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Content Marketing With Microsites: Pros, Con, Examples & Best Practices

Content Marketing With Microsites: Pros, Con, Examples & Best Practices | Public Relations & Social Media Insight | Scoop.it

In the past, the term microsites had often been used interchangeably with mini-sites, those one page stand-alone Web pages used by direct marketers in the 90s.


Microsites are perfectly acceptable to serve as landing pages or hubs for search engine advertising. This is one main reason for creating microsites – to create a hyper-focused website that meets the needs of a specific search query – and to satisfy Google’s Quality Score criteria.B2B lead generation is another prime example for why marketers create microsites; they don’t want their prime prospects to get lost on the parent website and thus lose a lead. In TopRank’s experience with Marketo, optimized landing pages improved conversion rates by as high as 200%....

Jeff Domansky's insight:

Learn how to use microsites to generate social marketing ROI.

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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
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10 Illustrations of How Fresh Content May Influence Google Rankings (Updated)

10 Illustrations of How Fresh Content May Influence Google Rankings (Updated) | Public Relations & Social Media Insight | Scoop.it

The implication is that Google measures all of your documents for freshness, then scores each page according to the type of search query.

Singhal describes the types of keyword searches most likely to require fresh content:

Recent events or hot topics: “occupy oakland protest” “nba lockout”
Regularly recurring events: “NFL scores” “dancing with the stars” “exxon earnings”
Frequent updates: “best slr cameras” “subaru impreza reviews”
Google may determine exactly which queries require fresh content by monitoring the web and their own huge warehouse of data, including:

Search volume: Are queries for a particular term spiking (i.e. “Earthquake Los Angeles”)?
News and blog coverage: If a number of news organizations start writing about the same subject, it’s likely a hot topic.
Social media: A spike in mentions of a particular topic may indicate the topic is “trending.”


While some queries need fresh content, other search queries may be better served by older content.

Fresh is often better, but not always. (More on this later.)

Below are ten ways Google may determine the freshness of your content. Images courtesy of my favorite graphic designer, Dawn Shepard....

Jeff Domansky's insight:

Freshness of content is a deciding factor in Google page rank.

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Social Media Strategy in 8 Steps

Social Media Strategy in 8 Steps | Public Relations & Social Media Insight | Scoop.it

Over the past four years at Convince & Convert, we’ve continued to refine our social media strategy process. Here’s one of the latest iterations, presented as a keynote speech to ESTO (Educational Seminar for Travel Organizations) last Fall. I’ve pasted the slides below, but also included a short summary of the 8 steps in our social media strategy process, as the slides are more visual than descriptive.

Social Media Strategy in 8 Steps (Summary)

One of the major theses we employ in our social media strategy process is this:

Companies should focus more on how to BE social, and less on how to DO social media. (tweet this)16

With all the new tools and platforms constantly emerging, it’s very easy to fall into the trap of thinking about social media through a tactical prism instead of a strategic one. The best social media strategic plans are tools-agnostic, and set forth objectives and metrics that supersede any particular social venue.…

Jeff Domansky's insight:

Jay Baer captures the essence of social media strategy here.

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55% of Visitors Read Your Articles for 15 Seconds or Less: Why We Should Focus on Attention Not Clicks

55% of Visitors Read Your Articles for 15 Seconds or Less: Why We Should Focus on Attention Not Clicks | Public Relations & Social Media Insight | Scoop.it

Millions of blog posts are published every day.


A small percentage gain traction and attract readers.


And among those readers, 55% will read the blog post for 15 seconds or less.


(If you’re still reading, thanks for sticking with this one!)
The internet is a daily battle for attention. Everywhere you turn, people are trying to share the latest marketing hacks with many of the same points echoed repeatedly.


I’m guilty of it myself, and I completely understand why many of us write articles that are a little similar and repetitive. It’s because they work. You could argue that content is becoming less art and more science. There are formulas to it — if you find the best keywords and write the correct content, you can build a high-traffic blog (that’s almost a guarantee).


But is traffic the goal of content? Or can there be some new and unusual ways of measuring content success? I have some ideas I’d love to share....

Jeff Domansky's insight:

Think engagement not just clicks.

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4 Tips for Journalists to Master Snapchat Stories - MediaShift

4 Tips for Journalists to Master Snapchat Stories - MediaShift | Public Relations & Social Media Insight | Scoop.it

Snapchat is no longer just a private messaging tool for kids. Snapchat is a news platform, and it’s a platform for more than just the 20 media companies with precious spots in Discover, Snapchat’s dedicated professional media channel. Media companies big and small are using the Snapchat Stories feature, which allows you to create longer videos by piecing together photos and individual videos, each up to 10 seconds long.


How Media Companies Are Using Stories


Companies like The Hill and the Washington Post are using Snapchat Stories to cover political rallies; companies like The Skimm, Real Simple Magazine, CNBC, and CBS News are giving behind-the-scenes looks at their operations; and companies such as Mic, The Verge, and the Moscow outlet In the Now are using it to distribute original stories created just for Snapchat. And there’s a lot of crossover—most of the media companies I follow are still experimenting and have done all of these things and more.


