Chunking refers to the strategy of breaking down information into bite-sized pieces so the brain can more easily digest new information.
[Great strategy for elearning, blogging, training ~ Jeff]
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PR insight, social media & thought leadership - from The PR Coach www.theprcoach.com
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Jeff Domansky
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Rescooped by Jeff Domansky from elearning&knowledge_management onto Public Relations & Social Media Insight |
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Really smart tips to get you started right on Pinterest... With 25 million members and growing, Pinterest has grown from a niche curation platform to a formidable presence among major social media networks. It may not have the massive membership of Facebook, but the network’s engagement rate is staggering: users spend more time on Pinterest than Google+, LinkedIn, or Twitter combined. It’s a referral traffic powerhouse, and many Pinterest users view the network as a tool for discovering products to purchase.However, is the network a viable tool to promote content in the B2B realm? Sure, but it’s a bit harder. Your company can stand out on the visually-driven network where pins of products with prices reign supreme, but it requires some ingenuity and effort. We’ve curated some of the brightest ideas on how you can develop a Pinterest for business presence to be reckoned with....
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...Brands are answering the call to create more value for customers by publishing news and content marketing. In fact, 86% of BtoC and 91% of BtoB organizations are now using content marketing tactics. As companies adopt a publisher model of content and media creation, many are beginning to rival the reach and influence of the publications in their industry. Amex OPEN Forum and General Mills’ Tablespoon are great examples of this. What do these changes mean for Public Relations and Communications professionals? How is PR competitively positioned compared to marketing and advertising in a content centric web? Read on for answers to these questions and more. By providing news content that traditional sources are not, brands are creating new connections with their communities and customers. While much of content marketing falls under the realm of corporate marketing, the expertise in messaging, content creation and media relations that many Public Relations professionals bring to the table can offer a competitive advantage in 3 key areas...
Jeff Domansky's insight:
It's an important question. Can public relations really lead the marketing charge? Delete the scoop?
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The perennial cry from CEOs around the globe is that they are focused on their customers. It’s their A-#1 mission. Everything emanates from understanding what customers need and want, and then delivering on it. However, without up-to-date information trending profitable versus non-profitable customers and the issues driving the best customers away, CEOs and their businesses are unable to manage customers as assets. Guerrilla metrics give leadership five questions for commanding customer accountability inside their organizations. - Create a cultural shift to make customers the asset of the business. - Supply leaders with a platform to stand behind and reinforce. - Establish a language for CEOs in how they ask about customers; placing the customer front and center on their agenda. - Are a potent first step to kick-start or reenergize a faltering customer ‘focus.’...
Jeff Domansky's insight:
Here's what CEOs want to know from you and your marketing campaigns. Delete the scoop?
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... Knowing the value of advocates versus influencers is key to making the right decisions when it comes to your marketing strategy. But most importantly, you need to be honest with yourself about the true purpose behind your marketing efforts. “Do I invest my limited budget into a one-time burst and get a lot of short-term buzz? Or do I build a bespoke network of advocates and engage, direct, and activate them long-term, which may require commitment beyond a three-month campaign?” We see our customers struggle with this question every day. You need to be clear from the outset what your goals are before deciding whether to harness the passion of your existing fans or to turn to the broader--but arguably less committed--reach of an influencer. Both can be a hugely important part of a marketing campaign, but only if their capacities are used effectively. My advice? Build movements, not campaigns! Don’t just stimulate buzz, ignite passions through engaging the true believers who “get” who you are and are fanatical about your brand. Identify them, listen to them, engage them. It is worth the effort.
Jeff Domansky's insight:
Know your influencers from your advocates. And engage them. Here's why and how.... Delete the scoop?
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There are compelling reasons to blog and while it’s sometimes a slow ramp, data shows that bloggers who are persistent and increase their blog frequency can yield leads and sales from their efforts. The chart above is proof that bloggers shouldn’t lose faith – in fact they should have a little patience and be persistent in their blogging effort. More evidence is the progress that the team at PrimePay , a national provider of payroll, tax and HR services, has made over the last year using HubSpot to blog consistently. Because they appeal to a very specific target market, Nancy and her team didn’t set out with a goal of extensive readership – rather, they wanted to share valuable content that would enable them to become thought leaders in the payroll services space....
Jeff Domansky's insight:
Useful case study shows how blogging pays. Delete the scoop?
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...The power of storytelling is something so many businesses fail to realise in marketing their brand and products. When information is communicated in story form, studies show people better relate and remember it. Stories have the ability to spark emotions, whether it’s happiness, empathy, trust or anger. When listening to them not only are the language-processing parts of our brain activated, experiential parts of our brain come alive too. Stories about food activate our sensory cortex, motion stories activate the motor cortex – fundamentally our brains are more engaged when listening to stories. Brand storytelling isn’t new; companies have used advertising to evoke emotions through storytelling for years. However the landscape has changed, the digital revolution spurred new platforms, channels and devices through which to share and tell stories, opening up greater opportunities, but simultaneously greater challenges. How do you cut through the noise, get your stories heard and resonate with the consumer? Here are my top tips for the art of storytelling in business...
