Setting the Stage for Success with Content Marketing
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This document discusses strategies for effective content marketing. It emphasizes the convergence of paid, earned, and owned media and the importance of syndicating content through multiple channels to drive audience engagement. It also stresses that building authority through high-quality, contextually relevant content that is easy for the target audience and algorithms to find and curate is key to success. The overall message is that an integrated approach combining different content types, formats, and distribution channels can help organizations connect with audiences and achieve their business objectives.
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Setting the Stage for Success with Content Marketing
- 1. Content to Conversion: Setting the Stage for Success
- 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
- 3. PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide
- 4. Amplify your content through our syndication network PR NEWSWIRE’S CONTENT SYNDICATION NETWORK 250+ MOBILE PARTNERSHIPS SOCIAL MEDIA PRN’s social feeds + social sharing buttons GLOBAL NETWORK OF 9,000+ ONLINE NEWS SITES & PORTALS SEARCH PRNEWSWIRE.COM Averages 1.5+ Million monthly unique visitors, with industry-leading search visibility 200,000+ GLOBAL MEDIA OUTLETS BROADCAST + ONLINE VIDEO DISTRIBUTION TARGETED DISTRIBUTION Find relevant influencers by Industry, region and/or topic PRN’s MEDIA SITE For registered journalists & bloggers from 27,000+ Media Outlets
- 5. 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.
- 7. Not so very long ago… Traditional methods worked independently to inform consumers through EARNED and PAID media.
- 8. SILOS ARE Old and Crumbling Ideas http://www.flickr.com/photos/kh-67/4892949459/
- 9. 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
- 10. 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, includin g 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
- 13. 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
- 14. The value exchange 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
- 15. What that looks like…
- 16. IDENTIFY & TARGET PROMOTE & SYNDICATE CREATE, CURATE & OPTIMIZE CONTENT LISTEN, ANALYZE MEASURES & STRATEGIZE ENGAGE & INTERACT The PR Newswire Vision of Modern Storytelling LINKS FROM SOCIAL boost search rankings, so get your message shared [1] [2]
- 23. We Need To Create Proactive Messaging Proactive Messaging Should Be Created With Optimization Proactive Messaging Also Means Creating Content That Is Directional
- 24. Map your content to the customer’s buying process
- 25. 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
- 26. Types of Content Early Stage
- 27. 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
- 28. Types of Content Middle Stage
- 29. 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
- 30. Types of Content Late Stage
- 31. 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
- 32. 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
- 33. The Communicator’s Story Spike x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman - www.Hoffman.com
- 35. Content such as Blog Posts & YouTube videos can Educate Customers to the point where they’re ready to buy
- 36. Content such as Blog Posts & YouTube videos can Educate Customers to the point where they’re ready to buy
- 37. We began blog post syndication in June 2011 and found our blog traffic more than doubled from earlier in the year 53% And, in the first month, those additional eyes proved to be a qualified audience 52.8% increase in blog subscriptions Click-through rate increased to 12.15% from 9.43% average 52.4% increase in blog post shares Content such as Blog Posts & YouTube videos can Educate Customers to the point where they’re ready to buy
- 38. 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
- 39. 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
- 40. Stream & distribute your content in multiple formats Online distributions with photo Multimedia News Releases ARC Engagement Platforms Photo (image such as photo, logo or infographic) Photo + Video + Audio + PDFs + Dedicated Page Photo + Dynamic Video + Dedicated HTML Page + Strategic Placement
- 41. * 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 More Multimedia = More Views
- 42. 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.
- 43. 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.
- 44. 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.
- 45. 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
- 46. 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
- 47. 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
- 48. 48 Build AUTHORITY through and CONTEXTCURATION
- 50. Most Recent Comments Most Commented Blogs Message Boards Instant Chat Digital Audio Blogs Build Authority through Content, Curation & Context
- 51. • 45,000 registered site members • 290,000 monthly page views & 150,000 monthly unique visitors • 47,174 messages have been posted in 2012 • 6,982,805 banner impressions delivered • 216,526 total downloads delivered • 7 Days of Executive Education: 4,380 total leads; 11,169 messages; delivered 16,497 downloads to IBM’s assets • Corner Office: 11,646 downloads; 93,645 views via UBM’s IIP program • 412 ThinkerNetters • 32 Radio shows; 4,283 messages posted, averaging 134 messages/segment •7 Clans: 19,715 IT Clan Members 9,039 Security Clan Members 4,180 Midmarket Clan Members 4,685 Executive Clan Members 2,648 Cloud Clan Members 2,297 Analytics Clan Members 2,812 CMO Clan Members
- 52. Future Cities Launched By UBM 10/15/12 11,594 site registrants 882 pieces of original content including: 387 blogs 71 video blogs 6 webinars 208 photos 14 infographics Registrations from 8 Countries Including: United States, United Kingdom China, Germany, India
- 53. Content Must Be Mapped To Business Objectives
- 54. Content Must Be Appealing
- 56. Content Must Be Easy To Be Found
- 57. 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/
- 58. 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
- 59. 1CONVERGENCE of Paid/Earned/Owned is blurring lines between PR, Advertising & Marketing 2SYNDICATION through a variety of channels is critical in achieving organic audience engagement. 3AUTHORITY is created through content within context which is easily curated by your target audience and algorithms. 3 KEY TAKEAWAYS
Editor's Notes
- Many of you are familiar with PR Newswire as being one of the leading distributors of press release content for the last 50+ years. However over the last 10-15 years PR Newswire has morphed into one of the largest content syndication companies in the world.
