1) Michael Pranikoff is the Global Director of Emerging Media at PR Newswire and discusses strategies for content marketing and search engine optimization.
2) He emphasizes the importance of creating proactive, optimized content that is accessible, easy to view, and easy to use across multiple online channels.
3) Pranikoff also stresses knowing your target audience and speaking in a way that is familiar to them.
2. Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff
@mpranikoff #cmworld
3. Engage Opportunity across all channels
Social
Web sites
Search
Mobile
Video
sharing
CONTENT
Blogs
Microblogs
Print
Broadcast
@mpranikoff #cmworld
4. Engage Opportunity with all key audiences
Investors
The Media
Decision Bloggers
Makers
CONTENT
Influencers Consumers
Shareholders
@mpranikoff #cmworld
5. My Philosophy – A Good Foundation Needs To
Be Set…and Search Is That Foundation
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6. My Philosophy – A Good Foundation Needs To
Be Set…and Search Is That Foundation
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9. We Need To Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also Means Creating
Content That Is
Directional
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10. The Emerging Media Landscape
User Generated
Editorial
Consumer Business
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22. Principles to Communicating
Your Message Today
• Make your content
Accessible
• Make your content
Easy To View
• Make your content
Easy To Use
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28. 94% of users tested clicked on a first
page search result. *
Only 6% of users clicked to the second
page of search results. *
The #1 ranking result garnered around 33%
of the total clicks. *
A separate study showed that 39% of
search users link search ranking to
company prominence. **
* - Chitika, Inc.
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** - JupiterResearch
43. A note on Google+: analyzing Google +1s…. we
found a significant result of 0.41. From this we
can assume that the quantity of +1s has the
strongest correlation of any of the metrics
analyzed in the study.
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Source: Searchmetrics Report – Google Ranking Factors US – June 2012
48. Where should I go today?
@mpranikoff #cmworld
http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
53. More Multimedia = More Views
* 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 @mpranikoff #cmworld
54. Using multimedia with
your content increases
engagement
According to internal sample research comparing press releases that contain multimedia with those that do not.
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