Consider paid content as part of your marketing mix

It’s long been known that people love stories that touch their hearts or relate to their experience in some way.  And PR people are good at story-telling.  We’ve been doing it for years – identifying interesting stories relating to our clients’ businesses or organizations for the news media to feature.

Enter content marketing, which provides an opportunity to attract your target audience with story-telling that specifically addresses their needs and desires.  The use of content marketing in public relations is not new; what is somewhat new, however, is the use of a combination of organic (non-paid) and paid content by marketers on their preferred social media platforms.

While paid content is unlikely to take the place of traditional advertising, it is often less expensive and has the benefit of offering some useful information in the form of an article or video, which enhances its credibility.  That makes it a good addition to the overall PR/marketing mix.

Whether paid or organic, here are some essentials to attracting the right audience to your content:

  • Make it Compelling: Your content has to be something that your audience wants to read.  That requires a strong narrative and more focus on their needs and desires and less on your product or service.
  • Target with the Right Platform: Do some research to find the preferred sites for your audience. For starters, Facebook is the top choice for reaching consumers; LinkedIn is better for B2B marketing.
  • Think Video: Attention spans get shorter every year (currently estimated at 8 seconds by a recent Microsoft study), and research shows that nearly 60% of B2B audiences prefer watching video over reading text.
  • Include a “Call to Action”: Free samples, discounts, coupons, etc., are not just ways to get people to try your product or service; they can be an indicator of the effectiveness of your message since they measure audience interest.

Posted by Margot Dimond

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What social media sites are best for my company?

Social Media SitesI worry that I’m falling behind in doing social media marketing for my company.  Just when I think I have a handle on all the types of social media, I hear of new ones and wonder if I should try them.  What’s the best way to decide what’s best for my company?

I can understand your confusion; it seems there is an endless array of sites out there, and it can get confusing and frustrating to try to keep up.  But it sounds like you are approaching this challenge tactically, rather than strategically.

Think of this as you would a home improvement project.  Your social media sites are your tools.  Do you look at the tools you have and decide what you can do with them?  Or do you look at what needs to be done, make a plan of action, then get the needed tools?  I think most of us would agree that looking at what needs to be achieved is the way to go.

It’s the same with promoting your company.  Determine what you would need to achieve your goals.

  • What kind of company are you promoting?
  • What products or services does it offer?
  • Who is your target customer?
  • When you communicate with them, what response do you want?

Once you do that, you’ll have a better idea of what social media sites will actually produce results for you.

The Social Media Examiner asked some of their top social media specialists for their 2012 predictions.  If you can wade through all 30 predictions, you’ll find some good insights.

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Don’t let this happen to you!

In a recent Twitter campaign, McDonald’s sought to promote the fact that the chain bought fresh produce from farmers.  First came the #MeetTheFarmers hashtag on Twitter; later in the day, the company launched #McDStories to generate positive stories from consumers.  Almost immediately users began tweeting stories about food with worms, food poisoning, and other such appetizing fare.  The large number of negative tweets caused a flurry of press coverage, embarrassing the company.

McDonald’s is not alone in experiencing a social media disaster.  Australia’s Qantas, car-maker Honda, and clothier Kenneth Cole are just a few more examples of corporate social media marketing plans gone awry.

Social media offers a great new venue for widespread exposure – especially for companies selling to consumers.  But it’s a double-edged sword that can also offer an opportunity for widespread embarrassment – as disgruntled employees, disappointed customers or professional gripers vent their frustrations in a very public way.

Understandably, seeing campaigns such as McDonald’s fall apart may make a marketing executive shy away from using social media to promote his company’s products or services.  But this type of unintended consequence can be avoided by remembering two important things:

1.  Have a Strategy.  As with any other public relations/marketing tool, you should know why you are doing the campaign.  Does it advance your brand?  Is it a good fit with your marketing goals?  Does it reach the right people with the right kind of message?  All of these questions should be asked before any campaign – of any type – is launched.

2.  Be an Emergency Manager.  A big part of emergency management takes place before the crisis happens.  Good emergency managers think, “What’s the worst that could happen?”  If there is a good chance your brand could be hijacked and trashed, you may want to try something else.  Even if you can’t think of a worst case scenario, have a crisis plan ready for handling any negative fallout.

Finally, monitor your campaign on a regular basis, so you will know how it’s going, and be ready to spring into action if things go awry.

There are always risks when doing social media marketing, but if well-planned and monitored, it may be well worth it for your company.

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