Ah, the beauty of a New England fall season…The crisp air, apple cider donuts and many trees display the multifaceted colors of fall. Content consumption trends this fall are just as varied as trees lining I-90 to the Berkshires. As a device dependent nation, the consumers of content have pushed both manufacturers and marketers to infinite boundaries – a flurry of multifaceted demands to have everything we want (or think we need) at our fingertips all hours of every day. So for mobile technology, Fall 2013 is blowing in with many winds of change for the content consumption marketplace.
Will the PC become obsolete? According to Digital Trends, “research firms have been informing us for some time now that sales of desktops and laptops are on the decline, with consumers turning increasingly to reasonably priced tablets and smartphones that do more than enough to keep them happy.” Even Morgan Stanley analysts have predicted that mobile web use will outgrow stationary device browsing by 2015. This is great news for mobile device makers while stationary PC’s and even laptops sales may continue to fall to below expectation when it comes to content utilization.With the impending November 29th, 2013 Black Friday and Cyber Monday on December 2nd just around the corner, its predicted that consumers’ choices are definitely shifting from PCs to handheld tablets for daily content consumption.
What’s everyone humming about? Yes it is finally arrived – Google Hummingbird. By replacing the old algorithm, Google has answered the call for easy search queries for people on-the-go. Hummingbird is essentially an entirely new ranking algorithm that understands the relationships and relevance of words and phrases, instead of just considering a bunch of individual words. Thus, making it more “human friendly” than ever. So it focuses on ranking information based on more intelligent and naturalistic search requests – providing more useful, intelligent and higher quality content in the digital world.
Seemingly Unlikely Bedfellows – Adobe & Data Analytics? Adobe Marketing Cloud is the latest user interface and in the new Adobe Analytics with an iOS operating system for mobile devices reports the baseline norm from historical user trends and then identifies data points that fall outside that norm. This super smart app offers real-time reporting capabilities to give marketers and copywriters/editors solid intel on readers content consumption, marketing campaign success and on-site conversion as it happens. An SDK mobile app will provide unparalleled opportunity analyze data collected from mobile apps in Adobe Analytics, giving marketers the ability to serve location-specific content to customers based on their location when they access a mobile app. I noticed this most recently while on Pandora. An audible ad, that was specific to my location, popped up to gain my buy-in on their services. This is perfect for true lead generation efforts and capturing the right demographic for a successful campaign.
Branding, Media Style This fall, many companies are beginning to understand that they need to think more like publishers and not just marketers. Connecting brands with online audiences is essential for true consumer, marketing integration and growth. More brands will use sizeably more video and mobile-friendly content in response to the growing number of smartphones and tablets. Media integration helps businesses generates revenue and strengthens customer relationships by leveraging the latest technology and draw on a full range media marketing resources. Since content consumption is at an all time high, using social video resources like Vimeo, YouTube, Instagram, or Vine ads flavorful social content that reaches your audience in quick and impactful ways.
Content Curation Marketing For those who don’t know, content curation goes way beyond just making sure website content is both up-to-date and SEO rich. Content curation is the process of connecting content creators, i.e. marketers, bloggers and writers, to easily and quickly target relevant content. Since content is king, content curators oversee and manage the entire landscape of content – from driving product development and marketing strategies to social networking integration, Notably, this is a fantastic tool to boost social media presence and true engagement for key target audiences.
So there you have it folks – all things content and dominant trends for the Fall season of 2013.
What do you think? Are there other content trends you see fading like the leaves of fall or flourishing in full bloom for 2014?
When trying to market their products and/or services, most small businesses aren’t thinking about public relations. But they should. Regardless of size, profit margin, or number of employees, you must realize the image you portray is everything and is certainly what motivates consumers to select your business over your competition. Now that that is clear you might be asking…
What exactly is PR?
Why is it necessary for my business?
How do I start & maintain a good PR campaign cost effectively? Check out these free tips for a true, do-it-yourself road map to a successful PR campaign.
The Basics
Let’s start by defining PR. Per Wikipedia PR is “managing the flow of information between an individual or an organization and the public…[and] the aim of public relations by a company often is to persuade the public, investors, partners, employees, & other stakeholders to maintain a certain point of view about it, its leadership, products…”
Now consider what the best platforms are for your target audience. You can accomplish this by finding out how your customers or clients consume your content. Is it in readable form (website, blogs or in print); audibly as an iTunes podcasts; or watching videos via a business YouTube channel? Take a little time to figure that out and then get ready to leverage it (or all of them) like a PR/marketing maven!
