SlideShare a Scribd company logo
@mpranikoff

#CNW
Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff

@mpranikoff

#CNW
The most profound technologies are
those that disappear. They weave
themselves into the fabric of everyday
life until they are Indistinguishable from
it…. - Mark Weiser

@mpranikoff

#CNW
@mpranikoff

#CNW
@mpranikoff

#CNW
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

@mpranikoff

#CNW
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

@mpranikoff

#CNW
Content Marketing
The creation and sharing of
high quality, valuable content
by the brand to engage
current & potential audience
and influencers.

AWARENESS
CONSIDERATION

PREFERENCE
CHOICE

Content Marketing will AMPLIFY your existing media
campaigns, increase VISIBILITY and drive
ENGAGEMENT leading to your desired outcome.

@mpranikoff

#CNW
Advertiser Rating Effectiveness for Lead Generation of Marketing Methods
PR is a strong component in the marketing mix
90%

Consumer Rates
Method More Effective

80%

Own Sites

Email Own Events

70%

PR
Own Social

Consumer

Exhibitions

Search

Ads on Social Nets

60%

Conferences

Custom Print
Direct Mail

Print Magazines

Print Newspaper

B2B Rates Method
More Effective

50%

40%

General Sites
Smartphones

Virtual Exhibitions

Collateral

Print Directories
Sponsorship

Tablets

Webinars

30%
Topic Specific Sites
Vertical Search

20%
Blue = Digital, Orange = Traditional

10%
10%

20%

30%

40%

50%

B2B

@mpranikoff

60%

70%

80%

90%

Source: Outsell 2013 Advertising and Marketing Study

#CNW
Lucas Herscovici
VP Digital Marketing, Anheuser Busch

@mpranikoff

#CNW
Paid
Media

Promoted

Traditional
Ads

Converged
Media

Corporate
Content

Branded
That Is Shared

Sponsored

Earned
Media
Organic
@mpranikoff

Based on Altimeter Group Research

Owned
Media

#CNW
THE VALUE EXCHANGE
BRAND

AUDIENCE

Currency = Content

Currency = Personal Info

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

@mpranikoff

#CNW

Jane Smith
jane.smith@xyz.com
555-555-5555
CEO, XYZ Corp.
Source: http://flic.kr/p/aavRAC

@mpranikoff

#CNW
EQ > IQ
EMOTIONS TRUMP INTELLIGENCE

@mpranikoff

#CNW
http://youtu.be/xwndLOKQTDs
@mpranikoff

#CNW
@mpranikoff

#CNW
@mpranikoff

#CNW
@mpranikoff

#CNW
“

Guinness Friendship
scored 30 percent
higher than other beer
brands during the
quarter

@mpranikoff

#CNW
Growth = Opportunity
Mobile Growth has outpaced desktop web growth 8X
Smartphone sales passed PC Sales in 2012

PC
100M+

Desktop
Internet
1B+

Source: Morgan Stanley, April 2013

@mpranikoff

#CNW

Mobile
Consumer
10B+
MULTI-PLATFORM CONSUMPTION IS TODAY’S NEW REALITY

1 in 3 minutes spent
online is now spent
beyond the PC.

@mpranikoff

#CNW
TV NO LONGER
COMMANDS OUR
ATTENTION

Source: Google The New Multiscreen World – August 2012

@mpranikoff

#CNW
77% OF TV VIEWERS USE
ANOTHER DEVICE AT THE SAME
TIME IN A TYPICAL DAY

Source: Google The New Multiscreen World – August 2012

@mpranikoff

#CNW
91% OF ADULTS HAVE THEIR
PHONE WITHIN ARMS REACH
24/7

Source: Pocket Your Shop

@mpranikoff

#CNW
@mpranikoff #CNW
@mpranikoff

#CNW
Mobile Video Is Booming!
2013 = 2 TERABYTES OF MOBILE VIDEO PER MONTH
2017 = 8 TERABYTES OF MOBILE VIDEO PER MONTH

Source: Cisco / BI Intelligence, Oct 2013

@mpranikoff

#CNW
What Form of Advertising / Marketing Content Do You
Trust? – Recommendation from People I Know
89%

90%

Global Average – 92%
94%

92%

Source: Nielsen Global Trust in Advertising – April 2013

@mpranikoff

#CNW
What Form of Advertising / Marketing Content Do You Trust?
– Branded Websites
44%

52%

Global Average – 58%
58%

73%

Source: Nielsen Global Trust in Advertising – April 2013

@mpranikoff

#CNW
What Form of Advertising / Marketing Content Do You
Trust? – Editorial Content Such As News Articles
58%

