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Content Marketing Isn’t New — And It’s Not for Everyone

This Entrepreneur compilation of experts discussing marketing trends to avoid is packed with advice from some industry luminaries, such as Peter Shankman and Jim Joseph. But the quote that caught my attention was this one from Ilise Benun of Marketing-Mentor.com:

“I’m peeved most lately by all the people treating ‘content marketing’ like it’s brand new. We’ve all been marketing ourselves with content forever! I’ve been publishing an email newsletter, doing speaking engagements and writing articles and books for more than 20 years with the goal of sharing useful information and positioning myself as an expert. It used to be called ‘marketing.’ Now it’s ‘content marketing’ and everyone thinks they have to do it. Not true! It’s not right for all businesses, and it’s a lot of work!”

Yes, content marketing is all the rage all of a sudden, but she’s so right that we’ve been doing this forever. In PR, we create content and try to get others to create it, as well. This all feeds content marketing. Every press release, every news article, every success story, every newsletter–it’s ALL content and it ALL emanates from the marketing/PR department.

The other point she makes is also important–let’s break it down into two parts. First, she says content marketing isn’t right for all businesses. True again. Should every company be spending time and money creating content? No, probably not. For some, there are wiser ways to spend the marketing dollars. And then, beyond that, she says, “….and it’s a lot of work!” Right! I think this can be glossed over at times. There are a lot of businesses who hear about content marketing and think, “Oh, yeah, that’s the ticket!” without realizing how much work it actually is. When you think about the hours it takes to create an article or write an e-book, for example, it’s extremely time consuming and requires someone with the right skillset to collect the information, write it, edit it and then issue it via the right channels. And then, will anyone respond? Will anyone read it and become a prospect or a buying customer? There’s no guarantee. For smaller businesses, it can be an overwhelming prospect. (In an upcoming post, I’ll provide some examples of content marketing that’s simple to do for small businesses.)

So, it’s good to remember that content marketing has been with us for a while now. You’re probably already doing it, whether you call it that or not. And while it’s great for some companies, it’s not for everyone. Take time to think and carefully examine your needs and goals—and your budget—before you hop on the content marketing bandwagon.

Think Spring: Five Ways to Spruce Up Your PR and Marketing Efforts

Ah, spring is here at last! Spring is the time of year when our thoughts turn to freshening up our homes, cleaning out our closets, and by the way, have you checked out that cluttered garage lately?! All kidding aside, while spring cleaning your home may be on the top of your list, how much thought have you given to your business and to freshening up your marketing, and specifically PR, initiatives?

In the spirit of spring cleaning, here are five things you can do to spruce up your marketing and PR:

1) If you haven’t made the commitment to social media, do it now. Social media isn’t going anywhere…and it’s a free tool just waiting to be taken advantage of. If you haven’t dipped your toe in the water yet, come on in! Start small, so as not to get overwhelmed. Pick one or two platforms you can commit to consistently updating. LinkedIn is a great place to start. I also like Twitter and Google+. Of course, there’s Facebook, Pinterest and many others, depending on the audience you’re trying to reach.

2) Consider a press release. Press releases are a multi-purpose tool in the marketing mix. They’re like the Swiss Army knife in your marketing arsenal! They help you get the word out to the masses and also help your SEO (search engine optimization). They can be posted to your site and to social media. You can pitch the release directly to reporters who may be interested in covering the news. Your sales team could use the press release in their efforts.

3) Content marketing is hot in 2014. Have you embraced it yet? To develop your own content, look internally for ideas. Are there customer case studies or success stories you could create? Is there a trend in your industry that might make a good white paper? Maybe look into creating an infographic you could publish. Once you have the content, make sure to add it to your site and post it to all your social media outlets. If you mention a customer or partner, perhaps you can ask them to blast it out on their social media platforms, as well. PR plays right into content marketing, as it can be used to create much of the “content.”

4) Have you booked a speaking engagement? Speaking is one of the best ways to increase visibility and be seen as the “expert.” Many organizations need speakers for their meetings and conferences. While these are generally unpaid speaking gigs, the benefits you’ll reap in the form of visibility can really boost your business and help your product or service get on the map. You can publicize the speaking engagement before, during and after the fact to get the most visibility from it. Again, using this as content on your social media platforms is a great idea. And those at the event may try to book you for another event or even purchase products or services from you.

5)Have you considered an award submission? Many industries and publications have awards programs you can enter, some at no cost. What does this get you? If you win, you can publicize it with a press release and once again, blast it out via all your social media platforms. You can also post the win on your site (some awards come with an icon you can use). Awards create credibility that lasts forever. Think of the Oscars—Tom Hanks will forever be known as “Academy-Award Winner Tom Hanks.”

