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Content Curation: The Art of a Curated Post | Content Marketing Forum

Content Curation: The Art of a Curated Post | Content Marketing Forum | Public Relations | Scoop.it

What should a curated post look like? How much of the original article should I include? How do I align this content with my own content?

 

To help answer some of these questions and outline the anatomy of curated piece of content, we have created “The Art of a Curated Post.” Just like a painting, a good curated post is not complete without all of the necessary elements. Follow along as this curator — let’s call her Claire — paints the perfect post....


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Jeff Domansky's comment, October 10, 2014 6:27 PM
You're welcome Karen, I agree it's a useful depiction of curation.
Alexandre Rispal's curator insight, October 11, 2014 1:55 PM

#Curation #what you  should do #social media #rules

Miguel Damiani's curator insight, October 12, 2014 1:17 PM

Muy interesantes secretos para aprender a curar un artículo. Hay que tenerlos en cuenta

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10 Ways to Use Content to Create High Converting Landing Pages

10 Ways to Use Content to Create High Converting Landing Pages | Public Relations | Scoop.it

The success of your landing pages will largely be determined by the information your present to your visitors. A load of hard to read paragraphs of text about nothing in particular probably isn’t going to have the desired effect.

To make your content work harder for you and to start converting more visitors into customers follow the 10 tips in this infographic from Marketing Wise....


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Jeff Domansky's curator insight, September 28, 2014 4:45 PM

More useful content marketing tips.

Jeff Domansky's curator insight, September 28, 2014 4:46 PM

More useful content marketing tips as well as landing page advice.

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37 Point Checklist: How to Create Content That Will Increase Your Traffic by Tomorrow Morning

37 Point Checklist: How to Create Content That Will Increase Your Traffic by Tomorrow Morning | Public Relations | Scoop.it

Have you ever wondered if the content you are writing sucks? If no one likes your content, you won’t get any social shares, linkbacks, or traffic.

 

Whether you write content for B2B or B2C sites, there is an art to content creation.

 

Follow the tips below, and you’ll increase the likelihood of your content being shared, which will help you generate traffic.

 

Here is a 37-point checklist that will help you create great content....


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Ally Greer's curator insight, September 19, 2014 2:42 PM

Three great lists divided into "general," "B2B writing," and "B2C writing."

ManufacturingStories's curator insight, September 20, 2014 4:41 PM

For more resources on Social Media & Content Curation visit http://bit.ly/1640Tbl

CESSON's curator insight, September 26, 2014 7:58 PM

Raise your reach and interactive numbers with these helpful tips. 

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Become a Pinterest Warrior: Social Media Marketing on Pinterest

Become a Pinterest Warrior: Social Media Marketing on Pinterest | Public Relations | Scoop.it

Pinterest has 70 million active users worldwide.

 

The social network also generates more traffic than YouTube, Google+ and LinkedIn combined. And when it comes to money per click, Pinterest generates 27 percent more money than Facebook and 400 percent more than Twitter. Because of these numbers, you have no choice but to leverage Pinterest.

 

And to show you how can you use Pinterest to promote your business, the folks at Emerchantbroker have created a nifty infographic called "How To Become a Pinterest Warrior" that breaks down everything you need to know about the visual based social network - Pinterest.v

 

Here are some key takeaways:...


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WebTech Group's curator insight, July 26, 2014 9:53 PM

Great info.  Pinterest is great for businesses.

Janet Vasil's curator insight, July 27, 2014 9:25 AM

I get a lot of traffic from Pinterest plus I enjoy using it!.  Here's a good guide to business promotion with Pinterest.

L R Everitt's curator insight, July 31, 2014 12:31 PM

Check out ways to make Rich Pins.

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515 Best Positive Quotes Ever

515 Best Positive Quotes Ever | Public Relations | Scoop.it
Change will not come if we wait for some other person or some other time. We are the ones we've been waiting for. We are the change that we seek. Barack ObamaCourage is resistance to fear, mastery of fear not absense of fear. Mark TwainYour life does not get better by chance, it gets better by change. Jim RohnI've learned that no matter what happens, or how bad it seems today, life does go on, and it will be better tomorrow. Maya AngelouThe only reason we don't have what we want in life is the reasons we create why we can't have them. Tony Robbins

 

 


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10 Timeless Leadership Lessons to Help Expand Your Influence

10 Timeless Leadership Lessons to Help Expand Your Influence | Public Relations | Scoop.it

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Progressive training's curator insight, May 9, 2014 9:21 AM

10 Timeless Leadership Lessons to Help Expand Your Influence

 

#leadership #management #business

donhornsby's curator insight, May 22, 2014 9:14 AM

Leaders must take more time to stop, reflect and assess their own thinking, capabilities and aptitudes. 

