The term “content marketing” has become so ubiquitous that its radical nature sometimes gets muted, but it has transformed traditional notions of public relations. Content-hungry audiences are less interested in the source of content as they are in the quality and utility of the content, and brands must now arm themselves with a deep well of material to fuel their social media efforts.
Eliza Anderson, global PR manager of Intrepid Travel, and a speaker at PR News’ Feb. 27 Digital PR Summit in San Francisco, is a seasoned pro at creating content for the brand's customers and the media. Just a month ago her team launched a blog to provide updates to Intrepid Travel passengers about the situation on the ground during the Bangkok riots, which was then picked up by the media.
In the following Q&A, Anderson, who leads communications at the adventure travel company headquartered in Melbourne, Australia, discusses her content strategy and offers a preview of her presentation at the Digital PR Summit. ...
Scooped by Jeff Domansky |
wanderingsalsero's comment,
January 15, 2013 8:32 AM
You know....I read ALL this stuff about content, content, content and I'm getting suspicious that it's going to be another over-worked buzzword that still going to have the same problem...people still won't do it. Bottom line (to me) is that people have to like what they write about it or....they won't do it. If they can afford to outsource reasonably decent writing then that's OK.
Jeff Domansky's comment,
January 15, 2013 3:44 PM
Art, there's no question there's lots of noise about "content this content that." the smart organizations and individuals will do their content work at the highest level, passionately, and see tremendous results. But the noise and junk at the bottom will always threaten to overwhelm without good filters and good curators. Appreciate your comment.
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Here's a great example of how content strategies can help in crisis management...