Try leveraging the power of some “fresh” PR and marketing initiatives this spring by putting some of these ideas into action.

 

Ideas to Feed Your Content Marketing Efforts

Content marketing is a hot topic in 2014. Seems that while every company wants to do more content marketing, many are struggling to find the content.

You need content to push out through all those social media channels, as well as for your site, and perhaps even for your customer or employee communications—but where do you get this content? Who creates it? Where does it come from?

Leverage what you already have, such as company news—new hires, new partnerships, awards your company has won, speaking gigs your executives are participating in, new products or services, new customers, customer successes, events your company is participating in and so on. The stream of possibilities is endless, if you take the time to look for newsworthy items.

Then, you need someone to write the content. Think everyone’s a writer? Wrong! I’m so often amazed by the number of typos I see in business communications. Typos mean more than just a misspelled word or a missed punctuation mark. They make your company look unprofessional and weaken your credibility. Make sure to use a strong writer, if that isn’t among your talents.

If you commit an hour or two per week to plan and craft content to use in your various channels, you’ll be surprised at the results. If you don’t have the time or the ability to create the content yourself, consider hiring a professional business writer to craft the content for you. Once you have it, it can be repurposed in a number of ways, making your minimal investment of time well worth the effort.

My Holiday Gift—10 Ideas to Pump Up Your PR and Marketing Efforts in 2014

Today’s blog post is my holiday gift to you—here are 10 ideas to pump up your PR and marketing efforts in 2014:

1) Try a press release: If you’ve never issued a press release or if it’s been a while, find a reason to issue one in the new year. Press releases help search engine optimization (SEO) and can be used in a number of ways to help market your product, service or company.

2) Reach out to local publications in your area: If you haven’t reached out to your local media,  be sure to consider that in 2014. Most cities have a major daily paper, as well as smaller community newspapers and magazines that are specific to certain suburbs. You can also try local TV and radio, if your story lends itself to broadcast media.

3) Sponsor an event: Have you tried sponsoring any charitable events, perhaps in conjunction with the types of businesses you’re trying to attract as clients? If you attach the company to a benefit or charity, that could attract potential clients’ interest.

4) Try social media: There’s always social media—every smaller business probably needs to do more here. Start, if you’re not doing any, by choosing one or two platforms such as Twitter, LinkedIn, Google+ or Facebook, or beef up your efforts, if social media is already in your marketing mix.

5) Online news area: Add an online news area to your site, if you haven’t done so. This can be an area for press releases and news stories about your company. You can also add a downloadable “press kit” with more information on the company, team bios, photos, logos, product shots and other material. This makes it easy for reporters who may want to cover you to grab what they need. It’s always PR’s role to make their job easy!

6) Create case studies: Position yourself as an expert by creating case studies and/or white papers to distribute not only to the media, but to potential customers and other influencers in your industry. Content marketing continues to be all the rage, and this is perfect example of that.

7) Speak to increase credibility and visibility: Speaking engagements are a great way to attract the attention of potential clients and positions you as the expert. It’s important to select the appropriate venues, so do your research on local, regional and national trade shows and other industry events that accept speaker proposals.

8) And the award goes to: Awards programs are fairly easy to implement and can help attract attention to your product, service or company. If you win an award, it makes great marketing material! You can tout it on your site or issue a press release and forever after be known as the “award-winning” company! Think of Tom Hanks—“Two-time Academy Award winner” always precedes his name!

9) Reach out to vertical media: Don’t overlook media outreach to industry publications and/or bloggers, selecting those publications and blogs that your potential customers are reading.

10) Network like you mean it: Networking isn’t really in the PR category, but for referral-based businesses, this should be an obvious one. Be sure to dedicate the time to do it and select the events your potential clients attend. Get involved in an organization or two at a deeper level to really get to know people. I’ve seen how his pays off over time to keep business coming your way.

Just a few ideas to get you started…please feel free to comment with your own ideas or questions. Wishing you the best for the holidays and a successful and happy 2014!

 

Content marketing: Decision makers prefer information from an article vs. an ad

Content marketing: Decision makers prefer information from an article vs. an ad

Just in case anyone needs additional proof points on the value of PR, this article from Huffington Small Business supports the theory that business decision makers put more faith in articles vs. ads–80%, in fact:

“A study by Roper Public Affairs shows that 80% of business decision makers prefer to get company information in article form rather than in an advertisement.” 

Read the full article here:

http://www.huffingtonpost.com/jason-grill/content-marketing-is-king_b_3809822.html