Making Sure Your Content is Seen & Shared: Trends in PR and Content Marketing
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Search Engines have become a trusted news source. Increasingly, CMOs are turning to earned media to drive their message and increase revenue. According to a recent study, B2B and B2C marketers agree that pull marketing methods such as social engagement and analyst evaluations are more effective than push marketing methods such as native advertising. Learn how organizations can make sure their content is seen and acted upon.
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Making Sure Your Content is Seen & Shared: Trends in PR and Content Marketing
- 1. Making Sure Your Content is Seen & Shared Dara Quackenbush August 17, 2017 @dquack @prnewswire #PRTrends @WomenCommAustin
- 3. Halfway to Decision Thanks! http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page?hs=sns
- 5. ONE TO MANY MANY TO ONE
- 6. 2 of top 3 most-used sources of TRUSTED news and information are peer-influenced media Source: 2016 Edelman Trust Barometer Communicators Are Facing a Rapidly Changing Media Landscape
- 9. Influence 9 Source: Edelman Trust Barometer - 2016 Authority Based on Familiarity
- 10. Which Is Causing Radically Different Buyer Behavior Source: PRN/Outsell Earned Media Study - 2016
- 11. CONVERGENCE MARKETERS & PUBLISHERS MUST ADAPT TO THE CHANGING CONSUMER IN WHERE, WHEN & HOW THEY CONSUME CONTENT
- 13. CONTENT FOR THOUGHT LEADERSHIP Blogs, White Papers, Research, etc… Presentation by MichaelPranikoff –PR Newswire Global Director of Emerging Media
- 14. BUYERS WHO SAY THOUGHT LEADERSHIP PLAYS A CRITICAL ROLE IN THEIR BUYING DECISION: • 2010 – 23% • 2011 – 45% • 2012 – 88% • 2014 – NEARLY 100% 44% OF COMPANIES HAVE A DOCUMENTED CONTENT STRATEGY. 39% OF MARKETING, ADVERTISING & COMMUNICATIONS BUDGETS ARE NOW DEDICATED TO CONTENT MARKETING TO PRODUCE THOUGHT LEADERSHIP AND DIGITAL ENGAGEMENT Source: Sodexho Source: Content Marketing Institute 2014 B2B Benchmarks, Budgets, and Trends in North America Source: http://thecontentcouncil.org/news/nearly-44-billion-new-survey-shows-rise-content-marketing-budget
- 15. The Age of Content PR
- 16. Source: Cracking The Content Code by BrightEdge – August 2014 Source of Traffic to B2B & B2C Websites
- 17. Posting Content to Owned Media Reaches Your Current Audience YOUR WEBSITE &SOCIAL MEDIA PRESENCE Distribution & Syndication Increases Awareness, Engagement Content
- 21. YOU HAVE 30 SECONDS TO GET YOUR CUSTOMERS ATTENTION
- 23. 80/20 RULE Source: uyr Headline ArticleFor every 10 people that see your headline… …8 will only read the headline… …and only 2 will make it to the article.
- 24. One in five people 1 in 5 people
- 25. Headline Formula Number / Trigger + Keyword + Adjective + Promise Headline Source: Jeff Goins
- 26. Which is Better? Panel at TechMarketing 360 Conference To Decide Is Content Marketing Worth the Spend? Oracle Executives to Encourage Marketers to Think Like Publishers Is Content Marketing Worth 30% of the Budget? TechMarketing360 Promises to Put Content Marketing under the Microscope
- 27. Throughout the Release Dump the jargon Use bullets Keep it brief, 600-800 words max Quotes sound natural • Several quotes, have a quotes section Call to action • After 1st or 2nd graph Limit hyperlinks to 2-3, per Google • Keep it relevant • Go deep
- 28. Which is easier to read, understand and act upon. This?
- 29. Or this?
- 32. Source: PR Newswire analysis of 2013 releases. Multimedia Drives Discovery
- 33. Multimedia Leaves a Lasting Impression of what they SEE & DO 80%of what they READ 30% Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.
