Public Relations & Social Marketing Insight
444.5K views | +0 today
Follow
Public Relations & Social Marketing Insight
Social Media
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
Your new post is loading...
Your new post is loading...
Scooped by Jeff Domansky
Scoop.it!

Create Authentic Personas to Drive Compelling Content Strategy | Business 2 Community

Create Authentic Personas to Drive Compelling Content Strategy | Business 2 Community | Public Relations & Social Marketing Insight | Scoop.it
From www.business2community.com - April 6, 2013 9:05 AM

If you’re an Inbound Marketer (or aspire to become one) who understands the importance of content and a well constructed content strategy, you’ve almost certainly done some research or had some conversations about the need to create personas that represent your best targets.

 

The emerging importance of personas in content marketing supports the point of view that content should be written first for your target, and second for search engines, which definitely wasn’t the case just a few years ago. But learning that personas are important doesn’t mean you’re going to actually doing anything about it, right? From the conversations we have with clients and prospects it seems lots of people stop right there, with the question “OK, I know I need it, but what the heck is a persona and where do I get mine?”...

Jeff Domansky's insight:

Here's how to create and manage your marketing persona.

more...
No comment yet.
Sign up to comment
Scooped by Jeff Domansky
Scoop.it!

Advertisers Should Act More Like Newsrooms | Harvard Business Review

Advertisers Should Act More Like Newsrooms | Harvard Business Review | Public Relations & Social Marketing Insight | Scoop.it
From blogs.hbr.org - February 16, 2013 10:48 AM

The rise of spontaneous social ads means the end of the ad campaign as we know it. fascinating thing happened at the Super Bowl this year. Typically, Super Bowl advertisers meticulously plan every aspect of their presence months in advance of the big game.

 

But this time, Coca-Cola, Audi, and Oreo didn't just limit themselves to pre-packaged creative — they also had in place rapid response teams that adapted to events as they happened. So when the rest of America was reacting to the power outage in the stadium, the brands were, too — appropriately and in their own brand voice.

 

Recently, the Wharton Future of Advertising Program asked more than 175 industry leaders to describe their vision of what advertising would be like in the year 2020. Based on our analysis of the responses to the 2020 Project, the Super Bowl case isn't just a once-a-year stunt — it's a preview of a model that will scale and become a foundational characteristic of major brand advertising. The industry experts had a varied take, but a remarkably consistent theme emerged: the rigid campaign-based model of advertising, perfected over decades of one-way mass media, is headed for extinction....

Jeff Domansky's insight:

This is valuable reading for PR, marketing and advertising people. It offers great insight into the disruption to business that is underway and caused by social media

more...
Leonie vander Westhuizen's curator insight, February 17, 2013 1:22 AM

I like the example of Audi, Coca Cola and Oreo that shows how advertising differs. In teaching PR it is important for students to know that the way you as PRO work is challenging
Casey Strachan's curator insight, February 17, 2013 1:59 PM

In case you are still thinking otherwise, the rigid campaign-based model of advertising, in one-way mass media, is headed for extinction....
Jeff Domansky's comment, February 17, 2013 3:27 PM
Appreciate the comments Leonie and Casey. Agree it is critical to stay ahead of this disruption!
Sign up to comment
About Follow us Resources Terms Mobile Features
Facebook
X
LinkedIn