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Five big B2B content marketing mistakes | Econsultancy

Five big B2B content marketing mistakes | Econsultancy | Public Relations & Social Media Insight | Scoop.it

In 2011, marketers began saying that "content marketing is more important than advertising" and given the growth of content marketing in 2012, it would appear that they meant what they said.


And not just in the consumer space. Although selling content marketing to leadership has been a challenge for some B2B marketers, the use of content marketing at B2B organizations is growing rapidly.

 

As B2B marketers become more familiar with content marketing specifically, best practices are emerging. But that doesn't mean that mistakes aren't being made. Here are five of the biggest....

Jeff Domansky's insight:

Lots of social media lessons and superb advice from Econsultancy...

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10 Real Time Content Discovery Tools for Curation, Engagement and Sharing

10 Real Time Content Discovery Tools for Curation, Engagement and Sharing | Public Relations & Social Media Insight | Scoop.it

The influence of search on content beyond Google, Bing and Yahoo is pretty amazing. Just think of all the social media monitoring platforms that have launched – they’re all essentially search engines.


Another category of online tool that relies on search are content discovery tools (just like Google is a content discovery tool).  Except this category of content discovery weights content shared on social media channels more heavily and often provides the ability to organize and flavor search results based on an analysis of what your own social networks are posting and sharing links to.Real-Time content discovery tools are handy for a number of reasons, namely being able to identify upward trending content aligned with topics or entities you are tracking.


The idea is that if you can be part of sharing upward trending content early and even add to the conversation, you can capture the draft of that upward swing in attention – reaching new audiences and better connecting with those you are already engaged with....

Jeff Domansky's insight:

These tools are a great selection to add to your curation and content discovery toolkit.

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Americans Can't Even Focus On TV Anymore

Americans Can't Even Focus On TV Anymore | Public Relations & Social Media Insight | Scoop.it

Much has been written about the distractibility of the modern American. In the past decade, diagnoses of Attention Deficit Hyperactive Disorders have skyrocketed, the listicle conquered the internet, and there was even a report that goldfish now have longer attention spans than the average American.


Now it appears that watching television, itself a diversion, requires more focus than we can muster.


Forbes reports that a new study from the consulting group TNS found that 56% of Americans engage in another digital activity (playing with their phones, tablets, or laptops) while they are watching TV. That puts the U.S. ahead of the global average, which is 48%, but well behind Japan, where 79% of TV viewers are using a different device while they do it...,

Jeff Domansky's insight:

Integrating social media with TV offers great ROI potential for marketers.

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Rein Hof's curator insight, Today, 1:15 AM

56% van de Amerikanen gebruikt dus een mobile device terrwijl e aan het tv kijken zijn. Da's veel, maar een wereldwijd gemiddelde van 48% vind ik toch ook best hoog! 

Nu moet ik ook zeggen dat menig tv programma alleen maar leuk is om naar te kijken wanneer je ondertussen via je mobiel of tablet Twitter en Facebook volgt om te lezen wat er allemaal over gezegd wordt.. Met name de verschillende (muziek) talenten programma's zijn pas weer echt bezienswaardig geworden nadat het gebruik van Twitter en Facebook gemeengoed is geworden. 

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Meet the 'young olds', or YOLDs, revolutionising marketing to mature consumers

Meet the 'young olds', or YOLDs, revolutionising marketing to mature consumers | Public Relations & Social Media Insight | Scoop.it

"There are many tricks being missed by marketers where older people are concerned."


These were the thoughts of one of the panellists who took part in our live discussion at Marketing’s Older, Richer, Wiser conference, aimed at helping brands and marketers better understand over-55s. With more time and money to spend than most, the over-55s are a desirable market – so why are brands still missing the mark when targeting this group?


Another panellist summed up the reason: "Sometimes I feel quite angry that the whole of the older generation is lumped into being over-55." Put simply, the ‘over-55s’ are not a homogenous group and marketers, advertisers and researchers should not treat them as such....

Jeff Domansky's insight:

Forget the stereotypes. The 'young olds' - YOLDs - are shaking up marketing to 55+ consumers.

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Where to position key messages in your email marketing campaigns - Campaign Monitor

Where to position key messages in your email marketing campaigns - Campaign Monitor | Public Relations & Social Media Insight | Scoop.it

Correct positioning of your key messages in your email marketing campaigns can help them get noticed and remembered. But what's the correct position?


