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Posts Tagged ‘Andy Crestodina’

Public Relations: The Journalist’s New Frontier (Part 1)

Andy CToday we bring you the first post in a two-part story by Orbit Media Studios founder and content marketing specialist Andy Crestodina (find him on Twitter and Google+). 

It’s inevitable. Every time I speak about content marketing around the city of Chicago, I’ll be approached by a journalist-in-transition who was sitting in the audience. With each passing month, they make up a larger percentage of the crowd.

Honestly, it’s a bit sad. These are, after all, people who chose to pursue a career in news, a noble profession that requires long hours and has never paid all that well. But at least until the last decade, it was one that provided some job security.

Not anymore, reports Holly Regan of Software AdviceSince 2000, newsrooms have laid off 25 percent of their workers, and many have closed entirely. Regan cites some depressing numbers from the Bureau of Labor Statistics, which predicts a further drop of 6 percent between 2010 and 2020. That actually sounds optimistic.

According to the American Society of News Editors, there were 40,600 print journalists in 2012, with the number expected to dip below 40,000 this year for the first time since 1978. But there’s hope for erstwhile journalists because, as Regan says, “there is still a large and growing demand for journalism skills.”

After the jump: The Content Marketing Career Explosion

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PR Firm’s Copy and Paste Job Gets Client’s Site Blacklisted

Thanks to our friends at Arment Dietrich‘s Spin Sucks blog (follow them on Twitter!) and Andy Crestodina‘s book Content Chemistry for bringing us this story of terrible PR practices. In summary: A PR firm did the worst thing it possibly could have done in terms of Internet publicity, getting its own client’s website blacklisted from Google‘s search results by copying and pasting content from the client’s page into a press release and sending it out to thousands through online newswires.

The problem? Google’s search algorithm really hates duplicate content and looks to punish those who distribute it (for good reason) because, while providing your own spin on someone else’s content is acceptable, passing their work off as your own is not. So Google marked the company’s homepage as spam and removed it from all relevant search results. This story ended well only because the client’s web firm was able to file a request with Google explaining the PR team’s mistake.

The lesson here? Use SEO guidelines and write your own damn content! Don’t fall into this unnamed firm’s “do as little work as possible” stereotype!