Michael Pranikoff, Global Director of Emerging Media at PR Newswire shares "The Value Exchange from Content to Conversion" at the BOLO 2013 Conference.
10. @mpranikoff #BOLO2013
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
22. @mpranikoff #BOLO2013
* 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
27. @mpranikoff #BOLO2013
Research data, funny videos, curated lists, infographics, thought
leadership
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
Source: Marketo
29. @mpranikoff #BOLO2013
State Farm identified the top three States
(Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving
Day related cooking fires.
The goal was to raise awareness of cooking related Thanksgiving Day fires in
order to reduce claims. State Farm did this by connecting multiple forms of content
into a single format that people would want to view and share.
TX IL OH
More advanced/sophisticated content strategies should map to “desired outcome”
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.
Before you go any further, the first step is making sure that you know the answers to a few key questions.
First, it’s crucial to know who you are trying to reach. And the more specific, the better your communications campaign will be. Rather than Millennials, how about 25-30 year olds living in major cities who care about the environment?
Map content to the buying stage {keep it short}
Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
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.