Have you ever jotted down your grocery list and driven to the store only to realize you’ve forgotten it? Have you then tried to recall the items on your list? Chances are, you remembered the first items on the list, the last items on the list, or a combination of the two.


What you forgot, on the other hand, were the items in the middle. This is due to the serial position effect.


To summarize, the study found that when you are presented with a piece of content, in this case a list of words, you are more likely to remember the first words (the primary effect) and last words (the recency effect)....

Jeff Domansky's insight:

Here's some really valuable research on where to place messages inside your email marketing campaigns for best results. Recommended reading for marketers.

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idweaver's curator insight, Today, 2:32 AM

Où placer les messages clés de vos campagnes lors de la composition de vos emails. A lire absolument !

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12 tips for producing a killer news release

12 tips for producing a killer news release | Public Relations & Social Media Insight | Scoop.it

...Rob Nance, director of content marketing at Inovautus Consulting in Boulder, Colorado, said that if there’s any doubt that journalists and others will care about a press release, then you shouldn’t send it. Nance recalled that when he was working at an online media company covering the accounting business, he received a press release from an accounting firm announcing that it had a new sidewalk in front of its building. 

“Funny, yes, but it’s not news or timely, useful information,” Nance said. “It’s a game of quality over quantity with press releases.” 

Here are 12 tips that will help ensure your releases win the battle of quality over quantity....

Jeff Domansky's insight:

Done right, press releases still work. 

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How Much Energy Is Appropriate For Media Interviews? | Mr. Media Training

How Much Energy Is Appropriate For Media Interviews? | Mr. Media Training | Public Relations & Social Media Insight | Scoop.it

After concluding on-camera practice interviews with our clients, I often ask them to rate how much energy they thought they had, on a scale of 1 to 10. “Oh, around an eight or nine,” the trainees usually guess. “That was probably a bit over-the-top, right?”


I then ask the other people in the room to rate their colleagues’ energy during the interview. They usually rate it a 4 or 5. The trainee is always shocked....

Jeff Domansky's insight:

Sage advice from Brad Phillips.

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10 Time-Saving Social Media Tools for a Productive Summer | Buffer

10 Time-Saving Social Media Tools for a Productive Summer | Buffer | Public Relations & Social Media Insight | Scoop.it
A list of 10 new, free, time-saving social media tools that can help power up your productivity for marketing and sharing on social media....
Jeff Domansky's insight:
Kevan Lee at Buffer shares an excellent list of social media tools. Recommended for your toolbox.
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One Marketeer's curator insight, Today, 2:45 AM

SAVING TIME...  on your Social Media? WELL YES, you could nurture your channels on a daily basis while you are away. Have a read. #tools #socialmedia #automate #schedule 

M. Philip Oliver's curator insight, Today, 9:36 AM
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Over 1000 journalists now exploring scraping techniques | Online Journalism Review

Over 1000 journalists now exploring scraping techniques | Online Journalism Review | Public Relations & Social Media Insight | Scoop.it

Last week the number of people who have bought my ebook Scraping for Journalists passed the 1,000 mark. That is, to me, incredible. A thousand journalists interested enough in scraping to buy a book? What happened?When I first began writing the book I imagined there might be perhaps 100 people in the world who would be interested in buying it. It was such a niche subject I didn’t even consider pitching it to my normal publishers....

Jeff Domansky's insight:

Scraping is a valuable tool for bloggers, writers and PR pros. Well worth exploring, especially the half dozen stories that show how journalists are using the technique.

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This is What an Inauthentic Brand Publication Looks Like

This is What an Inauthentic Brand Publication Looks Like | Public Relations & Social Media Insight | Scoop.it

...As Kiera Butler noted on Mother Jones, Chick-fil-A—whose chicken sandwich is stuffed with 27 grams of fat, 1750 milligrams of sodium, and an ingredients list almost as long as the Declaration of Independence — is an odd fit to launch a wellness site.


It’s clearly an effort to change the image of a brand that’s currently recognized nearly as much for its stance against gay marriage than for its fast food, but in doing so, Chick-fil-A is dismissing two of the cardinal rules of content creation: don’t trick your consumers, and don’t piss them off.

Jeff Domansky's insight:

Chick-fil-A fails the authenticity test.

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Value-Based Marketing: Sources of Content Inspiration

Value-Based Marketing: Sources of Content Inspiration | Public Relations & Social Media Insight | Scoop.it

...But what’s a business owner or a content marketer to do if they’re supposed to come up with great content, and they don’t know where to start?