Jeff Domansky's insight:
Here's a set of helpful tips for business storytelling. Delete the scoop?
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..I was inspired to write about transcription for SEO (and more) after talking to a client at one of my previous agency roles. A few staff members at the top of the company are well known in their industry, and we wanted to leverage their popularity and standing by encouraging them to guest blog. For one of them (who's practically a celebrity in his industry sector!), we were told this: Client: "Well, he doesn't want to write content on a regular basis. You see, he has enough on his plate as it is with his popular, weekly, hour-long podcast." Then the light-bulb moment happened... Me: "Do you transcribe the podcasts into text and publish them on the site along with the audio?" Client: "No. Why?"...
Jeff Domansky's insight:
Why transcribing knowledge and presentations can be a perfect content source and solution.... Delete the scoop?
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...An unintended consequence of businesses developing more of an online presence is that customers can feel as though the selling process is done entirely through robots. While researching products and services and making purchases online is convenient for the customer, it does not replace the value of having a face-to-face, informative conversation with you. This is where content comes in.Y ou, of course, want potential customers to visit your website and to learn about your company, but it is important to add to their experience and make it more personable. Content does this by creating a conversation with the customer that develops trust with your business. It alters the way the buying and selling process works (in a good way) by establishing you as an expert in your field and allowing you to have a conversation with your prospect.Below you will find highlights from expert articles on a few of the ways you can use content in your business....
Jeff Domansky's insight:
Five experts share their thoughts on content marketing. Delete the scoop?
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...Higher ranking in the search engines directly correlates to more traffic flowing to a website. If that traffic is targeted correctly, then more traffic typically means more leads and more customers. It’s human nature that if you solve a problem for somebody, they will remember you and reciprocate. This applies directly to blogging as the more visitors that get helped; the more they will value helping company’s brand.In a recent study, the 2012 State of Inbound Marketing by HubSpot, it was discovered that 92% of companies that responded acquired a customer through their blog if they posted multiple times per day. The numbers are still impressive for those that post daily at 78%, 2-3 times per week at 70%, and weekly at 66%. This data along with some other metrics in their report shows a direct correlation between blogging and customer acquisition. Blogging was recorded as the most effective lead generation category as being “Below Average Cost Per Lead."...
Jeff Domansky's insight:
Blogging leads to sales and is less expensive as a cost per lead? Who knew? Delete the scoop?
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...Content Marketing is an important element of a company’s Marketing strategy and it is a good way to raise awareness of your brand and gain new followers, but for small businesses they need to tread carefully. Posting industry articles, sharing content and writing a blog require sweat equity and time-starved small businesses often cannot afford to dedicate their time to content Marketing. A balance needs to be reached to ensure a mixture of quality content and sales-related material is implemented into any Marketing strategy. Just don’t overuse and abuse the now cliché “Content is King” – that’s nonsense, the customer is King. LISTEN! As marketers we should be listening to what consumers want and what form of Marketing actually works rather than what we perceive to work! A recent article entitled The Digital Gap between Consumer and Marketer by Jacey Gulden on Social Media Today highlighted the gap in perceptions of consumers and Marketers. Jacey writes about the benefits that smaller businesses have when personalizing communications with consumers, which I agree with when targeting the correct target market....
Jeff Domansky's insight:
Here's an interesting content marketing counterpoint and some tips to make your content strategies better. Delete the scoop?
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We never seem to run dry examples of easily preventable crises. Last week, an article on Home and Garden TV’s website discussing Fourth of July table settings suggested that an American flag be used as a “bright and festive table runner.” Whoops… As you probably guessed, flocks of military vets and their families, along citizens from just about every walk of life, descended on HGTV’s social media sites to rip the network a new one for its misuse of the flag. To HGTV’s credit, it quickly deleted the article and posted an apology, but to its detriment the apology was a weak one....
Jeff Domansky's insight:
Easily avoided and hampered by a lukewarm apology. Delete the scoop?
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After confirming his company had been the victim of a massive cyberattack, Heartland Payment Systems General Counsel Charles Kallenbach was hyperventilating.... ...But going public with a breach is a delicate matter. According to a 2013 study by the Ponemon Institute, a data privacy research institute, overly quick notifications following a breach are one of the biggest cost-multipliers. In the U.S., a premature notification added as much as $37 per record to the overall cost of the breach, the study found. When a breach involves hundreds of thousands of records, that adds up. The tremendous scrutiny associated with data breach notifications makes getting the message right critical, said Leigh Nakanishi, senior privacy and security strategist at Edelman. “We’re seeing many more companies being transparent when they have a breach,” Nakanishi said. “Transparency is good, but it has to be done carefully.”...
