Public Relations & Social Marketing Insight

Marketers are getting so good at journalism that they want it all. The practice of content marketing is simply to create useful content for a specific audience to get new customers. But plenty of corporate content marketers use this approach to do better journalism than journalists - particularly when it comes to focused, tangible news-you-can-use kind of information.

Many content marketers have so much momentum they think they can create a level of trust with the public typically reserved for the Fourth Estate (and with it, transfer that trust to the companies they work for and make them lots of money). Forget about earned, owned and paid media strategies when you can be all three.

But I think that's a Don Quixote-level delusion brought on by the disruptive media times we live in....

Klout has attracted it share of critics but it is also an undoubtedly useful tool for businesses trying to achieve a culture of content creation.

Our team needed to establish metrics that would drive the right behaviors in the organization over the long-term. But how do you measure cultural change? How do you measure whether a team is moving from a comfort level with advertising and broadcasting to one of listening, creating, responding, and nurturing an audience of relevant healthcare influencers?

We looked at a variety of metrics but the more we thought about it, “Klout” seemed to fit the bill.I know I risk a torrent of critical responses by even mentioning the name of this company. But if you already on the brink of a rant, I would like to ask a favor. I am taking my time to create free, thought-provoking content for you. Before you rant about Klout in the comment section, please put pre-conceived notions aside for just one moment and don’t skim the article. Then, you can rant : )...

Why Social Media & Search Marketing go hand in hand. Taking the example of the Flower & Gifts Industry.

...We believe that Social Media and Search Marketing go hand in hand because Social conversations can lead keyword strategy in a certain direction, and Search keywords can influence Social content strategy. By combining your Search & Social Marketing efforts, you can make sure to provide your audience with the right content, based on what they search for the most and what engages them on Social Media. Today we will take a look at the Flowers & Gifts Industry as an example of Social Media & Search Marketing alignment...

Contextual design is a proven approach that we’ve started using for all of our landing pages. I’ll get into more detail in a minute, but essentially you start a conversation in a blog post, in an ebook, in a promotion, in an ecourse, and then continue that conversation on the destination landing page.

Instant gratification for your visitors. Instant increase in conversion rates for you. Smart content marketing for all.In this blog post you will learn how to use landing pages for content marketing...

I have been doing a little research on the use of social media for competitive intelligence. I have done this type of exercise in the past but thought I’d be a little different this time and actually make a blog post out of the sites I came across that I found to be useful in some way. These are 30 blog posts that I found that talk about competitive analysis using social media. Leave me a comment and let me know what you think....