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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November 4, 2017 12:23 PM
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Content Falling Flat? These 8 Steps WIll Get You on the Right Track.

Content Falling Flat? These 8 Steps WIll Get You on the Right Track. | Public Relations & Social Marketing Insight | Scoop.it

While content marketing may be just one part of a larger marketing strategy, it is clear that those businesses with the strongest content strategy have a huge advantage over competitors. If you want to be among the content elite, you cannot just write a blog post here and there, hoping something will get noticed.

 

You need a well-developed strategy for content that effectively catches attention and meets the needs of your audience.

 

Maybe you have a new business and haven’t yet started producing content. Or, maybe you’re already turning out content, but it just isn’t getting the response you want. Either way, what you need is a targeted strategy for creating and disseminating great content.

 

To help you on the road to getting noticed for your content, here’s a list of strategy points that you can use and adapt to your specific needs....

Jeff Domansky's insight:

George Gill shares an 8-step content strategy should help you achieve results.

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March 21, 2017 10:45 AM
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The rise of bad content marketing advice

The rise of bad content marketing advice | Public Relations & Social Marketing Insight | Scoop.it

What if goals aren’t even sales-oriented? For example, perhaps the need is to demonstrate thought leadership in the industry, to create brand favorability.


Then there are all those “content marketing” how-tos that are channel-, rather than strategy-oriented. Lately, these have been Snapchat-heavy, due to the company’s recent IPO. But just because Snapchat is attracting attention this week doesn’t mean it’s for everyone. (Moreover, Snapchat is more of a channel and a tactic than a strategy.)


These types of prescriptive, formulaic, devoid-of-strategic-oversight articles are what give content marketing a bad name. We’ve entered the eye-rolling phase of content, when noise overwhelms signal.


And we’ve seen it all before. Ten years ago, this happened to social media. The carpetbaggers moved in, and suddenly marketers branding themselves as social media experts were crawling out of the woodwork....

Jeff Domansky's insight:

Rebecca Lieb says content marketers need to toss poor writing and link-bait and put content strategy ahead of tactics.

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November 5, 2016 11:55 AM
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How B2C Content Marketing Is Evolving in North America - eMarketer

How B2C Content Marketing Is Evolving in North America - eMarketer | Public Relations & Social Marketing Insight | Scoop.it

Content marketing has become an essential tool for the majority of business-to-consumer (B2C) marketers in North America. More organizations are using the technique in marketing campaigns, and content marketing is also becoming more sophisticated and more deeply embedded into overall company processes.

 

An October 2016 report from the Content Marketing Institute (CMI) and MarketingProfs found that 86% of B2C marketers in North America said they were using content marketing in 2016, up 10 percentage points from those who were using it a year ago.

 

The continued embrace of B2C content marketing is also evident in how much budget is being allocated toward content marketing efforts. Most marketers in the survey were holding steady on content marketing investment, noting that they planned to spend about the same or slightly less in 2016 compared to the prior year.

 

But perhaps the most interesting about current trends in the use of content marketing is how marketers’ philosophy toward the practice is changing—particularly in its elevation from a campaign-specific tool to a deeper business approach. ...

Jeff Domansky's insight:

According to CMI, content marketing is shifting from campaign tool to deeper business strategy.

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October 18, 2016 3:24 AM
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How to Build a Perfect Content Distribution Strategy

How to Build a Perfect Content Distribution Strategy | Public Relations & Social Marketing Insight | Scoop.it

An effective content distribution strategy will not only put your content in front of your target audience. It’ll also help you build a relationship with them, and eventually lead them to take a desired action – watching your video, signing up for your newsletter, reading an article, or downloading a whitepaper. 

 

YYour strategy can include both paid and unpaid distribution channels. Each can work in conjunction with others, so pick and choose the channels that help you meet your business goals.

 

And remember, there’s no best-practice formula for content distribution. There’s only the best formula for your brand, which you’ll arrive at based on your content, audience, goals, analysis, and on-going optimization....

Jeff Domansky's insight:

Without a content distribution strategy, even the most creative, innovative, and groundbreaking content may never be discovered. Here's an overview of the channels you can use to distribute your content.

Com.it's curator insight, October 28, 2016 3:50 AM
"An effective content distribution strategy will not only put your content in front of your target audience."
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September 7, 2016 9:36 PM
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The Future is More Content: Jeff Bezos, Robots and High Volume Publishing

The Future is More Content: Jeff Bezos, Robots and High Volume Publishing | Public Relations & Social Marketing Insight | Scoop.it

Which of these sums up your view on content production?

