Persuasive Picks – Week of July 20, 2015

Business2Community author, Susan Gilbert discusses how positive vision in marketing will protect you from failure. “Positive Focus Creates Better Marketing Results” provides 4 easy steps for positive focus, including how to monitor your time on social media and being open to new marketing strategies.

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7 of the Best Tools to Aid Your Content Marketing”, an insightful piece by Julia McCoy, covers some of the latest content marketing tools out there that can help you be smarter and more accurate in your content marketing strategy.

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Mike Templeman contributes an article called “How Facebook And Twitter Fit Into B2B Marketing”  which discusses two lesser-used social media platforms, Facebook and Twitter and how they can be a real value in B2B marketing.

Exploring the Convergence of PR, Journalism and Marketing

Photo courtesy of Tech Cocktail

Photo courtesy of Tech Cocktail

PR practitioners used to have it easy! Remember the good ‘ol days when it was all about our media relationships and campaigns were linear, like this?

  • Step 1: Work with client on strategy; get content.
  • Step 2: Pitch content to media; get placement.

Ok, that’s simplifying things quite a bit, but you know what we mean.

Now, though, the entire landscape has changed with the explosion of the Internet, which has removed virtually all barriers to publication. Suddenly we’re responsible not only for the message, but also the mode and the medium, which follows more of a vicious cycle:

  • Step 1: Coordinate with client on strategy.
  • Step 2: Create actual content, which could be anything from case studies and white papers to blogs, eBooks, guides and all kinds of other collateral.
  • Step 3: Publish content, which runs the gamut from media placements, company blog posts, contributed articles, events and more.
  • Step 4: Promote content via Twitter, Facebook, LinkedIn, Google+, YouTube, Pinterest, Instagram, etc.
  • Step 5: Interact with community on various platforms, reacting, responding and re-adjusting your course, as needed.
  • Step 6: Start from the beginning and do it all over again!

Software Advice‘s article on The B2B Marketing Mentor does a great job of explaining the creation and importance of this new kind of role that merges marketing, PR and journalism functions.

In an nutshell, since we now play a larger part in the production of content (journalism), we’re no longer simply pitching and promoting it (PR), but are challenged to leverage it as a strategic tool for lead generation and brand awareness (marketing).

The only problem is that, well, everyone else is doing the same thing, which means it’s pretty noisy out there as we all compete for the time and attention of our audiences.

That’s where the shift to “inbound” comes in; it’s an offshoot of content marketing that focuses on aligning content with customer interest so that they are “pulled” toward your company, rather than the old-school spray-and-pray methods.

We’ve embraced this, both in theory and in action, with our clients. In fact, we recently attending the Inbound Marketing Summit in San Francisco and the Inbound Marketing Conference in Boston where we talked about how it’s not about being the loudest; it’s about having the right content for the right audience at the right time.

Put simply, the only way we can guarantee our clients are in the media nowadays it to help them become  the media. Content has become their new currency when attracting, engaging, converting and retaining customers.

Savvy PR professionals are embracing their status as content custodians. But the most successful ones will recognize the beauty in marketing’s ability to measure return and directly tie to their clients’ bottom line.

Persuasive Picks For Week Of 9/23/13

Social-Media-DoodlesNewsmakers in social marketing tend to be large companies, with big ad spends. Small and midsize companies can sometimes feel as though they’re at a relative disadvantage. MarketingProfs‘ Kerry O’Shea Gorgone speaks with IBM’s Ed Abrams on SMB Social Strategy and Content Marketing who explains the changing landscape, and offers tips for SMBs on social strategy, content marketing, and running a social business.

You have a great product, idea or service. You’ve invested in putting together a solid website. Social media marketing is important, so you have Twitter, Facebook and LinkedIn accounts – maybe even a Tumblr account too. You know social sharing is a key element of success online, but you want the results of your efforts to improve. Luke Chitwood of TheNextWeb says just follow The 10 commandments of social sharing and driving traffic to your website and you’ll engage with customers and draw traffic like never before.

alltwitter-klout-logoEveryone has influence, and Klout has made it their mission to tell each of us what that is. They accomplish this by using data from your social networks to gauge your Klout Score. And as your score increases, it becomes exponentially harder to increase your Klout. But there are things you can do to proactively boost your score and, more importantly, keep it as high as possible. AllTwitter Co-editor Shea Bennett posts a visual guide to help boost your score – 4 Tips To Increase Your Klout Score [INFOGRAPHIC].

