According to a study by MarketingProfs and the Content Marketing Institute, nearly 93% of marketers use content marketing today. I would even argue that public relations professionals whole job is about content marketing in one form or another.
I had the opportunity to look at content marketing from the PR side as well as the marketing. Regardless of who’s doing it, content is more than putting words to paper and hoping that someone will read them.
It starts with understanding the 5 “W’s” of Content:
Who will consume the content I’m creating;
What type of content will resonate best with that person;
Why are they motivated to seek out my content in the first place;
Where will that content be for them to easily find it; so
When they are searching or looking for that content, your content is front and center.
Oftentimes, we jump to the writing and neglect to clearly answer these 5 “W’s”. To ensure that each writing project is clearly define, I recommend creating a content marketing form template that is used prior to each content project.
I’ve found that this greatly helps clarify the purpose of each proposed content piece or to determine what gaps we have before starting to write one word.
What other “W’s” are there?
I originally started my career in public relations before moving into the marketing function. Throughout the years, there are several skills that I’lve picked up that have been essential to my role. Here are the five key skills that I believe are a must for today’s marketing professional, in no particular order: Continue reading »
Heidi Cohen, president of Riverside Marketing Strategies, has 20+ years experience in direct and digital marketing across diverse product categories encompassing soft goods (such as clothes and uniforms), highly regulated financials services, entertainment-related products, and craft-oriented offerings. Her blog provides marketing related insights grounded in digital and direct marketing. In this installment, Heidi answered some questions via email. You can follow Heidi on Twitter @HeidiCohen. Continue reading »
In this episode of PRMM Interview (http://www.prmeetsmarketing.com), Donna Sanford, president of Sanford Project Partners, discusses how marketers can leverage content more strategically. Topics we discussed include: content for marketing, tips for marketers, rising above the marketing noise and content curation.
Most social media campaigns begin with a bang – you’re excited, have a lot of passion and are regularly posting, tweeting and engaging your audience. If social media marketing isn’t your full-time role, other priorities begin to take priority once this initial excitement dissipates.
Like your demand generation programs, the success of your social media marketing also depends on providing the right content to your audience at the right time during the sales cycle. Here are four quick ideas to keep your social media channels seeded with rich content:
Repurpose your content: Many companies have a huge reservoir of content ranging from product sheets to webinars, white papers and more. This content can be repurposed for your social media marketing efforts with minimal time and effort.
Editorial Calendar: Jumping into social media provides you the opportunity to publish content on your own timetable. To ensure that you stick to a schedule, map out an editorial calendar for the quarter looking at specific topics, guest authors, etc. to ensure that you have a rich funnel of content.
Interview Industry Experts: To vary the content and further position your company as an industry thought leader, interview industry experts and seed the interviews across your channels. You can do a quick video interview for YouTube, an email Q&A for your blog, or include profile in your email newsletter.
Invite Guest Bloggers: Creating all of this content is time consuming. Invite industry bloggers or peers to contribute a post to your blog. Make sure to set up some basic guidelines to ensure content is relevant to your audience. This alleviates your time constraints while provides content for your blog.
How do you keep your marketing and social media channels fresh with content?
Social Media Marketing 101 Posts
Cece Salomon-Lee is director of product marketing for Lanyon Solutions, Inc. and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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