: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff as part of the CNW – a PR Newswire Company – breakfast series given in Ottawa on June 20, 2013. The focus of this presentation focused on content as a catalyst in creating audience engagement. Content alone is no longer king. In order to have a successful campaign today you have to ask yourself, “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.
Case Study: Content to Conversion: Is Your Content Driving the Right Path?
Content has become the catalyst for audience engagement, and the role of earned media in driving organizational success has been strengthened as a result. However, in this rush to content being "king", we have begun to lose sight on what we want that content created to achieve. At the outset of any campaign one must ask; what is the conversion metric we hope to attain to build awareness and spark action. Be it views, shares, sales; that metric is the key to any content marketing strategy. As your brand (whether B2C, B2B, or Non-profit) provides context around the conversation, we have to ask how your strong and compelling content is driving your desired outcomes.
Presented by: Ninan Chacko, Chief Executive Officer, PR Newswire
www.bdionline.com
Learn the latest research on why digital and mobile content are important ares to consider in your overall marketing plan. Also learn how to generate engaging content and how to generate revenue from digital and mobile content.
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff as part of the CNW – a PR Newswire Company – breakfast series given in Ottawa on June 20, 2013. The focus of this presentation focused on content as a catalyst in creating audience engagement. Content alone is no longer king. In order to have a successful campaign today you have to ask yourself, “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.
Case Study: Content to Conversion: Is Your Content Driving the Right Path?
Content has become the catalyst for audience engagement, and the role of earned media in driving organizational success has been strengthened as a result. However, in this rush to content being "king", we have begun to lose sight on what we want that content created to achieve. At the outset of any campaign one must ask; what is the conversion metric we hope to attain to build awareness and spark action. Be it views, shares, sales; that metric is the key to any content marketing strategy. As your brand (whether B2C, B2B, or Non-profit) provides context around the conversation, we have to ask how your strong and compelling content is driving your desired outcomes.
Presented by: Ninan Chacko, Chief Executive Officer, PR Newswire
www.bdionline.com
Learn the latest research on why digital and mobile content are important ares to consider in your overall marketing plan. Also learn how to generate engaging content and how to generate revenue from digital and mobile content.
Social Media for Real Estate Agents (2011)PR 20/20
Presented Feb. 23, 2011 to Northeast Ohio real estate professionals. Includes updated information from the 2010 NAR Technology Survey Report. The event was sponsored by First Federal of Lakewood.
This content marketing 101 guide is meant to serve as a basic introduction to the role that content marketing plays in the customer conversion funnel. It describes basic tactics for promoting branded content across multiple channels, through both paid and organic methods.
2014 Professional Content Consumption ReportColumn Five
We teamed up with our friends at LinkedIn to create this presentation on Professional Content Consumption. Labeled "Content Revolutionaries," these high profile LinkedIn users are consuming and sharing content in record amounts. By engaging with these users your content has a greater chance of being seen, and shared to a broader audience.
Social Beat at the NASSCOM Content Marketing MasterclassSocial Beat
Social Beat is proud to be part of the NASSCOM content marketing masterclass, led by David Appasamy. The session focused on the power of content in digital.
Content that is communicated through the internet or computer networks.
Digital Media makes use of electronic devices such as computers, tablets, and smartphones to market to potential clients and current customers.
Digital Media is mainly marketed through:
Websites and Blogs
Social Media Networks
This presentation has prepared for students of DAIICT by Blow Horn Media, LLP in the association with Google Business Group - Ahmedabad. Purpose of this presentation is to educate students about digital marketing, future of it and career scope in digital marketing.
2014 content strategy applied to digital marketing. Understand why trust is critical for your efforts in delivery of new content, publishing, videos, shopper marketing, user experience, influencer marketing, branding, earned media.