Jeff Domansky's insight:
PR crisis management case study in handling cyber attacks. Delete the scoop?
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So, I thought I would take another look at oft-repeated inaccurate statements I have run across since my last article and examine each one. (Caveat – like many myths, there are grains of truths to each of the following. I list them here not to embarrass anyone who has stated the views, or believes in them – but simply to look at other sides and open people up to new possibilities and ways of thinking)....
Jeff Domansky's insight:
Bob Geller: "People are eager to jump on a hot trend, and, the ease of publishing these days opens the floodgates to both the good and bad in content. marketing." He attacks six content marketing myths... 
debbieleven's curator insight,
June 18, 5:14 AM
There is no 'one size fits all' and this is a good reminder. Delete the scoop?
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Content, content, content. Yes, the word ‘content’ is being banded about like some kind of must-have fashion accessory in the world of digital marketing.... ...Peppered throughout the pages of Google’s Webmaster Guidelines and blog pages you’ll see frequent references to ‘high-quality content’ which the search behemoth claims will help your site rank better. We all know by now that if Google says something, we should listen! The question is, what kind of ‘quality’ content do you need for your site? Which of the many, many types is the most user-friendly, which provides the most SEO value and how much time do you have to dedicate to your overall content marketing strategy for each one?...
Jeff Domansky's insight:
Really useful tips on various types of content for your social marketing campaigns. Delete the scoop?
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... You can’t force anyone to pay attention to you online. All you can do is entice. Permission Marketing was an expanded observation of that fact, and an exploration of an alternative. Instead of trying to gain attention by being increasingly obnoxious, we can earn a prospect’s permission to deliver a message to them. This calls for a whole new tool kit. If people are going to ask you to communicate with them, you have to come up with a form of marketing that’s too valuable to throw away. Advertising copy gives way to content — informative, interesting material that speaks to a highly informed customer....
Jeff Domansky's insight:
Does your content measure up to the expectations of permission marketing? This post will help you answer that important question 
Richard Washington's curator insight,
June 19, 11:10 PM
The added importance of really communicating with the consumer on their terms on topics that are important to them is the natural evolution to segmentation and marketing communications. Delete the scoop?
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... Scribble’s traction is international; its ScribbleLive real-time content creation and distribution platform is available in 14 languages and used by the biggest media brands, including the Associated Press, Reuters, CNN and ESPN to name a few. I spoke with Scribble CEO and co-founder Michael De Monte about the raise, and his vision for the company. He pointed out that Scribble recently launched ScribbleMarket, a way for brands to easily syndicate their live content, and to find said content from other sources for use on their own site. Licensing can be free or paid, and this lets news agencies quickly leverage their reporting resources for additional income streams, by providing not just static articles for syndication as has been the case, but full-featured, interactive real-time content that’s being dynamically updated from a single backend. quiet“The marketplace for us is the exciting component of what we’re building,” De Monte said. “This opportunity to share content in real time, becoming like the iTunes of real-time content has a lot of potential to change the face of media.”...
Jeff Domansky's insight:
Inside look at Scribble, content marketing trends for media companies and brands who want to be publishers. Delete the scoop?
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Much has been written in these columns about the use of online video and how it is becoming essential for any serious brand online. It's used in promotion, video ads, "how to" and explainer videos, user-generated videos, contests, live event streaming and much more.But if you know little or nothing about video production, where do you start and how difficult is it likely to be? Let's take a quick look at seven sites that can really help – and even have you making animated videos in hours.
Jeff Domansky's insight:
This is a great reference and starting point if you hope to produce your own video for powerful marketing results. Delete the scoop?
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Keyword research is anything but exciting. In fact, trying to do it after a satisfying dinner and glass of wine is more likely to end with your forehead on your keyboard than a list of low-competition, high-value phrases.Unfortunately, the research has to be done. Without knowing which keywords people are searching for, it’s difficult to target the phrases that will draw search traffic to your site. That traffic is the lifeblood of your business. Whether you’re running a blog, operating an ecommerce site, or trying to position yourself as a thought leader in your niche, it begins with targeted traffic.And for that, you need the right keywords.There are lots of ways to perform keyword research. On one extreme, you can devote months to the task, drilling down into every iteration of every phrase you can imagine. Or you can do some “quick and dirty” research, using a few tools available online. There’s definitely a place for both approaches. But today, we’ll focus on the latter one. Read on for 3 quick ways to find out what type of content your audience is searching for....
Jeff Domansky's insight:
Keyword research need to be overwhelming. Here's a starting point. 
