Download presentation
Presentation is loading. Please wait.
Published bySpencer Baldwin Modified over 9 years ago
1
Peyman Nilforoush CEO and Co-Founder @ThePeyman @inpwrd Why PR should own Content Marketing Tommy Cheng VP Innovation Solutions Nielsen #PRSAICON
2
Content Marketing is broken #PRSAICON @inpwrd
3
Content marketing growing rapidly Source: Content Marketing Institute, 2014 #PRSAICON @inpwrd
4
2 million blog posts 864K hours of video uploaded to YouTube 500 million tweets 92,000 new articles 532 million status updates 24 hours on the Internet 294 billion emails Sources: Chartbeat, MBAonline.com, TwitterMBAonline.com #PRSAICON @inpwrd
6
33% of people will drop off before 15 seconds elapse For regular editorial… 67% of people drop off before 15 seconds elapse For native ad content, 24% will scroll, vs. 71% for regular editorial And only
7
#PRSAICON @inpwrd Our success metrics are all wrong
8
#PRSAICON @inpwrd Is our content engaging consumers?
10
10 Copyright ©2013 The Nielsen Company. Confidential and proprietary. PURPOSE FOR THE RESEARCH Resonance of different content types Role(s) within the purchase process** User-Generated: Reviews from non-experts or peers Branded: Information from a product’s own website Expert: Blogs or online articles from category “experts” FamiliarityAffinityConsideration * Term “content” for the purposes of this study refers to online sources of information that can be used to influence consumer decision making **Schiffman, L. G. & Kanuk, L. L. Consumer decision making and beyond. Consumer behavior. Ninth Edition. New Jersey: Pearson Prentice Hall. 2007. New auto High-end HDTV Auto insurance Home appliance Child safety Smartphone Digital camera Video game Personal appliance Effectiveness across product purchases #PRSAICON
11
11 Copyright ©2013 The Nielsen Company. Confidential and proprietary. RESEARCH APPROACH *TVCity is a CBS research facility in partnership with Nielsen Content located at the MGM Grand Resort & Casino in Las Vegas, NV Methodology: In-lab Quant (Nielsen MediaLab @ TVCity*) Lab-based facility with national-rep respondent pool (US) Intercept-based recruitment (tourists) Scaled for qualitative and quantitative research Ideal for testing engagement for emerging ad platforms Experimental Design Test condition: 3 products / 1 content type N=100 respondents per cell #PRSAICON
12
12 Copyright ©2013 The Nielsen Company. Confidential and proprietary. increase over the last 5 years in the amount consumers rely on digital content when making decisions 5x Q: Compared to five years ago, do you find yourself using more or less of each of the following when learning about new products and services ? #PRSAICON CONSUMERS MORE RELIANT ON CONTENT THAN EVER BEFORE
13
13 Copyright ©2013 The Nielsen Company. Confidential and proprietary. SOURCES OF INFO USING “MORE/LESS” IN P5Y (ATTITUDINAL) CONSUMERS TODAY ACCESS MORE SOURCES #PRSAICON
14
14 Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXPERT CONTENT WAS MOST EFFECTIVE ACROSS PURCHASE STAGES #PRSAICON
15
15 Copyright ©2013 The Nielsen Company. Confidential and proprietary. … AND PRODUCT CATEGORIES #PRSAICON
16
16 Copyright ©2013 The Nielsen Company. Confidential and proprietary. EFFECT WAS CONSISTENT ACROSS PRICE POINTS Source: Nielsen/inPowered MediaLab Study; Dec 2013 – Jan 2014; Index based on the average lift across content types ; boxes indicate significant lift @ 95% c.i. pB2. / B2. How familiar are you with the following brands or products? pB3. / B3. How do you feel about the following brands or products? pB4a. / B4a. How likely are you to consider purchasing [PRODUCT]? IMPACT OF CONTENT BY PRICE POINT Expert content was the only source to impact consideration; branded content increased product familiarity Expert content was the most effective source in impacting familiarity and consideration; branded content improved product perception User content increases product familiarity; branded content aided in purchase consideration; expert content #PRSAICON
17
17 Copyright ©2013 The Nielsen Company. Confidential and proprietary. TRUST INCREASES SOURCE EFFECTIVENESS #PRSAICON Use of content, therefore, is most effective when… Consumers perceive the source to be knowledgeable The content presents an objective, or impartial, point-of-view MODEL FOR CONTENT EFFECTIVENESS Accuracy ObjectivityTrust User Reviews Expert Content Branded Content Expert Content Consumers perceived expert content to be 8-10 % more informative
18
The Role of Content in the Consumer Decision-Making Process Available at: http://inpwrd.com/nielsen #PRSAICON @inpwrd
19
Engagement begins with Trust #PRSAICON @inpwrd
20
PR should own Content Marketing
22
CONSISTENCY Experts write frequently about the same topic. DEPTH Experts form and provide opinions in their writing. VALIDATION An expert’s opinions are consistently shared. How we rank expertise #PRSAICON @inpwrd
25
Performance-based, cost-per-engagement pricing model
29
Toyota Q4 2013 The 2014 Toyota Prius is the car of the future! Toyota Prius vs Nissan Leaf Toyota Prius Best-Selling Hybrid in the World Toyota Prius Safety Record First Drive: Toyota Prius Toyota Prius Tops 60MPG for First Time
30
#PRSAICON @inpwrd Guaranteed Engagement
31
#PRSAICON @inpwrd PRODUCT LAUNCH PERCEPTION CHALLENGES CRISIS MANAGEMENT When PR should own Content Marketing
32
Coverage and Reads Time Product Launch Competitive Announcement Competitive Launch Product Launches #PRSAICON @inpwrd
33
Perception Challenges #PRSAICON @inpwrd
34
Crisis Management #PRSAICON @inpwrd
35
Tout recent customer service award to steak market share in key geos Keep excitement for Ford Edge high in between press launch and drive events Let consumers know that 3D printing is available at UPS stores Promote the launch of Disney’s new MyMagic+ fast pass by playing up its sophisticated technology. How brands are doing this #PRSAICON @inpwrd Get many more people reading the amazing reviews for the Moto X
36
Just to recap…. #PRSAICON @inpwrd Content Marketing is broken Content Marketing metrics are broken Credible content engages consumers most Which is why PR should own Content Marketing Be smart! Pay for engagement, not clicks
37
Drive engagement, not clicks. Peyman Nilforoush CEO and Co-Founder @ThePeyman @inpwrd #PRSAICON
Similar presentations
© 2025 SlidePlayer.com Inc.
All rights reserved.