, Oct. 11, 2013 /PRNewswire/ -- Content is multi-functional: it can be used to promote brand awareness, position a company as a thought leader in its sector, and even drive a customer action. Some marketing and public relations efforts have missed the mark on audience conversion by either focusing just on building brand awareness with no clear call to action, or going for the close too quickly and expecting audience buy-in too early in the relationship. There is a middle ground, and it is found in the value exchange: consistently providing your audience with content of high enough value that they take a step that you value, such as sharing in social channels, providing information or completing a purchase.
Michael Pranikoff, PR Newswire's Global Director of Emerging Media, will present at the BOLO Digital Marketing Conference on
Monday, October 14
in Scottsdale, Arizona. His session,
The Value Exchange
, will discuss how to create content that provides enough value to your audience members to get them to trade their value in return — whether that value is in the form of contact details or a closed deal.
To learn more about BOLO 2013, and to register:
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region, and is a UBM plc company.
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