Content Marketing 101

From crafting excellent, timeless content, to combining different mediums and materials and finally to distributing the content using the channels the intended audiences are most likely to use in order to achieve the desired impact, content marketing has evolved significantly in the past ten years, transcending various fields of human knowledge and talent.

Find below contributions from PR-ists and specialists ranging from starters and technical writers to seasoned and highly experienced specialists who have been shaping the public relations industry for more than 20 years.

Also be sure to check our Tips and Checklists sections.


GlobalCom PR Network

Applying the Golden Circle to Content Marketing Strategy

This post was first published by Carrie Owens on Interprose’s blog, Interprose Voice.

“People don’t buy what you do, they buy why you do it.” – Simon Sinek, author, speaker, and consultant

At a recent Knoxville American Marketing Association meeting I was reminded of Simon Sinek’s Golden Circle concept on how great leaders inspire action. In short, his message is this: “Every organization on the planet knows WHAT they do and HOW they do it, but very few organizations know WHY they do what they do. What’s your purpose, your cause, why should anyone care? Always build your story from the inside out, starting with the WHY.”

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Content Marketing Strategy

Content Marketing. You’ve heard the term, but have you got a strategy in place? It’s crucial in this day and age to populate your social media with interesting and relevant content to keep the engagement levels high, but where do you even begin? Content marketing really refers to saturating your social platforms with information, articles, graphics, and links that your customer base will eat up with a spoon. It means distributing your content in an attractive way to entice new customers and engage the existing ones.

This fall, I met with other Interprose team members from across the country to rock the 2016 Digital Summit. DSDC provided us with the opportunity to meet with fellow industry leaders and discuss trends and ideas in our field. Find below a few tips to get you started.

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Video camera

What makes a good promo video? Do you need a huge budget and a Hollywood film director to pull it off? The answer to the second question is a simple “no.” The answer to the first question is a pretty simple one, too. Triune Films is an independent production company that runs a very popular YouTube channel, Film Riot. For your information, while they do absolutely amazing work, they are neither operating with Hollywood level budgets (not even close), nor are they spending any more than the amount of money that most CMOs could find between their couch cushions.

Film Riot is geared toward independent and aspiring filmmakers. Its audience ranges from pre-teens with their first cameras to industry veterans. The promo in question is for a sound effects pack. If you haven’t already, take a look at their channel and then keep on reading. Read more

This post was first published by Blaise Lucey on March Communications’ blog PR Nonsense.

SEO is The Hunger Games. Here's why.Google has essentially become the Gamemaker of “The Hunger Games” and every piece of content is a Tribute trying to survive the search environment. With a sweeping change to the search engine’s algorithm, Google can instantly transform promising pastures into volcanic wastelands, burning old search engine optimization (SEO) strategies to ash.

Did you see what that poison fog did to Katniss in “Catching Fire”? That’s what Google can do to the content you’ve tirelessly spent creating and optimizing for search.

That’s left brands in a bind. Google is the only logical choice when you’re trying to build your company’s presence in search. No matter what Bing and Yahoo try to say, Google has about 68 percent of total U.S. search engine share. That number is growing, too, which means the search giant is only getting bigger. Read more

Linkedin logo

Over the past few months, you might have noticed a new kind of notification on LinkedIn that lets you know whenever someone from your network has published a blog post. These posts are stored directly on LinkedIn, so reading them is a pretty seamless experience. When you’re done, you’ll notice that there’s an endless stream of other content in the left column. Some of these posts are from LinkedIn Influencers – big-name CEOs, celebrities, policymakers – but others are from regular LinkedIn members.

This is part of LinkedIn’s grand plan to get people to stay on the platform and engage with it. Right now, most people treat LinkedIn as a job-finding website. If they don’t need a job or they’re not tidying up the resume, there’s no real reason to visit it. LinkedIn Groups provided some form of engagement but, as we’ve discussed, these groups have more or less become spam factories. Read more

This post was first published by Blaise Lucey on March Communications’ blog PR Nonsense.

Tracking your content marketing program's results isn't hard, it just requires the right tools.B2B content marketers have come a long way. They’re not writing as much “selfie” content anymore and they’re not writing unhelpful stuff, either.

Sure, there might be a lot of repetitive articles for the sake of search engine optimization (SEO), but who’s not guilty of that?

The creation of content is no longer the biggest challenge faced by B2B content marketing. A lot of executives have heard that this thing called “content” is important for the business, so they’re willing to give it a try. Read more

This post was first published by James Young on March Communications’ blog PR Nonsense.

After years of listening to the same iTunes playlists and stale talk radio programs, I finally moved the purple podcast app on my iPhone from my “useless” folder (where Safari, Game Center, Compass and Apple Maps still live) onto my home screen. In the last year, that app has become one of my most-used.

“This Week in Tech” usually kicks off my work week, because you can’t work in tech PR and be unaware of what’s going on in the tech world. Midweek, I’ll tap into the Grantland network for deep dives into sports and pop culture. “99% Invisible” gives me a look at the most fascinating elements of design and architecture (Ikea Hacking, anyone?). By the time Friday rolls around, I’m usually left with NPR’s “All Songs Considered,” Slate’s “Political Gabfest” and Harvard Business Review’s “HBR IdeaCast” – whatever else I missed. Read more

This post was first published by Blaise Lucey on March Communications’ blog PR Nonsense.

At this point, you might have heard of native advertising as either a useful new marketing tool or an evil, corrupting influence. Whatever the case, there’s no doubt that it’s going to be a huge, oddly unifying force in the world of public relations, marketing and journalism.

You don’t have to look further than Buzzfeed to see how popular the trend has become. The tech publication recently landed $50 million in venture funding – in part because the revenue from the publication’s native advertising has been so profitable. Read more

This post was first published by Maya Smith on March Communications’ blog PR Nonsense.

It isn’t “new” news anymore that Google’s Panda 4.0 caused the SEO visibility of press releases to drop considerably, but companies are still working to adjust PR strategies. The silver lining is that the increasing emphasis on original content presents even more opportunities to share original, creative content that drives results. The press release can still be used to generate awareness, but it’s only one piece of the puzzle. Here are some other ways that brands can spread their messages, without running into the Google algorithm roadblock. Read more

This post was first published by Blaise Lucey on March Communications’ blog PR Nonsense.

Not every product announcement or company update is front page material. Most companies know that there some things that won’t get the attention of an industry publication or a business journal.

Yet that doesn’t stop the feeling of creeping disappointment when there doesn’t seem to be as much coverage of a new development as you wanted.

The fact is that the game of public relations has changed. Since March started doing tech PR in Boston in 2005, we’ve witnessed a lot of these changes firsthand.

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