Everyone knows that content is the key to turning a lead into a buyer.


Each lead reads through your content and takes away something that they find useful. If your content isn’t valuable to them, they’re less likely to pay attention to your brand and what you have to say. No amount of SEO, keyword lacing, or fancy gimmicks can replace high-quality content.


So where can you find some inspiration for your content? Here are some ideas....

Jeff Domansky's insight:

Great tips on where to look for your content ideas.

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How Creating an Emotional Response Helps Drive Action With Video

How Creating an Emotional Response Helps Drive Action With Video | Public Relations & Social Media Insight | Scoop.it

After watching your videos, your audience should feel something. You don't need to be controversial, but you do need to elicit emotion to inspire your viewers into action....


While some content lends itself to emotion more easily than others (a whiteboard video might not be “emotional” in the traditional sense), your content is far more likely to inspire downloads, trials, demos, etc. if it elicits a powerful response fuelling your prospects’ follow through.


And remember, at the end of the day, “emotional” or inspiring content is simply stuff that makes you feel something. It doesn’t really matter if your audience is laughing or crying at the end of your video, but they better be feeling something or you’ll be easily forgotten or skipped over. Ultimately, if your on-screen personas, comedy, or message gets people to like the implied character of your brand, you’ve got the right idea....

Jeff Domansky's insight:

Useful video tips to get more from your video marketing.

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Kathyrn Chociej's curator insight, July 9, 7:21 AM

"..strategic video marketing (the kind that produces ROI in the form of influenced deals) begins when you use content to trigger targeted emotions and then tie these high-power feelings to a specific action."

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How To Do SEO Without Even Thinking About It | KISSmetrics

How To Do SEO Without Even Thinking About It | KISSmetrics | Public Relations & Social Media Insight | Scoop.it

SEO can become second nature for you. Since SEO is one of the most important components of an online business, you need to be doing SEO automatically, reflexively, and instinctively. All the time.

So how do you get there? How can you start doing SEO automatically? How can you develop SEO reflexes? What habits and knowledge do you need?

Here’s your handbook to becoming an SEO expert without even thinking about it....

Jeff Domansky's insight:

Neil Patel's SEO advice is bang-on as usual. Recommended reading 9/10

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Jodi Dichter Kaplan's curator insight, July 9, 6:08 AM

Making your business rank when searched for is necessary for marketing success. Let Peak Reputation, Inc. accelerate your positive results. PeakReputation.com

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Journalism: Build the future | Columbia Journalism Review

Journalism: Build the future | Columbia Journalism Review | Public Relations & Social Media Insight | Scoop.it

BYA decade ago, aspiring journalists could just think about journalism and leave the financial side to others. Now, to be a successful journalist you have to think like an entrepreneur and understand something about the business you’re in.


There have been some ups and downs, to say the least. In the early days, we had the lonely thrill of being “Web pioneers.” Back then, we developed some of the key forms and hallmarks of digital media: news aggregation, blogs, slideshows, the more personal, conversational tone of Web writing and headlines. In 1998, we were the first news site to try a paywall. In 1999, we were the first to get rid of one.


A land rush doesn’t mean serious journalism has turned into a great business. But talent and money flocking to our trade is preferable to a wholesale exodus....

Jeff Domansky's insight:

An optimistic look at the future of journalism Slate editor in chief Jacob Weisberg.

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​QR codes aren't useless after all, study says - CNET

​QR codes aren't useless after all, study says - CNET | Public Relations & Social Media Insight | Scoop.it

Nielsen's latest report on mobile payments isn't too surprising, save one tidbit: people like using QR codes.


The study, released Thursday, found that mobile payment users actually prefer methods involving quick response (QR) codes or bar codes.


Almost half, 45 percent, of the nearly 4,000 people surveyed by Nielsen said they use the method to check out with their smartphones.Akin to bar codes, QR codes are blocks of printed code used to store large amounts of digital information. For a time, they were showing up everywhere -- on product packaging, ads, marketing campaigns -- but were seen as unnecessary or gimmicky. In mobile payments, cashiers can simply scan the codes displayed on a customer's smartphone as they would any bar code....

Jeff Domansky's insight:

The research may be true but the applications of QR codes by marketers and designers have been abysmal.

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10 Ways to Convert More Customers Using Psychology | BUZZmetrics

10 Ways to Convert More Customers Using Psychology | BUZZmetrics | Public Relations & Social Media Insight | Scoop.it

The more you know about your customers, the better. If you know what makes people tick, the better off your business will be. Having at least a basic understanding of consumer psychology and why they buy specific products is a valuable asset for marketers.


