Content Marketing in The USA – Presentation at the Berlin Kommunications Kongress September 15, 2011
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Content Marketing in the USA was presented by PR Newswire Global Director of Emerging Media at the Berlin Kommunications Kongress on Sept. 15th, 2011 in conjunction with NewsAktuell.
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Content Marketing in The USA – Presentation at the Berlin Kommunications Kongress September 15, 2011
- 1. Content Marketing in den USA Source: http://flic.kr/p/8AoXiT
- 2. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com About.me/michaelpranikoff Twitter / @mpranikoff
- 3. Disclaimer: I am not a Guru. All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best.
- 5. Engage opportunity across all channels Social Web sites Search Mobile Video sharing CONTENT Blogs Microblogs Print Broadcast
- 6. Engage opportunity with all key audiences Investors The Media Bloggers Decision Makers CONTENT Influencers Consumers Shareholders
- 7. Newspapers: 30 mins Magazines: 20 mins Mobile: 50 mins Internet: 2 hrs, 35 mins TV: 4 hrs, 24 mins
- 9. Since 2000, the time the average German spends with a newspaper a day has decreased from 10 minutes to 6 minutes. 40%
- 10. Since 2000, the time the average German spends with a newspaper a day has decreased from 10 minutes to 6 minutes. 40% Since 2000, the time the average German spends online every day has increased from 13 minutes to 83 minutes. 538%
- 12. Source: Google
- 13. Source: Google
- 14. Website Email News Release Social media Print Communications Channel Complexity Video Tradeshows Search Photos / Visualizations Blog
- 17. In the 80s, You Were Exposed to 700 ads a day
- 18. Today More than 5000 ads a day Source: http://www.crankycreative.com/graphics-and-displays/
- 19. + Earned Reach Paid Owned - + - Control Image Credit: http://www.flickr.com/photos/darrenhester/5068931996
- 20. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“ Ian Tait - Global Interactive Executive Creative Director at W+K Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 21. Everyone Loves A Good Story Source: http://flic.kr/p/8HdcZT
- 22. Everyone Loves A Good Story Source: http://flic.kr/p/8HdcZT
- 23. Everyone Loves A Good Story True Source: http://flic.kr/p/8HdcZT
- 24. Traditional Public Relations Model The model has changed....
- 26. The Emerging Media Landscape User Generated Editorial Consumer Business
- 27. The Emerging Media Landscape The Media Landscape is no longer static, so we can’t afford to be static either User Generated Editorial Consumer Business
- 29. Opportunities to engage with audiences
- 30. Continuous Messaging that is easy to share
- 31. Analytics, ROIThey want to communicate in a way that combines PR, Marketing and Advertising. Investor Relations
- 32. Please Save The Kittens
- 33. Trust
- 34. TrustOverAttention Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.
- 35. Where do you generally go first for news about a company? Then where do you go? Source: Edelman Trustbarometer 2011
- 36. News Traffic Landscape Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. Yahoo News Google News New York Times CNN China’s QQ.com BBC MSN Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 39. Make your content Easy To View
- 41. Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
- 42. The Long Tail of Corporate Content Over Six Months Amount of Coverage What Needs to happen today – Shorter Releases on a more regular basis Time From Origination Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 44. Building the Foundation SEO
- 50. There are some free sites like Google Insight for Search and Google Trends
- 51. Concentrate keywords/ keyword phrases in the headline, sub-headline and first 3 paragraphs
- 54. Anchor Text also known as Hyperlinked Words and Phrases should be used in conjunction with old fashion links – http://...
- 56. more multimedia = more views Increase in average online views per press release, when multimedia elements are added. Source: PR Newswire web analytics.
- 57. THINK VISUALLY!
- 58. THINK This is how most companies and organizations think about visualizing their message VISUALLY!
- 59. THINK VISUALLY!
- 60. Which of these feeds would you look at on a mobile device? This is why visuals matter
- 63. Intimacy– The affection a person holds for a brand
- 64. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 65. Using multimedia in your releases increases journalist and public engagement by 35%. According to internal sample research comparing press releases that contain multimedia with those that do not.
- 66. Case Study
- 76. It works for B2B Too!
- 82. Product Info
- 84. New Data
- 85. Funny
- 86. Infographics
- 89. Make B2B ContentWORK! Source: Elliance, Inc.
- 91. Leave A Trail of Breadcrumbs http://www.flickr.com/photos/bnoj13/4073663539/
- 92. Don’t Be Afraid To Try Something New
- 93. Make it Easy ToAccess, View&Use Your Content !
- 94. “ I never skate to where the puck is, I always skate to where the puck is going to be. Wayne Gretzky – Hall of Fame Hockey Player
- 95. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com About.me/michaelpranikoff Twitter / @mpranikoff
Notas del editor
- SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
- When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
- The old adage is still alive & well in terms of traditional and digital media. A photo tells a thousand words.Include an infographic (or two or three) with your releases. And, don’t forget the 80-word caption and an 80-character caption for the digital board in Times Square.
- The old adage is still alive & well in terms of traditional and digital media. A photo tells a thousand words.Include an infographic (or two or three) with your releases. And, don’t forget the 80-word caption and an 80-character caption for the digital board in Times Square.
- The old adage is still alive & well in terms of traditional and digital media. A photo tells a thousand words.Include an infographic (or two or three) with your releases. And, don’t forget the 80-word caption and an 80-character caption for the digital board in Times Square.
- Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
- Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.