Demand Attention Now: Create Your Visual Moment of Truth

@mpranikoff#prdailyconfWe have the distribution & syndication networkto AMPLIFYyour content. Our products & serviceshelp you continually ENGAGEyour target audiences. We have the resourcesto make your content more VISIBLE.

@mpranikoff#prdailyconf
User Generated
Editorial
Consumer
Business
TODAY’S CHANGING MEDIA LANDSCAPE

@mpranikoff#prdailyconfPaid MediaTraditional AdsOwned MediaCorporate ContentEarned MediaOrganicConverged Media
PromotedSponsoredBrandedThat Is Shared
Based on Altimeter Group Research

Source: 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

@mpranikoff#prdailyconfUSA Today Goes Viral -NY Times July 13, 2014

Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
Whitepapers
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
Whitepapers
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

Zero Moment of Truth

!
1st
2nd
Advertisement
(Initial Awareness)
Shelf
(Point of Purchase)
Experience
(Customer Satisfaction)
0
AWARENESS
CONSIDERATION
INTENT
DECISION
DISPLAY CLICK
SOCIAL
EMAIL
PAID SEARCH
ORGANIC
SEARCH
DIRECT
REFERRAL
OTHER PAID
Assisting interaction
Last interaction

Custom Print
Direct 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 Search
Virtual Exhibitions
Webinars
Tablets
10%
20%
30%
40%
50%
60%
70%
80%
90%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Consumer Focused Firms
B2B Focused Firms
Brand Building Effectiveness
Consumer Firms Rate the Method More Effective
B2BFirms 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: 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

Distribution
Media 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 Grocery
Retail 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

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/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+

HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective
Keyword
Promise

@mpranikoff#prdailyconf•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!

@mpranikoff#prdailyconfUse Less Words

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

TEXT RELEASE
TEXT RELEASE + 1 VISUAL ASSET
TEXT RELEASE +
MULTIPLE MEDIA
MULTIMEDIA NEWSRELEASES &
CAMPAIGN MICROSITES
Source: PR Newswire analysis of 2013 releases.
Multimedia Drives Discovery

Source: PR Newswire analysis of 2013 releases.
Multimedia Drives Discovery

Image source: TED.com

Source: NYT Innovation Report 2014

= 1,800,800 WORDS OF TEXT

Source: Visible Measures

Source: GlobalWebIndex March 2014

@mpranikoff#prdailyconfKEEPCALM& PUT Your ContentTo Work

A United Story

A United Story –What Could’ve Been

@mpranikoff#prdailyconfhttp://youtu.be/cBC-pRFt9OM

@mpranikoff#prdailyconfLaunched on April 3, 20144,066,010 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#prdailyconfContent Must Be Mapped ToBusiness Objectives

@mpranikoff#prdailyconfContent Must Be Appealing

YOUR WEBSITE
Image source: http://sciencelakes.com

TRUST
RELIABILITY
DELIGHT
Publish a steady stream of content
Keep it relevant & interesting

Demand Attention Now: Create Your Visual Moment of Truth

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Demand Attention Now: Create Your Visual Moment of Truth