Public Relations & Social Marketing Insight

90 percent of in-house marketers say that content is important, but only 38 percent have a content marketing strategy.

[Great reminder about measuring results for content marketing ~ Jeff]

Today’s web is an endless 24/7 cycle fed by content and social actions. In this cycle, brands are realizing that content is currency and social actions are the transactions in this marketplace for eyeballs and attention. To remain relevant, not only do brands need to produce more interesting, useful and more timely content, they need to adapt to a new “social publishing model” to best feed the social graph and this hungry cycle.

I’ve listed two ways below that our brand, Intel, is tackling this content and social publishing challenge....

Marketers - or anyone in communications, for that matter - don't do this.

...As a marketer, your job is to build, enhance, and preserve the brand of your company in order to help it grow. Doing that requires more than promotion and spending the entirety of your efforts on how you can get attention. Doing that requires establishing a reputation over time with everyone that can make a difference to that brand in the long run. That includes your customers, your prospective customers, the media, the public, investors, and even competitors for starters....

[Bad PR... bad - JD]

This post is part of the Content Q&A Series, featuring interviews with top content strategists and bloggers about their work and insights about the industry.

[This is a thoughtful interview with a content marketing leader - JD]

Chad Kaszer, director of social media at Sony, tells The Content Strategist how the company has used content to expand its social community.

...The one term that has survived the last decade is not “social” (it used to be call “consumer-generated media”), but “community.” Brands love the idea of a protective and loyal community, but the question is: how can a community form in a virtual space where the members may never actually meet?

In my experience, the answer boils down to three commitments a brand must make in order to succeed: vision, consistency, and shared responsibility. If a company is unable or unwilling to express its unique perspective on the world, commit time to engage with those who share that perspective, or take responsibility for its part in making its vision a reality, then it is amassing a crowd of followers, not a community of loyalists....

[Valuable social media insight from SONY - JD]