As an online marketer looking to improve conversions, you need to learn why people purchase your products or services. Viewing case studies can provide ideas on tweaks that have worked for others, but if you don’t actually learn or hypothesize why one tweak increased or decreased conversions, you’ll never actually become better. Good A/B tests require proper documentation and a “post analysis” when the test is complete.


Today’s infographic lists 10 psychological studies that have been proven to convert consumers to saying “yes”....

Jeff Domansky's insight:

Valuable insight and recommended reading for marketing, PR and social media pros.

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best free seo tools | web-revolt

best free seo tools | web-revolt | Public Relations & Social Media Insight | Scoop.it

A lot of SEO tools & internet marketing tools will be quite expensive if you’re simply starting out.


You can take an advantage of these best free seo tools and internet marketing tools that are available....

Jeff Domansky's insight:

Here are the best free seo tools and internet marketing tools you can find today

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How Upworthy gets its branded content to outperform editorial | Digiday

How Upworthy gets its branded content to outperform editorial | Digiday | Public Relations & Social Media Insight | Scoop.it

...After two years of building its traffic numbers, the mission-driven viral publisher is bringing that same level of performance to its branded content. Not only has its 4-month-old native ad business already attracted big brands like Unilever, Skype and CoverGirl, but Upworthy says that many of the brands’ native ads have outperformed its regular posts. 


Content from brands typically gets three times the shares and 3.5 times the pageviews, the site says. The numbers are similarly impressive on the engagement side, where branded posts get 2.9 times the attention time as regular editorial content....

Jeff Domansky's insight:

Publishers and brands struggling with the performance of their native ads could take a few lessons from Upworthy. Lots of content marketing and native advertising lessons here.

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The Buyers Journey and Why Content Marketing is a Thing | Sword and the Script

The Buyers Journey and Why Content Marketing is a Thing | Sword and the Script | Public Relations & Social Media Insight | Scoop.it
By the time a customer talks to sales, they are 90% through the buyers journey, and are close to a decision; content marketing more important than ever.
Jeff Domansky's insight:

Frank Strong makes the case for content marketing.

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Seth's Blog: Thirty years of projects

Seth's Blog: Thirty years of projects | Public Relations & Social Media Insight | Scoop.it

There's a difference between signing on to someone else's project and starting your own. The impresario mindset of initiation and improvisation are at the heart of the project. It's yours, you own it. Might as well do something you're proud of, and something that matters, because it's your gig.


Over time, the project world has changed. Thanks to digital tools, it's cheaper than ever to build and launch something based on content. Distribution is far faster and cheaper as well. We used to need a publishing partner or a partner with a platform (a record label, a media company...) to get the word out; now, in many cases, this adds time and hassle without creating sufficient benefit. Because it's easier to launch, we can spend more time focusing on what the audience wants, as opposed to merely pleasing (and pitching) the middleman. On the other hand, that makes it a lot harder to dig in and create, because there isn't that moment where someone says, "yep, I'll publish it..."


For me, the trick is not to represent the client, or the publisher, or the merchant. The trick is to represent the project, to speak up for the project, to turn it into what it needs to be. And over the years, I've found the each project gets just a little more personal than the one that came before....

Jeff Domansky's insight:

Seth Godin is an inspiration and what a legacy!

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The Most Influential CMOs On Twitter | Forbes

The Most Influential CMOs On Twitter | Forbes | Public Relations & Social Media Insight | Scoop.it

As the necessity of CMOs’ taking center stage in social media for the sake of their companies–and their personal brands–solidifies, so too do rankings of their stature in the social sphere. The latest is from social-media analytics firm PeerIndex, which has created a list of the most influential big-brand CMOs on Twitter TWTR -2.05% based on PI score. A PI score includes an executive’s activity score, audience score and authority score.

Jeff Domansky's insight:

Excellent list of follows on Twitter as indicated by PeerIndex and Forbes. Recommended reading.

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Apps We Use to Run our Startup | Share Image

Apps We Use to Run our Startup | Share Image | Public Relations & Social Media Insight | Scoop.it

cOur users ask us all the time, what are our favorite apps?


What do we use on a daily basis at Share As Image to keep us up and running and growing?


So, we are happy to share our must-have apps below...

Jeff Domansky's insight:

Really useful social media tools with a few new ones you'll want to try.

