Archive for the ‘Content Marketing’ Category

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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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…)

6 Tips for Using Social Media as a Lead Generation Tool

Tuesday, August 4th, 2020

We launched Strategic Communications in 2008, at a time when the country was plunging into a deep recession. It wasn’t a great time to land new clients. But it was a great time to take a deep dive into something that was relatively new at the time, at least from a business perspective–social media. At the time there was an interesting talent gap that represented an opportunity for us. Most businesspeople didn’t have experience in using social media channels for marketing purposes and colleges weren’t yet educating students about these new marketing tools. So we were early adopters and spent quite a bit of time learning about and experimenting with the tools that were best positioned in the business-to-business (B2B) space: LinkedIn and Twitter.

Since that time we’ve built our social channels organically and have helped a number of clients do the same. There’s no real magic to this. In fact, the basic tenets of effective marketing via social channels are really the same as they are for using any marketing tools. We recently responded to a reporter’s inquiry about our top tips for marketers using social media as a lead generation tool. We pointed to six:

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Finding Multiple Uses for Your Content to Extend Its Longevity and Reach

Tuesday, May 12th, 2020

Content is always changing shapes, morphing into something new. Long before there was the written word, people gathered to tell stories around campfires. Before there was a printing press, there were handwritten books. Then, of course, came ebooks. Now, our content comes to us through a dizzying array of devices and platforms. Smart creators are using the growing number of delivery options to continue to reshape content into new—and sometimes improved—forms.

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Opportunities for Content Creators to Leverage Virtual Assistants

Tuesday, May 5th, 2020

Humans have been working to automate tasks since the days of Henry Ford. Sometimes, this means coming up with faster, more cost-effective ways to develop automobiles and other products or streamlining operations and reducing the need for manual labor in various manufacturing settings. Other times, it’s spurred by the rampant development of increasingly complex technology to create and distribute content. Regardless, the quest for new ways of getting work done without human intervention is ongoing.

The use of technology for content creation and dissemination is just one more example. It’s an area that is seeing increasing interest from developers and users alike. (more…)

What Niche Publishers Know That Mass Media Overlooks

Tuesday, April 28th, 2020

While publishers continue to battle for audience, relevance, and engagement, some niche publishers are quietly making an impact—and money—from narrowcasting. Consider, for example, the following:

Emu Today & Tomorrow, a magazine for emu farmers

Twins, a magazine for parents of multiples, which launched in 1984

Spudman, a publication for potato farmers

The Chimney Sweep News, serving a decidedly niche market of chimney sweepers as the name suggests

These and other publications are finding success by casting a narrow net to appeal to smaller, more exclusive market segments. Publishers can draw inspiration and insight from the retail sector.

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This is Not the Time for Blatant Sales Pitches, But Don’t Lose Touch!

Tuesday, April 14th, 2020
With millions of people out of work and countless businesses shutting their doors temporarily, or even permanently, many businesses are wondering whether they should maintain their marketing communication activities.

Our Advice: Yes, But…

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