HTML5 has arrived! The W3C published a new editor's draft at the start of 2011, and many of the new features detailed within have widespread support across all the latest major browsers. But what does it mean to you, the web developer on the street? Should you embrace it right now, and start using it to implement your own futuristic unicorns and rainbows? In this talk Chris Mills from the Opera web browser looks at some HTML5 history, how it improves upon HTML4, the basics of some of the major new features, such as new structural elements, new form controls, <video> and <canvas>, and how to produce an HTML5 site that will also function in older browsers.
Optimizing content for the "mobile web"Chris Mills
In this presentation I discuss the mobile web: what it is, why it is lucrative, the limitations of developing for mobile, and how to best optimize web sites for viewing on mobile. This includes media queries, viewport and general best practices. I delivered this to a class at Oxford Brookes university on the 25th March 2011.
Social Media for Real Estate Agents (2011)PR 20/20
Presented Feb. 23, 2011 to Northeast Ohio real estate professionals. Includes updated information from the 2010 NAR Technology Survey Report. The event was sponsored by First Federal of Lakewood.
This content marketing 101 guide is meant to serve as a basic introduction to the role that content marketing plays in the customer conversion funnel. It describes basic tactics for promoting branded content across multiple channels, through both paid and organic methods.
2014 Professional Content Consumption ReportColumn Five
We teamed up with our friends at LinkedIn to create this presentation on Professional Content Consumption. Labeled "Content Revolutionaries," these high profile LinkedIn users are consuming and sharing content in record amounts. By engaging with these users your content has a greater chance of being seen, and shared to a broader audience.
Social Beat at the NASSCOM Content Marketing MasterclassSocial Beat
Social Beat is proud to be part of the NASSCOM content marketing masterclass, led by David Appasamy. The session focused on the power of content in digital.
Content that is communicated through the internet or computer networks.
Digital Media makes use of electronic devices such as computers, tablets, and smartphones to market to potential clients and current customers.
Digital Media is mainly marketed through:
Websites and Blogs
Social Media Networks
This presentation has prepared for students of DAIICT by Blow Horn Media, LLP in the association with Google Business Group - Ahmedabad. Purpose of this presentation is to educate students about digital marketing, future of it and career scope in digital marketing.
2014 content strategy applied to digital marketing. Understand why trust is critical for your efforts in delivery of new content, publishing, videos, shopper marketing, user experience, influencer marketing, branding, earned media.
HTML5 has arrived! The W3C published a new editor's draft at the start of 2011, and many of the new features detailed within have widespread support across all the latest major browsers. But what does it mean to you, the web developer on the street? Should you embrace it right now, and start using it to implement your own futuristic unicorns and rainbows? In this talk Chris Mills from the Opera web browser looks at some HTML5 history, how it improves upon HTML4, the basics of some of the major new features, such as new structural elements, new form controls, <video> and <canvas>, and how to produce an HTML5 site that will also function in older browsers.
Optimizing content for the "mobile web"Chris Mills
In this presentation I discuss the mobile web: what it is, why it is lucrative, the limitations of developing for mobile, and how to best optimize web sites for viewing on mobile. This includes media queries, viewport and general best practices. I delivered this to a class at Oxford Brookes university on the 25th March 2011.
Planning session for value chain case studykoichi ikeda
we will support any value chain with IT process.
sharing what problems or issues they have.
we will support any value chain with IT process.
sharing what problems or issues they have.
we will support any value chain with IT process.
sharing what problems or issues they have.
we can use service science or service engineering methods.
I like to share your ideas.
Thanks,
Ormita is the world's largest multilateral reciprocal barter exchange system, with subsidiaries that conduct business worldwide and offices in 23 countries.
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Content to Conversion: Setting the Stage for Success - Portland Communicators...Michael Pranikoff
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
How to leverage social media at IT organizationsThe Oren Group
The rapid proliferation of social media has revolutionized the way companies and consumers from around the world communicate, collaborate and transact. Social media platforms & tools like:
Facebook, Twitter, blogs, webcasting, and virtual events have positively impacted our business by enabling effective knowledge sharing & collaboration with various stakeholders across different geographies and time zones.
