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Taking a Newsroom Approach to Content Marketing

content marketing trendsBrands have never cared more about content marketing. It is the hot topic for 2013, as brands look to leverage great content to expand their reach, drive more engagement or improve their search engine rankings – to name a few. Don’t believe me? Search any content marketing related keyword in Google Trends and you’ll find a spike in conversation this year around the topic (the graph to the right is for “content marketing” news headlines). [Read more...]

Every Brand Has a Story To Tell

every brand has a story to tellOne of the first clients I worked with out of college was a toilet company. Granted the company was the largest international manufacturer of bathroom fixtures – products every house and office in the developed world has a need for. But imagine my enthusiasm as a freshly-minted PR professional, being told I would be working to secure publicity for toilets. I’ll admit, I wasn’t excited at first. Some might be discouraged by such an assignment, but I’ve always believed there’s a good story behind anything.

Maybe it was growing up in the plant business that gave me this perspective. After all, in the plant business, you take some seeds and some cow dung and turn it into something beautiful that people want to pay good money for. I think there’s a parallel behind that experience and the work I do bringing brand stories to life today. No matter how strong the smell of manure, I know I can make it flourish with just the right amount of tender loving care. [Read more...]

Find and Define Your Audiences

There’s an audience for anything and everything. Do you know who your audiences are? How about your most important audiences? There’s a stage in message planning that I like to fondly refer to as audience identification. I don’t know why I like to refer to it as audience identification, because it’s really the definition that’s the most important part. Rather than get caught up in semantics, let’s just focus on the two components of audience identification I find most useful. You should start your audience identification process by grouping your audiences into categories. From there, you can develop some personas that best represent subgroups of these audiences. If you’re fortunate enough to have actual data to play with, you can take things a step further and get really granular with your audience identification. I’ve summarized my perspectives on this approach below for you to think about more. For those of you that actually do audience definition for a living, please jump in and give the readers something more constructive to work with. [Read more...]

How To Create A Message Platform

As promised in my Message Planning post, here is the first post in my series on message planning. If you don’t know how to put together a message platform, this platform will help you understand some of the components most commonly found in them. If you already know how to create a message platform, I hope you’ll pick up a tip or two that you can use the next time you have to put one together – and I hope you’ll chime in with your suggestions for the less-experienced readers of this post. Please keep in mind that there are many different approaches to developing a message platform. Not all platform components outlined in this post are necessary or appropriate for every organization. I’m providing these suggestions as guidance for those going through this process for the first time. It’s up to you to evaluate and decide which components will help you best meet your communication goals.

Rather than drone on about all the reasons why you should create a message platform for your organization, I’m going to assume you have already gone through that process. If you need a reason, I think a message platform is a great way to get everyone in your organization on the same page with who you are, what you do and how you want to communicate all those things in various formats inside and outside of your organization. Let’s get started…. [Read more...]

Message Planning

This is the first post in a series on the importance of message planning in the communications process. I’ve been thinking a lot about message planning and message management over the course of the past couple of months. For one, we’re in the thick of the political campaign season. Few communication disciplines provide such a deliberate look into the effectiveness of communication planning to deliver a measured outcome as politics. While I personally have zero campaign management experience, as a communications professional, I appreciate the work campaign strategists do to manage messages over the course of a campaign. Say what you will about any of the candidates running for office at the moment, but behind all of them are talented communications professionals that know how to leverage market data to adapt – and in some cases manipulate – messaging to persuade audiences in one way or another.

It’s also a great time of year to start thinking about your own message strategy and planning process. If you’re like most organizations, you’re probably entering some form of annual planning. Budgets are being set for the coming year, and you’re most likely starting to think about the campaigns you’ll kick off in January. Most of these campaigns will include strategies for communicating with the target audiences most important to your organization. This is where message planning comes into play – or should come into play. Organizations that overlook the importance of message planning will waste valuable marketing resources trying to communicate sporadically with their audiences. Don’t make this mistake. [Read more...]