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Posts Tagged ‘content marketing’

Content marketing basics, social media trends

content marketing

The journey to success in communications, marketing and public relations starts with the basics.

If you want to have a successful communications, marketing and/or public relations campaign or program, you must start with the basics. That beamed through clearly in talks this week by Krista Neher of Bootcamp Digital at Cincinnati IABC and Daniel Brockdorf of Caesar’s Entertainment at Cincinnati AMA. It’s vital to build upon those basics by implementing the latest and greatest available.

Brockdorf spoke about driving customer loyalty through content and measurement. It was interesting hearing how successful organizations start with the fundamentals to break through the ever-growing clutter of loyalty programs. As you can imagine, it can get quite sophisticated as marketers perfect the science of analyzing big data and delivering content at the precise point that an individual is receptive to it. But, as Brockdorf stated: It all starts with the basics… and many skip or shortcut the following steps for various reasons. They include:

1. Purpose
2. Audience
3. Message
4. Channel
5. Frequency
6. Execution

Neher, meanwhile, shared 10 new strategies and tools for social media. She covered trends and topics, such as:

1. Sharing your story in a faster, more relevant way. People are overwhelmed, so you’ve got to get to the point.
2. Keep it short. In this era of Twitter and Vine, you must connect quickly and poignantly.
3. Real-time communication. If you wait, the story goes on without you. Speed is of the essence.
4. Real photos and real stories. User-generated content helps people buy into your messages. Only 14% trust ads, while 78% trust referrals.
5. Instagram and visual content. Our brains process images much more quickly than text.
6. Pinterest. Be creative with this visual social network. For example, use it as a resource guide for your target audience instead of forcing people to dig through your website.
7. Be interesting. Present content in a positive, compelling manner. Don’t be boring, or dull!
8. Be prepared to spend money on social media. It’s not just an earned or owned channel for interacting with your key audiences.
9. Stop talking about yourself. Get other people to talk about you. Partnerships are important.
10. Infographics. Include them in your marketing and communications mix. They can convey a lot of information quickly and are very sharable.

Both speakers went into detail about all of the above points. But, as Krista advised, I’m going to keep this brief!

 

 

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Back to the basics: Earned, Owned and Paid media can help build trust, likability

Content marketing, brand journalism, SIMEngage

Lots of great presentations and conversations at the SIMEngage conference in Cincinnati. Got me thinking about the basics.

Sometimes, I find my mind swimming in facts and details. It seems I’m always reading a half-dozen books about PR and marketing, attending meetings and conferences, viewing blog posts and videos… My mind feels like it’s on overload.

Then, a brief chat with someone will bring me back to the basics. That happened during a break in the fantastic SIMEngage conference this week in Cincinnati. While sipping coffee and connecting, a friend and I agreed on these points:

Basic No. 1 — People do business with those they know, like and trust.

Basic No. 2 — Earned, Owned and Paid media are great avenues for achieving No. 1. Earned media is traditional PR — pitching stories to TV, radio, magazine, digital journalists and bloggers. Owned media is going direct to your audiences via your own blog, newsletter, YouTube channel, Facebook page, Twitter account, etc. And Paid media is advertising. (By they way, the speakers at SIMEngage did a great job of explaining the confluence of all three under the umbrella of Content Marketing.)

Basic No. 3 — If you want to understand how social media works, you need to set up a LinkedIn account (or Facebook, or Twitter, or whatever) and devote some time to it. You can’t have someone just tell you about it. You have to participate to learn.

Sounds pretty, eh, basic. Not for some people outside of the PR, marketing and digital worlds. We can provide great value by helping them better understand the basics.

In fact, if anybody wants assistance with any of the above, please contact me. I’d be glad to help you achieve your goal.