Presentation given by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the Tokyo #NetPRDay2013 event held on July 10, 2013. The idea of EC = MC was originated by Tom Foremski back in 2010. Today, 3 years later, this idea has gone global with the ideas around Content Marketing and that companies can reach their audiences today more directly than ever before and in more authentic and organic ways. This presentation focuses on the Japanese markets and how media consumption habits around the world are coming closer together.
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. PRNewswire.com
Blogs
PRN Widget
National
News Sites
Local News
Affiliate
Sites
Portals &
Databases
Trade News
Sites
Your
Website
MediaRoom
Video
Portals
Multimedia
Release
Mobile App
Partnerships
Mobilized
Websites
PRN
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
distribution &
syndication
network to
AMPLIFY your
content.
Our products &
services help you
continually
ENGAGE your
target audiences.
We have the
resources to make
your content more
VISIBLE.
6.
7.
8.
9. 79.5% of the Japanese
Population Is Online
Today
Source: Internet World Stats
19. The Future Is Now
Content Drives Them All
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
25. 86% Of People Skip
Television Commercials
Source: Content Marketing Institute 2012
26. April 26, 2013 26
44% of Direct Mail Is
Never Opened
Source: Content Marketing Institute 2012
27. 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
28. 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
32. Search On A Smartphone Every Day
Search from Product Information
Consume News Via Their Mobile
Device
Watch Video Once A Month
Watch Video Every Day
Multitask
68% 57%
51% 59%
63% 53%
76% 76%
16% 25%
80% 86%
Source: Google Our Mobile Planet June 2012
35. 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
36. The News Story ARC…..Story Spike
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman - www.Hoffman.com
37. We Need To Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also Means Creating
Content That Is
Directional
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. Content such as Blog Posts & YouTube videos Educate
Customers to the point where they’re ready to buy
57%
More
confidant of
making a
purchase
online
44. Online distributions
with photos
Customized Multimedia
with Multiple Pieces of
Content
Engagement Platforms
That Allow for
Continuous Updates
Photo (image such as photo, logo
or infographic)
Photo + Video + Audio + PDFs +
Dedicated Page
Photo + Dynamic Video
+ Dedicated HTML Page
+ Strategic Placement
We Need To syndicate content IN Multiple Formats
53. 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
54. 1
CONVERGENCE
of Paid/Earned/Owned
is blurring lines between
PR, Advertising &
Marketing
2
SYNDICATION
through a variety of
channels is critical in
achieving organic
audience
engagement.
3
AUTHORITY
is created through
content within context
which is easily curated
by your target audience
and algorithms.
3 KEY TAKEAWAYS
Editor's Notes
Today’s companies and organizations are exploding with content – content of all shapes and sizes. As companies and organizations create more and more content, reaching audiences becomes harder and harder. We have to look at why we are creating all of this content and what we hope to achieve with each piece. Each piece is not a strategy in and of itself, but must fit into a larger overall strategy. Creating content for the sake of content is not a good reason to create it. How does each piece fit in getting a reaction or action taken by your audience.
The access that the Japanese population has today to content is one of the greatest in the worldThe access to content, in multiple forms, makes it easier than ever to reach a wide audience or to get very specific with the audience that you want to reach. However, that access that is unprecedented – never before in human history have we had access to so much information at our fingertips (literally) – but that also means that our audiences have more choices of the content that they want to see....or experience. Reaching YOUR audience today is actually more difficult than ever before.
We see the media landscape shifting very quickly.How are companies shifting their strategies to change how they produce contentHow are companies shifting their strategies to how they engage their audiences on the changing media paradigm
The number of digital subscribers to the Financial Times today exceeds over 5 Million people. With more than a quarter of those subscriptions to mobile devices and an additional 2.7 million + subscribers via FT Web apps
They have a very short attention span.They love large images. (Think mobile Facebook or Pinterest feed) Watches a lot of short video clips. (Vimeo & YouTube)Will not read long winded headlines, descriptions or captions.Slow-loading website will be abandoned. (5 seconds is the average cutoff)Can make buying decision research from anywhere, anytime.Highly influenced by online and social trends.
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.
More advanced/sophisticated content strategies should map to “desired outcome”
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.