Demand Attention Now: Create Your Visual Moment of Truth

@mpranikoff #prdailyconf


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.


User

Genera

ted

Editorial

Consumer Business

TODAY’S CHANGING MEDIA LANDSCAPE


Paid

Media

Traditional

Ads

Owned

Media

Corporate

Content

Earned

Media

Organic

Converged

Media

Promoted

Sponsored Branded

That Is Shared

Based on Altimeter Group Research

@mpranikoff #prdailyconf 5

@mpranikoff #prdailyconf 6

@mpranikoff #prdailyconfSource: The American Journalist in the Digital Age – Indiana University May 2014


DIGITAL REPORTING IS GROWING.

8

THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE

Image source: AP


MEDIA OUTLETS

ARE RETOOLING.

ROLES OF JOURNALISTS ARE CHANGING

9


USA Today Goes Viral - NY Times July 13, 2014


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


Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page


Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page


Z e r o M o m e n t o f T r u t h


! 1st 2nd

Advertisement

(Initial Awareness)

Shelf

(Point of Purchase)

Experience

(Customer Satisfaction)

0

AWARENESS CONSIDERATION INTENT DECISION

DISPLAY CLICK SOCIAL EMAIL

PAID SEARCHORGANIC

SEARCH

DIRECTREFERRAL

OTHER PAID

Assisting interaction Last interaction


Custom PrintDirect Mail

Email

General Sites

Print Directories

Exhibitions

Topic Specific Sites

Smartphone

Own Sites

Own Social

Print Mags

Print Newspaper

PR

Sales Collateral

Search

Ads on Social Nets

Sponsorships

Vertical SearchVirtual Exhibitions

WebinarsTablets

10%

20%

30%

40%

50%

60%

70%

80%

90%

10% 20% 30% 40% 50% 60% 70% 80% 90%

Co

nsu

me

r F

ocu

se

d F

irm

s

B2B Focused Firms

Brand Building EffectivenessConsumer Firms Rate the

Method More Effective

B2B Firms Rate

the Method

More Effective

Conferences

Own Events

Radio TV

Video

Blue = Digital Method, Orange = Traditional Method

OPTIMIZING THE MIX OF PAID, EARNED AND OWNED CHANNELS

Source: Outsell 2014 Advertising and Marketing Study

© 2014 Outsell, Inc. Reproduction strictly prohibited without permission.


Source: Cracking The Content Code by BrightEdge – August 2014

Source of Traffic to B2B & B2C Websites


Source: Cracking The Content Code by BrightEdge – August 2014

Source of Traffic to B2B & B2C Websites



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



Posting Content to Owned Media Reaches Your Known Audience

YOUR

EMAIL LISTS,

WEBSITE,

& SOCIAL

MEDIA

PRESENCE

Syndication Increases Awareness & Grows Your Known Audience

Content


DistributionMedia pick up

Major media

Online discoverability

benefits

“Art of Dairy” May 3, 2013

Picked up multiple times

RANK 13

Google search of store name

WIRE

“World Vegetarian Day” October 1, 2013

Not Picked up

RANK 35(below the fold)

Google search of store name

NO WIRE

Large GroceryRetail Chain

Source: 2013 survey by KPMG

SYNDICATED CONTENT VS. OWNED CONTENT EXPERIMENT


Creating Your Brand’s Visual Moment of Truth

.

• Visually

arresting

• Relevant to your

audience

• Content

management

• Flow of fresh

content

• Discoverable to

your audiences

• Influential

sources

@mpranikoff #prdailyconf@mpranikoff #PRDailyConf


Content Courtesy of UberFlip






Headline

Article

…8 will only read the headline…

…and only 2 will 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!


Use Less Words



Source: http://neomam.com/interactive/13reasons/



TEXT RELEASE TEXT RELEASE +1 VISUAL ASSET

TEXT RELEASE +MULTIPLE MEDIA

MULTIMEDIA NEWSRELEASES &

CAMPAIGN MICROSITESSource: PR Newswire analysis of 2013 releases.

Mult imedia Dr ives Discovery


Source: PR Newswire analysis of 2013 releases.

Mult imedia Dr ives Discovery


Image source: TED.com


Source: NYT Innovation Report 2014





= 1,800,800 WORDS OF

TEXT


Source: Visible Measures


Source: GlobalWebIndex March 2014



KEEP

CALM

&

PUT Your Content

To Work


A Uni ted Story


A Uni ted Story


A Uni ted Story – What Could ’ve Been













http://youtu.be/cBC-pRFt9OM

http://youtu.be/cBC-pRFt9OM


Launched on April 3, 2014

4,066,010 Views (as of Sept. 15, 2014)



of what they

SEE & DO

80%of what they READ

30%

Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.

@mpranikoff #GetSmartATX







Content Must Be Mapped To

Business Objectives


Content Must Be Appealing



YOUR

WEBSITE

Image source: http://sciencelakes.com


TRUST RELIABILITY DELIGHT

Publish a steady

stream of content

Keep it relevant

& interesting