What Is The Atomic Weight of Your Content & Why It Matters

@mpranikoff #PRSAreboot
6.25.16

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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

Glance
Media
Definition:
Glance Media is the “atomic unit of content” in
the form of a Tweet or smaller, that delivers
content specific to a person’s need at the
moment

Glance
Journalism

Glance
Journalism
REUTERS INSTITUTE
DIGITAL NEWS REPORT 2016

April Fools 2014 – NPR posted this message on their social media channels.
The headline was shared widely, but very few people read through to the
article – which proved their point….People will share something that comes
across a notification without reading the rest of the content.

@mpranikoff #PRSAreboot@mpranikoff #PRSAreboot

58
53
44
63
46
2012 2013 2014 2015 2016
Industry 2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
Millennials Gap
66 3
58 0
58 5
51 5
51 7
Source: Edelman Trust Barometer 2016

Organic Search

CHANGES TO SEARCH OVER THE LAST 18 MONTHS

REUTERS INSTITUTE
DIGITAL NEWS REPORT 2016

Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information
Social apps on mobile compete as a news
source, trailing only TV

Source: The Media Insight Project - What Makes People Trust and Rely on News - April 2016

TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015

The headline here set
off a frenzy – except
that this wasn’t a real
story.
Notice the text after
the first paragraph…and
it received over 50K
shares via Social Media.

“People are more willing to share an article than read it.”
Source: Social Clicks: What and Who Gets Read on Twitter? https://hal.inria.fr/hal-01281190

IT ALL STARTS WITH
A GOOD HEADLINE

80/20
RULE
Headline
Article
…8 will only read the
headline…
…and only 2
will make it to the
article.

HEADLINE
FORMULA
Number/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+

HEADLINE
FORMULA
HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective
Keyword
Promise

Source: PRNews http://www.prnewsonline.com/water-cooler/2013/09/30/breaking-pr-the-essential-elements-of-pr/

• Make your news easy to read and digest. Think
“info-snacks”
• Use bold to separate ideas – But Don’t Overdo
It!
• Bullet points are great to use. – Make this your
Tweet.
• Have a Call to Action within the first 300 words.
Use only relevant links.
•Think about having a “Quotes” section instead
of burying the quote.
•Easy To Read means Easier to Use!
STRUCTURE OF CONTENT

Leveraging
Multimedia

Source: PR Newswire Analysis of 2015 Syndicated Content

This is a release as an example of
using the structure of your content
and proper content syndications to
increase the engagement with the
content:
• Content that is chunked into easy
to digest pieces.
• Visual Assets.
• Calls to action for easy social
media sharing.

CSR Campaign via Toys R ‘ Us in conjunction with
Save The Children.
• Headline and sub-headline lead with the lead
story.
• Calls to action are prominent
• Multiple multimedia assets.

The infographic was broken up into “infograms” – Instagramable pieces for
easy digestion, comprehension, and sharing.

This video was created specifically for Facebook from the original. This
video does not require sound to tell the story because 85% of videos viewed
on Facebook are viewed without the sound turned on*.
Source - Digiday: http://digiday.com/platforms/silent-world-facebook-video/

The initial multimedia release was followed up by 3 online only syndicated
releases that included short Youtube videos that were “webisodes” to continue
to the conversation of the program.

IBM Launched the Global C-Suite Study with goals to create conversation / earned media, but also
with direct goals to drive downloads of the study directly through the PR efforts.
The effort launched with direct media relations outreach, but also in conjunction with a Multimedia
News Release with multiple multimedia elements to help drive online conversation.

Direct Calls to Action for both downloading the study and sharing the multimedia news release on
social media channels were built into the page.
IBM also embedded a video from their YouTube channel which was then also distributed and
embedded on thousands of sites downstream with the distribution of the release.

IBM also created pictographs with key figures and quotes
from the report that they wanted highlighted for Twitter.
They made sure the #CsuiteStudy hashtag was visible for
sharing.

INSPIRE
CONVERSATION.

Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg

What Is The Atomic Weight of Your Content & Why It Matters

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