Twenty years ago, public relations – to most people – meant the spreading and sharing of information and news to the general public. If a company wanted to announce a merger to their stakeholders, they would write a press release and then begin the process of submitting to print publications and news outlets for distribution, most often via snail mail. This process would often take days at a time.
Fast forward to today and the core function and purpose of PR has not changed much – it still entails spreading information to maintain a relationship with the general public. However, the tactics of HOW that information is shared have changed dramatically. You could say that PR has gotten an “e-facelift” for a digital era.
Have your PR efforts been renovated for today’s digital world? If you’re not sure, read on…
What can the NCAA teach us about marketing? In an iMEDIAconnection.com story, I share the 7 takeaways the NCAA offers to marketers. Read more
This recent CMO.com headline — The Banner Ad Is Dead: Content Is The New Black, Marketers Say — grabbed my attention and compelled me to write this “response.” Actually, the article had a lot of great statements and insights from big-brand CMOs. But the headline really stirred a reaction in me (nicely, done Ms. Abramovich).
Look, if banner advertising was dead, our results-focused clients wouldn’t be investing in it. And, the type of cookie-free, IP zone-based digital marketing we’re doing for our clients reaches nearly 100% of our target segments, no matter when or where they are online. Sure, there are times when even our SmartZones online ad campaigns can’t breathe new life into a suffering or stagnant market segment. That’s where the true value of testing comes in. SmartZones is nimble and quick; we test creatives, messaging, market categories, placement timing…you name it.
Take a look at how this SmartZones digital advertising campaign came together to produce exceptional results:
Reality check: Yes…there are dozens of reasons your business should be blogging. You’re well on your way if you’ve got your blog established with SEO and social sharing features already in place. Great job. And, as a blogger, you’re sharing your expertise and positioning yourself as a leader in your industry. Good for you.
Now, it’s time for a gut check: are your blog posts benefit-rich? Business-to-business bloggers often struggle to write posts that are helpful and applicable to target audiences. Sometimes the root of the problem is lack of content ideas. Other times, the challenge is to turn a topic idea into an objective, relevant piece.
A white paper can be an invaluable piece of content for nearly any business organization. Its application opportunities are boundless, and offering a complimentary copy of the paper can generate highly qualified sales leads. But to enjoy long term success with a white paper strategy, you must create content that’s credible and compelling.
There’s no replacing the expertise and efficiency that a professional PR writer offers, especially when creating an easy-to-read yet seriously thorough piece of content like a white paper. However, there is a formula you can use to ensure your topic ideas are on par and your organization is prepared to contribute toward an authentic guide to help your target audiences solve a problem or make an important decision.