Content Creation, Content Marketing and Blogging. Week 4 for PRL 408 at Utica College. Spring 2014.

1. Utica College
PRL 408: Social Media
Thomas Armitage
Week #4
February 19, 2014

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What is content?
Types of content
How to go viral
Some pointers
Examples of great content
Blogging
Four uses of blogs
Popular software
Benefits
Tips
Best practices

3. 
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“The PR Pro's Guide to Blogging” http://on.mash.to/MnmDff
“21 Benefits of Business Blogging and 22 Tips”
- http://bit.ly/1kJP9Gg
From Anna: “15 Excellent Corporate Blogs to
Learn From” - http://on.mash.to/1bjIDTH

4. 
Content marketing
is the creation and
distribution of
relevant and
valuable content to
attract, acquire,
and engage a
clearly defined
audience
(What is content marketing?, 2011)

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Articles
White papers
Photos
Memes
Charts with statistics
Infographics
Videos
Webisodes
Podcasts
Audio files

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Keep it short
Demonstrate your brand’s personality
Is that real?
Be funny or entertaining
Ride off trends. But be quick!
Leverage user-generated content
(Sibley, 2012)

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Be ruthlessly selfless
Be evergreen
Create catchy headlines
Make it worth reading
Target your audience
Use real people
Be creative
Be quick
Ask WWYC?
(Wong, 2014)

9. 
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One of the most
well-known viral
video case studies
700% growth since
videos began

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XXX

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Considered last
year’s most
successful viral
campaign by some
Very much in-line
with their new
messaging related
to true beauty

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Groups of 3
15 minutes
5 ideas for creative content
PR/marketing team for the following
companies:
 Easy Mac, 1-800 Flowers, Kansas City Royals,
Norton Anti-Virus, Van’s Warped Tour,
Despicable Me 3

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What are blogs?
Is blog a dirty word?
Mainstream media vs blogs
Individual vs corporate blogs
Get ideas out and get seen
Indexed by search engines help to be found
Be found by journalists and get quoted
Find your niche. 112 million vs 12
(Scott, 2013)

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Monitoring what millions are saying about your brand
Participate in those conversations through commenting
Work with bloggers to write stories through pitching and PR
Shape those conversations by writing and creating your own blogs
(Scott, 2013)

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Wordpress: TechCrunch,
Mashable
Blogger: Google
Moveable Type:
Huffington Post,
ReadWrite
Typepad
Crowdfusion: TMZ
Tumblr
(Russell, 2013)

17. 
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Connect with customers
and partners
Generate traffic
Establish authority
Inspire your social media
Generate publicity with
increased reach
Grow your email database
Give your company a voice
Humanize your company
Exchange ideas
(Feldman, 2013)

18. Answer questions
Teach, don’t preach
Converse
Make it easy on the eyes
Be transparent
Don’t back down
Be consistent
Optimize
Write passionately and
with personality
 Include real life examples
 Encourage sharing and
promote your blog
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(Feldman, 2013)

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Relevance
Length
Readability
Keywords
Multimedia
Linking
Shareable
Unbias
Develop voice
Editorial calendar
List of influential
bloggers to pitch
(Zemack, 2011)

20. 
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Groups of 3
15 minutes
5 blog ideas
PR/marketing team for the following
companies:
 Absolut , Adidas, Coleman, Lifetime Network,
Hess, Yankee Candle

21. 
Contests and Promotions
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To do:
 Read articles from #UticaCollegeSM and comment
 Continue working on PPT presentations
 Pinterest presenter should be ready to present,
make sure everyone explores Pinterest and is ready
to answer questions and discuss

22. 
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Feldman, B. (2013, October 6). 21 benefits of business blogging and 22 tips.
SocialMediaToday. Retrieved on February 15, 2014 from
http://socialmediatoday.com/feldmancreative/1776836/21-benefits-bloggingand-22-blogging-tips
Russell, J. (2013, August 16). The 15 best blogging and publishing platforms on
the Internet today. Which one is for you? The Next Web. Retrieved on February
15, 2014 from http://thenextweb.com/apps/2013/08/16/best-bloggingservices/#!vUI4L
Scott, D. M. (2013). The New Rules of Marketing and PR. New Jersey: Wiley.
Sibley, A. (2012, July 5). Common qualities of insanely successful viral videos.
Hubspot Blog. Retrieved on February 15, 2014 from
http://blog.hubspot.com/blog/tabid/6307/bid/33357/Common-Qualities-ofInsanely-Successful-Viral-Videos.aspx
What is content marketing? (2011). Content Marketing Institute. Retrieved on
February 16, 2014 from http://contentmarketinginstitute.com/what-is-contentmarketing/
Wong, D. (2014, January 29). 11 critical content creation tips. Huffington Post.
Retrieved on February 15, 2014 from http://www.huffingtonpost.com/dannywong/11-critical-content-creat_b_4681265.html
Zemack, D. (2011, April 28). The PR pro's guide to blogging. Mashable.com.
Retrieved on February 15, 2014 from http://on.mash.to/MnmDff