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Making Sure Your Content is Seen & Shared
Dara QuackenbushAugust 17, 2017
@dquack @prnewswire #PRTrends @WomenCommAustin
Halfway to Decision
Thanks! http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page?hs=sns
Today’s Media Landscape
ONE TO MANY
MANY TO ONE
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
Influence
9Source: Edelman Trust Barometer - 2016
Authority Based on Familiarity
Which Is Causing Radically Different Buyer Behavior
Source: PRN/Outsell Earned Media Study - 2016
CONVERGENCE
MARKETERS & PUBLISHERS MUST ADAPT TO THE CHANGING CONSUMER IN WHERE, WHEN &
HOW THEY CONSUME CONTENT
CONTENT FOR THOUGHT LEADERSHIP
Blogs, White Papers, Research, etc…
Presentation by MichaelPranikoff –PR Newswire Global Director of Emerging Media
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
The Age of Content PR
Source: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites
Posting Content to Owned Media Reaches Your Current Audience
YOUR WEBSITE&SOCIALMEDIAPRESENCE
Distribution & Syndication Increases Awareness, Engagement
Content
YOU HAVE 30 SECONDS
TO GET YOURCUSTOMERS ATTENTION
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.
One in five people
1 in 5 people
Headline Formula
Number / Trigger + Keyword+ Adjective + Promise Headline
Source: Jeff Goins
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
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
Which is easier to read, understand and act upon.
This?
Or this?
BOLD VISUALS
LESS COPY
Multimedia Drives Discovery
Source: PR Newswire analysis of 2013 releases.
Multimedia Drives Discovery
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.
Examples
[email protected]/in/dquack
Include a note on how we met/why to connect
PR Newswire BlogsBeyond PR: http://www.prnewswire.com/blog/Beyond Bylines: https://prnewswiremedia.wordpress.com/
Questions?
www.prnewswire.com
