How To Elevate Your Content Today?

@mpranikoff #PRSANELuncheon


Michael Pranikoff

Global Director,

Emerging Media

PR Newswirehttp://about.me/michaelpranikoff

[email protected]

Twitter / @mpranikoff



Paid

Media

Traditional

Ads

Owned

Media

Corporate

Content

Earned

Media

Organic

Converged

Media

Promoted

Sponsored Branded

That Is Shared

Based on Altimeter Group Research


Company

News

Tweets

Facebook posts

Demos

Surveys

Case studies

White

papers

Collateral

Infographics

Ads

Forums

Testimonials

Newsletters

& emails

Apps &

Games

Source: Forrester, October 2013

Company

News

Tweets

85%of brand marketers

are publishing

content.


Company

News

Tweets

Facebook posts

Demos

Surveys

Case studies

White

papers

Collateral

Infographics

Ads

Forums

Testimonials

Newsletters

& emails

Apps &

Games

Source: Forrester, October 2013

Company

News

Tweets

36%are doing it

effectively.

But only



Pre

ss R

ele

ase

Conversation

Release Goes Out

Immediate Online Pickup

Mainstream Media Pickup

Blogs / Twitter / Online Pubs

Weekly Trade Pubs

Monthly Trades

Search

Share

Blog

Quarterly Pubs / Journals


Traditional Media

Online Media

SEARCH Tail Re

ac

h

Head


x = time

y = tension

opening scene

climax

dénouement

Earned Media

beginning middle end

Adapted from Lou Hoffman - www.Hoffman.com

72 Hours – 96 Hours


x = time

y = change

Old Way New Way

future

storytellingfodder

Adapted from Lou Hoffman - www.Hoffman.com


Am

ou

nt

of

Co

vera

ge

Time From Origination

@mpranikoff #PRSANELuncheonSource: Cracking The Content Code by BrightEdge – August 2014

Source of Traffic to B2B & B2C Websites

@mpranikoff #PRSANELuncheonSource: Cracking The Content Code by BrightEdge – August 2014

Source of Traffic to B2B & B2C Websites


Source: http://moz.com/blog/panda-patent-brand-mentions


MEDIA EVOLUTION


User

Genera

ted

Editorial

Consumer Business

TODAY’S CHANGING MEDIA LANDSCAPE


From 2001-2011, the number of news outlets

DECREASED BY ROUGHLY

10%1

MEDIA NEED YOUR NEWS!

Journalists are expected to produce more with less,while still:

• Telling stories in multiple ways (photos, video, infographic, etc.)

• Publishing in more channels (print, web, blog, social, etc.)

The American

Society of News Editors reports

IN 2013 OVER 1300 EDITORIAL

POSITIONS WERE

ELIMINATED2

Source: U.S. Bureau of Labor Statistics

Source: ASNE 2014 Newsroom Census


News Is A Part Of The Explosion Of Social And Mobile,

and that offers the opportunity to reach more people

with news than ever before.

19

DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE

Source: Pew Research Center Phone Survey, March 2014


Source: The American Journalist in the Digital Age – Indiana University May 2014


DIGITAL REPORTING IS GROWING.

21

THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE

Image source: AP


MEDIA OUTLETS

ARE RETOOLING.

ROLES OF JOURNALISTS ARE CHANGING

22


Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/








Source: Comscore Mobilens December 2013


BRANDCurrency = Content

AUDIENCECurrency = Personal Info

Jane Smith

[email protected]

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

THE VALUE EXCHANGE


Creating Your Brand’s Moment of Truth

.

• Visually

arresting

• Relevant to your

audience

• Content

management

• Flow of fresh

content

• Discoverable to

your audiences

• Influential

sources


Content Courtesy of UberFlip






Headline

Article

…8 will only read the

headline…

…and only 2will make it to the article.


One in five people

1 in 5 people


Number/TriggerKeywordAdjective PromiseHeadline_______________

+++


HOW TO WRITE HEADLINES THAT ARE

BETTER THAN BACON-COVERED BACONTrigger

Adjective

Keyword

Promise


• Make your news easy to read and digest.

Think “info-snacks”

• Use bold to separate ideas – But Don’t

Overdo It!

• Bullet points are great to use. – Make this

your Tweet.

•Think about having a “Quotes” section

instead of burying the quote.

•Easy To Read means Easier to Use!

STRUCTURE OF CONTENT


TEXT RELEASE TEXT RELEASE +1 VISUAL ASSET

TEXT RELEASE +MULTIPLE MEDIA

MULTIMEDIA NEWSRELEASES &

CAMPAIGN MICROSITESSource: PR Newswire analysis of 2013 releases.

MULTIMEDIA DRIVES DISCOVERY


Source: PR Newswire analysis of 2013 releases.

MULTIMEDIA DRIVES DISCOVERY


..A STORY AT THE HUFFINGTON POST CANNOT BE

PUBLISHED UNLESS IT HAS A MULTIMEDIA ASSET, A

SEARCH HEADLINE, A TWEET AND A FACEBOOK POST…

Source: NYT Innovation Report 2014







After 3 DaysAfter 30 Days


The WestJet Christmas Miracle Campaign Created Huge Buzz


And Generated A Spike In Revenue



Focus On The Story…..Not On Your Brand


BE A CONSISTENT RESOURCE.



KILL THEM WITH KINDNESS

Marketing

How To Elevate Your Content Today?