“Content is about quality, not quantity. We should be producing high value, authoritative content regularly, not publishing lots of short posts. Less is more.” 

“Winning in digital media now boils down to a simple equation: figure out a way to produce the most content at as low a cost as possible.” (Digiday 2013)

Do you agree with first statement? Me too, until recently. But now I think we could be wrong.

The Washington Post now publishes around 1,200 posts a day. That is an incredible amount of content. My initial reaction when I read the statistic was ‘surely that is too much, the quality will suffer, why produce so much content?’ The answer seems to be that it works. The Post’s web visitors have grown 28% over the last year and they passed the New York Times for a few months at the end of 2015....

Jeff Domansky's insight:

Will quantity overtake quality content as strategy? Here's a very interesting exploration of the issue in this post from BuzzSumo. Recommended reading  9/10

Sunita Negi's curator insight, September 8, 2016 5:19 AM
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April 1, 2016 1:46 AM
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Ultimate Content Marketing Strategy | Content Marketing Forum

Ultimate Content Marketing Strategy | Content Marketing Forum | Public Relations & Social Marketing Insight | Scoop.it

You were not given a content marketing budget in order to create content. You were given one to increase brand awareness and build your sales and marketing pipelines. Using the Content Marketing Pyramid helps you do just that. (For a deep dive, download Curata’s Content Marketing Pyramid eBook.)


The Content Marketing Pyramid enables the development of content and related assets intended to reinforce common messages/themes through multiple content formats, distribution methods, and promotion channels across owned, earned, and paid media.


The Pyramid assures optimal content consumption, reuse, reach and impact. It provides a common strategic process to align different parts of an organization around “content,” ensuring consistency across functional, geographic, and business unit boundaries....

Jeff Domansky's insight:

Use the Curata Content Marketing Pyramid to help develop your content marketing strategies.

Kelly 's curator insight, April 1, 2016 6:36 PM

Use the Curata Content Marketing Pyramid to help develop your content marketing strategies.

มานะ ตรีรยาภิวัฒน์'s curator insight, April 2, 2016 12:21 AM

Use the Curata Content Marketing Pyramid to help develop your content marketing strategies.

Jhones Robat's curator insight, April 2, 2016 5:28 AM

Use the Curata Content Marketing Pyramid to help develop your content marketing strategies.

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January 8, 2016 2:20 AM
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Keep Your Content On-Strategy With This Single Statement [Templates]

Keep Your Content On-Strategy With This Single Statement [Templates] | Public Relations & Social Marketing Insight | Scoop.it

When everyone on your content team works from the same core content strategy statement, your organization has the best possible chance of getting the results you seek.


I’m not talking about an editorial mission statement or vision statement. Those types of super-high-level statements typically get crafted once and apply to everything everyone does from then on. A core content strategy statement is more flexible and more performance-oriented, and you can create as many as you want. You might create one for a given content marketing initiative or for a specific audience. You can make it broad or narrow.


I introduced the idea of the core content strategy statement in Why You Need Content Strategy Before Editorial Planning, which I ended with a promise to follow up with another article. This is it. Explore the three things you can do to keep your content ideas on-strategy every time:...

Jeff Domansky's insight:

Meghan Casey shows how to create a core content strategy statement with this simple fill-in template and improve your content marketing results.

Marco Favero's curator insight, January 8, 2016 4:16 AM

aggiungere la vostra comprensione ...

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June 3, 2015 4:05 PM
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Insane Honesty in Content Marketing

Marketers are trained to put their best foot forward and ignore the downsides of their products. This is about doing the exact opposite: finding your weakest points and showcasing them for all to see.
Jeff Domansky's insight:

When it comes to marketing and content marketing, Doug Kessler always has great insight and his Slideshare is worth reading. 9/10

Juanika S. Freeman's curator insight, June 5, 2015 3:19 PM

What are you guys using for content marketing?

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November 19, 2014 11:38 PM
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33 Thought-Provoking Prompts To Get You Creating Content - SocialBro

33 Thought-Provoking Prompts To Get You Creating Content - SocialBro | Public Relations & Social Marketing Insight | Scoop.it
With 73% of organisations having someone in place to oversee their content strategy and 60% of marketers putting out content at least once a week, the competition to get noticed is fierce. Not only that, but regularly making enough original, engaging content can become a test that nearly half of marketers struggle with.


