Public Relations & Social Marketing Insight
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Public Relations & Social Marketing Insight
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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June 6, 2017 10:37 AM
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Why Marriott Is a Content Marketing Mecca

Why Marriott Is a Content Marketing Mecca | Public Relations & Social Marketing Insight | Scoop.it

What’s that adage? “Give a man a fish, and he eats for a day; but teach a man to fish, and he’ll never go hungry.” Widely applied to the value of long-term investments, today we’ll learn why this biblical entreaty also applies to content marketing. Rather than feed your bottom line with a few entertaining pieces of content, or even a short-term campaign, content marketing can indeed be an ongoing source of sustenance for a business.


No one understands this better than David Beebe, who was VP Global and Creative Content Marketing at Marriott International for several years until just Monday, and a Content Engagement Award recipient at the most recent The CMO Club Awards. Under his leadership, Marriott’s global marketing department established its brands as preeminent travel lifestyle authorities through a never-ending storytelling program that focuses first on their audience.“


Now that consumers are in charge,” he told me, “we have to shift to not talking about ourselves, but what does that consumer want? How do I entertain them? How do I solve their problems? How do I build a relationship with them and provide value? Then, they’re more likely to pay attention to what I’m actually trying to sell.” Spend some time with Beebe’s story below, and learn how Marriott established its content marketing empire....

Jeff Domansky's insight:

David Beebe, former VP Global and Creative Content Marketing at Marriott International, on how Marriott established its content marketing empire.

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April 8, 2016 11:28 AM
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A to Z of Content Marketing: A 40 Point Checklist

A to Z of Content Marketing: A 40 Point Checklist | Public Relations & Social Marketing Insight | Scoop.it

Anyone can create content online with a small budget, or even no budget at all - whether that content's any good is another issue.


An average piece of content can become superhero content when combined with an outstanding marketing strategy, while at the same time, an awesome piece of content might never get read or shared if the associated promotion activities are weak.


Digital marketers understand the value proposition of content marketing and its potential to bring in leads at a fraction of traditional marketing costs. In fact, content marketing costs 62% less in comparison to its traditional counterparts and generates up to 3x more leads.


The infographic outlines 40 tips on promoting and creating content to help you maximize both reach and return from your efforts....

Jeff Domansky's insight:

This infographic outlines 40 tips on promoting and creating content to help you maximize both reach and return from your efforts. Useful!

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April 18, 2015 2:38 AM
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14 amazing infographics on web design that you can not miss

14 amazing infographics on web design that you can not miss | Public Relations & Social Marketing Insight | Scoop.it
Creativity and great ideas can be dosed in a masterly way of aninfographic. Those 14 infographics is proof of that. They are tremendously useful information, it does so with full creativity and originality. Although most of them are about web design, some of those is also for SEO professionals or graphic designers themselves. I recommend you take a look at them because from the visual and composition view are very well developed....
Jeff Domansky's insight:
Great collection of Infographics for web design ideas.
Jeff Domansky's curator insight, April 18, 2015 2:48 AM

Great collection of Infographics for web design ideas.

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September 29, 2013 7:12 PM
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How GE Makes Big Brand Content Feel Up Close and Personal

How GE Makes Big Brand Content Feel Up Close and Personal | Public Relations & Social Marketing Insight | Scoop.it
How does the third largest company in the world connect with customers? In a recent interview, GE's Executive Director of Global Brand Marketing explains how GE focuses on brand content that uncove...
Jeff Domansky's insight:

From experimenting in various social media channels to storytelling in surprising ways, GE is showing the way to content marketing success. The Instagram example shows how good things happen when you take risks.

Great quote from GE's Linda Boff: "All of our content and social efforts are about finding the right audience, not the biggest audience."

