Published on July 2, 2013
Content to Conversion: Setting the Stage for Success
Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff email@example.com Twitter / @mpranikoff
CNW is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide
Newswire.ca PRNewswire.com Blogs National News Sites Local News Affiliate Sites Portals & Databases Trade News Sites Your Website MediaRoom Video Portals ARC Mobile App Partnerships Mobilized Websites CNW Mobile Site & App High Ranking Search Results PR Newswire for Journalists Media Outlet News Feeds “The Wire” Twitter SocialPost Email Microlists / Media Lists
We have the resources to make your content more VISIBLE. We have the distribution & syndication network to AMPLIFY your content. Our products & services help you continually ENGAGE your target audiences.
Not so very long ago… Traditional methods worked independently to inform consumers through EARNED and PAID media.
SILOS ARE Old AND Crumbling Ideas http://www.flickr.com/photos/kh-67/4892949459/
Image source: http://www.threewingsmedia.com/2011_02_01_archive.html ADVERTISER • Pushes information • Needs to listen • Focuses on transactions CONSUMER • Values authenticity • Wants to be heard • Expects an immediate response to questions
The future is now OWNED MEDIA EARNED MEDIA PAID MEDIA 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
CONNECTED = ENGAGED
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
The value exchange BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith firstname.lastname@example.org 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
What that looks like…
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  
We Need To Create Proactive Messaging Proactive Messaging Should Be Created With Optimization Proactive Messaging Also Means Creating Content That Is Directional
Map your content to the customer’s buying process
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
Types of Content Early Stage
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
Types of Content Middle Stage
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
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
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
The New Story ARC….Spike x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman - www.Hoffman.com
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
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
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
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.
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.
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.
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
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
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
Content Must Be Mapped To Business Objectives
Content Must Be Appealing
Content Must Be Easy To Be Found
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/
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
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