This presentation was given by PR Newswire Global Director of Emerging Media, Michael Pranikoff on Dec. 12, 2013 at the BDI Visual Social Communications Leadership Forum in NYC.
3. The most profound technologies are
those that disappear. They weave
themselves into the fabric of
everyday life until they are
Indistinguishable from it….
- Mark Weiser
@mpranikoff
5. “In 1965, 80 percent of adults could be
reached with three 60 second TV spots.
Today it requires117 prime time
Commercials to produce the same
result”
-Jim Stengel, Former CMO, P&G
6.
7.
8. “The ad is
yesterday. Content
is the future.”
Oliver Newton, head of emerging platforms
at
Starcom MediaVest
@mpranikoff
10. The value exchange
BRAND
AUDIENCE
Currency = Content
Currency = Personal Info
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
@mpranikoff
Jane Smith
jane.smith@xyz.com
555-555-5555
CEO, XYZ Corp.
22. What Form of Advertising / Marketing Content Do
You Trust? – Recommendation from People I Know
89%
90%
Global Average – 92%
92%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff
94%
23. What Form of Advertising / Marketing Content Do
You Trust? – Editorial Content Such As News
Articles
58%
64%
Global Average – 62%
69%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff
60%
24. PR Is A Strong Component In The Marketing Mix
90%
Consumer Rates
Method More Effective
80%
Own Sites
Email
70%
PR
Own Social
Consumer
Exhibitions
Search
Ads on Social Nets
60%
Conferences
Own Events
Custom Print
Direct Mail
Print Magazines
Print Newspaper
50%
General Sites
40%
B2B Rates Method
More Effective
Virtual Exhibitions
Smartphones
Collateral
Print Directories
Sponsorship
Tablets
Webinars
30%
Topic Specific Sites
Vertical Search
20%
Blue = Digital, Orange = Traditional
10%
10%
20%
30%
40%
50%
60%
70%
80%
90%
B2B
@mpranikoff
Source: Outsell 2013 Advertising and Marketing Study
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.
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.