In this presentation, I will explain why and how IT companies should use social media to develop relationships with their target audiences and stakeholders.
I will discuss social media strategies & platforms that are available for companies in general and IT companies in particular to effectively provide value to their customers and stakeholders. Several case studies of IT companies that have successfully adopted social media are provided.
EC = MC: Every Company Is A Media Company – Tokyo NetPRDay 2013Michael Pranikoff
Presentation given by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the Tokyo #NetPRDay2013 event held on July 10, 2013. The idea of EC = MC was originated by Tom Foremski back in 2010. Today, 3 years later, this idea has gone global with the ideas around Content Marketing and that companies can reach their audiences today more directly than ever before and in more authentic and organic ways. This presentation focuses on the Japanese markets and how media consumption habits around the world are coming closer together.
The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
Life Science Marketing Beyond Web, SEO & Newsletters. Johannes Amon, June 2017Johannes Amon
Life Science Marketing Beyond Web, SEO & Newsletters: How to efficiently share your valuable online content, interact with influencers, and generate new leads. Webinar for the Life Science Marketing Society, June 2017. Copyright Dr. Johannes Amon. All rights reserved.
To be successful in content marketing you need a strategic approach, you need buy-in from above and below to apply a successful content transformation. This will show you how to apply a strategic content marketing approach to your company to ensure you are maximising the opportunities to reach the right audience at the right time. This methodology is for small, to SMB to enterprise level business.
Content Marketing for B2B: Aligning Storytelling to Lead GenerationDigital Vidya
Explore effective content marketing strategy for B2B businesses. Gain insights from webinar on 'Content Marketing For B2B: Aligning Storytelling To Lead Generation' led by Bianca Ghose, Global Head – Content Marketing, HCL Technologies.
Similar to Content to conversion - Is Your Content Setting the Stage (20)
Catch up on our week of Beyond the Wire posts! We looked at web widgets, news release quick tips, adding video into your content marketing plan and how to improve upon your internal communications strategy.
Catch up on our week of Beyond the Wire posts! We interviewed Globe and Mail reporter Carly Weeks, tackled content marketing myths and looked at brand monitoring and crisis communications.
Navigating a Crisis: Top Tips on How to Protect your Reputation CNW Group
Crisis can strike at any moment. This may sound like fear-mongering, but it’s reality. The good news is that with proper planning, communications professionals can effectively handle or even diffuse a crisis the moment it strikes and protect their brand’s reputation they have worked so hard to develop. Don't wait for a crisis to hit before considering the crisis communications plan. Getting caught off guard can mean the difference between success and failure, especially if your competitors are quick to respond.
During the webinar we will address:
1. How to keep the situation under control, and monitor perception and sentiment throughout the crisis
2. Common misconceptions when handling crises
3. Strategic tips on what to do during the onset of a crisis
4. How to get internal and external stakeholders aligned on your brand’s message
Catch up on our week of Beyond the Wire posts! We looked at successful Canadian campaigns, measurement & metrics, the role of PR in the revenue ecosystem and tips & tricks for creating evergreen content.
Trendspotting: Tips on Creating Cutting-Edge Content to Gain Brand Attention CNW Group
Developing compelling content based on trending topics is a demanding task. In a real-time world, it is tempting for marketers to take a shortcut by newsjacking and hoping for the best. Rather than taking blind risks with your content, researching what key messages will resonate with buyers and influencers along with the channels where they prefer to interact can help a marketer maximize the impact of the content they produce.
Join Marian Salzman, CEO of Havas PR North America, and Ken Wincko, SVP of Marketing at PR Newswire, as they discuss strategies for utilizing market insights to create great content that can cut through the clutter, spark conversation and drive action.
