Content Marketing

Why Content Marketing is Imperative for the Future of Public Relations

Content Marketing Public Relations

Whether you’re considering media relations, brand journalism or managing corporate communications, content has always played an essential part of effective Public Relations.

However, PR pros that don’t accelerate their ability to develop content strategy, development and measurement quickly and effectively are being left behind as the future of digital PR evolves. This is a topic I’ve advocated for the past 3 years, starting out as a warning and now a reality.

Major changes in the digital marketing and PR world have revealed how social technologies, devices and ubiquitous internet access have opened the doors for all-the-time, “everywhere” connectivity to the web.

That connectivity enables consumers and brands alike to:  Create, Consume, Publish, Interact and Transact anywhere, anytime. From tablets to smartphones to getting digital content via your car, the relationship between technology and people has had a major impact on how information is discovered, consumed and shared or acted upon.

4 Tips for Building the Perfect Content Marketing Sundae

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There’s almost nothing better on a hot day than a frosty ice cream (or frozen yogurt) sundae that uses quality ingredients and just the right balance of toppings. You have to be careful not to overdo it with a blast of different flavors which can cause the sundae to become muddled and headed for the trash can.

Content marketing programs often start strong with a great base, but the desire to create a quantity of content instead of focusing on the quality of ingredients can cause it to fall short.

In 2011, Gartner predicted that by 2020, 85% of of customers will manage their relationships without even talking to a human. Content marketing plays one of the biggest roles in this trend. Good content marketing enables customers to self qualify themselves for your services and begin building a connection to you, before an email, phone call or in-person meeting ever takes place.

Find the Right Content Marketing Agency for a Happily Ever After

content marketing agency happily ever after

Heartfelt vows. First dances. Sparkler send-offs. Nothing says happily ever after quite like a romantic wedding. When it comes to finding “the one,” weddings beautifully illustrate the success of two people making a perfect match.

When you’re looking for love and the match is right, you just know. It might be the way your personalities meld, how you never run out of things to talk about, or the ease you feel when you’re with your Prince (or Princess) Charming.

Finding the right content marketing agency is a lot like finding your perfect match. From choosing a content partner that measures up to your dream list of qualities, to ensuring the agency really is who/what it claims to be, marketers are looking for a relationship that’s going to last. However 32% of marketers say they are challenged with finding trained content marketing professionals in 2015, which is over three times greater than the number of marketers who cited it as a problem in 2014.

5 Ways to Exercise & Develop Your Digital Marketing Muscles

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Minnesota summers are so short that they often fly by in the blink of an eye. To make the most of the gorgeous weekend we just had, I found a bunch of active things to do. On Friday we went to the gym, Saturday consisted of Disc Golf and Sunday sent us to one of the local lakes to go paddle boarding.

I’ll admit that I’m more than a little tired, but it felt good to be so active.

The same logic can be applied to exercising your digital marketing muscles. The first couple days you might be “sore” but once you get into a routine, it’s easy sailing. The digital marketing landscape changes so quickly that the tactics that your team is deploying currently, may be vastly different in the matter of a few months.

5 Common Writing Clichés to Avoid for Better Content Marketing

blogging clichesEvery piece of content we produce as marketers makes an implicit promise to our audience. From beginning to end, each asset that is researched, created and published should be interesting, relevant, help solve a current pain point. The content will be informative, easy to read and provide value.

We must honor that promise to hold the reader’s attention and provide them with useful information. As Copyblogger founder Brian Clark says, “A great headline mixed with a lame opening is like inviting someone into your house, only to slam the door in their face as they approach.” Once you slam the door in a reader’s face, they’re not going to accept future invitations.

7 Ideas for Keeping Your Brand’s Content Marketing Fresh & Relevant

 

vegetable dish

Have you ever opened the fridge and realized that all of the produce that you painstakingly picked out at the farmers market had gone bad? Maybe there were a few items that were salvageable but the rest had to be tossed. You wouldn’t want to serve your guests a rotten ratatouille would you?

Today’s content marketers should be using only the freshest of ingredients (tactics) to keep their audience engaged and coming back for seconds.

Keeping an online audience engaged is getting harder and harder. They are constantly bombarded with an overwhelming amount of content which makes it very difficult to hold their attention. In fact, the Statistic Brain Research Institute found that the average attention span in 2015 is 8.25 seconds and only 4% of page views on the internet last longer than 10 minutes. Remember that blog post it took you 3 hours to write? Chances are your customers are speed reading and moving on.

