PAN Communications 2012 Content Survey Results

COPYRIGHTED MATERIAL: PAN COMMUNICATIONS CONFIDENTIAL

Do You Really Know Where Your Content Is Going?2012 Content Survey

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PAN 2012 Content Survey

“The way we produce compelling content today and in the near future needs to be well thought out and executed. In an age of clutter and data overload, one has to be very thoughtful with what they have to say and focus on the value add of their content directly to their targeted audience. If not – you are missing a massive market opportunity to engage with your stakeholders.”

- Mark Nardone, EVP, PAN Communications



Stop and smell the content.

Content consumption is no longer a choice, it’s innate. If you own a smartphone, tablet or laptop, chances are you’re absorbing content the majority of the time that you’re awake. Facebook, Twitter, LinkedIn, blogs, mobile apps and many other tools and mediums continue to provide us with news. It’s endless and will remain that way for the foreseeable future. What type of “contentarian” are you – do you consume all content? Most? Some? Very targeted? All day? Every few hours?



PAN recently conducted a brief survey, and reached out to a group of very qualified marketers, asking them to answer a few questions about content in 2012. Some of the answers were no surprise, but it’s always interesting to focus on the “creepers,” as you’ll see in the results.

Will Twitter one day takeover online news sites as the information source?

Are we starting to lean towards sound bites vs. full length articles thanks to content overload?


PAN 2012 Content Survey Companies are beginning to understand and embrace the importance of CEO visibility and engagement.

The voice of executive leadership is always more desirable – it’s the most reliable source and it truly exhibits transparency. It might only be at 19.6% according to our survey, but watch this space, as we continually advise our clients on the importance of executive transparency and increased two-way dialogue.

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Social media measurement continues to be a pain point for CMOs. The executive table wants to know what their ROI is, and although Google Analytics is still the go-to preferred measurement solution according to our survey, social media monitoring and engagement tools such as Radian6 and Sysomos are accelerating their speed and market share.

Companies are placing heavier emphasis on engagement, and a brand’s overall footprint is becoming a priority. The ability to track and monitor conversations that are taking place around your brand or products in real time is priceless. It is becoming less and less about who went to what page and how many times. Overall impact and what it means for your business is the bottom line.



We’ll be keeping an eye on the growing trends that we feel will continue to gain strength and will follow back up with another survey in the coming months to compare and see where those numbers stand.

In the meantime, let’s start a discussion. How has your company changed its marketing techniques in the last five years? How often do you evaluate your content production and how engaging and integrated it is?

Mark C. Nardone is executive vice president at PAN Communications, a public relations and digital media leader driving communications strategy for emerging and innovative growth companies in the technology, consumer, and healthcare industries.


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PAN Communications 2012 Content Survey Results