How To Elevate Your Content Today?

@mpranikoff#PRSANELuncheonMichael PranikoffGlobal Director, Emerging MediaPR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com
Twitter / @mpranikoff

@mpranikoff#PRSANELuncheonPaid MediaTraditional AdsOwned MediaCorporate ContentEarned MediaOrganicConverged Media
PromotedSponsoredBrandedThat Is Shared
Based on Altimeter Group Research

@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.

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

@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

Traditional Media
Online MediaSEARCHTail Reach Head

x = time
y = tension
opening scene
climax
dénouement
Earned Media
beginning
middle
end
Adapted from Lou Hoffman -www.Hoffman.com
72 Hours –96 Hours

x = time
y = change
Old Way
New Way
future
storytellingfodder
Adapted from Lou Hoffman -www.Hoffman.com

@mpranikoff#PRSANELuncheon Amount of Coverage Time From Origination

Source: Cracking The Content Code by BrightEdge–August 2014
Source of Traffic to B2B & B2C Websites

Source: http://moz.com/blog/panda-patent-brand-mentions

@mpranikoff#PRSANELuncheonMEDIA EVOLUTION

User Generated
Editorial
Consumer
Business
TODAY’S CHANGING MEDIA LANDSCAPE

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

@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

Source: The American Journalist in the Digital Age –Indiana University May 2014

DIGITAL REPORTING IS GROWING.
21
THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE
Image source: AP

MEDIA OUTLETS ARE RETOOLING.
ROLES OF JOURNALISTS ARE CHANGING
22

Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/

Source: ComscoreMobilensDecember 2013

@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

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

Content Courtesy of UberFlip

Headline
Article
…8 will only read the headline…
…and only 2
will make it to the article.

One in five people
1 in 5 people

Number/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+

HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective
Keyword
Promise

@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

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

Source: PR Newswire analysis of 2013 releases. MULTIMEDIA DRIVES DISCOVERY

@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

After 3 Days
After 30 Days

@mpranikoff#PRSANELuncheonThe WestJet Christmas Miracle Campaign Created Huge Buzz

@mpranikoff#PRSANELuncheonAnd Generated A Spike In Revenue

@mpranikoff#PRSANELuncheonFocus On The Story…..Not On Your Brand

@mpranikoff#PRSANELuncheonBE A CONSISTENT RESOURCE.

@mpranikoff#PRSANELuncheonKILL THEM WITH KINDNESS

How To Elevate Your Content Today?

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to How To Elevate Your Content Today?

Similar to How To Elevate Your Content Today? (20)

More from Michael Pranikoff

More from Michael Pranikoff (18)

Recently uploaded

Recently uploaded (20)

How To Elevate Your Content Today?