Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff as part of the CNW – a PR Newswire Company – breakfast series given in Ottawa on June 20, 2013. The focus of this presentation focused on content as a catalyst in creating audience engagement. Content alone is no longer king. In order to have a successful campaign today you have to ask yourself, “What is the conversion metric we’re using to build awareness and spark action?’. Be it views, shares or sales, your metric is the key to every successful content marketing strategy. It doesn’t matter if you are a B2C, B2B, or nonprofit. AS your brand provides context around the conversation, ask if – and how- your content drives your desired outcomes.
3. CNW is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage with their
target audiences worldwide
4. 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
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.
6.
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/
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,
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
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
16. 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 [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
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
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
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
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 New Story ARC….Spike
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hoffman.com
34.
35. 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
36. 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
37. 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
38.
39. 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.
40. 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.
41. 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.
42. 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
43. 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
44. 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
49. 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/
50. 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
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.
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.