Engage More Customers By Becoming a Content Marketing Sommelier

content marketing sommelia

A sommelier is known for having extensive knowledge about wines, and how to complement the sensory experience of each type with perfect food pairings. Many train for years in hopes of finally becoming a Master Sommelier.

When embarking on a content marketing initiative, it’s important to know how to maximize the sensory experience of your content. A Master Content Marketing Sommelier knows what will best engage their customers, be it a complex, full-bodied blog post or a light, crisp infographic.

Demand Metric found that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less. This means marketers have a ripe opportunity to create content that expertly meets the needs of their audience.

Below are 6 tips to help you become a sommelier of content marketing.

Content Marketing: 4 Tips for Creating B2B Content When You’re at a Loss for Words

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Content marketing has rapidly become an essential piece of the B2B marketing puzzle. Buyers are more connected and more self-directed than ever before, and informative, engaging content is key to making sure your organization becomes part of the buyer journey.

Creating a steady stream of quality content can be challenging for any marketer, but especially for those in B2B marketing, where buyers expect to be informed and entertained at the same time. So it’s no surprise that Content Marketing Institute’s latest report found that 54% of B2B Marketers rated producing engaging content as a top challenge, and 50% said producing content consistently is a challenge.

Joe Pulizzi (The Godfather) Discusses the Content Marketing Revolution #CMWorld

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Without anyone accusing me of exaggerating, I can safely say that Joe Pulizzi is a bona fide content marketing visionary. Joe started using the term “content marketing” in 2001, long before the rest of the industry caught on to its potential. In the past decade and a half, Joe has firmly established his thought leadership in the field, earning the nickname “The Godfather of Content Marketing.”

In 2007, Joe founded the Content Marketing Institute (CMI), which has grown into a vital resource for thousands of marketers worldwide. In addition to building a massive hub of marketing resources, classes, and training programs, CMI produces Content Marketing World, the world’s largest content marketing event.

Blockbuster Content Marketing Success: Xerox Marketing VP Jeannine Rossignol #CMWorld

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Everything is bigger on the silver screen: hopes and dreams, heroes and villains, successes and failures. Simple human drama can become mythical when projected onto a giant movie screen. We go to the movies to laugh, cry, and gasp along with our fellow moviegoers, all of us sitting in the dark together sharing the experience. It’s a powerful example of how great content can create an experience that not only informs, but makes you feel. Creating those experiences is a whole crew of specialists, actors, director and producers, each playing their part.

Similarly, every successful content marketing program has a team of people working behind the scenes to create quality content that connects with customers. One trailblazing example of a marketing leader creating great content experiences is Jeannine Rossignol, VP of Marketing for Large Enterprise Organizations at Xerox.

Enterprise Content Marketing Strategy: Ready, Set, Action! Carlos Abler of 3M #CMWorld

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Long ago, I received the best business advice for accelerating performance: Find the smartest people in the industry and learn from them.

Whether you’re a budding director with dreams of the big screen or the director of marketing charged with scaling content across the enterprise, finding the right people to learn from is essential. When it comes to content marketing, you really can’t go wrong with Carlos Abler from 3M.

Carlos is the Leader of Content Marketing and Strategy: Global eTransformation at 3M where he developed the Enterprise Content Strategy and Marketing Acceleration program. You may have heard him interviewed for the Content Marketing Institute’s Pivot Podcast or seen him present at a number of content marketing conferences. In September, Carlos will be presenting at the 2015 Content Marketing World.

The Evolution of Public Relations Through Content Marketing

Content Marketing PR

Brands are answering the call to create more value for customers and their community by publishing their own news and editorial content.  As companies adopt a publisher model of content and media creation, many are surpassing the reach and influence of traditional publications in their industry.

Some great examples of popular content hubs include Intel IQ, Target’s Bulls Eye View, Adobe’s CMO.com and Dell’s Power More (client).

Dell Power More

Dell’s Power More Content Hub

I think everyone watching these trends can agree that the PR industry has been in a state of flux over the past few years. Over 17,000 newsroom jobs have been lost since 2007 and if you’re a journalist, that can be a scary statistic. In fact, if you’re in media relations, it can be concerning too, because with fewer journalists, the competition for stories is even higher.