content creation, content marketing and blogging
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Content Creation, Content Marketing and Blogging. Week 4 for PRL 408 at Utica College. Spring 2014.TRANSCRIPT
Content Creation and Blogs
Week #4February 19, 2014
Utica CollegePRL 408: Social MediaThomas Armitage
In today’s lesson…
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
Past week’s articles
“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
What is content?
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)
What’s the difference?
Types of content
Articles White papers Photos Memes Charts with statistics Infographics Videos Webisodes Podcasts Audio files
How to go viral
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)
Some pointers
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)
Blendtec
One of the most well-known viral video case studies
700% growth since videos began
Dove
Considered last year’s most successful viral campaign by some
Very much in-line with their new messaging related to true beauty
Chipotle
Breakout
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
Blogging
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)
Four uses of blogs
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)
Popular software
Wordpress: TechCrunch, Mashable
Blogger: Google Moveable Type:
Huffington Post, ReadWrite
Typepad Crowdfusion: TMZ Tumblr
(Russell, 2013)
Benefits
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)
Tips
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
(Feldman, 2013)
Best practices
Relevance Length Readability Keywords Multimedia Linking Shareable Unbias Develop voice Editorial calendar List of influential
bloggers to pitch
(Zemack, 2011)
Breakout
Groups of 3 15 minutes 5 blog ideas
PR/marketing team for the following companies: Absolut , Adidas, Coleman, Lifetime
Network, Hess, Yankee Candle
Next week, we will discuss…
Contests and Promotions
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
References
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-blogging-and-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-blogging-services/#!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-of-Insanely-Successful-Viral-Videos.aspx
What is content marketing? (2011). Content Marketing Institute. Retrieved on February 16, 2014 from http://contentmarketinginstitute.com/what-is-content-marketing/
Wong, D. (2014, January 29). 11 critical content creation tips. Huffington Post. Retrieved on February 15, 2014 from http://www.huffingtonpost.com/danny-wong/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