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Why Women Are The Real Power Behind Social Media – Jewish Business News

Why Women Are The Real Power Behind  Social Media – Jewish Business News | Public Relations & Social Media Insight | Scoop.it

We had fun checking social media demographics surveys from different credible sources like Pew Research Center and Burst Media and we were able to pluck out some distinct patterns that suggest women are taking over social media and we’ve turned the data into a nice infographic.


The infographic shows that women not only use social media more often than men, but they use these sites in more ways.  More women also use the top social media sites and they dominate the visual-type social websites, which are the fastest growing social networks today. No site establishes women’s dominance in social media more than  Pinterest, where 33% of U.S. women online access Pinterest (for men it’s only 8%).


But more tellingly is how women lead the trend of accessing social media via mobile. Forty-six percent of women use their smartphones to check their social account versus 43% for men. Likewise, 32% of women use a tablet versus 20% of men for the same reason. Now juxtapose that to the Business Insider report saying 60% of social media time is spent on smartphones and tablets, and you’ll realize women will be setting the pace towards social mobiles....

Jeff Domansky's insight:

When it comes to social media, men are definitely from Mars. Helpful insight for social marketing pros.

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Red Bull, Media Companies & Curagami Scores | Curatti

Red Bull, Media Companies & Curagami Scores | Curatti | Public Relations & Social Media Insight | Scoop.it

Red Bull's Branding Lessons taught us we are all media companies now. Curagami scores help content marketers understand how to attack a monster.


...In 2013 Red Bull sold 5,300,000,000 cans of Red Bull generating almost $7,000,000,000 in sales (3% growth). Monster Energy’s sales in the same period of $2,590,000,000 (9% growth). Monster may be growing more on a % basis, but Red Bull’s growth added $75,000,000 more than their competitor.


Yes Red Bull’s multi-channel and multi-media marketing efforts are making the energy brand money. Red Bull’s advantage, the engine driving growth, is a MONSTER to even think of attacking as our Curagami Score shows.


Curagami ScoreThere are any number of places willing to score a site’s authority or Klout. We find these scores lacking in direction or actionable content marketing information. Here is Red Bull and Monster’s Curagami Scores (expressed as %):...

Jeff Domansky's insight:

What's a Curagami Score? Find out how it can help you get better content marketing results.

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Is there a definitive answer to this capitalization conundrum?

Is there a definitive answer to this capitalization conundrum? | Public Relations & Social Media Insight | Scoop.it

 While trying to answer co-worker's question last week, I unearthed a contentious capitalization conundrum. (Try saying that 10 times fast.) And much like the wrangling over the serial comma, or for that matter, capitalization, this debate does not appear to have an easy answer. 

The question: do you capitalize a lowercase brand name if the brand name is used at the beginning of a sentence? Here are a couple examples:

  • eBay has a fabulous collection of vintage tube tops. 
  • iTunes must now compete with Amazon’s Prime Music.


The Chicago Manual of Style has this to say: “Brand names or names of companies that are spelled with a lowercase initial letter followed by a capital letter (eBay, iPod, iPhone, etc.) need not be capitalized at the beginning of a sentence or heading, though some editors may prefer to reword.” 

That wasn't always its rule, though....

Jeff Domansky's insight:

When a brand's name begins with a lowercase letter, it can be the cause of some serious confusion. e.e. cummings would be amused at this vexing writer's challenge. Recommended reading. 9/10

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False idol: The scrooge of digital correctness

False idol: The scrooge of digital correctness | Public Relations & Social Media Insight | Scoop.it

For a Delacorte Lecture I gave in 2012, I described what I viewed as a headlong rush toward digital self-destruction in the publishing and journalism world.In some ways, things have only gotten worse. It is a frightening sign of the times that, to save money, New York magazine, an iconic weekly, has gone biweekly, and Ladies’ Home Journal, a monthly founded in 1883, has switched to quarterly publication. I am even more disturbed to learn that my old college paper, the Columbia Daily Spectator, wants to go to weekly publication and devote more energy to its so-called digital focus. Google continues its scorched-earth march through copyright territories once controlled by publishers and writers, while Amazon puts more bookstores out of business and buys The Washington Post. And then there’s the very well reported story in the March/April issue of the Columbia Journalism Review, “Who cares if it’s true?”

Jeff Domansky's insight:

John MacArthur, Publisher of Harper's, is not so optimistic about the value of digital journalism, pleading the case for old values and new.

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