Content Marketing

Is There Room in PR for Content Marketing?

Posted April 4, 2013 | Link

Guest post by Keith Ecker of Jaffe PR

The buzzword on every marketer’s lips is content marketing—and with good reason. Never before have brands been able to so easily transform themselves into de facto content creators through the use of affordable publishing and distribution tools, such as blogging platforms, Twitter and LinkedIn. Meanwhile, the definition of what constitutes a traditional media outlet continues to be flipped on its head as websites, blogs and social media sites become go-to reads for consumers and key decision-makers.

So, what does this shift in the way information is produced and consumed mean for the world of public relations? If audiences are more prone to read a Twitter feed over the New York Times, is it time for all us publicists to hang up our hats and call it a day?

While it’s no longer business as usual for the PR industry, I’d argue that this is one of the most exciting times to be a publicist. Rather than fight the inevitable changes, I recommend embracing these changes as an opportunity to redefine the profession. Content marketing isn’t making PR obsolete; it’s forcing it to adapt to make itself more effective than ever.

Content Marketing 2.0: Story + Narrative Connect People & Brands

Posted March 15, 2013 | Link

This year and last, content marketing and the importance of storytelling were central themes throughout the conference. In his session this past Monday, Moving from Story to Narrative, Deloitte chairman John Hagel (@jhagel) counted more than 100 SXSW presentations focused on content. His presentation, however, went deeper by examining the differences between story and narrative—and how the latter has inspired movements that shape the world.

In this post, we’ll examine the differences between storytelling and narrative—and share tips for brands to use both to better connect with the audiences they care about most.

Content Marketing Presents Uncertain Future For Publishers

Posted January 29, 2013 | Link

As publishers see continued erosion of ad revenue and readership, advertisers are shifting their dollars to digital, hiring writers, outsourcing content production to marketing agencies, and building their own audiences. In short, brands are becoming publishers, and investing resources in content marketing that were once earmarked for traditional media.

But, the reality is that becoming a successful brand publisher is hard. So while brands confront new demands on talent, technology and business process in order to adapt, publishers have a bit of a head start in these critical areas, and can compete directly with marketing agencies for outsourced content dollars.

Rather than viewing content marketing as their impending doom, publishers should be focused on the emerging opportunities ...

Content Marketing Copycats: Check Into The Challenges

Posted January 22, 2013 | Link

When it comes to content marketing, imitation isn’t all that flattering when you’re the one who’s put in the thought, time and money. What are the challenges you've faced with content copycats, and how do you prevent plagiarism in your organization?

The (Self) Education of a Content Marketer

Posted January 18, 2013 | Link

It’s easy to get snowed under with the latest search engine news, marketing predictions and industry shop talk. But don’t lose sight of the things that matter most—and would be of interest—to your customers and prospects. Killer content is executed not just by following best industry practices, but by uncovering the stories, angles and connections everyone else missed.

Are You Breaking the Rules for Outsourcing Branded Content?

Posted December 28, 2012 | Link

What are the universal standards for outsourcing content? Between Google algorithm updates and perceptions in the marketplace (such as seen in the Journatic controversy) some might be apprehensive to try outsourcing at all. But, if done right, outsourcing can be beneficial for your business in the long run.

A Content Marketing Mind for Social Business

Posted September 24, 2012 | Link

No longer limited to the confines of an intranet or physical office space, social business offers limitless opportunities for creativity, growth and brand building within an organization. Enter content marketing as the means to create meaningful conversations and a lot more value.

Why Every Content Marketer Should Have Newsroom Experience

Posted September 14, 2012 | Link

Marketers are excited about the content marketing movement. Journalists might see it differently. I recently entered the marketing world (and the professional world, for that matter) with a journalistic background, and quickly realized the tangled relationship between these two neighb…