Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Not All Content Marketing is Created Equal: Location, Size, and Scope | Marketo

Not All Content Marketing is Created Equal: Location, Size, and Scope | Marketo | Public Relations & Social Marketing Insight | Scoop.it
From blog.marketo.com - June 11, 2013 1:21 AM

A one-size-fits-all content marketing strategy doesn't work. Read on to determine why location, size, and scope are critical to being effective in your unique market.

 

As marketers, we hear a lot about content marketing for all sized businesses. In the midst of the tips and how-to guides from industry experts, there’s a lot of white noise. A sound content marketing strategy is integral to a company’s online success, but a one-size-fits-all approach to content simply doesn’t fly. When it comes to content marketing, there are three major components to consider:

- Location: Do you own a brick and mortar business? Do you operate exclusively online? What if your business is a hybrid of both?

- Size: How many employees does your company have? Seven? Seven hundred? Is it just you?

- Scope: Who’s your business trying to reach? Do you consider yourself B2B? B2C? What exactly does your business do?...

Jeff Domansky's insight:

Location, size and scope are the fundamentals for your content marketing strategy. it's critical to accommodate them in your marketing strategies.

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Preeti Kaur's comment, June 18, 2013 9:45 AM
thanks jeff...the article made a great read...but do you believe b2b and B2C need the same form of content marketing???
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The Six Companies Fueling an Online Ad Crisis | Adweek

The Six Companies Fueling an Online Ad Crisis | Adweek | Public Relations & Social Marketing Insight | Scoop.it
From www.adweek.com - June 10, 2013 1:27 AM

As the controversy swirls over publishers selling advertisers bogus nonhuman traffic, many of the accused have screamed, "It wasn't me! We bought bad traffic from somebody else!" So, who are these traffic dealers?

 

At Adweek's request, close to a dozen industry experts—representing publishers, ad buyers, DSP and other ad tech execs—have identified six companies that they believe may be selling low-quality, potentially bot-generated traffic—starting at half a penny a click. They are AdOn, Adknowledge, eZanga, Jema Media, MGID and BlueLink Marketing....

Jeff Domansky's insight:

Investigative story looks at bot-generated ad clicks sold by unethical marketing companies. Great read and cautionary tales.

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Random Thoughts From Marketers Like You

Random Thoughts From Marketers Like You | Public Relations & Social Marketing Insight | Scoop.it
From blog.hubspot.com - May 11, 2013 1:11 AM

As marketers tackle the inbound marketing terrain, here's what's going through their brain.... One of my colleagues recently stumbled across this awesome piece of curated content -- compiled from the random thoughts of a guy named Aaron Karo at ruminations.aaronkaro.com -- and it got me thinking about all the random thoughts that cross my mind when I'm knee deep in inbound marketing.

 

So I tapped into the minds of my fellow inbound marketers to come up with a marketing-themed parody of Aaron's list. Here's what we've all been thinking. I'm willing to bet a few of these have crossed your mind, too. Feel free to share your favorites using the tweet links below and hashtag #mktgthought....

Jeff Domansky's insight:

Channeling the marketing thoughts of your inner Homer Simpson. ;-)

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Direct Marketing Doesn’t Have to Suck

Direct Marketing Doesn’t Have to Suck | Public Relations & Social Marketing Insight | Scoop.it
From gillin.com - October 6, 2011 3:18 PM
When you think in terms of what your customer wants, rather than what you need to sell, you create new channels of awareness by tapping into my network.

 

...I opened both envelopes without realizing what was inside and had to chuckle at how I was taken in. They fooled me good. And then I thought about what that says about the state of direct marketing today. Have we sunk so low that we need to trick people into reading our messages? Is it any surprise that forecasters expect direct-mail marketing to decline nearly 40% over the next two years?...