- 34. Examples
- 35. Dara.Quackenbush@PRNewswire.com www.linkedin.com/in/dquack Include a note on how we met/why to connect PR Newswire Blogs Beyond PR: http://www.prnewswire.com/blog/ Beyond Bylines: https://prnewswiremedia.wordpress.com/ Questions?
Hinweis der Redaktion
- Eastern State Penitentiary World’s first penitentiary Haunted Al Capone 4.5 stars City Pass
- This is even true on the B2B side. International – in own language, in own domain 51% of traffic to websites is driven by organic search.
- In 2013, more than 1300 editorial positions were eliminated. Recently, USA Today chopped 40% of its staff Journalists are expected to do more with less. USA Today – only 30% content in print. Rest is mobile and online. Tell HuffPo Tell AP business desk story
- We have now moved from a world where you could use one channel to reach most of the population to a world in which we have to use multiple channels to reach that one targeted consumer with our message, story, or to get them involved in a conversation.
- Trust is now based on two key factors – intimacy and expertise
- We are seeing that our audiences no longer do just one thing. Today, audiences are adopting technology in the workplace and the living room. No longer do we just watch TV. Today we have multiple devices converging at one and changing how we consume content. This is in turns requires marketers & publishers to adapt to where, when and how the consumer is alerted to, views, and engages with content.
- Do you only want to be talking to the audiences you already know? Owned media includes: website, blog, Twitter, Facebook, YouTube channels
- 1 in 4 Internet users currently use ad blockers. That will grow to 1 in 3 next year. In fact, 90.5% of ad blocking users will block ads on desktops and laptops, while just 29.7% will do so on smartphones. - While most blockers are used on desktops and laptops, mobile ad blocking is continuing to grow, increasing by 62.3% this year.
- Jargon: Right off the bat, we can tell they are going to have problems with jargon. These are very tech-heavy releases with a lot of industry terms that may not help them in search. If they are ok with just appealing to their niche industry audience, this is fine. However, if they are looking to reach a wider audience, which should be the goal, we’d recommend using common search terms/keywords that aren’t going to risk turning readers away. This applies to media as well. Simple is best. If you write as they would write, they are more likely to cover you. Length: Also, these releases are very long, with large blocks of text that have nothing to break them up. We recommend keeping releases between 600-800 words; both of these releases are around 1,000 words. There are also quite a few quotes, also very long, that can probably edited down. We want short, interesting quotes that aren’t going to lose readers’ interest and don’t read like “canned” quotes (See blog post on this). Breaking up the text with bullets or bold section headers could also help readers scan the content quickly. Tech reporters especially like sectioned out news. The good part is we see this in these releases, but they also could break it down more for easy reading. Links: The good thing is most of the links in the release go to deeper (non-homepage) links, which is always recommended. They are more meaningful in the eyes of readers and therefore Google. However, we recommend no more than 1-3 links throughout the release, keeping the homepage to the boilerplate if possible. The fewer links in the text, the more likely they are to be clicked on. We’d recommend they only keep links that are specific to the topic of the release, and keep these links high up in the text. If more links are really relevant to the copy, that’s great, just be sure to avoid duplicates. Save homepages for the boilerplate – media and consumers typically search for company homepages rather than click on them in the text. Otherwise, they usually know to go to the boilerplate for the info. Call to Action: Including a call to action below the 1st paragraph could be a good way to increase engagement and give readers more information on the new products. They already have sentences like “For more information about Silicon Labs’ Thread software stack, hardware platforms and development tools, visit www.silabs.com/thread” in the text, but these are buried very, very far down in the release. Moving these to the beginning of the release would be a really beneficial change.
- Source: PR Newswire analysis of 2013 releases.
- http://www.multivu.com/players/English/7802151-abila-donor-loyalty-study/ http://www.multivu.com/players/English/78316241-lavu-mothers-day-infographic/ http://www.prnewswire.com/news-releases/92-of-doctors-say-measles-outbreak-is-directly-attributable-to-parents-who-do-not-vaccinate-children-300029075.html http://www.prnewswire.com/news-releases/marketresearchcom-new-analysis-on-marketing-trends-in-the-foodservice-and-food-retailing-industries-300120745.html
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