 

 

(From the article): As leaders, you must begin to look beyond the obvious and open your eyes to see the opportunities previous unseen.   Leadership requires you to have circular vision and when you begin to grow complacent, you only see the obvious details before you – rather than those they lie around, beneath and beyond what you seek.  In fact, your mindset becomes stagnate because you are not stretching your perspectives enough to see more than you want to.

 

When you fall into this trap, it’s time to reshuffle the deck, and map out the internal and external factors that are influencing your thinking. You must begin to identify areas that can be improved –  such as relationships, workshop culture, networking, how you are investing in yourself (or lack thereof), etc.

 

It’s not experience, but rather opportunity that is the true mother of success.   Be more mindful about how you manage opportunity before it begins to manage you.

Ivon Prefontaine's curator insight, May 22, 2014 10:41 AM

The first lesson is a good place to begin. We become so busy we do not look up and from side-to-side. Leaders need to be present and aware of what is happening and not happening. They need to be aware of who is best served to take the reins in a given situation.

 

In School, leadership and management should be intertwined. Quite often, I found that the latter was used almost exclusively and leadership did not exist.

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21 Types of Content Your Social Media Followers Crave

21 Types of Content Your Social Media Followers Crave | Public Relations | Scoop.it
As Google is slowly killing traditional SEO link building methods we are seeing a wave of content marketing adoption taking over the internet. Google wants you to earn links, not build them. For yo...

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Steve Baker's curator insight, March 31, 2014 8:08 AM

Emotive subjects are more likely to be shared on social media. Whilst this would certainly true for Facebook, I'm not convinced wrt LI.

La Boite à Donuts's curator insight, April 2, 2014 11:58 AM

Ne reste plus qu'à intégrer ces éléments dans sa stratégie de contenu :-).

 

Pour aller plus loin : www.laboiteadonuts.fr/formations !

David Alexander's curator insight, April 6, 2014 10:10 AM

 Great list for remembering what  compels us to consume this thing called social media. 

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Tips for Creating Engaging and Informative Content

Tips for Creating Engaging and Informative Content | Public Relations | Scoop.it

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Daniel Watson's curator insight, January 23, 2014 6:50 PM


The content beast is a hungry animal, and business owners trying to keep up with feeding this beast, often struggle to maintain the pace.


The chief culprit behind this struggle, is the old writers block, something that is easily overcome with a little knowledge and expert guidance.


This excellent article, provides four tips for overcoming the common obstacles to producing engaging and informative content for your customers or clients, and it also includes 10 tips to help create content that doesn't come across as poorly disguised sales pitches.

donhornsby's curator insight, January 24, 2014 9:25 AM

From the  article: A recent study by BusinessBolts.com found that 74 percent of small businesses plan on increasing the amount of content they produce this year.

 

Yet coming up with engaging and informative content for clients and customers is not always easy. Whether you are looking to develop articles for your newsletter or posts for your blog — or even just thinking of things to share on Facebook, Twitter, or Pinterest — coming up with good ideas can be challenging. And inevitably, the harder you try to think of great content, the harder it gets. Proverbial writer’s block sets in. And stays. Awhile.

Jibra'el Jb's curator insight, January 26, 2014 10:23 PM

my classmate's step-aunt makes $72 /hour on the computer . She has been without work for eight months but last month her check was $21514 just working on the computer for a few hours. pop over here..

www.yujobs.com

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Better Business: Five Effective Ways to Manage Your Online Reputation Using Social Media

Better Business: Five Effective Ways to Manage Your Online Reputation Using Social Media | Public Relations | Scoop.it

The social media don’t just help people get closer to one another. They also help brands get closer to their customers. While it does benefit businesses to be in touch with their customer base, social engagement tends to be demanding work. 


At one time, only businesses in the hospitality industry bothered with building and maintaining an online reputation. Increasingly, though, online reputation building is a necessity across the board. Businesses involved in electronics, telecommunications and even sports need to invest heavily in maintaining a good online reputation today. 