During the webinar we will address
• how to balance your content marketing strategy between the here-and-now and preparing for the future
• new techniques for measuring the effectiveness of your content
• how to map out content that meets buyer needs along the lifecycle
• writing engaging content to draw the attention of your audience
In case you missed any post this week, be sure to check out this blog roundup. This week we take a look at PPC, viral content, media lists, earned media and blog syndication.
In case you missed any of this week's Beyond the Wire post, check out our weekly blog roundup SlideShare, with articles covering social media, content marketing and public relations.
From emerging marketing techniques and a new blog series to great campaigns and advice for small businesses, check out what we covered this week on the blog!
Throughout the long, dark journey of January we curated our way down many a social stream, clicked every link, read all of the articles, watched a dozens of videos and streamed more than one Bowie tune through earbuds at our desks. Here is a mere snippet of what we found worthy on the web in January.
We looked back at our favourite PR tips and tricks from this year's Meet the press interviews in order to make your organization more media friendly in 2016.
Expanding Engagement and Inspiring Action with Your Next Product LaunchCNW Group
Expanding Engagement & Inspiring Action with Your Next Product Launch discusses:
-A comprehensive approach for a product launch
-Strategic planning, story creation, content & tools, adoption & retention
-Accurate measurement of product launch campaigns
Webinar link: http://e.prnewswire.com/PRN-Product-Launch-On-Demand-LP.html?LSP=20K&LS=PRN-Webinar&LSC=Product-Launch
Crisis Communications Planning in the Social Media AgeCNW Group
Dealing with a crisis is never easy, but it’s always more manageable when there’s a plan in place. Sometimes, however, it can be difficult to get everyone on a team to agree on a single crisis communication plan. The first step to implementing a crisis plan is to sell it to the rest of the team.
Webninar
With the explosion of marketing data now available to the C-Suite, the KPIs used to measure marketing performance have evolved to be more focused on revenue and pipeline. While marketing has (mostly) risen to the challenge and delivered metrics more in line with what the C-Suite is interested in, corporate communications and PR are largely still delivering the same awareness metrics they have been for years.
Brand monitoring technology has finally evolved to the point where awareness can be tied to those same performance metrics.
On-Demand Link: http://info.newswire.ca/CNW-Brand-Monitoring-for-the-C-Suite-LP-On-Demand.html?LSP=20K&LS=CNW-Webinar&LSC=Brand-Monitoring
Mastering the New PR: Tips for Today AND TomorrowCNW Group
Learn about the "New PR" and ways that you can master it with social content.
Presented by: Kate Trgovac, Co-founder, Digital Marketing Strategist, LintBucket Media (April 16, 2015 in Vancouver, BC)
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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SOCIAL + SEARCH + MOBILE
A brand pays to
place ad or content
in a channel to
drive conversation
forward.
Publicity gained
through influencer
promotion,
including shares,
likes & tweets.
Brand published
content to drive
earned media and
sustain buzz
around brand.
• Advertising
• Events
• Direct Marketing
• Press pickup
• Blog mention
• Social sharing
• Word of mouth
• Company blogs
• Company website
• Company social
accounts
13. The creation and sharing of
high quality, valuable content
by the brand to engage
current & potential audience
and influencers.
Content Marketing
Content Marketing will AMPLIFY your existing media
campaigns, increase VISIBILITY and drive
ENGAGEMENT leading to your desired outcome.