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Elizabeth Anne Dale's curator insight, September 24, 2013 5:02 AM

An easily relateable and easy to read article! Direct marketing does in truth, annoy a lot of people, there is too much of it, that is worthless to a lot of people that recieve it, and it then needs to be disposed of. Whether that's by recycling all the catalogues you recieve in the mail, or clicking the delete on all of those email updates you get because you signed up at some point to go in the draw to win something. This article highlights two clear points on how to make direct marketing "suck" less. Dump the junk, and think like the customer. While they are two rather obvious points, it's easy to lose sight of them, and this article is a nice reminder of them, portrayed in a comical light.
Ksenia's comment, September 25, 2013 4:58 AM
Great find of article Elizabeth:) I can only agree wit you! As being a consumer myself, i got very irritated with so called 'spam' mail. There is so much these days that i had no choice but to start a new email account as the old one was receiving far too much direct mail! In the article it states that marketers need to think like consumers and that they should be offering something that consumers can make use of! for example the websites the writer had suggested, he uses them, they benefit him with intelligent information to his social network & then he 'may' just buy from the business. Good read!
Levi Norton's comment, September 25, 2013 9:08 AM
In response to Elizabeths insight, I totally agree that direct mail doesnt suck and that its an uneffective marketing tool to engage targeted consumers.Business are still able to engage targeted consumer succesfully through this method as long as you dont trick people also as you stated that businesses need to think like the consumer this an interesting point where will keep that in mind . Great Read thanks
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Four Ways To Speak The Language Of Value

Four Ways To Speak The Language Of Value | Public Relations & Social Marketing Insight | Scoop.it
From mindmulch.net - June 10, 2013 2:39 PM

Try speaking the language of value. Here's four ideas how: ... Trying hard is important, but if all you’re doing is trying really hard at the same low value thing that isn’t working, it can be frustrating, futile and not very helpful at all.

 

The Language Of Value

What is the language of value? Here’s four biggies that have gotten me a lot of the right kind of attention lately:

- Asking Constructive Questions

- Presenting Compelling Arguments

- Stimulating Genuine Learning

- Facilitating Positive Change...

Jeff Domansky's insight:

This post challenges you to rethink your marketing "language" ain't changing it to the language of value. Well worth reading.

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How to Fix 6 Failing Marketing Metrics Your CEO Actually Cares About

How to Fix 6 Failing Marketing Metrics Your CEO Actually Cares About | Public Relations & Social Marketing Insight | Scoop.it
From blog.hubspot.com - May 14, 2013 1:54 AM

Suffering from underperforming marketing KPIs? Read this post and learn how to fix those guys! After that, you’ve got to grab your marketing by the bootstraps and make the necessary adjustments in order to provide your CEO with the ROI they’re looking for.

 

Below I’ve detailed six metrics highlighted by CMO Mike Volpe on this very blog, how to identify when they’re underperforming, and how to make the necessary adjustments to save your bacon. Here’s how. How to Fix 6 Critical Marketing KPIs When They're Underperforming....

Jeff Domansky's insight:

Talking to your CEO about your social marketing results? Here's what matters to the executive suite and how to respond when your KPIs need fixing.

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Create a social media marketing plan | Advisor.ca

Create a social media marketing plan | Advisor.ca | Public Relations & Social Marketing Insight | Scoop.it
From www.advisor.ca - May 3, 2013 2:58 AM

The steps and costs of integrating social media into your marketing strategy.....

 

When people hire me to help them integrate social media into their marketing strategies, the first step is drafting a comprehensive document that lays out the following:

- Target market

- What terms prospects use to search for them online

- Preferred social media platforms

- How they’ll brand them

- How they’ll drive traffic to their main website or blog

- How they plan to connect with followers

- A specific strategy for each network (you may post different content and have a different client base on Twitter versus LinkedIn, for instance)

- What their competitors are doing on these chosen platforms...

Jeff Domansky's insight:

Here's a really great outline for a marketing plan and it's most important components.

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Leon Thomason's curator insight, May 9, 2013 1:14 AM

Developing a media plan is a very vital part of any IMC campaign as is the need to integrate social media in the forever changing marketing environment. The first step is drafting a comprehensive document which addresses;

1. The target market

2. What terms prospects use to search for them

3. Preferred social media platforms 

4. How they'll brand them 

5. How they'll drive traffic to their main website/blog

6. How they plan to connect with followers 

7. Specific strategy for each network

8. What competitors are doing

 To fully adapt this strategy of developing a media plan for online market it is important to evaluate its effectiveness and efficiently in order to make changes where need be.
Wincy Cai's comment, May 9, 2013 4:52 AM
Social media can be an incredible tool for any business. Developing a media plan will helps determine all the factors business needs to take into consideration before deciding on a media strategy.
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