It’s not good enough to churn out any old posts, if people see you putting out too much half-hearted “me too” content then your reputation will plummet and they won’t visit you again. Creating quality blog posts, videos, Tweets, Pins, pictures and eBooks all starts with good ideas. Although we can’t produce your content for you, we can help with inspiration. Here’s 33 content prompts that can help get your creative juices flowing:...

Jeff Domansky's insight:

Here's some creative kindling for your content.

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October 22, 2013 1:24 AM
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Content marketing: nine channels to promote your content

Content marketing: nine channels to promote your content | Public Relations & Social Marketing Insight | Scoop.it

Merely publishing on your blog isn’t enough.You’ll need a diversified content marketing spread and that means generating content for many channels as well as your own properties. How does this content spread pan out? What are the different avenues for content marketing? Leaving the default content publication channels such as company website, blog, and social media, how do you spread the net far and wide for maximum impact?


Here are some ways to go about it...

Jeff Domansky's insight:

Smart content marketing advice and nine content channels worth exploring with good examples of each.

Hanin Abu Al Rub's curator insight, October 22, 2013 4:54 AM

And most of them are #SM channels... good read...

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May 27, 2013 11:52 AM
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Instagram for newsrooms: A community tool, a reporting tool, a source of Web content | Poynter

Instagram for newsrooms: A community tool, a reporting tool, a source of Web content | Poynter | Public Relations & Social Marketing Insight | Scoop.it

“Instagram is so immediate and intimate that it creates this close connection with the user,” said Cory Haik, executive producer for digital news at The Washington Post. The Post uses Instagram to share photos, collect photos from users, report stories and have personal interactions with its audience. It’s a strategy aimed not at driving traffic but at building community. The Washington Post solicited Instagram photos of snow from readers. (Courtesy The Washington Post) “What we ask ourselves about Instagram,” Haik said by phone, “is ‘are we having a meaningful conversation with our users?’”...

Jeff Domansky's insight:

Learn how Instagram can generate user response from these excellent case studies...

Elmer Gulle's curator insight, May 27, 2013 8:19 PM

A good example of the case in point.  This adds to the experience and redefines the newsroom from a community perspective.

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March 1, 2013 11:28 PM
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5 Simple Ways Content Builds Trust | SteamFeed

5 Simple Ways Content Builds Trust | SteamFeed | Public Relations & Social Marketing Insight | Scoop.it

It’s no secret that trust needs to be earned before bringing in new customers.

 

Kind of like that crumb cake sample at the Starbucks cash register. Yep. Something as simple as a sample can make an impression in how people perceive your brand.

 

When you offer samples, you showcase your knowledge and how you think. Here are a few ways that content builds trust...

 

Jeff Domansky's insight:

You'll find some really fresh thinking about content from Jessica Ann.

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March 24, 2017 10:42 AM
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Social Media Content Strategy: 4 Critical Questions for Small Businesses

Social Media Content Strategy: 4 Critical Questions for Small Businesses | Public Relations & Social Marketing Insight | Scoop.it

Why are you on social media? If your answer is that you have to be, and you don’t have a predefined intent or goals, it is time to step back and reevaluate your social media presence


Content is at the core of any successful social strategy, and is usually intertwined with the goals that you wish to achieve on social networks. Here are four critical social media content strategy questions that can help you connect with goals and succeed at social.

Jeff Domansky's insight:

Four smart questions to help develop your content marketing strategy.

Kaiser KOTAN's curator insight, March 24, 2017 1:54 PM

Four smart questions to help develop your content marketing strategy.

drews juriyam's curator insight, March 25, 2017 3:17 AM

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donhornsby's curator insight, March 26, 2017 10:46 AM
What Content are my Competitors Using to Achieve Their Goals? What can I Learn from their Social Media Content Strategy?
 
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November 26, 2016 1:29 AM
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How to Maximize Content Marketing Distribution - Insights

How to Maximize Content Marketing Distribution - Insights | Public Relations & Social Marketing Insight | Scoop.it

Our content marketing infographic series covers three challenges that most marketers face today: scaling content production, creating a distribution strategy, and earning your audience. Today, we’re releasing our second infographic in the series, “Meet Your Audience Where They Are,” which dives into the tactics needed to build a solid distribution strategy.

 

Analyzing data from our own marketing efforts, we found that employing a multi-touch strategy of public relations, social media, and email marketing almost always wins. By distributing your content across different channels, you meet your target audience where they are and extend your reach far beyond simply publishing a piece of content to your owned blog. 