As social media strategist Barbara Kolbe Baker noted recently on her “Snaps by the Pond” channel, Stories have been so successful that they’re the target of Snapchat’s new ad rollout: Starting this week, advertisers can now buy ads between individual users’ Stories instead of being limited strictly to Snapchat Discover....

Jeff Domansky's insight:

Time to add Snapchat to your social marketing mix.

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How Values and Purpose Made REI's #OptOutside a Big Winner at Cannes

How Values and Purpose Made REI's #OptOutside a Big Winner at Cannes | Public Relations & Social Media Insight | Scoop.it

Perhaps most reflective of this has been the award-winning juggernaut of REI's #OptOutside campaign, which won the Titanium Grand Prix on Saturday. If for some reason you weren't one of its 6.7 billion media impressions, essentially the company closed its doors on Black Friday, encouraging its employees and everyone else to get out into the outdoors. Beyond the ad, starring REI chief exec Jerry Stritzke introducing the idea from a wide-open office, the brand also created a helpful online guide to hiking trails and other outdoor activities around the U.S.

By encouraging us to drop out of the annual shopping day, the outdoor retailer aims for more sales and brand loyalty. The company said the brand's social media impressions went up 7,000%, with 2.7 billion media impressions in 24 hours, while overall the campaign attracted 6.7 billion media impressions, 1.2 billion social impressions, and got more than 1.4 million people to spend the day outdoors. Meanwhile, more than 150 other companies joined REI to close their doors on Black Friday, and hundreds of state parks opened up for free.

If Cannes is the ad and marketing industry's Oscars, than this is arguably Best Picture. The Titanium category is meant to honor work that breaks new ground, crosses boundaries, and pushes the industry forward. The win adds to the campaign's Media and Promotions Grand Prix, picked up earlier in the week, and its run of wins at other industry awards like the D&ADs, and Best of Show at the One Show awards in May....

Jeff Domansky's insight:

Good story. Great campaign. Exceptional content marketing results!

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cuckoophoton's comment, Today, 2:19 AM
Thats stunning...
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10 Ways to Use Snapchat for Business : Social Media Examiner

10 Ways to Use Snapchat for Business : Social Media Examiner | Public Relations & Social Media Insight | Scoop.it
Wondering how to use Snapchat for your business?

Want to create deeper connections with your followers?

Snapchat can help you build an engaged following, increase loyalty, and boost your brand visibility.

In this article, you’ll discover 10 ways to use Snapchat for business.
Jeff Domansky's insight:

Thinking about Snapchat for your business? These tips will help you connect better for your business.

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Jeff Domansky's curator insight, June 27, 11:18 PM

Thinking about Snapchat for your business? These tips will help you connect better for your business.

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7 Ways to Make Your Business Storytelling Awesome

7 Ways to Make Your Business Storytelling Awesome | Public Relations & Social Media Insight | Scoop.it

I am super passionate about what I do in the world of telling business and marketing stories. If you read my stuff and know me, you know I am a storytelling nerd from both the business and improv stages—and proudly!

I love that storytelling is experiencing a “corporate Renaissance” across business, social media, social entrepreneurism, and executive communications. Storytelling is so much bigger than marketing. It’s the foundation of how companies communicate who they are in the world and what they stand for. A resurgence is a great thing, and storytelling itself—the original social medium for humans—is evolving in the business world. That is a great thing.

In doing my work, in chatting with fellow story practitioners and branding execs, and in doing research for a book to be published later this year, I’ve stumbled upon what I believe (and am already experiencing) the next wave of storytelling will look like. Much of it involves getting out of the way, empowering others, and thinking bigger.

Here are seven ways to jump on that next wave and reinvigorate your organization’s storytelling for more successful marketing this year....

Jeff Domansky's insight:

Useful tips on business storytelling from Kathy Klotz-Guest.

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Twitter's Best Idea For Keeping Up With News Is Buried Too Deep

Twitter's Best Idea For Keeping Up With News Is Buried Too Deep | Public Relations & Social Media Insight | Scoop.it

If Twitter’s value is telling you what’s happening 10 to 15 minutes before everyone else, why isn’t the feature that does that best at the front and center of the app?


Two major news events unfolded this week with the kind of incremental and quickly evolving updates that made Twitter an ideal place to follow both. On Wednesday, a group of congressional Democrats staged a sit-in on the House floor to protest gun violence. And on Thursday, Britain voted to leave the European Union. Throughout both, informed insiders tweeted bits of news and information you simply couldn’t find elsewhere. But unless you were already following those people, or saw a retweet, their updates may as well not have existed; they were trees falling in empty forests. It doesn’t have to be that way.


