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The old rules don’t apply anymore. 24 hour news, social media and the rise of consumer and user created content has meant that PR people have to manage brands in real-time.
If you ask younger people if they read a newspaper chances are they’ll say no. They get their news online, via social media. The only television they watch is on-demand, they’re certainly not watching mainstream TV that we’re traditionally used to.
They have their own laptops, mobiles and tablets. They watch Netflix or iPlayer. They love YouTube.
Adrienne Liebenberg is global B2B marketing director for BP Castrol.
She spoke at the Festival of Marketing about how the company has moved away from traditional comms and PR and into thought leadership and a focus on how the customer interacts with the brand.
How has one of the oldest and most high profile industries adapted to the rise of social media?
Two years ago, social was something that the publicity department did on the side. Universal has since built a specific social team and overseen a complete change in marketing strategy.
Albert Hogan is the head of digital strategy at Universal Pictures UK and he talked at our Festival of Marketing this morning about how the studio has learnt to engage with a very vocal film-loving audience across social.
Velocity's Doug Kessler spoke at the Festival of Marketing today on the topic of 'Insane Honesty in Content Marketing'.
As Doug explained, mere honesty is something that should be a given in marketing, for ethical reasons, but insane honesty is a choice.
Essentially, it means sharing your weaknesses and showing them openly. Putting your worst foot first.
Sharing weaknesses and minus points makes the rest of the marketing much more believable.
Everybody talks about the need to provide quality content on your site if you want to rank well in searches. But how do search engines identify quality content?
Successive Google algorithm updates (culminating in the recent Panda 4.1) aim to refine results so that they match the intent of the search query and deliver the most comprehensive, accessible and well-written answer.
Social media plays such an important role in publishing that sharable and fun interactive content is now the way to elevate a piece from 'buzzy' to 'viral'.
Buzzfeed and The Guardian have proved masterful at this (for different reasons) but there are plenty of other publishers and organisations getting in on the act.
Here's just a few of them..
I've kept this list simple and it's a fairly accurate idea of what I use day-to-day.
I didn't use any of these tools when I started working on the Econsultancy blog. I'm still not an advanced content creator but I do have some small tricks up my sleeve.
Take a look at this list of tools to aid you in your image, video and text travails.
In the UK, every vehicle over three years old used on public roads must undergo a test to check it’s roadworthy.
It’s known as the MOT (Ministry of Transport) test and, like death and taxes, it’s inevitable.
You rarely hear any major protests from car owners - the last thing they want is for the various bits of steel, aluminium and electrical wiring to fall apart when they’re travelling at 70mph down the A31.
They understand it’s in their best interests to give their car a thorough check-up every so often - it would be marvellous if every website owner felt the same way, introducing a regular COT (Content Optimisation and Taxonomy) test.
Content is very important for SEO, but this should also come with caveats, as simply creating more and more isn't always the answer.
Following on from yesterday's post on sub-domain conflicts, here I'll look at a few examples where brands' content-led pages are harming their search rankings.
The latest update to Econsultancy’s Internet Statistics Compendium sees the usual batch of hand-picked data gems.
This month, the Social Media sub-report of the compendium saw some particularly interesting stats about engagement (from SocialFlow), how US Fortune 500 companies are using social networks and blogs (Umass) and research which will likely be of interest to businesses and household web-users alike released in August by Fractl.
I probably don’t need to convince you of the value of content marketing as much has been written on the topic in the past few years.
However it can still be difficult to measure the precise ROI of content marketing, as one can’t simply point to a blog post or YouTube video and say it definitely led to someone making a purchase.
However there are methods of proving the value of content marketing to an organisation, as highlighted by these case studies.
And head over to our new(ish) Case Study Database if you need further real world examples...