The Bang for Your Buck by Blog
A blog is a great tool for sharing information and expertise. Having a consistent voice is important to teach consumers about your company’s perspective and interests. According to the the Social Skinny,
Getting Press
Having your business name out in the media, whether print or social, is a critical element to your image and of public relations strategy. Some cost-effective options include distributing electronic newsletters via free or low-cost email service providers. Try partnering with other local businesses for limelight events and advertisements to boost your brand recognition. Thanks to Forbes, here are some tips for starting & maintaining your media presence.
Rubbing Elbows
Participating in networking groups in a big part of getting your business local recognition. Most SBA’s (Small Business Associations) don’t require much money to join and host networking functions regularly. You can also network electronically by joining groups with similar interests through select social media channels liked LinkedIn. This is a great way to increase visibility while sitting right at your desk. For those of you not shy with a microphone in your hand, consider being a key-note speaker for a business workshop.
Earbudding PR
Most people are on the go constantly and mobile devices have almost become an appendage. So consider getting your audience’s attention on the go with the communication tool of podcasts. Leveraging podcast technology allows you to get your business name and brand message out to potential customers. Make sure your Podcast is short – usually no more than 15 minutes and contains the most value-added content to keep your consumer engaged. To get you started, check out these tips to successfully create your own business podcast.
Viral Video Marketing
Video marketing gone viral is the latest low/no-cost strategy for business to let the internet work for them. So if you or someone at your business is good at presenting, consider creating a YouTube brand channel. This allows the ever-growing audience of YouTube and potential consumers to get to know you & your business on a more personal level. Check out these tips on how to get started, get subscribers and run a successful video marketing campaign.
The Resource Table
Take time at least 2-3 times per month to peruse these great resources to stay abreast of PR tips and tricks.
We know that Content is King…yes, yes, yes – we’ve heard that over & over again. But let’s talk about the content strategies being implemented by brands and media leveraging this great sporting event taking place right now. I’m confident it was a full on sprinting event for various brands & powerhouse marketing firms to get their client products or just their in-house writing talent to be considered for this years’ event. Whether submitting product designs or being a head content writer for the television promos or print campaigns, all were gunning for the gold.
Leading the pack of those trailing close behind, Coca-Cola (Coke) has certainly won the coveted spot. I have read that Coke created more than 120 pieces of content for this years’ Olympic Event. But the company’s most brilliant move was capturing Mark Ronson, an English DJ, Grammy award-winning producer, musician and co-founder of Allido Records, to blow away the competition with its “Move to the Beat” campaign for the London 2012 Olympic Games. http://bit.ly/QZoW7L Using the video platform of YouTube, Coca-Cola created an entire series of videos to extend the value of their brand for the Olympics and reach customers in an interactive way. While some companies may still be hesitant to embrace video due to budget or ROI concerns, the forward-thinking marketers of Coca-Cola are diving headfirst.
This campaign has broken the ribbon with their concept of recording the sounds of Olympic sports events and transforming them into music. http://bit.ly/NQMDvF The motivation behind Move to the Beat is to bring teens closer to the Olympic Games while drawing inspiration from London’s musical heritage and connecting the two in a very tangible way. http://bit.ly/MOzd68. Doing so resulted in a cool, interactive corporate sister-website solely dedicated to this Olympic campaign at http://bit.ly/QLBOKf.
Knowing that Social Media would play a key component in their ability to gain worldwide access & participation, they coupled with Facebook on this venture allowing the brand to blast worldwide and engage the masses to create their own music beat! http://on.fb.me/OxDuau
Wow, talk about leveraging Social Media elements with written & video content! I wish I could have been a fly on the wall at that team meeting! Just when you realize the enormity of this project & campaign, scrolling through the website you realize that this concept allows all of us NOT IN LONDON to engage outside the normal screaming from the couch or bar stool at the TV, to tap our fingers, dance while cooking or wield our musical talents (novice or expert) TO BE A PART of this historical event. That’s right YOU can create your own beats and let the whole world know you are part of the London 2012 Olympics. Sweet right?
So kudos to the marketeers and content creators at Coca-Cola for taking content creation to another interactive level. And based on the numbers of those Moving to the Beat on this venture, I’d say it’s proven that this campaign was destined for the podium and the #1 spot at that!