CHOICE
PREFERENCE
CONSIDERATION
AWARENESS
14. The value exchange
BRAND
Currency = Content
AUDIENCE
Currency = Personal Info
Jane Smith
jane.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 engagement
16. IDENTIFY & TARGET
PROMOTE &
SYNDICATE
CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE
MEASURES &
STRATEGIZE
ENGAGE & INTERACT
The CNW
Vision of Modern
Storytelling
LINKS FROM SOCIAL
boost search rankings, so get
your message shared [1] [2]
20. We Need To Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also Means Creating
Content That Is
Directional
22. Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
entertainment to build
brand and awareness
Early Stage
Middle Stage
Late Stage
*Content courtesy of Marketo
24. Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
entertainment to build
brand and awareness
Tools that help buyers find
you when they are looking
for solutions
Buying guides, RFP templates,
ROI calculators, whitepapers,
analyst reports, webinars
Early Stage
Middle Stage
Late Stage
*Content courtesy of Marketo
26. Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
entertainment to build
brand and awareness
Tools that help buyers find
you when they are looking
for solutions
Company-specific
information to help evaluate
and reaffirm selection
Buying guides, RFP templates,
ROI calculators, whitepapers,
analyst reports, webinars
Pricing, demos, services
information, 3rd party reviews,
customer case studies
Early Stage
Middle Stage
Late Stage
*Content courtesy of Marketo
28. Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
entertainment to build
brand and awareness
Tools that help buyers find
you when they are looking
for solutions
Company-specific
information to help evaluate
and reaffirm selection
Buying guides, RFP templates,
ROI calculators, whitepapers,
analyst reports, webinars
Pricing, demos, services
information, 3rd party reviews,
customer case studies
Early Stage
Middle Stage
Late Stage
*Content courtesy of Marketo
Content must always be relevant
and helpful
29. Classic Story Arc
x = time
y = tension
opening
scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou Hoffman - www.Hoffman.com 72 Hours
30. The Communicator’s Story Spike
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hoffman.com
31.
32. With content tailored to what customers
want or need, they end up spending
more time engaged with that content
… developing a relationship
with the brand and remaining
engaged with the products
AND
33. Content such as Blog Posts & YouTube videos can
Educate Customers to the point where they’re ready to buy
57%
More
confidant
of making a
purchase
online
34. Stream & distribute your content in multiple
formats
Enriched News
Release with photo
Enriched News
Release with Video
ARC Engagement
Platforms
Photo (image such as photo, logo
or infographic)
Photo + Video + Audio + PDFs
Photo + Dynamic Video
+ Dedicated HTML Page
+ Strategic Placement
35.
36. Using multimedia in
your releases increases
journalist and public
engagement
According to internal sample research comparing press releases that contain multimedia with those that do not.
37. Multiple-stage engagement
PERSONA:
Tax filers who:
1. Are concerned doing
their taxes will take a lot of
time.
2. May fear safety of
sharing their information
online.
3. Don’t want to spend a
lot of money to file.
ACTION:
Awareness: Release text
Consideration: Watch
videos
Preference: How to video
Choice: File now.
38. Multiple-stage engagement
PERSONA:
PR & Marketers who:
1. Want to learn how to
use video to tell their story.
2. Think that video is too
costly or difficult to
produce.
3. Don’t know how to use
their channels to syndicate
their video to their
audiences.
ACTION:
Awareness: Release text
Consideration: Watch
videos
Preference: How to video
Choice: Ask for someone
to contact them.
39. Adding distribution paid off — tallying
thousands of reads of the press release —
and tens of thousands of video views.
Readers of the multimedia release shared it with
their Facebook friends 196 times (as of Mar 26)
Distributed content reaches qualified, interested
audiences. And social shares have a strong viral
effect, triggering more shares.
The effect of content distribution
40. Men’s Wearhouse utilized the a combination of multimedia, multiple
assets, and multiple updates to power an integrated paid, owned
and earned media campaign and drive their CSR initiative; their
national suit drive that collects gently worn clothing for those
transitioning back into the work force
OBJECTIVES:
> Secure at least 110,000 clothing
donations
> Increase interaction with
Multimedia content
> Grow visibility and awareness
around the National Suit Drive
> Deliver high campaign
Impressions without media buys
> Garner traditional & social media |
attention
> Promote social engagement and |
donations through Facebook &
Twitter
> Improve search visibility
surrounding the campaign
Corporate Social Responsibility
41. 130,171 total garments collected. ARC ENGAGEMENT STATS
Total impressions through strategic
media placements
1,919,378
Total video streams (views) 42,511
Total landing page views 7,988
95% of exit links went to the Men’s Wearhouse site
400+ search queries leading to the ARC
250 unique keyword searches leading to the ARC
Breaking Suit Drive Records!