 

Take a look at the infographic below for our findings about the most successful distribution tactics:...

Jeff Domansky's insight:

What distribution channels work best? Research says a multi-touch strategy works best.

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November 1, 2016 11:31 AM
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Use This Content Audit Template to Assess, Plan for the Future

Use This Content Audit Template to Assess, Plan for the Future | Public Relations & Social Marketing Insight | Scoop.it

If you are creating content for your website without a strategy or have clients who haven’t tracked any of their on-site content creation, it’s probably time for a content marketing audit.

 

An on-site content marketing audit allows you to gather insight from work that has been done, determine work that needs to be done, and decide how to direct your future strategy.

 

Go through the following steps to identify the best-performing content on your website from social media, link generation, user feedback, and keyword relevancy perspective and create a content audit template. Through this process, you will collect, review, and analyze data to produce actionable takeaways and build a strategic on-site content marketing plan for the future....

Jeff Domansky's insight:

Kim Cooper shares a content audit template to keep you from creating content without a strategy. Use it for insight into past performance and to plan wisely for the future.

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September 28, 2016 10:43 PM
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This major content marketing benefit is worth the wait

This major content marketing benefit is worth the wait | Public Relations & Social Marketing Insight | Scoop.it

If you sink enough money into most marketing tactics, you’ll see nearly immediate results. Since content marketing is often an exception to this rule, many marketers mistakenly think their content strategy is ineffective if results don’t come quickly.

Content marketing is not a quick fix. If you’re just beginning to execute on a content marketing plan or launching a new strategy, you need to be patient and know when to expect certain results. You will probably see an initial spike in traffic and social shares after publishing, but you likely will not see the biggest perks of content marketing occur until long after you’ve hit publish.

Sustained, strategic content marketing efforts can bring significant SEO benefits. This is where many businesses will likely see the greatest return from content marketing, yet SEO improvements can take months to materialize.

The good news is that once you do start seeing SEO benefits from content marketing, you’re likely to see a compounding return. In other words, your initial efforts will keep bringing value long after you’ve put the work in....

Jeff Domansky's insight:

Here's a good look at the benefits of content marketing.

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April 13, 2016 11:02 AM
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Facebook To Collect Brand-Sponsored Content Data | Ryan Skinner

Facebook To Collect Brand-Sponsored Content Data | Ryan Skinner | Public Relations & Social Marketing Insight | Scoop.it

An announcement late last week by the Facebook media team may have been overlooked by many marketers, but it has intriguing ramifications.


Facebook announced that it would effectively allow any organization with a verified page to publish brand-sponsored content without asking Facebook for explicit permission first, provided that content was tagged to the brand. They said:


"Today we're updating our branded content policy to enable verified Pages to share branded content on Facebook. Along with changes to our branded content policy and ads policy, we're offering a new tool that makes it easy for publishers and influencers to tag a marketer when they publish branded content. Publishers and influencers must use this tag for all branded content shared on Facebook."


What does it mean?...

Jeff Domansky's insight:

Ryan Skinner at Forrester looks at the BIG implications of Facebook's new "branded content policy" and what it means for me content producers, blockers and PR Pros. Did I mention BIG? Recommended reading. 9/10

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February 22, 2016 11:30 PM
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The Ultimate Guide to Building the Business Case For Content Marketing | NewsCred Blog

The Ultimate Guide to Building the Business Case For Content Marketing | NewsCred Blog | Public Relations & Social Marketing Insight | Scoop.it

Convincing your CMO to give you budget for content marketing isn’t easy. When it comes down to it, you need to prove ROI before you even get started.

So what makes it so hard? Content marketing is not a short term game — it’s a long term strategy with long term results. Investing in content requires an entirely different mindset than what traditional marketers are used to. It requires CMOs to move away from the crutch of traditional digital advertising, and instead move towards a more customer-centric, value-led approach to marketing. Convincing your team to challenge the status quo means that YOU need to become the change agent in your organization.

In order to get the budget and support you need, it’s your job to prove that content marketing actually works and will drive real business impact. I’m talking about the things your CMO actually cares about: brand loyalty, revenue, operational efficiencies, and cost savings. 

At NewsCred, we want to make this conversation easy for you. Below, you’ll find the strongest proof points, grouped into business themes, that will give you the ammunition necessary to build your next presentation, present to your exec team and boss, and get the budget you need....

Jeff Domansky's insight:

Planning a content marketing program? These tips will help you put your strategy together.

