CEO, XYZ Corp.
@mpranikoff
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23. “
Robert Cohen, VP Global Retail
Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship
@mpranikoff
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35. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
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36. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
@mpranikoff
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37. Classic Story Arc
y = tension
climax
Earned Media
dénouement
opening
scene
x = time
beginning
middle
72 Hours
Adapted from Lou Hoffman - www.Hoffman.com
@mpranikoff
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end
38. The Communicator’s Story Spike
y = change
future
storytelling
fodder
x = time
Old Way
New Way
Adapted from Lou Hoffman - www.Hoffman.com
@mpranikoff
#eBev
48. What Form of Advertising / Marketing Content Do
You Trust? – Branded Websites
44%
52%
Global Average – 58%
58%
73%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff
#eBev
49. What Form of Advertising / Marketing Content Do You
Trust? – Editorial Content Such As News Articles
58%
64%
Global Average – 62%
60%
69%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff
#eBev
66. 3 KEY TAKEAWAYS
1
2
3
CONVERGENCE
of Paid/Earned/Owned
is blurring lines
between
PR, Advertising &
Marketing
SYNDICATION
through a variety of
channels is critical
in achieving organic
audience
engagement.
AUTHORITY
is created through
content within context
which is easily curated
by your target
audience and
algorithms.
@mpranikoff
#eBev
Editor's Notes
Content Drives Them All – all kinds of content drives audience…but are you using the right content to drive audiences? Are you telling your unique story in a way that connects your audience to your brand or your message?
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?
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.
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 Classic Story Arc as we know it currently concludes it’s life span today in a period of 72 – 96 hours….and we think this is beginning to shorten. This requires marketers to separate our channels of Paid, Earned, and Owned and in this instance, relies fully on earned media to further our message.
We now move to a new way of telling our story. Here, we are now mixing our media – mixing the Paid, The Owned, and the Earned media inflections. In this scenario, we are now able to control more of the message. We keep adding more pieces to the story and at the same time using a mix of channels and media types – from text to imagery to video.
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.
Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that.