Social media mentions:
35,536
Impressions:
46,212,223
Facebook
• 10,997 likes/comments/shares
• 3,631 tab visits
• 16,185,076 unique users
• 35,577,116 total impressions
Twitter
• Trending topic
• 10,635,107 total impressions
• ~10,500 retweets
Additional $25k donated to the cause
46. Publish a steady
stream of content
Keep it relevant
& interesting
TRUST RELIABILITY DELIGHT
Adapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/
47. 1
CONVERGENCE
of Paid/Earned/Owned is
blurring lines between
corporate content from how
it’s created to who and how it
is being curated.
2
SYNDICATION
through a variety of
channels is critical in
achieving audience
engagement.
3
CONVERSATION
around your message
organically is the first step to
effective content marketing to
ensure it’s seen, searched,
and shared.
3 KEY TAKEAWAYS
Many of you are familiar with PR Newswire as being one of the leading distributors of press release content for the last 50+ years. However over the last 10-15 years PR Newswire has morphed into one of the largest content syndication companies in the world.
We are continually building out and reshaping our syndication network to deliver content to audiences within the context that they are looking for it in. Whether a search is being done by subject, or that consumer is ingesting that content via an app on their smart device, we are working towards ubiquitous, simultaneous, and targeted syndication.
While PR Newswire’s goal is to help companies amplify their stories to make content visible and engage their audiences, I’m not here to talk about PR Newswire services today. At the heart, PR Newswire is a B2B company just like many of you. We have embraced the concepts around content marketing over the last 2-3 years in order to reach our target marketers. Today we want to talk about those trends, what we’ve observed, and what has worked for us.
Social media platforms provide opportunity to present an authentic voice to the consumer… this is because non-genuine messages are not supported by the participants. They allow for listening and immediate feedback.
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?
Today, a connected audience is an engaged audience. If you are really using your stories to connect your audience with your brand, then you need to be able to capture their intentions. You need to be able to lead your audience to what’s next on the journey….but in order to do that you need to know where you want them to go next when you are planning your content strategy.
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.
Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
More advanced/sophisticated content strategies should map to “desired outcome”
Map content to the buying stage {keep it short}
Map content to the buying stage {keep it short}
Map content to the buying stage {keep it short}
Map content to the buying stage {keep it short}
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.
However, 73% of brands report that they are experimenting with video channels such as YouTube. This kind of content can be very beneficial to brands if done in the right way.
According to Invodo, in the fourth quarter of 2012 57% of consumers responded to a survey saying that they are more confident about a product when there is a video of the product that they are looking to purchase, and therefore more likely to purchase.
According to internal sample research comparing press releases that contain multimedia with those that do not
Relevant, useful, actionable content – IRS – less-than-glamorous organization utilized multimedia content to help solve a problem for their audience
In this example, we were using our own methods that we speak with our clients about to help educate our base on creating content that people will want to share. We created a multimedia and multifaceted approach and then syndicated this content to drive me to take an action. Our hope was that people would forward this message on and then follow through to ask us some questions.
We syndicated the content only after we had already posted the content. We wanted to be able to test our theories ourselves. In testing this, we were really able to see some great results, after we syndicated the content our social sharing numbers, as well as ever other number we monitored & measured jumped.
This only worked because we set some goals at the beginning of what we deemed what success would look like. We were then able to measure against those goals along the way.
>Because of the mentions of the National Suit Drive on social media, Men’s Wearhouse was able to donate an additional $25,000 to the cause.
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.
Content has to be easily found by your audience - Search engines and social networks play a huge role in the ability to drive content marketing, but so does syndication. When your content is visible on websites that your audiences rely on for information, the content is credible.