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June 21, 2015 12:59 AM
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Content that Matters: How the Path to Engagement is Paved with Purpose - FusionSpark Media

Content that Matters: How the Path to Engagement is Paved with Purpose - FusionSpark Media | Public Relations & Social Marketing Insight | Scoop.it

When it comes to social sharing of Internet content, all the action is about cats, fail videos and anything humorous or titillating, right?


Not so. According to a report in The Atlantic, content curator Upworthy publishes far less content than competitor Buzzfeed, yet gets as much as 12x more content shares, per content asset.


What’s the editorial difference between the two? Buzzfeed is generically about news and entertainment; Upworthy draws attention to things that matter or that are meaningful, mentioning women’s issues, health, climate change and Net Neutrality as just a few examples.


What Upworthy has tapped into is that content that matters is as share-worthy, if not moreso, than content that is simply humorous or titillating. Additionally, a study by Contently has shown that knowledge-based verbs such as know, understand, believe, prove and thinkwere prevalent in headlines of highly shared content.


A key takeaway is that content that informs, enlightens, inspires or teaches is content that matters enough to people that they want to share it with friends, family and coworkers....

Jeff Domansky's insight:

Content with purpose really does matter when you're developing your audience. Valuable insight and recommended reading.  9/10

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April 18, 2015 3:05 AM
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What Makes Your Blog Content Valuable to Your Readers?

What Makes Your Blog Content Valuable to Your Readers? | Public Relations & Social Marketing Insight | Scoop.it

So now your question is: how do you make your blog content valuable to your readers?


And there’s the rub. While it is simple enough to understand, and no one in his right mind will ever argue against the fact that your blog must offer something of value, creating value itself is the tricky part. I’ve tried to distill the entire process and break it down into what I think are the base elements that makes a blog post valuable. Here are my ideas....

Jeff Domansky's insight:

If you blog then just like all other bloggers you aspire for your content to be a hit with your audiences. The good thing is that it’s not altogether impossible for that to happen.

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January 27, 2014 9:10 AM
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Measuring Your Content Marketing | Social Media Today

Measuring Your Content Marketing | Social Media Today | Public Relations & Social Marketing Insight | Scoop.it

Brands are increasingly employing content marketing strategies to generate product awareness and drive demand. Keyword-optimized blog posts, white papers, press releases, articles, and social media content create brand awareness, inspire audience engagement, and move customers through the sales funnel from initial consideration to purchase. But how do you measure the success of each of your targeted activities?


The team at Brandpoint, a leading provider of content-based marketing solutions, helps their clients get their brand message out, establish their thought leadership and credibility within their industries. Here’s how they suggest that you track your content marketing success....

Jeff Domansky's insight:

What's the measure of content marketing success? @PamDyer shares tips.

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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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Scooped by Jeff Domansky
March 31, 2013 10:49 AM
Scoop.it!

How to Integrate Your Content Strategy & Social Media Campaigns | Marketing Technology Blog

How to Integrate Your Content Strategy & Social Media Campaigns | Marketing Technology Blog | Public Relations & Social Marketing Insight | Scoop.it

It’s the age of “content strategy” and “content marketing.” Wherever you turn, more and more often, that’s something you’ll hear. ... Engaging in a good content strategy for websites is hard enough; After all, it takes many resources to create content editorial for a simple blog. Why would anyone want to spend time (and probably money) for content to go onto social media? Aren’t we just going to share links and pictures? A large part of your social media campaign should indeed consist of sharing interesting and relevant content, posting statuses or tweets that help users, engaging readers/followers, etc. Content for this is predominantly “sourced,” but how and when you present it also matters. There’s a fair amount of strategy involved; and apart from mere strategy, there’s “content strategy” even for social media.

Jeff Domansky's insight:

Three elements matter the most for how well your social media campaigns perform: - Relevancy - Timing - Content Quality...

Ana Pedrosa's curator insight, March 31, 2013 1:34 PM

More about Social Media

Phil Kleingeld's comment, April 1, 2013 8:42 AM
Velen maken nog de fout alleen #reclame uit te zenden. Inhoud, gericht op de interesses van klanten is belangrijker!
Phil Kleingeld's curator insight, April 1, 2013 8:54 AM

Richt de 'content' van alle sociale media op de #KGB; Kopers, Gebruikers en Beïnvloeders. Zend niet altijd reclameboodschappen uit, maak verbreed en verdiep de kennis voor de genoemde doelgroepen. Zo werkt u aan een meetbare #ROI; Return on Influence.