The trend in content marketing is about providing real value. It often means filling an information gap with a journalistic approach to creating understanding, ideas and analysis, that can’t be found anywhere else.
20 Golden PR and Content Marketing Ideas that will Outlive 2017
20 Golden PR and Content Marketing
Ideas that will Outlive 2017
No matter what marketing trends we find
emerging, or discipline of marketing we practice,
the core tenant of audience identification
Social media is just one of dozens of options
available. There are other ways to reach an
audience that are harder to do initially, but more
stable in the long run, including building an
audience of your own.
The trend in content marketing is about
providing real value. It often means filling an
information gap with a journalistic approach to
creating understanding, ideas and analysis, that
can’t be found anywhere else.
Marketing needs to accept accountability, but it
also needs the authority to execute. Marketing
can’t have it both ways – and the business can’t
It is better to draft a simple one-page content
marketing plan – and start executing – than it is
to have a voluminous award-winning plan that
never gets off the ground.
The risk in trend watching is the hypnosis of
chasing cool to little avail. Instead, try leaving a
window for experimentation while
operationalizing the core aspects of marketing.
Build systems and processes that consistently
produce measurable results with business
impact and then iterate and improve.
When most competitors in a vertical market all begin
to sound the same, the only defining difference is
All the links and shares in the world don’t count for
too much unless you have the content subscriber
mechanisms in place to attribute revenue over time.
Effective communication is complicated:
Just because a message is sent doesn’t mean it’s been
received. Just because it’s been received doesn’t mean
it’s been understood. Just because it’s been understood
doesn’t mean it will affect behavior. Just because it
affects behavior doesn’t mean it will affect it in the
manner in which we had hoped.
You only get one shot at making a good first
impression – and that’s true for corporate apologies
Content marketing is like exercise. The more you do
it the faster you become and the further you can go.
It’s a whole lot easier to ask a customer to do a media
interview, if you’ve already built some trust with
them. A simple way to do this is to request an
interview for a corporate blog.
PR is an approach, not series of tasks to be done
By definition, best practice is what everyone else is
doing where a significant part of marketing is
The central responsibility of the creative marketer –
to convert the uninteresting into something
The key to repurposing in content marketing is add
value along the way. Weave in new data, commentary,
or perspective from both inside and outside the
organization. Make it better with every iteration.
Few businesses realize the full potential of the
content they’ve already created. It’s a continuous
effort to produce more and more, without really
thinking through distribution.
In the modern PR environment, what you do with
coverage once you’ve earned it, is every bit
important as earning it in the first place.
Marketing, in so far as the web is concerned, is as
much a career as it is a continuing education.
Repurposing content does not mean regurgitate.
Rather, PR should apply the editorial filters that come
second nature, weave insight from other sources,
and generally, add value along the way.
A must read!
20 Insightful PR and Marketing
Predictions for 2018
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About Sword and the Script Media, LLC
Based in Atlanta, Georgia, Sword and the Script Media, LLC is veteran-
owned public relations agency immersed in the business-to-business (B2B)
marketplace. We focus on building consistent, sustainable, and process-
driven programs for PR, content marketing and social media. A defining
difference comes down to our approach – that marketing ought to have
utility. This is because marketing that helps, sells better than marketing that
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