Demand Attention Now: Create Your Visual Moment of Truth
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Transcript of Demand Attention Now: Create Your Visual Moment of Truth
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@mpranikoff #prdailyconf
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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.
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User
Genera
ted
Editorial
Consumer Business
TODAY’S CHANGING MEDIA LANDSCAPE
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Paid
Media
Traditional
Ads
Owned
Media
Corporate
Content
Earned
Media
Organic
Converged
Media
Promoted
Sponsored Branded
That Is Shared
Based on Altimeter Group Research
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@mpranikoff #prdailyconf 5
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@mpranikoff #prdailyconfSource: The American Journalist in the Digital Age – Indiana University May 2014
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DIGITAL REPORTING IS GROWING.
8
THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE
Image source: AP
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MEDIA OUTLETS
ARE RETOOLING.
ROLES OF JOURNALISTS ARE CHANGING
9
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USA Today Goes Viral - NY Times July 13, 2014
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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.
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@mpranikoff #prdailyconf
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
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Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
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Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
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Z e r o M o m e n t o f T r u t h
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! 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
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Custom PrintDirect Mail
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.
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Source: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites
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Source: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites
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Source: http://moz.com/blog/panda-patent-brand-mentions
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Posting Content to Owned Media Reaches Your Known Audience
YOUR
EMAIL LISTS,
WEBSITE,
& SOCIAL
MEDIA
PRESENCE
Syndication Increases Awareness & Grows Your Known Audience
Content
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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
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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
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Content Courtesy of UberFlip
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Content Courtesy of UberFlip
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Content Courtesy of UberFlip
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Headline
Article
…8 will only read the headline…
…and only 2 will make it to the
article.
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One in five people
1 in 5 people
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Number/TriggerKeywordAdjective PromiseHeadline_______________
+++
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HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACONTrigger
Adjective
Keyword
Promise
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• 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!
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Use Less Words
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Source: http://neomam.com/interactive/13reasons/
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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
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Source: PR Newswire analysis of 2013 releases.
Mult imedia Dr ives Discovery
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Image source: TED.com
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Source: NYT Innovation Report 2014
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= 1,800,800 WORDS OF
TEXT
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Source: Visible Measures
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Source: GlobalWebIndex March 2014
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KEEP
CALM
&
PUT Your Content
To Work
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A Uni ted Story
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A Uni ted Story
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A Uni ted Story – What Could ’ve Been
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Launched on April 3, 2014
4,066,010 Views (as of Sept. 15, 2014)
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of what they
SEE & DO
80%of what they READ
30%
Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.
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@mpranikoff #GetSmartATX
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Content Must Be Mapped To
Business Objectives
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Content Must Be Appealing
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YOUR
WEBSITE
Image source: http://sciencelakes.com
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TRUST RELIABILITY DELIGHT
Publish a steady
stream of content
Keep it relevant
& interesting