PAN Communications asked a group of very qualified marketers about their consumption of data and what their companies are doing to generate visibility in today's digital age.

1. Do You Really Know Where Your Content Is Going?
2012 Content Survey
COPYRIGHTED MATERIAL: PAN COMMUNICATIONS CONFIDENTIAL

2. PAN 2012 Content Survey
“The way we produce compelling content today and in the near future needs
to be well thought out and executed. In an age of clutter and data overload,
one has to be very thoughtful with what they have to say and focus on the
value add of their content directly to their targeted audience. If not – you are
missing a massive market opportunity to engage with your stakeholders.”
- Mark Nardone, EVP, PAN Communications
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3. PAN 2012 Content Survey
Stop and smell the content.
Content consumption is no longer a choice, it’s innate. If you own a
smartphone, tablet or laptop, chances are you’re absorbing content the
majority of the time that you’re awake. Facebook, Twitter, LinkedIn, blogs,
mobile apps and many other tools and mediums continue to provide us with
news. It’s endless and will remain that way for the foreseeable future. What
type of “contentarian” are you – do you consume all content? Most? Some?
Very targeted? All day? Every few hours?
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4. PAN 2012 Content Survey
 PAN recently conducted a brief
survey, and reached out to a group of
very qualified marketers, asking
them to answer a few questions
about content in 2012. Some of the
answers were no surprise, but it’s
always interesting to focus on the
“creepers,” as you’ll see in the
results.
 Will Twitter one day takeover online
news sites as the information
source?
 Are we starting to lean towards
sound bites vs. full length articles
thanks to content overload?
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5. PAN 2012 Content Survey
 Companies are beginning to understand and embrace the importance of CEO visibility and engagement.
 The voice of executive leadership is always more desirable – it’s the most reliable source and it truly exhibits
transparency. It might only be at 19.6% according to our survey, but watch this space, as we continually advise our
clients on the importance of executive transparency and increased two-way dialogue.
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6. PAN 2012 Content Survey
 Social media measurement continues to be a pain point for CMOs. The
executive table wants to know what their ROI is, and although Google
Analytics is still the go-to preferred measurement solution according
to our survey, social media monitoring and engagement tools such as
Radian6 and Sysomos are accelerating their speed and market share.
 Companies are placing heavier emphasis on engagement, and a
brand’s overall footprint is becoming a priority. The ability to track
and monitor conversations that are taking place around your brand or
products in real time is priceless. It is becoming less and less about
who went to what page and how many times. Overall impact and
what it means for your business is the bottom line.
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7. PAN 2012 Content Survey
 We’ll be keeping an eye on the growing trends that
we feel will continue to gain strength and will follow
back up with another survey in the coming months to
compare and see where those numbers stand.
 In the meantime, let’s start a discussion. How has
your company changed its marketing techniques in
the last five years? How often do you evaluate your
content production and how engaging and integrated
it is?
Mark C. Nardone is executive vice president at PAN
Communications, a public relations and digital media
leader driving communications strategy for emerging
and innovative growth companies in the technology,
consumer, and healthcare industries.
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