As a small business, you may think it’s impossible to get the word out about what you do. Marketing doesn’t have to be hard or expensive. Sometimes the simplest ideas are the most effective. Eric V. Holtzclaw, author and founder and CEO of Laddering Works, pens 10 Simple Marketing Tips for Small Businesses on Inc. to help get the word out about your business and watch it grow.

Persuasive Picks For Week Of 6/17/13

hashtag1The popularity of the hashtag (#) has just received another boost with the recent news that Facebook will now be rolling them out to users. While most of us are familiar with hastags and their rise to fame on Twitter, Instagram, and Pinterest, their background and meaning remains shrouded in internet lore. Who created the hashtag? Why is it called a pound sign, number sign, and a host of other names? And when we use them, are they actually helpful? EContent‘s Jose Castillo explains The Humble History of the Hashtag #And #Why #It #Matters.

Social media can level the playing field between industry leaders and upstarts, between multinational corporation executives and small-business owners, making peers of all participants. So what makes the difference between a following of 500 and a following of 500,000? Brian Patrick Eha, Assistant Editor at Entrepreneur.com, provides 5 Social Media Rules Every Entrepreneur Should Know culled from darlings of the current social media landscape. Use these tips to increase your influence and make a direct impact on your business strategy.

types-of-social-media-followers-peekTake a look at how many fans your company has on its social platforms. Now, look at how many of those fans are active and how they interact with your brand. There are all types of fans to consider; the casual liker, the deal seeker, and of course the ranters. So what other types of social media fans exist? MarketingProfs‘ Verónica Maria Jarski posts an infographic that provides profiles and suggestions for reaching various fan types in Seven Types of Social Media Fans and How to Engage With Them [INFOGRAPHIC].

Relatively recently, YouTube made a change to their ranking algorithm to favor watch time, which means the longer you can keep viewers tuned in to your videos, the higher they will rank in search. This doesn’t mean, however that you should make lots of long-form videos of 15 minutes or more. Watch time simply means the length of time your videos keep a viewer on the site. In ReelSEO‘s latest “Creator’s Tip #96″ How to Increase YouTube Watch Time by Linking to Playlists, host Tim Schmoyer offers this subtle method to get viewers watching more videos per session.

Persuasive Picks For Week Of 6/10/13

SOCIAL-MEDIA1-300x3001Every marketer expects a return on their social media efforts, but many still struggle with prioritizing which social networks to use – and how to allocate resources. In Social Media ROI for Business: Facebook Versus LinkedIn, business strategist and Business2Community contributor, Daniel Burrus explains that when you understand the psychology of social media and the various types of networking that fall under each umbrella, you can make smarter social media decisions for your business.

Many see content marketing as just that—marketing. But smart marketers know content simply provides the avenue for storytelling. MarketingProfs‘ Jay Pinkert provides some advice on how to grab attention and connect with potential customers, through those stories, and to do it authentically in his post Make Content Marketing Authentic: The Case of Customer Stories.

influencersEveryone preaches about building relationships with online influencers, but no one ever shares tips for how to do that. So, How Do You Find Influencers in Your Area to Help Grow Your Business?  SocialMediaToday contributor, Jennifer MacDonald, explains how to identify and build relationships with influencers in four simple steps.

It’s an age old question that nags all marketers at one time or another:  “How can I get more followers on Twitter?” While quantity shouldn’t trump quality, like it or not, people can and will judge you on the size of your Twitter network. If you want to know how to make your Twitter content more attractive to potential subscribers check out Shea Bennett’s post on AllTwitter7 Tips To Get More Followers On Twitter [INFOGRAPHIC].