Blurred Lines - Finding Clarity with Your Audience in Fight for Time & Attention

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Michael Pranikoff

Global Director,

Emerging Media

PR Newswirehttp://about.me/michaelpranikoff

[email protected]

Twitter / @mpranikoff

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“My dear, here we must run as fast as we can, just to stay in place. And if you wish to go anywhere

you must run twice as fast as that.”- Lewis Carroll, Alice In Wonderland

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Source: comScore, Inc., MobiLens, CA, Persons: 13+, June 2011 – Dec 2014

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Source: Comscore Device Essentials, U.S., Monday, 21st January 2013

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Source: AOL Morning Rituals Study – Nov 2014

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Paid

Media

Traditional

Ads

Owned

Media

Corporate

Content

Earned

Media

Organic

Converged

Media

Promoted

Sponsored

Branded

That Is Shared

Based on Altimeter Group Research

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MORE AND MORE PEOPLE ARE GETTING THEIR NEWS FROM SOCIAL

10

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AUDIENCES NOW PLAY AN ACTIVE ROLE IN THE MEDIA LANDSCAPE

11

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NEWS & MEDIA CONTENT

IS BEING INTERACTED

AND SHARED MORE

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News is a part of the explosion of social and mobile,

and that offers the opportunity to reach more people

with news than ever before.

DIGITAL PLAYERS HAVE EXPLODED ONTO THE NEWS SCENE

17

Source: Pew Research Center Phone Survey, March 2014

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Source: http://www.wired.com/2014/12/new-media-2/#slide-id-1674851

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DIGITAL REPORTING IS

GROWING.

THE RISE OF DIGITAL NEWS CHANGES THE REPORTER’S ROLE

20

Image source: AP

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ROLES OF JOURNALISTS ARE CHANGING

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Source: The American Journalist in the Digital Age – Indiana University May 2014

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Source: The American Journalist in the Digital Age – Indiana University May 2014

Source: 2015 Edelman Trust Barometer

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REPORTERS…SKILLS AT PROMOTING THEIR

ARTICLES ONLINE ARE CONSIDERED AS

IMPORTANT AS FRONT PAGE BYLINES. USA Today Goes Viral - NY Times July 13, 2014

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Source: Cracking The Content Code by BrightEdge – August 2014

Source of Traffic to B2B & B2C Websites

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BRAND MENTIONS ARE THE

FUTURE OF LINK BUILDING

Source: http://moz.com/blog/panda-patent-brand-mentions

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Fracking….

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Company News

Tweets

Facebook posts

Demos

Surveys

Case studies

White papers

Collateral

Infographics

Ads

Forums

Testimonials

Newsletters & emails

Apps & Games

85%of brand marketers are publishing content.Source: Forrester, October 2013

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Company News

Tweets

Facebook posts

Demos

Surveys

Case studies

White papers

Collateral

Infographics

Ads

Forums

Testimonials

Newsletters & emails

Apps & Games

36%are doing it effectively.

But only

Source: Forrester

The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences.

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Headline

Article

…8 will only read the headline…

…and only 2 will make it to the

article.

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One in five people

1 in 5 people

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Number/TriggerKeywordAdjective PromiseHeadline

_______________

+++

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HOW TO WRITE HEADLINES THAT ARE

BETTER THAN BACON-COVERED BACONTrigger

Adjective

Keyword

Promise

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• Make your news easy to read and digest. Think “info-snacks”

• Use bold to separate ideas – But Don’t Overdo It!

• Have a Call to Action within the first 300 words. Use only relevant links.

• 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!

STRUCTURE OF CONTENT

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Source: NYT Innovation Report 2014

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.

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TEXT RELEASE TEXT RELEASE +1 VISUAL ASSET

TEXT RELEASE +MULTIPLE MEDIA

MULTIMEDIA NEWSRELEASES &

CAMPAIGN MICROSITESSource: PR Newswire analysis of 2013 releases.

Mult imedia Dr ives Discovery

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Source: PR Newswire analysis of 2013 releases.

Mult imedia Dr ives Discovery

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Good Storytelling today

requires making your story

easy for someone else to tell.

- @mpranikoff

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Image sources:• http://ebooks.adelaide.edu.au/f/fitzgerald/f_scott/gatsby/chapter1.html• AP

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TRUST RELIABILITY DELIGHT

Publish a steady

stream of content

Keep it relevant

& interesting

Blurred Lines - Finding Clarity with Your Audience in Fight for Time & Attention

Marketing

Transcript of Blurred Lines - Finding Clarity with Your Audience in Fight for Time & Attention