Recent surveys show how important a good online reputation is for success in many industries. Of those who look online for reviews before making a purchase, three out of four trust the opinions that their friends and family post on the social networks. Nine out of ten trust reviews from random customers posted on review websites. Online reviews have a role to play in B2B scenarios, too. One out of two people in business search online for information on the people they plan to deal with. 


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Progressive training's curator insight, October 26, 2013 3:35 PM

Five Effective Ways to Manage Your Online Reputation Using Social Media

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Why Your PR Isn't Working (and How to Fix It)

Why Your PR Isn't Working (and How to Fix It) | Public Relations | Scoop.it

Learn why most PR stinks, and how to fix it.

 

Hired a new executive? Write a press release. Painted a wall in your office? Duh -- press release, everyone is going to want to hear about that. Shipped a teeny tiny feature? To the press release we go!

 

Here’s the problem -- we've already established that reporters aren’t over the moon about inboxes chock-full of press releases, and the act of writing them isn’t particularly thrilling for any marketer. And yet, I think the heart of the problem has less to do with the age-old argument of whether press releases work or not, and more to do with the need for a seismic shift in how we think about media relations....


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Jeff Domansky's curator insight, October 18, 2013 12:05 PM

Rethinking press releases and media relations with these useful basic tips.

MTD's curator insight, October 18, 2013 12:07 PM

Funny and absolutely true examination of why PR needs to be thoughtful and considered. Rushing to get news of everything you do, at every level, out into the world just clogs the minds of the audience. 

Randi Thompson's curator insight, October 18, 2013 6:08 PM

When was the last time that you sent out a press release?

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11 things you should know about the law when using social media

11 things you should know about the law when using social media | Public Relations | Scoop.it
You may remember the  infographic about copyright I shared on this blog a few days ago. Well, here is another great resource to help you navigate some of the grey areas surrounding social media and the law.

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Five Steps to Highly Effective Social-Mobile Campaigns - Profs | #TheMarketingAutomationAlert

Five Steps to Highly Effective Social-Mobile Campaigns - Profs | #TheMarketingAutomationAlert | Public Relations | Scoop.it
Mobile - As a marketer, your every encounter with a smartphone-toting consumer should be considered an opportunity: They want to buy. You want to sell. But how do you make the connection ...

 

Condensed...

 

1. Skip the app store, and reach them through the Web browser

Don't make your buyer download and install an app. Instead, deliver a rich user experience on a mobile-optimized site available through the smartphone's Web browser (for example, Safari on an iPhone or Chrome on a Droid device).

 

2. Engage consumers to turn those likes into action

Get your prospects' attention and get them to scan a QR code on your point-of-sale displays or visit your URL after seeing a banner ad. Once you have them on your page, ask them to do more than "Like" your brand on Facebook or follow you on Twitter. Social media is about more than just collecting people around your brand. It's about creating long-term relationships with them through compelling content and engaging campaigns.


3. Don't forget the desktop

Choose a campaign technology that enables you to simultaneously launch campaigns across mobile, social (Facebook), and the Web so that your campaigns have the consistent reach they need to succeed.


4. Capture interest and attribute data

Left-brain marketers will love this step: With all the new data analysis and marketing automation tools in our arsenals, we need to know more than names, email addresses, and telephone numbers; it's important to understand our customers' interests and attributes, too.

 

At a minimum, interest and attribute data refers to the information your users post publicly to their social profiles. However, it's possible to go deeper than what's publicly available. The right mobile technology enables you to paint a more detailed picture of your customers by analyzing their interactions with your campaign.


5. Update your CRM and start selling

All the interest and attribute data you collected during your mobile campaign is a goldmine of business intelligence. The next step is to put the data to work for you. You need a plan for following up with relevant content and offers that convert those known leads into buyers.

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marketingIO's curator insight, September 25, 2013 10:14 PM

The first bullet surprised the hell out of me, but then I realized of course! We've been harping on responsive design for a while, and this makes all the sense in the world.

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Content Quality Drives Search Rank & Online Visibility | Sarah Skerik

Content Quality Drives Search Rank & Online Visibility | Sarah Skerik | Public Relations | Scoop.it

According to the recently-released annual Ranking Factors Study from Searchmetrics, Google has made some big changes in how its algorithm evaluates content and assign search rank.   