- Social media platforms provide opportunity to present an authentic voice to the consumer… this is because non-genuine messages are not supported by the participants. They allow for listening and immediate feedback.
- Content Drives Them All – all kinds of content drives audience…but are you using the right content to drive audiences? Are you telling your unique story in a way that connects your audience to your brand or your message?
- Today, a connected audience is an engaged audience. If you are really using your stories to connect your audience with your brand, then you need to be able to capture their intentions. You need to be able to lead your audience to what’s next on the journey….but in order to do that you need to know where you want them to go next when you are planning your content strategy.
- 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.
- Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
- More advanced/sophisticated content strategies should map to “desired outcome”
- Map content to the buying stage {keep it short}
- Map content to the buying stage {keep it short}
- Map content to the buying stage {keep it short}
- Map content to the buying stage {keep it short}
- The Classic Story Arc as we know it currently concludes it’s life span today in a period of 72 – 96 hours….and we think this is beginning to shorten. This requires marketers to separate our channels of Paid, Earned, and Owned and in this instance, relies fully on earned media to further our message.
- We now move to a new way of telling our story. Here, we are now mixing our media – mixing the Paid, The Owned, and the Earned media inflections. In this scenario, we are now able to control more of the message. We keep adding more pieces to the story and at the same time using a mix of channels and media types – from text to imagery to video.
- Content that educates & informs. Content that is useful and of value. Content that helps your audiences overcome challenges. Content that is actionable. You must recognize what and who influences your audience today. The reach of blogs today has greatly expanded from where it was even 3 years ago. Marketers have jumped on the wagon seeing the successes of companies such as Hubspot, who are using a combination of inbound and syndication marketing techniques to bring in new and interested prospects as well the continual reach to current clients. They’re doing so by creating content that is directing the user to a desired action. We at PR Newswire have seen this success ourselves in trying to reach our audiences and have seen great success.
- Content that educates & informs. Content that is useful and of value. Content that helps your audiences overcome challenges. Content that is actionable. You must recognize what and who influences your audience today. The reach of blogs today has greatly expanded from where it was even 3 years ago. Marketers have jumped on the wagon seeing the successes of companies such as Hubspot, who are using a combination of inbound and syndication marketing techniques to bring in new and interested prospects as well the continual reach to current clients. They’re doing so by creating content that is directing the user to a desired action. We at PR Newswire have seen this success ourselves in trying to reach our audiences and have seen great success.
- We continue to growth in our readers as our dedication to our content increases, and as we continue to get better at honing our own skills at content marketing, we are now seeing a click through rate on our blog that averaged between 9 – 12%. This is tremendous as the trust and importance of this kind of content continues to increase according to the latest Technorati State of Digital Influence report that finds blogs as now one of the top 5 most trustworthy sources of content. Yet, today still only 32% of brands report that they have an active blog.
- However, 73% of brands report that they are experimenting with video channels such as YouTube. This kind of content can be very beneficial to brands if done in the right way. According to Invodo, in the fourth quarter of 2012 57% of consumers responded to a survey saying that they are more confident about a product when there is a video of the product that they are looking to purchase, and therefore more likely to purchase.
- Relevant, useful, actionable content – IRS – less-than-glamorous organization utilized multimedia content to help solve a problem for their audience
- In this example, we were using our own methods that we speak with our clients about to help educate our base on creating content that people will want to share. We created a multimedia and multifaceted approach and then syndicated this content to drive me to take an action. Our hope was that people would forward this message on and then follow through to ask us some questions.
- We syndicated the content only after we had already posted the content. We wanted to be able to test our theories ourselves. In testing this, we were really able to see some great results, after we syndicated the content our social sharing numbers, as well as ever other number we monitored & measured jumped. This only worked because we set some goals at the beginning of what we deemed what success would look like. We were then able to measure against those goals along the way.
- >Because of the mentions of the National Suit Drive on social media, Men’s Wearhouse was able to donate an additional $25,000 to the cause.
- 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.
- 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.
- Content has to be easily found by your audience - Search engines and social networks play a huge role in the ability to drive content marketing, but so does syndication. When your content is visible on websites that your audiences rely on for information, the content is credible.