In developing your marketing budget for 2014, your organization may ask the question “Should we be doing public relations or content marketing?” However, this question can be quite misleading, given that public relations and content marketing go hand in hand.
CCO Blog | Insights on Content Marketing, PR and Social Media
No two people are alike. You probably already know that, but it’s often difficult to act on it when developing collateral.
It’s tough to create, for example, a single white paper or podcast that speaks to every customer on their level. Some of them might be people who are new to the industry, your company or both, so the content isn’t effective if the jargon flies over their head. But many of them also are veterans, so they’ll quickly lose interest – and you’ll lose sales opportunities – if the content talks down to them.
Jan 22, 2014
With the new year comes another set of editorial calendars. Yes, many publications still have them, so it’s worth looking at whether they’re still an effective way for companies to get in front of potential customers.
Jan 16, 2014
There are plenty of online resources (including this one) that preach the importance of content as a key component of an effective integrated communications strategy. Fewer will point out what I strongly consider to be the absolute most important factor that distinguishes a truly great content strategy from just any content strategy: The quality of the content.
Jan 14, 2014
Vlogs and other video content can be a highly effective way to influence and engage prospective customers, as well as journalists, bloggers and analysts. But that effectiveness depends on the quality of distribution and production.
Jan 8, 2014
Amazon got plenty of media coverage the week of Dec. 1 after showing off its drone-delivery plans on 60 Minutes. Some PR and marcom pros saw the timing as especially savvy because it put Amazon in the spotlight just as the holiday shopping season kicked off.