Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, for the Montreal #PRMixer event held on June 18, 2013 and sponsored by CNW – a PR Newswire Company. This presentation was about how marketing & public relations are converging through story telling as modern media consumption habits are changing.
8. 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
#PRMIXER / @mpranikoff
9. 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
#PRMIXER / @mpranikoff
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
#PRMIXER / @mpranikoff
13. 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 – 96 Hours
#PRMIXER / @mpranikoff
14. The New Story ARC….Spike
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hoffman.com
#PRMIXER / @mpranikoff
18. 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
#PRMIXER / @mpranikoff
19. 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.
#PRMIXER / @mpranikoff
20. Content Must Be Mapped To Business
Objectives
#PRMIXER / @mpranikoff
24. 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/
Editor's Notes
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?
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.
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.
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.
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.
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.
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.
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.
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.