January 21, 2013 in Content Marketing, Marketing by Mike Drago
RANT: Let’s Get Rid of ‘Content Marketing’

contentchalkboardWhat am I doing? I’ve been asked the question dozens of times since I made the jump to our Dallas marketing firm from a 20-some-year career reporting and editing for major news outlets. (Yes, I was the MSM, and I swear there is no such thing as a media conspiracy.) Now I work in content marketing, which is not a new concept; and nine out of 10 companies are doing it in some form. But after winding through explanations of content marketing with neighbors, family members and business contacts, I’ve concluded that what we do is not well understood. I think content marketing needs a better name.

Like a lot of business terms, content marketing can glaze a listener’s eyes. Rather than enlighten and inform, the name obscures. Not “marketing,” so much. Everyone understands marketing, more or less. No, I’ve decided, the problem is content. The word in and of itself is, well, boring and vague. I hated the word when the newsroom adopted it years ago to mean “news delivered by any means.” I hate it even more now, because I think it devalues the work Internet marketing firms do for clients and their noble goal of developing closer relationships with their customers and prospects.

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January 7, 2013 in Content Marketing, Marketing by Clay Zeigler
ADVICE: For Effective Marketing Content, Start with the End Result

Ever say something in a meeting that the boss never let you forget? I did that about a year ago, but I think he’s over it now because since then I’ve learned something that now guides the way our Dallas marketing firm thinks about content. The lesson is this: When creating content for marketing purposes, the first consideration isn’t the story you have but the result you want.

I came to Internet marketing firms after a long career in newspapers. And newspaper reporters and editors, most of them anyway, work hard to present the incremental developments in an ongoing story without regard to the ultimate result. No truly ethical journalist says, “We’re going to get that place shut down,” or “We’re going to get that woman fired.” Stories I’ve edited have had those very results, but that wasn’t their objective.

In Marketing, the Story is a Vehicle for Action

I brought my journalistic approach to Idea Grove, and into an early client meeting in which I tried to leverage my newspaper experience in a self-deprecating way by saying, “I don’t know much about public relations, but I’ve consumed a lot of it.” In other words, I know a good story when I see it and I can help you present a series of good stories that together will portray your company in the most positive way possible. The boss winced, and has periodically reminded me of my error — and rightly so.

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September 26, 2012 in Content Marketing, Marketing by Jill Diedrich
ADVICE: 5 Tenets of Content Marketing

Five Tenets of Content MarketingContent marketing has become the clear choice of companies wanting to build awareness, enhance engagement and increase conversions online. And while every company has a different story to tell, the basic tenets of content marketing remain the same.

Some of these ideas may seem elementary right up until the time you fail to integrate them into your marketing and public relations strategy. Taken together they can become a real starting point for a plan that accomplishes your goals.

1. Know Your Audience

Knowing your audience goes beyond just realizing who your audience is — you have to get inside their heads and find out what their interests are and what they want to learn more about. Ask yourself — and better yet ask your audience: What are their concerns and pain points? What are these people talking about on a day-to-day basis and how are they talking about it?

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August 28, 2012 in Advertising, Content Marketing, Marketing by Reg Rowe
IDEA GROVE NEWS: Energy Viewpoints to Provide Forum for Energy Discussion

Idea Grove has launched Energy Viewpoints, an online publication that will provide a forum for discussion of the important issues facing the energy industry. The inaugural edition features the first of a two-part interview with Jim Hall, former chairman of the National Transportation and Safety Board under President Clinton.

Already, Energy Viewpoints is attracting interest from communicators and commentators within the energy industry. Through energy industry news and opinion pieces, newsmaker interviews, dialogue and debate, the site will strive to foster communication and interaction among the many companies and individuals who earn their livelihoods from or influence the industry. The hope is that an open, frank discussion of issues will lead to a better understanding of the future of energy in the U.S. and around the world.

Each week the site will feature a guest column submitted by an industry observer or influencer. Submission guidelines and advertising rates are located on the site and questions can be directed to info@energyviewpoints.com.

 
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July 9, 2012 in Content Marketing, Marketing by Lizzie Cernik
ADVICE: Great Content is Often Right There in Front of You

Editor’s note: Lizzie Cernik is an occasional contributor to Media Orchard.

In the future, advertising will be like sex: Only losers will pay for it. And as the face of advertising continues to change, brands are in the same situation. With the right approach to content marketing, you can persuade customers to “get naked” with your brand just because they want to.

But content marketing isn’t easy. In a world obsessed with viral videos and the next big thing, your copy needs to stay fresh and relevant to avoid falling by the wayside. Even the most popular bloggers find themselves struggling for good content on occasion, which is where ‘repurposing’ comes in.

We’re always told that recycling saves the environment, so isn’t about time we started reusing our best ideas? A well-researched, well-articulated blog post, video or podcast takes longer to produce than Kim Kardashian’s make-up, so why shouldn’t you use it again?

If your company’s been on the Web for more than a few months, there’s a good chance you’ve already built up a considerable bulk of content. A quick glance at Google Analytics will tell you what the most popular posts were, enabling you to re-create and remarket the very best elements of your content. Here are three ways to make sure you do it right: Continue Reading

 
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