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Goodbye Public Relations, Hello Content Marketing (Content Marketing, Part 1)

April 21, 2014

Today, content marketing rules.  We create content, manage content, share content and even try to amplify content.  Content is being promoted, optimized, aggregated, repurposed and even curated.

So what is this thing called “content marketing” and how can it help your business?

The Content Marketing Institute defines content marketing as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

The CMI provides plenty of free information, but it could use some help with its content, which is loaded with marketing clichés, so allow me to translate that definition for you.

Influencing Behavior

May 30, 2013

Guest post from Tom Hagley Sr.:

I like to challenge people to define public relations in two words. Other professions define themselves in two words—doctors practice medicine, lawyers practice law, accountants keep records. People in these disciplines define their work in two words, issue invoices and get paid accordingly for their expertise.

Not everyone in PR can do the same because many people—yes, many people— in public relations cannot define what they do.

We’re Writing for Your Customers

May 29, 2013

The most difficult task we have as marketing professionals should be the simplest – convincing clients to think like their customers.

It’s difficult, because clients are wired to think in the language of their industry.  When we translate it into English, it sounds foreign to them.

Defining “Public Relations” – Part 2

May 10, 2013

In a recent post, I asked readers to define “public relations” in three words or fewer.

In addition to the comments on my blog, the post has received 75 comments so far on the Public Relations and Communications Professionals LinkedIn Group.  Some of the responses are quite good.  Here are a few examples:

A World Full of Junk

Apri 23, 2013

The “Pros and Cons” blog now receives dozens of comments a day.  Unfortunately, though, most of the comments are trying to sell basketball shoes, Ugg boots or Coach pocketbooks.

In the pre-Internet days, junk mail and telemarketing calls were the only annoying interruptions.  Today, throwing out the trash is practically a full-time job.

Response to “Just Say ‘No’ ”

April 17, 2013

Our post, “Proposals: Just Say ‘No,’ “ created a discussion on the PR United LinkedIn group, where I found that our experience is similar to that of agencies all over the world.

The initial post noted that potential clients sometimes request proposals, then fail to respond to e-mails and phone calls once a proposal is submitted.

Common Sense Needed – Part 3

April 8, 2013

Common sense may be the most important trait in developing a marketing strategy, but it is sometimes missing in the decision-making process.  Our third and final post lists some of the common mistakes we frequently encounter:

Common Sense Needed – Part 2

April 5, 2013

In yesterday’s post, we noted that there were too many common mistakes to include them all in a single blog post.  So here’s part 2, focussing on publicity and advertising.

Common Sense Needed To Avoid Common Mistakes

April 4, 2013

When it comes to marketing, common sense isn’t all that common. The same easily avoided mistakes seem to be made repeatedly.

The offenders come from many different industries, from companies large and small, and from throughout the world. Many of the following mistakes are even made by communications professionals (excluding the author, of course).

Proposals: Just Say “No”

March 28, 2013

Have you ever spent hours writing a proposal, submitted it to a client, then never heard back?

I have, especially recently, and so have associates I’ve spoken with.  We may initially get a response or two by phone or e-mail saying that no decision has been made yet, but then nothing.  The prospect moves on without telling us what, if anything, has been decided.

Is this happening in your business?