For a modern lesson on a classic fundamental, let’s take it back to elementary school for the 5 W’s (and 1 H) for a moment shall we? Who, What, Where, When, Why & How…although not in that particular order. WHO…you of course! Don’t think blogging is for you or beneficial to your company? Read on my friend… WHAT’s the point of business blogging? To communicate clearly to a wide variety of readers (either from your business sector or to one who is interested in acquiring your company’s expertise) and reach them on a virtual yet tangible level that says wanna do lunch…via Skype?
HOW can a blog work for your company? Let me pass on what I’ve come to understand. Basically, if you are a small to medium-sized company, more than likely you have a limited advertising/marketing budget if any. This may in turn affect your ability to rub elbows with your industry-related business colleagues and the frequency of networking opportunities. But guess what? If you have a semi-talented employee who can write pretty well or hire a content writer like myself (hint, hint-plug, plug) you can be well on your way to leveraging social media to your advantage and profit margin. WHY and the WHAT points are somewhat synonymous. You (or your superiors) want to have a corporate blog which elevates you/your company to a WORLDWIDE PRESENCE. This taps you into the local and global business market by creating dialogue via your company website to an UNLIMITED number of people for almost FREE. Need I say more? Ok but just because I can hear the anticipation… WHERE is Waldo, Jane, Bob or whatever your name is? Where do you pow-wow and have your swank & usually expensive lunch meeting to seal your deals? Your couch if you’re lucky! In 2012, most freelance and small business owners work from home or out of a local Starbucks. You can save time and money with this fantastic networking tool by using a little of Father Time and a smidge of talent to take your business to the next level and into an unlimited marketplace. No expense account required. WHEN you choose to use social media to your advantage, you win-plain & simple. Oh and today is a great day to start.
A content writer or business blogger (whether plume or keyboard, or in my case, both) takes on the identity of his/her subject as though they are vicariously living as the CEO or decision maker for that business entity. It is in this forum where jack of all trades requires that you master, at least on some level, all & not none. A good content writer or blogger assumes the identity of employee/employer and advocate for that business.
Taking on a client who is part of an industry in which you’ve never been employed can seem overwhelming or to some impossible. Do you take that client on and fluff your credentials as though you have had a million clients in that same industry…a been there done that so of course you should hire me attitude? Or do you let them know how darn good you are at research and how becoming a student rather than a “know it all” behooves them and your craft? Because any good content writer will tell you it’s about RESEARCH, RESEARCH, RESEARCH …and yet more RESEARCH. That includes your company client, their area of expertise, their competition and what’s not being said/done/reflected in their own and competitors marketing identity. You have to write it like you live it, in it…their world, their conference rooms and marketing strategy meetings.
Recently I took on a client in a very interesting and technical industry. And I certainly can admit some hesitation and anxiety prior to the pitch. It was seemingly too technical for a person who spent a good deal of my career in a very white collar legal environment. But I soon realized that this is what it’s all about. What content writers do-we morph. And through many hours of research and allowing my brain to think outside its confines and experience, I soon became intrigued and began to write in such a manner that impressed me (really it did) and my client. This is what allows you to write from a position of “seeming” expertise and authority rather than obvious novice.
So stay encouraged my fellow content writers and bloggers- embrace what you don’t know, learn what you need to and then write like you live it.
Ah, the beauty of a New England fall season…The crisp air, apple cider donuts and many trees display the multifaceted colors of fall. Content consumption trends this fall are just as varied as trees lining I-90 to the Berkshires. As a device dependent nation, the consumers of content have pushed both manufacturers and marketers to infinite boundaries – a flurry of multifaceted demands to have everything we want (or think we need) at our fingertips all hours of every day. So for mobile technology, Fall 2013 is blowing in with many winds of change for the content consumption marketplace.
Will the PC become obsolete? According to Digital Trends, “research firms have been informing us for some time now that sales of desktops and laptops are on the decline, with consumers turning increasingly to reasonably priced tablets and smartphones that do more than enough to keep them happy.” Even Morgan Stanley analysts have predicted that mobile web use will outgrow stationary device browsing by 2015. This is great news for mobile device makers while stationary PC’s and even laptops sales may continue to fall to below expectation when it comes to content utilization. With the impending November 29th, 2013 Black Friday and Cyber Monday on December 2nd just around the corner, its predicted that consumers’ choices are definitely shifting from PCs to handheld tablets for daily content consumption.
Public Relations Society of America-The Strategists
The Best PR Blogs
The PR Coach Tools & Resources
