Nov 08, 2012

Award-Winning (really!) Content Distribution with the ARC Engagement Platform

While content is the cornerstone of most marketing strategy, it does a brand little good if people don’t see it.  That’s why content distribution, and the content delivery networks that power that syndication, are the subject of a lot of interest these days.

If you know PR Newswire, you know that “content distribution” is our middle name.    At its core, PR Newswire is a content distribution powerhouse, delivering hundreds of messages – including text, images and video – daily, via ultra high speed internet, lightweight apps, social networks, RSS, satellite and e-mail.

Our team are constantly pushing the envelope on this idea of distribution, because, simply put, unseen content doesn’t do its job.  To be effective, messages must be seen, heard and experienced.  Behind the scenes, we’re busy building the next generation of content delivery mechanisms, including lightweight widgets that simplify multi-language syndication, and dynamic media players that deliver refreshed content automatically.

We’re doing a pretty good job, too.  In fact,  the dynamic media player is at the heart of our award-winning ARC Engagement Platform, a content distribution tool that marries branded HTML page and an embeddable, shareable, interactive media player.  The ARC enables PR professionals and marketersto easily create, manage, and update digital content and connect with their audiences through multimedia content, national distribution, social sharing and specific calls-to-action throughout the course of a campaign or messaging cycle.

We’re proud of the fact that the ARC has been recognized with a slew of awards this year, including:

Custom Content Council – Pearl Awards Gold Winner for Best Microsite

PR Newswire and Mullen Advertising were recognized for Mullen’s use of the ARC as the primary vehicle to drive the Men’s Wearhouse’s Fifth Annual National Suit Drive.  By creating a branded, content-rich hub, sharing ongoing campaign updates and incorporating specific calls-to-action to drive clothing donations and online fundraising, Mullen successfully converged their earned, paid and social media efforts and executed an integrated, content marketing campaign that exceeded campaign goals.

PR News Digital PR Awards: Digital Marketing Campaign (under 100k) & Ragan’s PR Daily

PR Newswire and Apple Vacations received recognition by PR News and Ragan’s PR Daily for the use of the ARC to execute a digital marketing campaign promoting winter getaways in the Dominican Republic.   Apple Vacations tapped into the power of  PR Newswire’s ARC to not only share a complete library of visual content of their own and of their travel partners, but also to support their SEO strategies and help them align their traditional earned media efforts with their paid media efforts.  PR News awarded the campaign an honorable mention in their Digital PR Awards and PR Daily is slated to announce the winners of their Digital PR & Social Media awards in January 2013.

Expo Magazine E.X.C.I.T.E. Award

The ARC has also proven to be a successful tool to manage a communications strategy throughout the entire life of an event.  Earlier this year, PR Newswire,  Freeman  and Exponation for their use of the ARC as a dedicated microsite for the 2012 Digital Signage Expo (DSE).  The ARC, which housed a suite of event-related multimedia content, acted as a comprehensive microsite for both event exhibitors and attendees. DSE was able to generate significant event exposure, while also sharing relevant, timely content as it became available to maintain interaction with its existing audience, as well as attract new audiences.  The 2012 DSE show was their most successful to date.  (See our digital event marketing case study for details.)

We know that multimedia content generates more views and engagement than plain text, which isn’t at all surprising, since humans are visual creatures, and because most search engines and social networks give visual content more weight (and thus, visibility).   So we’re continuing to forge ahead in developing new ways to distribute content and connect with audiences.

Want to learn more about the ARC?  See some additional details and request more information about it right here.

Sarah Skerik is PR Newswire’s vice president of social media.

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