Twitter is built on a follow model, which is great for some use cases, but also means you’re going to miss a lot of great stuff from people you don’t follow. Unless you followed certain Democratic lawmakers, you likely missed lots of action from the House floor during the sit-in this week. But there’s a solution to that: A Twitter that temporarily inserts relevant tweets from the right people at the right moment into your timeline would be a much more useful Twitter. Amazingly, this Twitter already exists but is buried puzzlingly deep within the platform’s user interface.


Twitter CEO Jack Dorsey is fond of pitching his service as the place you go to see what’s happening 10 to 15 minutes before anywhere else. And it’s true — possessing this information is what’s helped grow Twitter to over 310 million active users. But the company has struggled to grow beyond that, largely because the information Dorsey references is very, very difficult to unearth.

Jeff Domansky's insight:

Alex Kantrowitz wonders why Twitter's best features are buried from easy use?

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Why the Remain Campaign’s Persuasion Strategy Backfired

Why the Remain Campaign’s Persuasion Strategy Backfired | Public Relations & Social Media Insight | Scoop.it

For supporters of Britain staying in the EU, a simple question remains this morning: How did we fail to persuade voters of our position? Steve Martin, director at Influence at Work in London and best-selling author of several books on persuasion, spoke with HBR about the ways in which the Remain advocates’ message failed to get through, or even backfired. Martin was joined by Joseph Marks, a behavioral scientist on his team.

HBR: From a persuasion science point of view, how do you explain the vote for Britain’s exit from the EU?
Steve Martin: There seems to have been a focusing effect. The Leave side made sure that immigration became a focus. Not only a focus but the focus. And once that’s a focus it’s hard to get other messages through. What we see is all there is. Danny Kahneman said that clearly. We can only pay attention to a limited number of things and if we see that immigration story every day, that’s what affects us more than a rational argument that predicts what would happen if we left.

But they saw the economic arguments every day, too. Why couldn’t the Remain side focus the voters on that?
Joseph Marks: I think both campaigns were built around fear of loss. One was what we’re losing in terms of immigration coming in. And one was loss to the economy and your pocket. Normally that wins. That’s number one. But right now, you can see that immigration issue as happening now, in the present, whilst the economy is doing well. In the optimism literature, we’ve seen that people are generally optimistic about their own futures when the economy is good, so that’s maybe how the economic argument lost to something that feels more pressing to people. So ironically the very people who helped get our economy on track created an environment that makes it harder to communicate their message of potential negative impacts of leaving the EU. The health of the economy created a good economic environment that had a disproportionate influence over decision making at that moment....

Jeff Domansky's insight:

Valuable lessons from Brexit for marketers and politicians alike.

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Tronc’s Data Delusion

Tronc’s Data Delusion | Public Relations & Social Media Insight | Scoop.it

Tribune Publishing, a storied icon of American journalism, recently renamed itself Tronc and released a video to show off a new “content optimization platform,” that Malcolm CasSelle, Tronc’s chief technology officer, claims will be “the key to making our content really valuable to the broadest possible audience” through the use of machine learning.


As a marketing ploy the move clearly failed. Instead of debuting a new, tech-savvy firm that would, in the words of chief digital officer Anne Vasquez, be like “having a tech startup culture meet a legacy corporate culture,” it came off as buzzword-laden and naive. The internet positively erupted with derision.


Yet what I find even more disturbing than the style is the substance. The notion that you can transform a failing media company — or any company in any industry for that matter — by infusing it with data and algorithms is terribly misguided. While technology can certainly improve operational performance, the idea that it can replace a sound strategy is a dangerous delusion....

Jeff Domansky's insight:

AI won’t magically save journalism — or any business. Not as long as it's style over substance.

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16 Ideas to Go Live with Brand Impact

16 Ideas to Go Live with Brand Impact | Public Relations & Social Media Insight | Scoop.it

An attendee at the Curacao Social Media and Content Marketing Strategy Workshop raised a new (for me) and pertinent question: What are ideas to go live with brand impact?


That’s a content marketing strategy topic I’ve been thinking about as more social platforms offer “go live” features, including Twitter, Facebook, YouTube, Snapchat, and Tumblr.His specific question was what to do to make it worthwhile for a brand, and how much to prepare so it doesn’t become embarrassing (or boring, or pointless) video content....

Jeff Domansky's insight:

Marketers take note of these useful "go live" tips.

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31 Types of Content We Crave [Infographic]

31 Types of Content We Crave [Infographic] | Public Relations & Social Media Insight | Scoop.it

Four years ago, I shared that your content must resonate with your audience so they follow you where you want to take them.

I also asked what kind of content universally resonates with people. It’s content that:

  • We never get tired of
  • We always have time for  
  • We don’t forget
  • We want to share with others

 

This is the kind of content we must create if our goal is to influence, inspire, and move to action the unique group of people we have chosen to reach.

To help, I originally created a list of 21 types of content we all love to consume.

Jeff Domansky's insight:

Here's an interesting infographic that shows what content we like.

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Jochen Burkhard's curator insight, June 26, 1:58 AM
Come to see your interest" I did!