Top Takeaways from Content Marketing World 2014? Creation, Marketing, Amplification

September 29, 2014

By Katie Kennedy, Business Wire Cleveland

CMI worldLast week we had the opportunity to attend Content Marketing World, hosted by Joe Pulizzi and the Content Marketing Institute. CMI  brought over 2,600 marketing professionals from around the world to Cleveland, Ohio, to discuss a topic near and dear to Business Wire’s clients: content – how to create it, how to market it and how to amplify it.  After having the time to absorb and reflect on the sessions and review my many, many pages of notes, I wanted to share a few of top takeaways from the event:

Andrew Davis, Author, Brandscaping: Unleashing the Power of Partnerships:  
Davis kicked off the show with an engaging keynote, “Inspired Content: How Brilliant Storytellers Create a Sudden Urge to Act,” urging marketers to rethink the marketing funnel and focus on what he calls “moments of inspiration.”

“Valuable content increases the demand for the products and services you sell,” said Davis. “If you want to own the consumer journey, create moments of inspiration. MOI leads to ROI.”

Julie Fleischer, Director, Data + Content + Media, Kraft Foods:
The theme of Fleischer’s keynote, “The ROI of Content: How Kraft Learned the True Value of Its Content and Rebuilt Its Marketing Around It,” can be summed up in three words: relentlessly pursue worthiness.

“Efficiency must be baked in. Content and data should be inexplicably linked,” said Fleischer. Kraft’s strategy focuses on maximizing the uses for any given piece of content and only producing content that they feel is worthy of the budget.

“If you won’t spend money to distribute it, then don’t do it!” Fleischer added.

Steve Rotter, Global VP of Digital Marketing Solutions, Brightcove:
Rotter shared  several very compelling statistics to stress the growing importance of using videos in your content marketing strategy in his session, “How to Drive Engagement in a World of Content Overload.”

The use of video is growing faster than any other type of content marketing because:

  • Video reduces page bounce by 12%
  • Video landing pages increase conversion rate by 75%
  • Consumers are 88% more likely to buy after watching a video product review

Rotter also reminded the audience that 70% of the time content is your first sales call. Stellar content can start the sales process before you pick up the phone or continue the conversation with prospects you’ve already touched.  So why is it that up to 70% of B2B content never gets used?

Mark Schaefer, Author, Return on Influence & The Tao of Twitter:
“We build relationships with brands just as we do with people,” said Schaefer in his session outlining “10 Reasons Twitter is Content Marketing’s Best Friend.”

To make the most of Twitter as part of your content marketing strategy, you need to be in the social media mindset and create meaningful content, make targeted connections and provide authentic helpfulness. Contribute to the conversation in a meaningful way that provides value. “Everyone can tell when you’re just trying to sell something,” said Schaefer.

  • Twitter is an ignition point. Twitter offers the fastest way to build an audience of relevant followers for your content and smart interaction on Twitter will lead people to your content.
  • Twitter is a source of content. We already know news breaks on Twitter, but it also provides a steady stream of content ideas and access to the web’s best teachers.
  • Tweets are powerful social proof on the internet. Using Twitter to build a relevant audience can ignite your content and produce rewards in the form of social validation and SEO benefits.

Beyond Storytelling

CMW embraced its overall theme and not only taught us how to harness emotion to tell a great story with content, but also focused on strategy and how content marketing can be successfully integrated into our organizations.  For more highlights and event recaps from CMW attendees:


CMW 2014 Recap: Andrew Davis on “How Brilliant Storytellers Create a Sudden Urge to Act”

September 26, 2014

By Katie Kennedy, Business Wire Cleveland

In his opening remarks, “How Brilliant Storytellers Create a Sudden Urge to Act,” Andrew Davis  kicked off day one of Content Andrew DavisMarketing World with an engaging keynote urging marketers to rethink the marketing funnel and focus on what he calls “moments of inspiration” or MOI.

What is a moment of inspiration? I’ll spare you the reenactment of his meatloaf example – which was hilarious –but in short, a moment of inspiration or MOI can be as simple thought which triggers a series of activities that at any point could lead you to a point of purchase.

So, rather than a traditional marketing funnel in which consumers start at awareness, go into a research phase and then take the action the marketer wants, Davis sees the consumer journey as a path defined as:

  1. a moment of inspiration
  2. a trigger
  3. an initial consideration set
  4. active evaluation
  5. moment of purchase

“Valuable content increases the demand for the products and services you sell,” said Davis. “If you want to own the consumer journey, create moments of inspiration.”

Davis sees this as the single biggest opportunity for content marketing and shared his secrets for creating these moments of inspiration via valuable content that inspires people to buy the ideas, products or services.

Four steps for creating content that inspires MOI:

  1. Build suspense
  2. Foster aspiration
  3. Dive empathy
  4. Harness emotion

To read more about Davis’ presentation, including additional tactics, we recommend reading this event summary:  http://bit.ly/BWatCMI2014

To learn how “MOI leads to ROI”  follow Davis on Twitter @TLPDrew or visit his website: http://www.akadrewdavis.com/


Global Relations Has Changed – The Shift from Information to Participation

September 22, 2014

This year’s Global Media Forum held in Bonn, Germany launched a new shift in thinking for today’s media outlets.

Historically, relationships between media and companies have been about information sharing.  Companies write press releases, media outlets write coverage based on that information.  But this has changed.  In 2014, news sharing is shifting from learning by reading, to learning via participation.

