Archive for the ‘Content Marketing’ Category

The Top Marketing Trends: Automation and AI Are the “New Normal”

Tuesday, January 12th, 2021

Marketing has always been a fast-paced industry, with the pace quickened constantly by readily available and rapidly developing technology. But the COVID-19 pandemic and its worldwide impact was, arguably, the most disruptive force that marketers have seen in a long time.

As we move beyond the pandemic, we can expect to see a continuation of some of the trends that were taking shape before COVID-19 and many more that have been fueled by COVID-19. (more…)

Best Practices in Repurposing Content

Tuesday, January 5th, 2021

It can be extremely expensive to feed the constant demand for content from a wide range of audiences. Content marketing has become a major industry in the 21st century, with companies of all types and sizes working hard to produce content to help them distinguish themselves from competitors as they attract and engage audiences that can represent potential customers.

The costs of content creation can be positively affected, though, if companies work strategically to repurpose content in various ways. The mantra of any efficiency-oriented content creator or team should be “Create once, use many times.” Why let valuable content become buried as new content is created? Here we take a look at some practical advice from content creators who have learned to make the most of what they create. (more…)

Communication Lessons From COVID That Will Last Long Past the Pandemic

Saturday, December 19th, 2020

It’s fair to say that few, if any, companies—or their communication staff—were prepared to respond quickly and appropriately to the impacts of the COVID-19 pandemic. As millions of employees suddenly found themselves working remotely from their homes and millions of customers found themselves suddenly shut off from the companies and brands they typically engaged with, communication professionals began grappling with important questions, including the following: (more…)

Following the Trends in Influencer Marketing

Friday, November 27th, 2020

While it may seem like it’s a 21st-century thing, influencer marketing has been around since the early 20th century. One of the earliest influencers was Santa Claus, a character modernized and reinvented by Coca-Cola. Today’s influencers tend to be real people—PewDiePie, Logan Paul, Zoella, and others—many who leapt to fame thanks to the wide reach of social media channels, such as YouTube and Instagram. But influencers today come in a lot of forms depending on the target audience. Business-es, products, and services of all types leverage the audience, reach, and endorsement power of influencers to grow awareness and preference for what they have to offer. (more…)

Content IS King – Regardless of Who Said It!

Tuesday, November 24th, 2020

While there’s a debate about where the phrase “content is king” originally emerged, Bill Gates is widely given credit for the phrase and wrote what Fox Business calls a “remarkably prescient piece” back in 1996 in which he “accurately foresaw the content boom years before Google, WordPress, Facebook and YouTube even existed.” The rest, of course, is history.

Organizations of all kinds have jumped on the content bandwagon, recognizing that the trusted relationships they have with patients puts them in a prime position to share content on a wide range of topics of interest to, and representing value for, their audiences.  (more…)

The Blurred Lines Between PR, Marketing and Advertising

Friday, November 13th, 2020

There’s a raging — and quite interesting — debate that I continue to see taking place in various online forums about the relationship between PR and marketing. I’ve found it especially interesting because I recently was engaged in the same debate while teaching PR courses at a local university. Surprisingly to me, there is a group that believes quite strongly that PR is not part of marketing: that it is a separate and distinctly different function within an organization.

Frankly, that’s just “crazy talk” to me. (more…)

Email Subject Lines: It’s Not Rocket Science, But It Is Important

Monday, October 26th, 2020

Like many things we see all of the time, email subject lines are easy to overlook, especially when drafting them. Too often, though, copywriters, content marketers, and others fail to give enough thought to their email subject lines. They’re an afterthought. Something quickly thrown together and easily overlooked, not only by those writing them but those seeing them in their email inboxes! And that’s the problem.

Fail to pay enough attention to your email subject lines and your audience will too. (more…)

Write to Your Audience and SEO Will Follow

Tuesday, October 6th, 2020
Despite ongoing changes to Google algorithms as well as the ways consumers are seeking information (increasingly via voice and through mobile devices), many organizations continue to fret over SEO to the point that the copy they ultimately publish is bland, peppered with overused catchphrases, and easy to overlook.

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The 3 “Must Knows” for Effective Content Marketing

Monday, September 28th, 2020

It’s always challenging to come up with a list of “the top” anything. But, whatever the subject matter, it’s an interesting exercise. It requires stepping back to think strategically about what matters most. In this case, what matters most when it comes to content marketing. Having been engaged in content marketing for a number of years now, and having achieved a fair amount of success with our own and client accounts, we’d point to these as the “Three Must Knows” for effective content marketing. (more…)

7 Steps to Social Success

Thursday, September 3rd, 2020

In October 2008 I launched my firm Strategic Communications, LLC.  Not the best timing for such a move given the bad economy at the time, but it’s all worked out for the best; 12 years later and still going strong! One big benefit of starting a communication firm during a recession is that I had plenty of time to learn about social media which was rapidly emerging as an important channel for marketing communications. I jumped on board early, primarily with LinkedIn and Twitter, and since that time I have managed social media accounts to help my company and my clients’ companies drive awareness, website traffic—and business. I have a good following on my social channels and people often ask me to share my tips for building a solid following. I’m happy to share! Here I share “7 Steps to Social Success.” (more…)