The Compass | February 2017

PR | Content | Social | Search With Trump’s first full month in office behind us, we look at the rise of fake news and why mainstream media needs an urgent PR reboot; learn more about how to accurately measure top of funnel content engagement; and discover the latest trends on voice activated search and its impact on SEO best practice.

Fake news and PR: why mainstream media needs an urgent reboot
The rise of fake news – the practice of disseminating authentically packaged but false information in the expectation that it will be virally shared online – should be viewed with more than a sense of passing scepticism. According to The Edelman Trust Barometer 2017, released last month, levels of faith in traditional media have fallen, down 5% from 48% to 43% in just one year. Add to that, the increasing numbers according to a report by Reuters who turn to sites such as Facebook (1.13 billion daily active users) for their daily news, and we face the possibility of a misinformed decision-making majority with disastrous consequences for the nation, or world, at large. Some would argue that is already happening.

Mainstream media needs a PR reboot to quickly remind readers and viewers of its authentic value; unbiased fact checking from a dispassionate media seeking to exorcise falsity and a focus on the truth. But as high profile individuals opt to side step traditional channels in favour of direct communication via third party media platforms, the problem for mainstream media becomes harder. As those audiences follow, the ad revenues that traditional media also rely on, go with them undermining not only their business models but also the checks and balances on the septic, viral disease of fake news.

Content measurement: Top-of-funnel key metrics explained

“Content marketing is not about being good at creating content – it’s being good at driving business results through content.” [NewsCred]

NewsCred.com provides its model for aligning KPIs to the buyer journey arguing that if you’re not tracking KPIs at the top of the funnel – the attract stage – properly, you can’t drive users forward to capture and finally convert them. It goes on to explain that while terms like ‘bounce rate’ and ‘time on site’ are commonly used terms and widely understood metrics, they are in actual fact misused or misunderstood. For example, ‘Time on page’ or ‘time on site’ is calculated by measuring the seconds between two actions taken directly on a site. This means if a user bounces after Page 1 and doesn’t initiate a Page 2, there’s no time on site for the visit at all. Read the full post to better understand the terms and how to more effectively measure content engagement.

“Alexa: how is voice activation changing the shape of search?”
In the past two years, Amazon has sold in excess of 8m units of its smart speaker Echo; Voice Labs, the voice analytics platform behind Alexa and Google Assistant, is projecting 24 million voice powered devices will sell across the globe in 2017. On the surface, it is easy to see how text-searching and voice-searching are fundamentally different. Instead of using keywords, voice activated searches focus on complete sentences to generate responses. But as these intelligent agents start to become the ones responsible for placing purchases and advising product selection, the way marketers think about communicating goods and service offerings will change. “Ad optimization for humans is very visual and multimedia driven – color, text copy, and image composition all play a significant role when relaying a message. With intelligent agents, such as smart speakers, it is all about data”. View Search Engine Watch’s latest trends in voice search.

Media Safari is an award-winning marketing communications and sales acceleration specialist with a focus on business technology and healthcare technology. Our monthly edition of The Compass provides a quick round-up of PR | Content | Social | Search news to help navigate our fast-changing industry. For more issues visit http://mediasafari.co.uk/news/ and follow us @media_safari and @matthewking

 

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