The Value Exchange from Content to Conversion

@mpranikoff #BOLO2013

Image Source: http://flic.kr/p/f9gHDf


Michael PranikoffGlobal Director, Emerging Media

PR Newswirehttp://about.me/michaelpranikoff

[email protected]

Twitter / @mpranikoff


10% 20% 30% 40% 50% 60% 70% 80% 90%10%

20%

30%

40%

50%

60%

70%

80%

90%

Custom PrintDirect Mail

Email

General Sites

Conferences

Exhibitions

Topic Specific Sites

Smartphones

Own Sites

Own Social

Print Directories

Print Magazines

Own Events

Print Newspaper

PR

Collateral

Search

Ads on Social Nets

Sponsorship

Vertical Search

Virtual Exhibitions

WebinarsTablets

B2B

Cons

umer

Source: Outsell 2013 Advertising and Marketing Study

Consumer RatesMethod More Effective

B2B Rates MethodMore Effective

Blue = Digital, Orange = Traditional


Source: http://flic.kr/p/crZSBm


BRANDCurrency = Content

AUDIENCECurrency = Personal Info

Jane [email protected], XYZ Corp.

The brand continuously delivers relevant content & establishes

its worth to the audience

The audience trusts the brand enough to identify themselves & grant permission for engagement


“

Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship

Robert Cohen, VP Global Retail


Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

@mpranikoff #BOLO2013http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919


90%

92%

94%

89%

Global Average – 92%

Source: Nielsen Global Trust in Advertising – April 2013


52%

73%58%

44%




61%

69%58%

48%




* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012


Source: http://flic.kr/p/aavRAC


Source: http://buswk.co/1gfhBi5

William McComb - CEO

“


Research data, funny videos, curated lists, infographics, thought leadership

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Source: Marketo


Story

Time


State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires.

The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share.

TX IL OH


$1M $1M $1M


TRUST RELIABILITY DELIGHT

Publish a steady stream of content

Keep it relevant & interesting


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Michael PranikoffGlobal Director, Emerging Media

PR Newswirehttp://about.me/michaelpranikoff

[email protected]

Twitter / @mpranikoff

The Value Exchange from Content to Conversion

Presentations & Public Speaking

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