Susan Anderson's curator insight,
June 19, 9:41 AM
Truth: Nobody really LIKES doing keyword research. It's boring. It's tedious. But... you can't skip it. How can you possibly write (or order) content that will produce a good ROI if you don't know how your prospects are looking for what you sell? Here's a quick method for at least doing some rudimentary KWR. Delete the scoop?
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Sometimes, the typical landing page strategies just aren't enough. What happens when you take a step outside the box? If you want attention, you have to break expectations. For as many ways you can optimize a landing page, the truth of the matter is, your visitors expect a certain amount of “sameness” from sites like yours. That’s a problem. Because when you blend in with others in your category, your messages aren’t fully heard. Fortunately for you, I’ve rounded up 5 unique landing page strategies that will help you break your visitor’s guessing machines, and open them up to what matters most – the content....
Jeff Domansky's insight:
Five landing page strategies worth exploring. Delete the scoop?
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...Purported measurement services like Klout, PeerIndex and Kred quickly sprang up to fill this gap, but they only served to add to the confusion when they tried to lead marketers into believing that popularity meant influence. Brands soon found out that this approach was far too simplistic because it had no feel for the real nuances of influence marketing, and subsequently began to look for more definitive answers. Online Media Daily reinforced this thought process with its recent post, "Social Scoring Is An Industry, But Marketers Are Skeptical," by Gavin O'Malley. O'Malley pointed to a research study which suggests that marketers remain skeptical about the value of these online social scoring platforms.A February online survey of about 1,300 marketing professionals, PR consultants, and business executives was conducted around the topic of influence by Sensei Marketing and the consultants at ArCompany. Results showed that 55% of the respondents do not find these services useful for finding influencers. Other key findings included...
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.... Fortunately there are ways to dramatically cut down on the time spent trying to grow your social communities and spreading your brand awareness throughout the numerous social networks. In this post I will cover four smart ways you can automate the growth of your communities and drive fresh, qualified traffic to your store so you can spend more time on other areas of your business.Implementing the tactics covered in this post will result in more traffic driven to your site, more sales and faster growing social communities....
Jeff Domansky's insight:
Automation can help you work more efficiently if it's not too... well, automated. Delete the scoop?
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What do The Walt Disney Company and the WWE have in common (other than lucrative merchandising revenue and a cast of memorable characters? If you followed the Dachis Group’s Social Business Index, which “analyzes the effectiveness of strategies and tactics organizations employ to engage the market through social channels,” you’d know that Disney and the WWE are two of the most socially savvy brands out there. Apparently, people are still gaga for staged fighting and Donald Duck. Did these corporate giants reach such great social heights by pursuing the exact same social media goals? Of course not. Disney and the WWE are vastly different companies with vastly different business objectives. You don’t market sweaty, hulking wrestlers the same way you do talking mice.These two very different companies achieved social media success by applying specific social media tactics to achieve specific business objectives. You may not be a multibillion dollar business with a killer mascot (at least not yet), but you can still do social like the best of them, so long as you connect your business objectives to an effective social media marketing strategy....
Jeff Domansky's insight:
Here's how having clear business objectives can help you be much more effective in your social marketing. Delete the scoop?
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On June 6, 2011, Scott Pelley took over as anchor of the CBS Evening News, his tenure following Katie Couric’s five-year run. The once-dominant newscast had fallen to third place behind NBC and ABCduring the end of Dan Rather’s reign, and Couric’s stint saw the broadcast fall to record ratings lows. While still No. 3 among the Big Three, the CBS Evening News With Scott Pelley has seen significant growth since the Texan took over after a long run at sibling 60 Minutes. In the past year, the 6:30 PM broadcast has added 490,000 viewers, the largest annual increase for the network’s evening news in 15 years and the best among the broadcast news rivals since 2002. Overall, the CBS Evening News is up 12% in viewers since Pelley’s debut. Just before his second anniversary in the anchor chair, Deadline spoke with Pelley about the relevance of cable news and why so many mistakes are getting on the air....
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Thoughtful interview by new CBS anchor Scott Pelley Delete the scoop?
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If you’ve been using social media strategies to create loyal followers, you’ll have a decisive advantage when a crisis hits. Companies that have an advanced social media strategies in place will mitigate a negative event quicker and with less financial loss. Here, we are going to take a look at three areas that will help you manage a crisis with social media: tools, tactics, and tips....
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Extensive and valuabl;e crisis management tips, tools and tactics from Chris Syme. Delete the scoop?
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It comes as no surprise that, in the aftermath of what most considered a balanced article about the Oakland Raiders in Sports Illustrated, team owner Mark Davis fired the team's public relations director.
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PR fall guys a long tradition. Aargh! Delete the scoop?
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