Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Why the Future of Content Marketing Isn’t Just Marketing Content

From www.business2community.com - March 9, 2015 10:34 PM

Most people view content marketing as revolving around blogs posts, videos, and infographics – in short, all the usual suspects in terms of marketing content. They rarely if ever consider all of the other types of content that companies create — technical manuals, product data sheets, and customer service FAQs to cite a few examples — and how all of it could align with and support their efforts.

Similarly, most marketing teams never engage their peers in other departments about their content marketing activities unless it’s to ask them to serve as subject matter experts for a particular project. Regardless of whether that’s due to a lack of time or interest, they also don’t go out of their way to understand what content other departments are creating, let alone try to corral those efforts or align them. As a result, it’s easy for silos to form and for other departments to create content without regard for corporate standards. And who can blame them? They have their own goals to meet and adhering to the marketing team’s guidelines is rarely one of them.

This lack of coordination can lead to two big missed opportunities...

Jeff Domansky's insight:

Integrating content teams is the recipe for better content marketing.

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A Quick Reference Guide to Integrated Marketing

A Quick Reference Guide to Integrated Marketing | Public Relations & Social Marketing Insight | Scoop.it
From www.steamfeed.com - October 21, 2013 1:16 AM

There are several components to an integrated marketing communications (IMC) plan, but you don't need to focus on every one. Choose the best for you!


Every time I have an opportunity to explain the concept of integrated marketing, I can see the sands quickly running through my listener’s hourglass attention span as I struggle to rattle off all the channels and activities. Trying to name and dissect the various components during a brief conversation is like getting called on to recite the human skeletal system two minutes before the bell rings. Let’s see…there’s the uh…


Recalling all the pieces into a written plan is no less daunting. A thorough integrated marketing communications (IMC) plan is one that coordinates messages and activities across various channels to achieve a common goal. Simply put, this means that IMC leaves nothing out. Good ol’ paper-based direct mail is in there with digital marketing. High-dollar advertising can ride alongside grassroots, get-out-in-the-community public relations.


Does this mean that your plan needs to include every channel? Not at all. While IMC recognizes the synergistic value of a coordinated set of marketing activities, this doesn’t mean that you have to do everything. Just make sure that everything you do aligns with an overall big picture strategy, is appropriate for the audience(s) you want to reach, and can be accomplished with your available resources....

Jeff Domansky's insight:

Here's a comprehensive guide to integrated marketing.

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Marketers Are Not Publishing Enough Content | Mitch Joel - Harvard Business Review

Marketers Are Not Publishing Enough Content | Mitch Joel - Harvard Business Review | Public Relations & Social Marketing Insight | Scoop.it
From blogs.hbr.org - June 14, 2013 1:33 AM

...Inevitable is the classic "quality versus quantity" debate. In rebuttal to the pushback that Vaynerchuk's comments received, he astutely asks, "why not both?" Why can't brands create a lot of high quality content? Sure, some of this content will work and some will miss the mark. Not all attempts will result in a viral homerun, but we live in a real-time world, where individuals are increasingly looking for more context from their content.


Content providers are going to have to play a very different game. A personal case study comes to mind. On May 21st, I published my second business book, CTRL ALT Delete. Along with a digital experience to compliment the launch of the book, my digital marketing agency, Twist Image, took the interesting stats and data from this experience and created a SlideShare. Instead of simply tweeting and sharing the link throughout my online social spaces, I shared some of the unique stats (akin to Vaynerchuk's tripling down). I expected this deluge of content to upset my online community, provoking negative comments and pushback.


Much to my surprise, the SlideShare quickly surpassed 100,000 views, and the number of new followers and friends coupled with the retweets and shares sent my overall analytics through the roof. Creating what Monty refers to as "digital clutter" seems to have been the most effective strategy to get the word out. How did this happen? People aren't "on the ready" just because I decided to hit a publish button. The frequency of posting matched with the quality created greater attention and focus on the message. It's a tough lesson for new media thinkers to hear: traditional tactics like frequency and repetition work....

Jeff Domansky's insight:

Mitch Joel reflects on the need for quality. But you also need quantity for reach as he shows with a good example.