 

Content quality is the recurring theme of the study, which offers  important lessons and opportunities for content marketers, public relations pros, bloggers and anyone else publishing digital content on the web....

 

“High quality, relevant content is increasingly the focus of search. This type of content ranks better on average, and is identifiable by properties such as a higher word-count and semantically comprehensive wording, as well as often being enriched by other media, such as images or video.” – Searchmetrics 2014 Ranking Factors Study.

 

Human signals

Before we dig into tactics, first we need to look the signals that indicate content quality to Google.  Topping the list is a metric that is new to the top ten factors — the click through rate.  This is an important change and it emphasizes the importance of user actions as indicators of quality.  The majority of search rank factors are derived from social signals, and like the click through rate, these also indicate content quality.  User actions and social signals are derived from human interactions with content, and Google is assuming that people won’t like, share, post or click on content they don’t consider useful or interesting....


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Jeff Domansky's curator insight, October 1, 2014 9:49 AM

This is an important study for content marketing, PR, blogging nd marketing pros. Sarah Skerik outlines the factors that Google considers most important in rankings. Content quality including click through rate is at the top of the new algorithmic list. Essential reading 10/10

Marco Favero's curator insight, October 1, 2014 3:41 PM

aggiungi la tua intuizione ...

Benjamin Labarthe-Piol's curator insight, October 2, 2014 4:46 AM

Quality over quantity, that's what matters the most. Always.

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10 Common Blog Writing Mistakes (Infographic)

10 Common Blog Writing Mistakes (Infographic) | Public Relations | Scoop.it
Ever wondered what the most common grammar mistakes are that bloggers make? Run-on sentences, punctuation, or maybe use of wrong tenses? This infographic highlights common blog post writing errors and blogging facts.

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Phillip Newsome's curator insight, September 26, 2014 10:11 AM

 92% of companies that attributed the  acquisition of just 1 customer from blog activity posted multiple times per day.  Stay focused on your customers and hire a competent writer to handle this activity.

Christopher Lopez's curator insight, October 7, 2014 12:38 AM

Blogging is very essential to attract customers. It should be flawless.

Helen Stark's curator insight, October 7, 2014 10:17 AM

Cool infographic that will be useful for any blogger.

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Three Secrets to Great Content Marketing From Twitter, Dell and Cisco

Three Secrets to Great Content Marketing From Twitter, Dell and Cisco | Public Relations | Scoop.it

Done well, content marketing is hard, challenging work. It’s no surprise then that three of today’s top content marketers include a former comedian, a successful journalist and an agency strategist. We sat down with Tim Washer of Cisco, Stephanie Losee of Dell and Stacy Minero of Twitter to hear their secrets to exceptional content.

 

Every brand should learn to be funny

Humor plays the same role in content marketing that it does in entertainment—it helps the company (essentially the content creators) stand out, get noticed and build an audience. From the audience standpoint, it makes the content interesting, easier to understand and overall more exciting.

 

If a brand can’t find humor, it is a perception problem. Brands can be funny, but they often don’t perceive themselves that way. In that case, the brands just aren’t looking at things the right way....


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Jeff Domansky's curator insight, September 4, 2014 1:15 PM

Several excellent marketing lessons from three content marketing leaders and innovators. The funny thing is, when it's done well, humor in marketing is very powerful. Don't mess with trust. Spontaneity takes planning. Recommended reading.

Amanda Nadon-Langlois's curator insight, September 4, 2014 3:41 PM

From my perspective, not all brands should "learn to be funny". Depending on the brand, being "funny" or "humorist" might not appeal to their target audience. Lastly, being prepared for crisis with responses on say, Twitter, is a great PR move. Of course we cannot plan for every single scenario but there are definitely cases you can foreshadow and prepare for ahead of time.

JOSE ANTONIO DIAZ DIAZ's curator insight, September 6, 2014 7:13 AM

Desde principios de los 90 en España y desde los años 70 en el mundo anglosajón, se viene discutiendo en la escuela sobre los contenidos. Ese debate lo conforman dos grupos de variables, la significatividad de los mismos (fuente psicológica del curriculum), y su relevancia (fuentes epistemológicas, sociológicas, éticas y políticas). Desde hace bastante tiempo tengo dos intuiciones, (en realidad las percibo como "certezas"), que son:

1.- El "no-debate" sobre los contenidos  ha lastrado y sigue lastrando todos los intentos de reforma, de hecho sigue siendo un problema irresuelto en la escuela española.

