Do You Really Know Where Your Content Is Going?               2012 Content Survey                               COPYRIGHTE...
PAN 2012 Content Survey“The way we produce compelling content today and in the near future needsto be well thought out and...
PAN 2012 Content SurveyStop and smell the content.Content consumption is no longer a choice, it’s innate. If you own asmar...
PAN 2012 Content Survey PAN recently conducted a brief  survey, and reached out to a group of  very qualified marketers, ...
PAN 2012 Content Survey Companies are beginning to understand and embrace the importance of CEO visibility and engagement...
PAN 2012 Content Survey                                             Social media measurement continues to be a pain point...
PAN 2012 Content Survey  We’ll be keeping an eye on the growing trends that   we feel will continue to gain strength and ...
8 | PAN Communication| 2012 Content Survey Results|
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PAN Communications 2012 Content Survey Results

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PAN Communications asked a group of very qualified marketers about their consumption of data and what their companies are doing to generate visibility in today's digital age.

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PAN Communications 2012 Content Survey Results

  1. 1. Do You Really Know Where Your Content Is Going? 2012 Content Survey COPYRIGHTED MATERIAL: PAN COMMUNICATIONS CONFIDENTIAL
  2. 2. PAN 2012 Content Survey“The way we produce compelling content today and in the near future needsto be well thought out and executed. In an age of clutter and data overload,one has to be very thoughtful with what they have to say and focus on thevalue add of their content directly to their targeted audience. If not – you aremissing a massive market opportunity to engage with your stakeholders.” - Mark Nardone, EVP, PAN Communications2 | PAN Communication| 2012 Content Survey Results|
  3. 3. PAN 2012 Content SurveyStop and smell the content.Content consumption is no longer a choice, it’s innate. If you own asmartphone, tablet or laptop, chances are you’re absorbing content themajority of the time that you’re awake. Facebook, Twitter, LinkedIn, blogs,mobile apps and many other tools and mediums continue to provide us withnews. It’s endless and will remain that way for the foreseeable future. Whattype of “contentarian” are you – do you consume all content? Most? Some?Very targeted? All day? Every few hours?3 | PAN Communication| 2012 Content Survey Results|
  4. 4. PAN 2012 Content Survey PAN recently conducted a brief survey, and reached out to a group of very qualified marketers, asking them to answer a few questions about content in 2012. Some of the answers were no surprise, but it’s always interesting to focus on the “creepers,” as you’ll see in the results. Will Twitter one day takeover online news sites as the information source? Are we starting to lean towards sound bites vs. full length articles thanks to content overload?4 | PAN Communication| 2012 Content Survey Results|
  5. 5. PAN 2012 Content Survey Companies are beginning to understand and embrace the importance of CEO visibility and engagement. The voice of executive leadership is always more desirable – it’s the most reliable source and it truly exhibits transparency. It might only be at 19.6% according to our survey, but watch this space, as we continually advise our clients on the importance of executive transparency and increased two-way dialogue.5 | PAN Communication| 2012 Content Survey Results|
  6. 6. PAN 2012 Content Survey  Social media measurement continues to be a pain point for CMOs. The executive table wants to know what their ROI is, and although Google Analytics is still the go-to preferred measurement solution according to our survey, social media monitoring and engagement tools such as Radian6 and Sysomos are accelerating their speed and market share.  Companies are placing heavier emphasis on engagement, and a brand’s overall footprint is becoming a priority. The ability to track and monitor conversations that are taking place around your brand or products in real time is priceless. It is becoming less and less about who went to what page and how many times. Overall impact and what it means for your business is the bottom line.6 | PAN Communications | 2012 Content Survey Results
  7. 7. PAN 2012 Content Survey  We’ll be keeping an eye on the growing trends that we feel will continue to gain strength and will follow back up with another survey in the coming months to compare and see where those numbers stand.  In the meantime, let’s start a discussion. How has your company changed its marketing techniques in the last five years? How often do you evaluate your content production and how engaging and integrated it is? Mark C. Nardone is executive vice president at PAN Communications, a public relations and digital media leader driving communications strategy for emerging and innovative growth companies in the technology, consumer, and healthcare industries.7 | PAN Communication| 2012 Content Survey Results|
  8. 8. 8 | PAN Communication| 2012 Content Survey Results|

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