This document discusses strategies for creating engaging content in today's media landscape. It emphasizes balancing art and science when creating content, understanding audiences across multiple channels, and evolving from event-based marketing to building storylines. Successful content requires talent, finding the right distribution channels, and measuring results across paid, earned, owned, and shared media. The key is engaging audiences through relevant stories and conversations in popular culture.

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PMK•BNC SCIENCE SERIES

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“Simple Truths”
PR 2020

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“Medium is the Message”
The New Content Reality . . .

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All Marketers Now
Today Everyone Has A Voice

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Tribe
Success = Engage The Audience

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Social Currency
Social Currency Fuels Engagement

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Popular Culture = Relevance
The More Relevant, The More Engaging

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Balancing Act
Art
Science
Key Is To Balance The Art + Science Of Content

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Multi-Channel Approach
Understand The Audience

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“One to Many”
The Traditional Broadcast Model

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Content
“King”
Audience
“Size
of castle”
Distribution
“Queen”
DIY
Model
The Age Of “Do It Yourself” Content

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Content
Audience
Distribution
YouTube
The Dynamic World Of YouTube Digital Content

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Content
Technology
Distribution
ME
Mobile World
Mobile Revolution . . . All About ME

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Content Distribution
Technology Audience
“Roadmap”
New Content Reality: The Foundation

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Move From: Move To:
Event Event Event
Event
Event
Event
Storyline Philosophy
Evolving To A Storyline Philosophy

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Storyteller Mode1
Story Finder
Story Seller
Story Keeper
Story Teller
Let Me Tell You A Story . . .

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Look into The Future
Popular Culture . . . Join The Conversation

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“Feedback”
“Believers”
“Beware of the Story Killers”
Keep Your Story Real . . .

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Pictures travel. Words don’t..
Play To The Medium . . .

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Be Agile
Create Flexible Content . . .

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Talent Shopping List
Art
Audience
Image
Amplifier
Understand The Role Talent Can Play

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Casting
“What fits you best”
small
medium large X-large XX-large
Invest The Time To “Cast The Right Lead”

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Make Your Conversation Echo
Give Them A Reason To Want To Share

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BBC AP NYT CNN WP
80%
Don’t Forget The Importance Of
Traditional Gatekeepers

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After launch
Launch
Earned
Partners
Owned
Paid
Brand Content: The Long View
Think Beyond...
Make Your Content Easy To
Find When They Want It!

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ROI
Measuring Success
SS S
Ultimately It Is About What Is Right
For Your Brand

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PESO
Paid Earned Shared Owned
Engaging Your Audience
Across All Channels

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29. PMK•BNC IS THE DEFINITIVE GLOBAL EXPERT IN
ENTERTAINMENT AND POPULAR CULTURE
Give us a call and let us show you how to turn these
napkins into a business building strategy for you.
Contact:
CHRIS ROBICHAUD
CEO
e. chris.robichaud@pmkbnc.com
t. +1.310.854.4800
f. +1.310.854.4848
LOS ANGELES | NEW YORK | LONDON
www.pmkbnc.com
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© PMK•BNC 2014
ALL RIGHTS RESERVED
NO PART OF THIS BOOK OR ANY OF ITS CONTENTS MAY BE REPRODUCED, COPIED, MODIFIED OR ADAPTED,
WITHOUT THE PRIOR WRITTEN CONSENT OF PMK•BNC, UNLESS OTHERWISE INDICATED FOR STAND-ALONE MATERIALS.