2.- Ese debate, es el mismo que tienen en la actualidad los creadores de contenidos en la red, especialmente en las redes sociales.

Esto último, reduce el problema a marketing, y los contenidos, sean cuales sean estos,  son mercancías,  donde el "valor de cambio" se impone al "valor de uso"; donde la escuela, un centro comercial, expone a las asignaturas importantes en el mejor punto de vista en el expositor, algunas las compras si o si, otras, si quieres, y el resto está de relleno, o peor aún, para dar la impresión de que puedes "consumir" lo que desees; el alumnado y las familias, son los clientes, donde capacidades y competencias determinan la capacidad adquisitiva y el estilo de consumo (perfil del comprador, es igual al perfil del aprendizaje, o del aprendiz); el profesorado los vendedores, los directivos los jefes,  y la administración, los JEFES con mayúsculas.

P.D: Espero que nadie se ofenda por el símil, y si alguien se siente ofendido, perdón por una parte, y le invito a reflexionarlo conjuntamente. Buen sábado, mejor día y salud. 

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How to Effectively Measure Your Social Media Marketing Efforts

How to Effectively Measure Your Social Media Marketing Efforts | Public Relations | Scoop.it

Measuring social isn’t about the total number of eyeballs that see your content. It’s about the actions that people take. Use this calculation for any channel, from YouTube to the blog, to see how that channel fares in conversion rates.

 

If you're going to invest time in social media marketing, you need to measure performance, but it can be difficult to identify relevant metrics.There's no one-size-fits-all method of measuring social media success, because goals vary from company to company. But you can certainly find ways to measure all the work you're doing on social.

 

This infographic from exacttarget.com looks at how to align your social media objectives, how to measure reach and share of conversation, and most importantly, how to track your leads....


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Jeff Domansky's curator insight, July 25, 2014 9:56 AM

Useful ways to measure your social media results in this infographic. Remember, actions matter.

UpTempo Group's curator insight, July 25, 2014 12:52 PM

If you're going to invest time in social media marketing, you need to measure performance.  However, it can be difficult to identify relevant metrics in your particular field of practice. There's no one-size-fits-all method of measuring social media success, because goals var from company to company. But you can certainly find ways to measure all the work you're doing on social media.


In the article above, Digital Information has provided an infographic about how to measure your social media goals and how to track your leads. An effective social media measurement strategy demands relevant information and the flexibility to adjust your tactics online. Social media marketing demands a lot of time and commitment. 

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Social Media Usage Stats in 2014 [Infographic]

Social Media Usage Stats in 2014 [Infographic] | Public Relations | Scoop.it
Wake up, it's 2014! CAN YOU keep up with the changes in SOCIAL MEDIA? Do you know WHAT CHANNEL to use for your business or your clients?

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7 Social Media Trends That Are Shaping 2014 [INFOGRAPHIC]

7 Social Media Trends That Are Shaping 2014 [INFOGRAPHIC] | Public Relations | Scoop.it
7 Social Media Trends That Are Shaping 2014 [INFOGRAPHIC]

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Emmanuel 'Manny' Gigante's curator insight, April 16, 2014 11:17 AM

funny how we forget the #relationship  on Social

Roberta Budvietas's curator insight, April 16, 2014 3:48 PM

Interesting but I wonder if it is true

 

Thérèse SCHUBETZER's curator insight, April 17, 2014 2:25 AM

Plus qu'un métier, une attitude

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Content Curation In the Content Marketing Mix - Heidi Cohen

Content Curation In the Content Marketing Mix - Heidi Cohen | Public Relations | Scoop.it

In 2014, include content curation in the content marketing mix. Here's research to help you make the business case & actionable marketing tips.

 

Content marketing in 2014 requires a content curation component and related strategy. Why? Because despite increased content marketing budgets, content is projected to grow exponentially to 8 zettabytes by 2015 according to Mary Meeker of KPCB.

 

According to Google’s Zero Moment of Truth (ZMOT), buyers check an average of 10.4 sources when they research a purchase. This translates to providing lots of information targeted at answering their specific purchase related questions.Prospects are 70% of the way through their buying decision before they contact your firm, according to Google...