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D'Oyen Williams's curator insight, June 14, 2013 4:39 AM

CONSISTENCY is the name of the game - frequency and repitition are only moderators. Content must be consistently published so as to create consumption habits as well as content must be consistent with (or surpass) audience expectation
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How a Simple Promotion Framework Can Support a Powerful Content Strategy

How a Simple Promotion Framework Can Support a Powerful Content Strategy | Public Relations & Social Marketing Insight | Scoop.it
From blog.hubspot.com - November 18, 2014 11:07 PM

Content marketing is all about who sees your content and how often. But as content marketers, we know there’s more to marketing your content than throwing it out into the universe and seeing what sticks.

We have a wide array of platforms, tools and knowledge at our fingertips that allow us to get a little help in rounding out the promotion of our content. But at times, it can seem both overwhelming and overkill to deploy all methods of promotion.

What if you could take advantage of all aspects of promotion without overwhelming your audience? Check out how to maximize your promotion by implementing an integrated approach to your content strategy....

Jeff Domansky's insight:

if it's not integrated, it's not likely working.

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Coke Ad Includes Live Tweets

Coke Ad Includes Live Tweets | Public Relations & Social Marketing Insight | Scoop.it
From mashable.com - September 10, 2013 8:54 PM

A Romanian Coca-Cola ad appears to have broken new ground in integration between Twitter and TV by including live tweets during an ad.


...the ad included a subtitle bar that let the brand run tweets that consumers sent in using the hashtag #LetsEatTogether. Ad agency MRM Worldwide in Romania edited the tweets, five to seven of which made it into each ad placement.


The campaign addressed the fact that 60% of people don't eat meals together, but instead eat them solo while sitting in front of the TV. The tweets were often invitations to specific people to have a meal together (with a Coke, of course.) During the spring campaign, Coke's Twitter followers in that country increased by 15% as hundreds of tweets aired on TV. The effort also made the evening news....

Jeff Domansky's insight:

Very innovative concept and integrated media execution.

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Samara Paxton's curator insight, October 2, 2014 7:10 PM

The absolute perfect way to incorporate customer engagement- letting your customers know you care (eg- they are eating alone). Bringing people together, creating happiness (Which is what Coca Cola's message is all about- Open Happiness). This shows that Coca Cola have a handle on what it means to engage customers, and not only is this from a Marketing perspective, it actually created something that the evening news was talking about. Eating alone is possibly not the worst thing going on in the world, but it brought to attention the fact that things such as television are taking over what really makes people happy- via social media. Beneficial to Coca Cola, as the amount of attention it brought the brand is overwhelming. One of my favourite campaigns I have seen. It also inludes consumer behaviour- as it is showing that consumers are not taking part in something that Coke is a large part of- eating meals. What a way to change that. 
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Resources: Converged Media, Integrating your Paid, Owned, and Earned | Jeremiah Owyang

Resources: Converged Media, Integrating your Paid, Owned, and Earned | Jeremiah Owyang | Public Relations & Social Marketing Insight | Scoop.it
From www.web-strategist.com - May 15, 2013 10:50 PM

Is Facebook paid, owned or earned? The answer is yes.

 

Facebook is all. They integrate advertising units along with content created by brands on their Facebook pages, and allow for consumers to share their opinions right in the comments. Sometimes, ads look like social content, and it’s hard to distinguish the difference. At Altimeter, we see this convergence only increasing, and these Venn diagrams will continue to have overlapping circles of paid, owned, and earned.

 

To meet this converging media types, Altimeter kicked off a research project with Rebecca Lieb(a fantastic speaker in her own right), Jessica Groopman (expert researcher), and yours truly.

 

We found that companies must now integrate their marketing process, strategy, and tactics so each channel leverages each other. In fact, we’ve identified a few workflows that help marketers, and their agency partners do just that. If you’ve read the report, some of this is a rehash, but I wanted to share the story in the above embedded video of how I like to articulate it while on stage....

Jeff Domansky's insight:

Jeremiah Owyang talks about the convergence of paid, owned and earned media and the need for integration.

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