64%

Global Average – 62%
60%

69%

Source: Nielsen Global Trust in Advertising – April 2013

@mpranikoff

#CNW
@mpranikoff
http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg

#CNW
@mpranikoff

#CNW
@mpranikoff #CNW
@mpranikoff

#CNW
LAUNCH OF GOOGLE PENGUIN- April 2012
New Guidelines Added July 18, 2013

@mpranikoff

#CNW
@mpranikoff

#CNW
•Write quality content that gets Social Signals
(pluses and shares).
The general process here is:
•Attract natural links to the content.
•Encourage engagement and sharing on the
site.
•Build up your ‘PageRank’ for quality signals.
•Attract mentions/links from other influencers.
•Build up your relationships within your Circles.
•Take a ‘PR’ approach to website
promotion (get mentioned for natural reasons).

•Develop a content strategy that generates
engagement and regular interactions (earned
media as opposed to paid).

@mpranikoff

#CNW
Google Hummingbird Launches September 2013

@mpranikoff

#CNW
Hummingbird Is About
Conversational
Search, Location, Speed &
Mobile

@mpranikoff

#CNW
Time &
Location
Impact
What We
Do With
Our Mobile
Devices
Source: Google The New Multiscreen World – August 2012

@mpranikoff #CNW
3 Out Of 5
Searches Are
Done Via
Mobile Devices
Today
Source: Google The New Multiscreen World – August 2012

@mpranikoff #CNW
Responsive Design

@mpranikoff

#CNW
USE
VISUAL
CONTENT

@mpranikoff #CNW
Use Less Words

@mpranikoff

#CNW
More Multimedia = More Views

* The number of stories with downloadable files such as PDFs, PPTs, DOCs is
significantly fewer than those without, however the data shows the potential for very
high visibility when such assets are included along with other multimedia assets.
Source: PR Newswire Web Analytics, June 2012

@mpranikoff

#CNW
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.

@mpranikoff

#CNW
@mpranikoff

#CNW
Easy To View = Easy
To Use

@mpranikoff #CNW
@mpranikoff
http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919

#CNW
Content Must Be Mapped To
Business Objectives

@mpranikoff

#CNW
Content Must Be Appealing

@mpranikoff

#CNW
@mpranikoff

#CNW
Plan For The Future

@mpranikoff

#CNW
@mpranikoff

#CNW
Publish a steady
stream of content

TRUST

RELIABILITY

DELIGHT

Keep it relevant
& interesting

@mpranikoff #CNW
@mpranikoff #CNW
The Evolution of Digital Marketing Communications & What It Means For You in 2014

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The Evolution of Digital Marketing Communications & What It Means For You in 2014

Editor's Notes

  1. Rate of content creation today is greater than at any other time in human history.
  2. 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.
  3. The fast paced growth of mobile devices in the country continue to change the way that we as Americans access content. Whether that content is going to be geared toward a specific type of consumer or the everyman, people now have access to more information and services than ever before in history. The ability to walk down the street and then walk into a store to look at a product, today we can check prices for that product from anywhere in the world and check to see what others think about that product. The same can be said for professional services, highly technical products, or any other facet of B2B commerce.
  4. Hummingbird incorporates those updates, but is being described as the biggest overhaul to the Google Search Algorithm since 2010. Panda and Penguin were about content relevance, authorship, and how links work together. Hummingbird is building upon those, but is now incorporating an importance on mobile search, voice search (which is often more complicated queries), location, and building upon speed of loading - especially for mobile pages. This means that responsive design elements are more important than ever.
  5. “What’s the closest place to buy the iPhone 5s to my home?” A traditional search engine might focus on finding matches for words — finding a page that says “buy” and “iPhone 5s,” for example.Hummingbird should better focus on the meaning behind the words. It may better understand the actual location of your home, if you’ve shared that with Google. It might understand that “place” means you want a brick-and-mortar store. It might get that “iPhone 5s” is a particular type of electronic device carried by certain stores. Knowing all these meanings may help Google go beyond just finding pages with matching words.In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.
  6. Visual elements are so important today both in online and mobile experiences. From great images and inforgraphics to using Slidesahrepresenations or today animated GIFs, there are tons of options. Videos can work too, but you need to make sure that you are using an HTML5 video player. Short videos, interviews, product demos and more – but remember for the mobile experience, short with a call to action. Most of all, create a visual element that helps to “stop the swipe”.
  7. Your content should not look like textbooks when opened. Be sure to focus on "scanability" and how it looks on mobile devices because many times they will only briefly scan through your content.
  8. 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.  
  9. 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.  
  10. 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.