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Content

Waggener Edstrom Explains Its New Content 2.0 Strategy

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We believe that content is our future; it’s already leading the way.

A major firm launching its own related studio/operation isn’t necessarily earth-shattering news at this point, especially since the big names have reached a sort of consensus regarding the value of original content creation in differentiating one’s services.

Yet the trend continues to evolve. Waggener Edstrom is the latest firm to announce the roll-out of its own full-service offering under the Content360 heading.

We recently spoke to WE advisor/project manager Hava Jeroslow to get some perspective on what makes Content360 different.

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Not-So-Breaking-News: CNN Says We Will All Die on March 35, 2041. Really.

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UGM — These three letters have pretty much meant the end of the world as we know it, to quote a notable lyric. Only this time, it was literal.

What does it mean? User-Generated Media. Have smartphone, will report. This means all that journalism studying done by serious reporters doesn’t amount to a thing if some schlep with a Samsung Note can tweet a shaky video to national news.

TMZ uses it. Discredited blogs use it. And even the biggies use it, most commonly CNN and its fabled “iReport.” Cute name. Terrible news. Like everyone dying by asteroid on March 35, 2041. Yes, March 3-5. That is not a typo, just really sloppy reporting.

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Google Has Become eBay’s Panda in the Butt

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As a copywriter, PR professional, and overall Class-A nerd, I love Google.

Why? If you understand the ‘Google Zoo’ — Penguin, Panda, and Hummingbird — then you would know about the many changes Google has made to the search algorithms. In fact, the Internet guardian has practically declared war on Black Hat hackers and other ne’er-do-wells living in Mom’s basement with the latest version of Alienware.

NEWS FLASH: Google is making us better writers. Of course, in the process, they are so angering brands who spam the Internet. Latest on its ess-list is eBay. Not good.

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5 Things PR Pros Should Know About Blogging

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We are asked many interesting questions here at PRNewser. Some of the questions are serious queries into the progression of our craft. Other thoughts come from those who read “Anonymous Tips” as “Confusing Jokes”. They are all okay with us.

One question I get quite a bit concerns breaking into blogging.

While it’s not a mystery, the act of blogging requires several things that most PR professionals already have at their disposal but may not be using correctly. You know, like the ability to write a diagrammed sentence. It’s no one’s fault, really, but it got me thinking about another ‘5 Things.’

So, here are the 5 things PR pros should know about blogging.

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Why More Firms Are Hiring Journalists As Content Strategists

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If you read this blog (or any other) regularly, then you’ve almost certainly noticed lots of recent reports that seem designed to create a few new creases in your average journalist’s brow.

Reporting may have scored a small victory in moving from America’s worst job to its second worst job for 2014. But whether it’s a failure of media salaries to keep up with inflation or a study revealing that fewer people now say they want to write news for a living, there’s plenty of evidence that journalism still hasn’t quite decided what it will look like ten years from today.

Firms know this, of course–and they’re responding in turn. For example, in order to address the communications industry’s focus on content, content, content, San Francisco agency Bateman Group recently hired former USA Today tech writer Scott Martin while promoting veteran journalist and content practice leader Elinor Mills to VP of content and media strategy.

We asked Martin and Mills for their thoughts on the state of the media and the hack-turned-flack phenomenon.

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Get to the Point: IHOP Fires Woman for Customer’s Bad Math Skills

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Hey kids. Go to school. That, or don’t tip at IHOP. 

It was just a regular day in Henrico, Va. when some guy was jonesin’ for a Rooty Tooty Fresh N’ Fruity at IHOP.

Dude walks in, sits down, and meets his lovely server, Chanetrice Carter. He devours his meal, gets his bill, and decides he was smitten with young Chanetrice. I guess it was the way she poured his coffee with a playful reach for the cream.

So, he tips her $200! And Chanetrice was given a pink slip for her troubles. Wait, what?  Read more

5 Things to Know About Choosing the Right Keywords

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The phrase is content strategy. And, whether you feel confident about it or not, my fellow flacks, this is slowly becoming your bag in PR. SEO is an ever-evolving thing. It’s like watching a child actor grow up — you know the brick wall is coming, it’s just when he or she will run smooth into the damn thing.

We are running into SEO and many flacks aren’t prepared because of all the many nuances behind keywords. What are they really? How do you use them? When is the best time to write them?

To wit, here’s our latest 5 Things listicle: What to know about choosing the right keywords. *High Five!*  Read more

The Future of Content Marketing Is Here, and It Looks a Lot Like Snapchat

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One of the more interesting social campaigns honored at this week’s Shorty Awards was the one promoting Wet Seal on Snapchat–a campaign for which the brand’s agency ICED Media lent the “keys” to its account to a 16-year-old fashion vlogger.

Like many of our readers, we’ve only begun to dip our toes into the Snapchat pool (by drawing various hairstyles on our puppy). We’re still not sure what to make of the network as a promotional tool, yet Wet Seal’s campaign earned the brand more than 9,000 new followers.

Many top agency leaders will tell you that Snapchat and networks like it represent the future of creative content marketing.

We spoke to ICED president Leslie Hall to learn more.

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STUDY: The Public Trusts ‘Expert’ Content More Than Any Other Kind

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Given the endless talk of content and its newfound value in both PR and marketing, we shouldn’t be surprised to learn that the line between such materials and a given client’s business goals is rarely clear.

A newly published report offers us a bit more information on the subject.

The study, conducted by Nielsen and commissioned by inPowered—a company specializing in targeted content marketing distribution—considered the three major types of content and their effects on the purchasing process.

Its main conclusion? The public likes objectivity and reliability.

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The Onion President Talks Content Strategy

Mike-McAvoy-articleThe Onion: you know it and you probably like it. You may also know that the publication’s Onion Labs group creates sponsored content for a variety of clients. (You probably don’t know that the Labs’ home page includes a quote from the blog you’re reading, but we’ll remind you now because we love shameless self-promotion.)

So what sort of strategy underlies the creation of all that content? And why do so many companies want in on it?

Mediabistro’s wickedly talented Valerie Berrios recently talked to Mike McAvoy, president of the organization, to learn more.

On company culture:

“…what’s great about The Onion is everyone here cares about the content; they care about the products, so you have this united front in that everyone wants to see The Onion flourish…Everyone’s really smart, and they have to be in order to get the joke.

There [are] no bylines for the content that we create…it’s very team-oriented.”

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