Still skeptical of the merits of content marketing? Well, Barack Obama and
his team have put content marketing at the center of their media strategy.
[caption id="attachment_3428" align="alignnone" width="517"] Bo Helping
President with his Content Marketing[/caption] They have effectively
dis-intermediated the media. Just as all great content marketers, they are
thinking and acting like publishers. As the AP reported recently, The Obama
White House is generating its own content like no president before, and
refining its media strategies in the second term in hopes of telling a more
compelling story than in the first... ...Mike McCurry, who served as press
secretary to President Bill Clinton, sees an inclination by the Obama White
House to "self-publish," coupled with tactics "I never would have dreamed of
in terms of restricting access" for independent news organi... (more)
[caption id="attachment_3393" align="alignright" width="202"] Kristina
Halvorson Opening Confab 2013[/caption] Content strategists from all over the
world gathered for two frosty March days in London to learn from some of the
brightest minds in the content universe. I was delighted to be part of the
enthusiastic crowd. I'll dig more deeply into individual presentation
content soon. But for now, here are some of my favorite takeaways from the
many awesome presenters on the first day of Confab 2013. Content strategy
may still be hard to do. But, the presenters made it easy to und... (more)
Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the... (more)
Action-oriented Website Transforms Visitors into Buyers. We've long been
impressed with Constant Contact. Almost 5 years ago, we wrote about their
excellent eNewsletter as an example of effective content marketing--that even
small companies with low budgets could emulate. They have grown from 25,000
customers in 2004 to 250,000 customers in 2008 and more than 500,000
customers in the third quarter 2012. A combination of great content and great
products has empowered that growth. Now more than ever, they not only provide
terrific content, but they make it easy for buyers to take... (more)
Jump Start Your Online Public Relations for Free
They call it public relations for a reason. Although PR methodology has
focused primarily on getting the traditional media to write about your
company or your client’s company, the goal has always been to influence
‘the public’, that is those members of the population that you want to
impact positively.
Thanks to the infinite reach of the Internet, you have the capability to
extend that influence dramatically. But, you need to change your approach
and your toolkit as part of a 21st century PR strategy.
If your primary public rela... (more)