PRSA digital impact

How Public Relations & Communications Can Win the Content Marketing Race

Public Relations Content MarketingIn today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats and devices.

With a global population of over 7 billion, there are over 2.3 billion internet users. More importantly, there are 6.7 billion mobile subscribers – 91% market penetration (source). Ubiquitous internet access is enabling consumers and brands alike to create, consume, publish, interact and transact – anytime, anywhere.

At the same time, “newsrooms have 30% fewer reporters than in 2000, which corresponds with 31% of US adults that have stopped turning to a news outlet because it no longer provided them with the news they were accustomed to getting.” (Contently)

Brands are answering the call to create more value for customers by publishing news and content marketing. In fact, 86% of BtoC and 91% of BtoB organizations are now using content marketing tactics.

How to Socialize & Optimize Your Content Marketing: Upcoming #Optimize Speaking Events

Optimize

In one month my new book Optimize will be available on Barnes & Noble, Amazon.com and many other booksellers on and offline. It’s been one heck of a journey so far and I’m really looking forward to sharing the key concepts and insights from the book with Search Marketing, Public Relations and Content Marketing professionals all over the world in the coming months.

So many people have reached out to me, unsolicited to offer help promoting the book, to review it and to have me speak at their event and I am truly amazed at what a super community we have with TopRank and our blog. The next few months will be an Optimize speaking extravaganza of sorts and I’m looking forward to meeting readers of our blog, fans, friends and followers on the social web and other likeminded “optimize and socialize” advocates for content marketing.

PRSA Digital Impact: Tracking Social Media Trends

Lee Odden Steve Rubel

Last week at the PRSA Digital Impact conference I met Steve Rubel, SVP Director of Insights from Edelman Digital and famous (sometimes infamous) PR blogger at Micropersuasion. He presented “2008 Digital Trends: Open Files” which talks about the framework Edelman uses (Faint Signals, Watch List and Hallucinations for tracking digital/social media trends.

Read my live blogging notes below or you can view the entire presentation over at Slideshare or Rubel’s post about tracking digital trends here.

Mass vs Micro. It’s less about reach and more about impact. Mass reach is dying. Micro is blogging, Twitter, Friendfeed etc. Even if people are not producing content and media, they’re impacted by it.

PRSA Digital Impact: Not All Blogs Are Created Equal

This panel at the PRSA Digital Impact Conference includes Heidi Sullivan and Jay Krall of Cision and Jason Falls of Doe Anderson and who writes Social Media Explorer.

Heidi Sullivan from Cision
Heidi starts out a with a poll: How many comments for media relations? and How many have created a social profile for a client? A small number of hands raise for each question.

Jason Falls
Jason: What are three things you want to know?

  1. Less tools and tactics and more to how you’re applying this, illustrating the value of it
  2. More about blogger relations
  3. Strategy and context. Enough about tools. Are blogs for every organization?

What Conferences Are You Attending?

Facebook Marketing Panel Web 2.0 Expo

Jeremiah Owyang posted recently asking his readers what conferences they would be attending in the coming months and I thought that would be a great question for Online Marketing Blog readers as well.

Over the past 3 years we’ve been focused on search marketing conferences but have expanded more into direct marketing, interactive and PR. We’ll continue that trend the rest of this year but with more conferences outside of search as our online marketing agency evolves.

Conferences that I’m attending in the coming months include: