How To Elevate Your Content Today?
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How To Elevate Your Content today using principles of earned media. Presentation given by PR Newswire Global Director of Emerging Media for PRSA Omaha in Oct. 2014.
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How To Elevate Your Content Today?
- 2. @mpranikoff#PRSANELuncheonMichael PranikoffGlobal Director, Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff
- 4. @mpranikoff#PRSANELuncheonPaid MediaTraditional AdsOwned MediaCorporate ContentEarned MediaOrganicConverged Media PromotedSponsoredBrandedThat Is Shared Based on Altimeter Group Research
- 5. @mpranikoff#PRSANELuncheon Company News Tweets Facebook posts Demos Surveys Case studies Whitepapers Collateral Infographics Ads Forums Testimonials Newsletters & emails Apps & Games Source: Forrester, October 2013 Company News Tweets 85% of brand marketers are publishing content.
- 6. @mpranikoff#PRSANELuncheon Company News Tweets Facebook posts Demos Surveys Case studies Whitepapers Collateral Infographics Ads Forums Testimonials Newsletters & emails Apps & Games Source: Forrester, October 2013 Company News Tweets 36% are doing it effectively. But only
- 8. @mpranikoff#PRSANELuncheon Press Release Conversation Release Goes Out Immediate Online Pickup Mainstream Media Pickup Blogs / Twitter / Online Pubs Weekly Trade Pubs Monthly Trades Search Share Blog Quarterly Pubs / Journals
- 9. @mpranikoff#PRSANELuncheon Traditional Media Online MediaSEARCHTail Reach Head
- 10. @mpranikoff#PRSANELuncheon x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman -www.Hoffman.com 72 Hours –96 Hours
- 11. @mpranikoff#PRSANELuncheon x = time y = change Old Way New Way future storytellingfodder Adapted from Lou Hoffman -www.Hoffman.com
- 12. @mpranikoff#PRSANELuncheon Amount of Coverage Time From Origination
- 13. @mpranikoff#PRSANELuncheon Source: Cracking The Content Code by BrightEdge–August 2014 Source of Traffic to B2B & B2C Websites
- 14. @mpranikoff#PRSANELuncheon Source: Cracking The Content Code by BrightEdge–August 2014 Source of Traffic to B2B & B2C Websites
- 17. @mpranikoff#PRSANELuncheon User Generated Editorial Consumer Business TODAY’S CHANGING MEDIA LANDSCAPE
- 18. @mpranikoff#PRSANELuncheon From 2001-2011, the number of news outlets DECREASED BY ROUGHLY 10%1MEDIA NEED YOUR NEWS! Journalists are expected to produce more with less, while still: •Telling stories in multiple ways (photos, video, infographic, etc.) •Publishing in more channels (print, web, blog, social, etc.) The American Society of News Editors reports IN 2013 OVER 1300 EDITORIAL POSITIONS WERE ELIMINATED2 Source: U.S. Bureau of Labor Statistics Source: ASNE 2014 Newsroom Census
- 19. @mpranikoff#PRSANELuncheonNews Is A Part Of The Explosion Of Social And Mobile, and that offers the opportunity to reach more people with news than ever before. 19 DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE Source: Pew Research Center Phone Survey, March 2014
- 20. @mpranikoff#PRSANELuncheon Source: The American Journalist in the Digital Age –Indiana University May 2014
- 21. @mpranikoff#PRSANELuncheon DIGITAL REPORTING IS GROWING. 21 THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE Image source: AP
- 22. @mpranikoff#PRSANELuncheon MEDIA OUTLETS ARE RETOOLING. ROLES OF JOURNALISTS ARE CHANGING 22
- 28. @mpranikoff#PRSANELuncheonBRANDCurrency = ContentAUDIENCECurrency = Personal Info Jane Smithjane.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 engagementTHE VALUE EXCHANGE
- 29. @mpranikoff#PRSANELuncheon Creating Your Brand’s Moment of Truth. •Visually arresting •Relevant to your audience •Content management •Flow of fresh content •Discoverable to your audiences •Influential sources
- 30. @mpranikoff#PRSANELuncheon Content Courtesy of UberFlip
- 31. @mpranikoff#PRSANELuncheon Content Courtesy of UberFlip
- 32. @mpranikoff#PRSANELuncheon Content Courtesy of UberFlip
- 33. @mpranikoff#PRSANELuncheon Headline Article …8 will only read the headline… …and only 2 will make it to the article.
- 34. @mpranikoff#PRSANELuncheon One in five people 1 in 5 people
- 35. @mpranikoff#PRSANELuncheon Number/Trigger Keyword Adjective Promise Headline _______________ + + +
- 36. @mpranikoff#PRSANELuncheon HOW TO WRITE HEADLINES THAT ARE BETTER THAN BACON-COVERED BACON Trigger Adjective Keyword Promise
- 37. @mpranikoff#PRSANELuncheon•Make your news easy to read and digest. Think “info-snacks” •Use bold to separate ideas –But Don’t Overdo It! •Bullet points are great to use. –Make this your Tweet. •Think about having a “Quotes” section instead of burying the quote. •Easy To Read means Easier to Use! STRUCTURE OF CONTENT
- 38. @mpranikoff#PRSANELuncheon TEXT RELEASE TEXT RELEASE + 1 VISUAL ASSET TEXT RELEASE + MULTIPLE MEDIA MULTIMEDIA NEWSRELEASES & CAMPAIGN MICROSITES Source: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY
- 39. @mpranikoff#PRSANELuncheon Source: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY
- 40. @mpranikoff#PRSANELuncheon..A STORY AT THE HUFFINGTON POST CANNOT BE PUBLISHED UNLESS IT HAS A MULTIMEDIA ASSET, A SEARCH HEADLINE, A TWEET AND A FACEBOOK POST… Source: NYT Innovation Report 2014
- 46. @mpranikoff#PRSANELuncheon After 3 Days After 30 Days
- 47. @mpranikoff#PRSANELuncheonThe WestJet Christmas Miracle Campaign Created Huge Buzz
- 48. @mpranikoff#PRSANELuncheonAnd Generated A Spike In Revenue
- 50. @mpranikoff#PRSANELuncheonFocus On The Story…..Not On Your Brand
- 51. @mpranikoff#PRSANELuncheonBE A CONSISTENT RESOURCE.
- 53. @mpranikoff#PRSANELuncheonKILL THEM WITH KINDNESS