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Posts Tagged ‘Content Marketing’

British People Very Annoyed by Your ‘Content Marketing’

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Brand advocacy is great, right? Sure it is—unless you happen to be an advocate’s best friend.

Peter Ormerod of The Guardian seems a bit confused, though: what he calls “friendvertising” is really just successful content marketing, or brand-produced videos shared by those in his social (media) circle.

Ormerod takes particular umbrage at the WestJet Christmas campaign and Dove‘s “Real Beauty”, claiming that the offending companies are using feel-good, socially positive messaging to hide their true intentions: sales. These were, of course, two of 2013′s most successful campaigns—so we can’t imagine what he’d say about lesser entries in the content marketing field.

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The Future of Content: Takeaways from the Council of PR Firms ‘Content Frenzy’ Event

CONTENT!!!

  • Content is the future of public relations—but do we really want to enter such a “shitty business?”
  • Content is the best way to reach the audiences our clients value most—but we can’t follow the media industry “over the cliff”
  • Our core competencies are in storytelling and earned media, and we should “think like editors”—but we have to demonstrate real-world value to our clients or we’re toast.

Confused yet?

The Council of PR Firms‘ 2013 “Content Frenzy” Critical Issues Forum was nothing if not contentious. During the event’s opening panel moderated by Ogilvy CEO Chris Graves, BuzzMachine founder/media critic Jeff Jarvis and WebbMedia Group CEO Amy Webb encouraged attendees to forget everything they thought they knew about “content” and stop trying to view PR as the new journalism, because:

His point? PR is all about “relationships”, not “creating more crappy content”, so we should stay away. And he didn’t let up.

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Public Relations: The Journalist’s New Frontier (Part 2)

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Today we bring you the second half of our guest story by  Orbit Media Studios founder and content marketing specialist Andy Crestodina (find him on Twitter and Google+). Click here to read the first half. 

Teaching: The New PR

In September I participated in a panel at Chicago Social Media Week and our moderator, Brian Burkhart of SquarePlanet Presentations, called me the king of “free beer.” While I’m not one to mooch free beers from people (though I do enjoy them), I do believe in giving away your knowledge and content—even your best stuff. That’s how you teach people.

Why give it away?

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Where Does PR Fit Into Content Marketing?

Content production unit.

A recent study answered the question “How often does content marketing really work?” with “almost never”. We were intrigued because the company behind the study was software maker InboundWriterso last week we spoke with CEO Skip Besthoff to help answer an alternate question: how can we make content marketing work?

We’ve covered InboundWriter in the past because the purpose of its “predictive analytics” software is to assist in the optimization and placement of content for clients via established best practices. InboundWriter’s tools help estimate how well each specific piece of original content will perform in terms of traffic and search results, and Besthoff’s recently released update comes primarily in response to Google’s recent algorithm changes:

“Google wants original, authoritative content that improves user experience for people searching for information. So in the marketing industry, there’s an increasing focus on high-quality content.”

So why should PR be interested? InboundWriter’s rep Natasha Grach explains:

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