Read this piece by Business Wire Germany’s Senior International Media Relations Specialist Kai Prager to learn more about this shift, and what changed the way Europeans think about media, news and news sharing in 2014.

http://www.commpro.biz/public-relations/media-relations/global-media-trends-shifting-information-participation/


Survey says? Reporters want breaking company news and photos!

September 10, 2014

In this analysis of the 2014 Business Wire media survey, Ibrey Woodall, Business Wire’s VP of web services, takes a deeper look at the types of multimedia elements most preferred by today’s reporters.

bizwirepressreleaseprefs

Not only do we cover the 7 types of news reporters want to see in a press release, we discuss what supporting assets work the best. As we move into a more visual, interactive world, text-only press releases are becoming increasingly rare.  Reporters are using images to round out their story and if you are not providing one, your competitor may be.

bizwiremultimedia

Take a few minutes and read this CommPro.biz piece to learn which types of multimedia reporters need and why:  http://www.commpro.biz/public-relations/media-relations/media-favor-photographs-press-releases-2014-business-wire-survey-provides-journalist-feedback-todays-press-release/


The Future of Content Marketing – Interactive Content

September 8, 2014

Are you responsible for your organizations’s communications program? For explaining new company initiatives to media outlets, influencers and other key constituents? Are you looking for new ways to increase your coverage, to build better fans and to increase social conversations about your news?  Then why are you issuing plain text press releases?

Press releases jump start awareness, generate coverage, initiate conversations and more.  Whether your release is text only, or includes images and graphics, you are starting a conversation, the difference is how many impactful conversations you are generating.

bizwiremultimedia

In a recent article for CommPro.biz, Serena Ehrlich, our director of social and evolving media breaks down the latest in content and news distribution, the embeddable asset widget called the Capsule.  This single asset, shared and embedded by media outlets via a single link, provides readers on-demand access to the videos, photos, PDF forms and more they want, all while reading your coverage.

Learn how easy it is to utilize this product today:  http://www.commpro.biz/public-relations/hyperspotted-content-embeddable-widgets-meet-future-content-distribution/


Business Wire at CMW2014: It’s All About the Visuals

September 4, 2014

by Phil Dennison, Senior Marketing Specialist

It’s after Labor Day, which can only mean one thing. Well, two things: No more wearing white shoes, and it’s time for another Content Marketing World!

Business Wire is proud to be a sponsor and exhibitor for the second year in a row (and we’ve attended all five CMWs so far). We’ll be there at Booth 46 & 47 to show you the latest tools for featuring and distributing your content: The News Capsule and Picture Capsule.

Capsules are self-contained, embeddable packages of content with your press release, photos, videos, links and other supporting media that travel across paid, earned, shared and owned media. They help you to present your content in the most effective way: visually and interactively. And it really is all about visuals and interactivity. Why do we say that? Well, check it:

  • According to the Social Science Research Network, 65% of people are classified as “visual learners.” Audiences absorb visual elements in one-one thousandth of a second, far faster than they do text; and visual learners find pictures, illustrations and other such content key to absorbing new information.
  • 73% of journalists who responded to our recent Media Survey stated that photographs are their most preferred asset to accompany a press release. Why not make sure they get those photos right along with the rest of your content?

bizwiremultimedia

 

  • Every piece of content in a Capsule is interactive and measurable, giving you an opportunity to see what pieces of your content plan are the most successful.

What type of content do you see the most in your Facebook timeline? Do you see walls of text? Or do you see pictures, videos, meme images and other types of visual content? In social media, and particularly on mobile, visuals rule.

Think about your own successful campaigns – press releases, emails, ads, social promotions, etc. What draws the eyes in heat maps? What gets the clicks? Chances are it’s the compelling visual. I don’t know about you, but the email campaigns I subscribe to almost always catch me with a snazzy photo. And our own research shows that press releases with accompanying visuals get far more clicks – anywhere from 5% to 20% more.

So that’s what we’ll be emphasizing at Content Marketing World: How to increase impact and ROI of your news and branded content with interactive visuals, how to produce them, how to share them, and how to measure their success. Make sure you stop by our booth to see what we can do for you and your content. And to sweeten the pot, we’ll be giving away one of these to one lucky person:

CHDHE-302_main1

 

A GoPro Hero3 White Edition, for you to create your own compelling visuals for business, in your personal life, on the go or wherever! But you have to stop by our booth to enter to win, so we’ll see you there! Meanwhile, let us help you plan your Cleveland visit with this guide to restaurants, landmarks and other sights to see!

Want to learn more about Capsules? Drop us a line below and we’ll be in touch!

 

 


Brand Journalism and the Evolution of Online Newsrooms

August 6, 2014

In the August 2014 issue of PRSA Tactics, Business Wire’s VP of Web Communications Ibrey Woodall reflects on how the online newsroom has matured from a basic press release archive to a central communications headquarters complete with brand articles. Although a very few journalists (only 7 percent) still believe that company-written articles do not belong in the news center, results from the 2014 Business Wire Media Survey illustrate that more than 60 percent of reporters are receptive to brand journalism.

Brand Article Types of Interest to ReportersRead the article “Online Newsrooms and Brand Journalism: Survey Shows Media Acceptance of Corporate Storytelling in Press Centers” to learn more about how organizations can create special content sections within their online newsroom. Content that helps relay a company’s history and industry focus, enhancing both brand loyalty and search engine optimization.


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