For some of us, the term “content marketing” is just a highfalutin term for things we’ve been doing for years: writing and producing interesting content and trying to earn the eyeballs and loyalty of our target audiences. For many others, it’s a whole new ball game that you just can’t buy a ticket to.
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It seems every company is a media company. In the digital age, more and more brands and organizations are taking on the characteristics of traditional media outlets and building online newsrooms—and communicators are at the center of the action.
A picture may be worth a thousand words, but for PR pros an article with text remains the most popular content marketing format and earns the highest level of engagement, according to a study conducted by Fractl exclusively for PR News.
Most PR writing is like a snapshot in time, such as a new product that needs promotion via press release. But developing a social media narrative, or giving your social posts a sense of continuity for your audiences, requires a different mindset.
To be effective, PR, internal communications, marketing, advertising and government affairs need to be integrated. Consistent messaging through all channels is essential and employees should not be lost in the mix.
For PR managers tasked with teaching millennials to think strategically, the obstacles can seem daunting. Yet successes are occurring, according to interviews with managers and millennial staffers by PR News. In a variation on ‘Physician, heal thyself,’ the advice, broadly, is for senior PR pros to communicate the importance of strategic thinking to millennial staff.
As new visual platforms emerge across digital and social media, B2B communicators are starting to expand their repertoire of narrative skills.
Gathering more talent needs to be offset by a boost in billable hours or profits suffer. That concept has been missing at larger PR firms, according to a new financial benchmarks study conducted by Gould + Partners for PR News.
The brands that get the most out of their YouTube channels don’t settle for one-shot deals. They create a schedule for YouTube videos that PR pros can align with their companies’ marketing strategy and social media channels.
It is important to know that visual content marketing is like any other marketing or public relations platforms in that the same legal issues apply to all of these types of communications, regardless of format or distribution channel.