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September 8, 2013 10:26 AM
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6 Common Enterprise Content Marketing Traps to Avoid - Business 2 Community

6 Common Enterprise Content Marketing Traps to Avoid - Business 2 Community | Public Relations & Social Marketing Insight | Scoop.it

In the run-up to Content Marketing World, I’ve had the opportunity to chat with a number of enterprise marketers who will be speaking at and attending the event. Though some experts have been saying the practice of content marketing has reached its peak, from these conversations, it’s become clear to me that we have only just begun to explore our discipline’s potential. As content marketing continues to move past the early-adoption phase, we are seeing more and more enterprise marketers start to take our industry seriously.


To that point, allow me to share a few of the recurring themes I’ve observed in the content efforts of these larger brands...

Jeff Domansky's insight:

Valuable content marketing perspective from Joe Pulizzi... 

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September 5, 2013 9:08 AM
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Adjust How You Think About Content (It Could Actually Lessen Your Workload)

Adjust How You Think About Content (It Could Actually Lessen Your Workload) | Public Relations & Social Marketing Insight | Scoop.it

Shift the way you think about content by seeing how it can actually save you time and money in the long run.


Think of content as an investment, if only for the SEO value it will provide. When you create one blog post -- just one day of content creation effort -- it's indexed in search engines forever. If you create one blog post, and create it well, that can drive results for your business in the form of traffic and leads for years and years to come.


So while one hour today may seem impossible, that one hour of work could drive hundreds or thousands of leads in, say, ten years


Talk about ROI.


This concept of creating once, and creating well, should be applied to marketers at any stage -- but none is more critical than marketers undergoing a website redesign. If that's you, now is the ideal time to invest in carefully choosing your page structure, and thoughtfully crafting content to perform well for both readers and search engines. A successful build (or rebuild) will make your website an enduring presence online. A great keyword strategy combined with appropriate content and site structure turns your website into a 24-hour marketing machine for your company!...

Jeff Domansky's insight:

Essential reading for marketing, content and PR pros. The author provides a thought-provoking look at creating content and content as an investment for the long term. It will get you thinking differently about doing the hard work of producing great content if you think of it as an investment.

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August 10, 2013 10:21 AM
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The 2013 Content Marketer Awards: 7 Inspiring Industry Leaders

The 2013 Content Marketer Awards: 7 Inspiring Industry Leaders | Public Relations & Social Marketing Insight | Scoop.it

Each year, CMI honors the individual content marketers who inspire us to achieve more. These notable content experts caught our eye in 2013.


Content Marketing Institute's 7 finalists are definitely worth following regularly...

Jeff Domansky's insight:

Each of these content marketing pros is worth following, regardless of who wins first prize.

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November 27, 2016 5:01 AM
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How Lego Builds Imaginative Content Marketing - Insights

How Lego Builds Imaginative Content Marketing - Insights | Public Relations & Social Marketing Insight | Scoop.it

Lego has become the biggest toy company on the planet, and it’s all thanks to a genius content marketing strategy.


In the first half of 2014, the company reported that its sales increased by 11 percent to $2 billion, while Mattel’s earnings floundered. The rise in sales is credited to The Lego Movie, which was released this past February and made $468 million around the globe while kids flocked to the store to grab their toys related to the film.


As Pablo Smithson of The Guardian points out, The Lego Movie is the definitive content marketing device for the brand. It appeals to both children and adults; the kids want to play with the toys, while the adults connect with the universal message of the film, which is that it’s important to always have an imagination, no matter what age you are. 


The brand message is much more than, “Buy our stuff.” Smithson says, “It is a huge coup to persuade adults essentially to beindoctrinated with the Lego spirit of adventure.”...

Jeff Domansky's insight:

How Lego leverages content marketing.

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March 24, 2016 3:42 AM
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Repurpose Like a Pro: 3 Ways to Extend Your Long-Form Content

Repurpose Like a Pro: 3 Ways to Extend Your Long-Form Content | Public Relations & Social Marketing Insight | Scoop.it

Repurposing is a common best practice among the most effective content creators: you can be much more efficient and prolific if you take a single idea and turn it 15 different ways rather than trying to come up with 15 brand new ideas.


Ideas are super hard to come by, and when you get a great one you have to grab on with both hands and squeeze as much value out of it as you can.