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Jeff Domansky's curator insight, February 12, 2014 9:57 AM

Heidi Cohen shares actionable tips to help you use curation and content marketing to reach consumers on their new buying path.

malek's curator insight, February 12, 2014 10:10 AM

Another indicator of the ever-growing popularity of content curation.

The post includes some of the best practice guidelines.

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15 great Tools to help you create your next great Infographic

15 great Tools to help you create your next great Infographic | Public Relations | Scoop.it

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aanve's curator insight, December 31, 2013 11:21 PM

www.aanve.com

Tyler Richendollar's curator insight, January 2, 2014 9:14 AM

Lots of great #DataViz resources.

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Why content curation is a new form of communication

While the history of communication until the end of the previous century has only been focusing on enlarging the distribution to a few published or broadcasted content creators, we now live in information overload where content curators can be the new super heroes.


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John Thomas's curator insight, February 9, 2014 8:47 AM

Why content curation is a new form of communication

Mirta Liliana Filgueira's curator insight, May 1, 2014 12:47 PM

Curaduría de contenidos.

Investors Europe Stock Brokers's curator insight, September 1, 2014 2:05 AM

Welcome to Investors Europe Mauritius Stock Brokers

@investorseurope Online Trading Paradigm

@offshorebroker Nominee Trading Accounts
http://www.investorseurope.net/en/managing-director ;
http://www.investorseurope.net/en/nominee-accounts

Download Offshore Trading DEMO: http://www.investorseurope.net/offshoretraderdemo.html

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Have You Heard All the Hype About Content Marketing? The New 'Thing'? - Business 2 Community

Have You Heard All the Hype About Content Marketing? The New 'Thing'? - Business 2 Community | Public Relations | Scoop.it

Like, seriously. How many experts can simultaneously shout from roof-tops (virtually of course since rooftop shouting is so passe’ – just like billboards and newspaper ads – now it’s all about blog posts!) about the amazing new marketing method – #CONTENTMARKETING!!!!!

 

Have You Heard All the Hype About Content Marketing? The New Thing? Not only is the frenzy resulting in volumes of asinine content like press releases announcing klout scores, but it also fundamentally misses the point. Content marketing isn’t new. This great infographic that @JoePulizzi recently included in one of his posts shows that the practice is at least a century old, if not 4 millennium.So if it’s not actually new…Then what’s the hype? Fair question.

 

And the answer isn’t content, it’s ubiquity of high speed internet access and quality of search engine results....


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Everett Ross's comment, October 9, 2013 8:47 AM
This is something that really frustrates me.
Penelope's comment, October 10, 2013 3:53 PM
Yay! for a picture that tells the story.
Alison D. Gilbert's curator insight, October 11, 2013 8:55 AM

Well, let's see what all the hype is about according to Content Marketing World.

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Matching Content to the Customer Life Cycle - Search Engine Watch | #TheMarketingAutomationAlert

Matching Content to the Customer Life Cycle - Search Engine Watch | #TheMarketingAutomationAlert | Public Relations | Scoop.it
By understanding who your audience is, you're able to offer them a targeted message. While your personas and triggers may vary slightly, here are common distinctions in the consumer buying cycle and specific content types that work well for each.

 

Digest...

 

Awareness

-I'm looking for blog posts that feature both opinion and knowledge about what you do, how you do it and your views on why you do it that way. 

-I want to read commentary that paints the picture of who you are in your industry. 

-I'm reading your About page to learn the core tenets and beliefs of your company to see if they are things I can stand behind. 

-I'm looking at your social media channels to familiarize myself with your voice and your image.

 

Consideration

-How you're going to help me see a return on investment (ROI).

-Case studies and reports about how you've helped others.

-Research studies related to my industry.

-Other proof point to illustrate what you know and what I'm missing out on if I don't ask you to go steady right now.

 

Purchase

-Free trial offers.

-Data sheets.

-Expanded product information.

-Demo videos.

 

Evangelist

-Creating user guides, webinars, or webcasts to help customers like me get more from your product or use it in new ways. 

-Additional blog posts to continue to add value around your organization or product. 

-In-person events where users of your product or service can unite to learn more about it and from each other's experiences.


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marketingIO's curator insight, September 25, 2013 10:07 PM

This post is good, but this post is probably the standard by which we should all be guided: http://sco.lt/5ukVZR.