If you’re not sure what I mean by “repurposing,” think of it as taking a great idea and building off it to create something completely new. Kind of like IKEA Hacking, but for marketers.


Repurposing comes in three different flavors:


-  atomization, which is breaking a single asset up into smaller pieces;


-  aggregation, which is pulling smaller pieces together into larger long-form assets; and


-  amplification, which is using the themes & messages of your core content to create related pieces that build the strength of your brand’s connection to the idea/topic overall.


We’ll dive into each option separately so you can think about which method or methods makes sense for your content mix and marketing team....

Jeff Domansky's insight:

Repurposing is smart social media strategy. Recommended reading. 9/10

imaginetsa's curator insight, March 24, 2016 9:32 AM

Repurposing is smart social media strategy. Recommended reading. 9/10

luisella's curator insight, March 24, 2016 9:47 AM

Repurposing is smart social media strategy. Recommended reading. 9/10

WikiBlinks's curator insight, March 27, 2016 1:31 AM

Repurposing is smart social media strategy. Recommended reading. 9/10

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January 16, 2014 1:16 AM
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Information overload? Visual content is the answer

Information overload? Visual content is the answer | Public Relations & Social Marketing Insight | Scoop.it

...If everyone is creating content, how does a business break through the noise? How do we reach our customers in a way that engages them?


Articles with images get 94 percent more views than those without. And posts with videos attract three times more inbound links than plain text posts. A study by 3M showed that 90 percent of the information sent to the brain is visual, and visuals are processed 60,000 times faster than text.


And this holds up when you look at how the social world is evolving. The meteoric rise of sites like Vine, Instagram and Pinterest, as well as the efforts by Facebook and Twitter to add more visual elements to their platforms are simply following the trend that visual content is the best way to reach short-attention-span audiences in a world filled with so many content choices....

Jeff Domansky's insight:

There's a gap between the information consumers want and what they're getting according to The Economist.

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September 28, 2013 9:11 PM
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What Content Marketing's History Means for Its Future

What Content Marketing's History Means for Its Future | Public Relations & Social Marketing Insight | Scoop.it

John Deere is most often credited with creating the first major example of content marketing as we know it, so the company holds a very special place in my heart.

Jeff Domansky's insight:

Other content marketing pioneers cited including Michelin, Jell-O, Sears and P&G.

Jeff Domansky's curator insight, September 28, 2013 9:17 PM

Fun marketing infographic.

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September 6, 2013 9:46 AM
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What It Takes to Excel in a Content Marketing Job: 12 Experts' Advice

What It Takes to Excel in a Content Marketing Job: 12 Experts' Advice | Public Relations & Social Marketing Insight | Scoop.it

What does it take to excel in a content marketing job? The discipline is ever evolving and there's no clear career path to the top, but find inspiration in this advice from 12 experts...


As the digital industry continues to evolve, new skills, expertise, and experience must continually be added to the core competencies of any organization looking to keep pace. This is particularly true for professionals in content marketing — a discipline too new on the scene to have an established career path yet, or even a clear consensus on what it will take to advance the industry and its practitioners.


CMI asked a few of the experts who will be presenting at this year’s Content Marketing World to share their answers to the question, “What is the best advice you’ve ever received about having a career in content marketing?“Here are their recommendations on what it takes to excel in a content marketing job...

Jeff Domansky's insight:

Valuable advice and an interesting snapshot of opportunities in the content marketing field.

Lily Sanders's curator insight, September 10, 2013 2:21 PM

Information and advice I need to read before I start to apply for jobs in the marketing and public relations field. 

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September 1, 2013 9:38 AM
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Content Marketing Rocks! - B2B Marketing Insider

Content Marketing Rocks! - B2B Marketing Insider | Public Relations & Social Marketing Insight | Scoop.it

Are you looking to create content marketing that rocks? Check out this ebook featuring speakers from Content Marketing World for tips and practical advice.

Jeff Domansky's insight:

Great resource in this list of 36 content marketing leaders.

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