Comments on: Empower & Inspire with Content Marketing

By: Hilarye Fuller

Hilarye Fuller — Fri, 08 Aug 2008 18:31:35 +0000

Agree completely with Kyle. As I read this post my heart just sank as it reminded me of the work that still needs to be done. News has turned into a 24/7 industry and I wonder if I will ever feel caught up. It is exciting and I love this new direction.

By: Mike Keliher

Mike Keliher — Thu, 07 Aug 2008 15:26:05 +0000

Well, without trying to brag (although that’s pretty much what I’m about to do), I’ve been doing most, if not all of these things, for a few years now (live-tweeting excepted; *a* year, perhaps). That’s exceptionally encouraging.

Good post, Todd.

By: Andrew

Andrew — Thu, 07 Aug 2008 15:11:17 +0000

Phew! I’d like your budgets Todd.

By: Todd Defren

Todd Defren — Thu, 07 Aug 2008 14:26:42 +0000

Thanks, all, for the comments!

@Tim and @Melissa – I was just throwing out one example; I leave it to the readers to extrapolate and strategize for their own clients’ needs. But it is important to see the FOREST (rise of content marketing) vs. the TREES (which tools to use, and when).

@Dharmesh – wouldn’t've blogged it if we weren’t ready. We’ll talk offline.

By: Dharmesh Shah

Dharmesh Shah — Thu, 07 Aug 2008 06:07:34 +0000

You are a brave, brave man.

A bunch of your CEO clients (including HubSpot’s CEO) are going to now want this tomorrow — as in tomorrow.

By: Mark Willaman

Mark Willaman — Wed, 06 Aug 2008 17:42:09 +0000

Excellent post. But “tomorrow”? I would hope – expect – that any marketing or PR firm that follows your blog and has adopted social media has already been doing much of these tactics you propose. Why? because it works.

We’ve been having tremendous success with this model you describe (even wrote an eBook about it). Leveraging “content” in traditional and web 2.0 marketing and PR campaigns generates visibility (buzz), web site traffic (for client) and sales leads.

And that’s what it’s all about – and it’s measurable, unlike the PR of yesterday. This blog post of yours (Todd) is dead-on accurate and gives great examples of how to use these new communication tools to accomplish these measurable metrics. Nice work.

By: Tim Shisler

Tim Shisler — Wed, 06 Aug 2008 15:41:58 +0000

Todd,

This is all good stuff, but the “tipping point” I see is when content becomes synonymous with editorial. Creating content is a necessity in the Internet world, but the word content still does not yet carry the connotation that editorial does. When a PR engine can introduce content with an arch — something beyond just PR in-the-moment blabber — I think we will see a major rise in raw content being streamed, tagged and followed by the gatekeepers of editorial.

By: Melissa Flynn

Melissa Flynn — Wed, 06 Aug 2008 14:42:29 +0000

I’d have to agree with Tim’s assessment… while I think you’re right, Todd, people are much more “what have you done for me this minute?” than they ever have been, I always have to go back to strategy when I get over-excited about PR 2.0. And frankly, I think it’s our job as PR counselors to remind our clients that they don’t need all of this–just what is “right” for them and on strategy.

In no way am I saying we shouldn’t act opportunistically or remind ourselves that content is king, but I’m getting the sense these days that we’re getting caught up in the tactics and tools…and losing the point.

It’s tough, too, b/c the metrics game is ever-evolving–how do we measure the impact of that impromptu podcast? how do we justify to the CEO that it’s worth spending his time (or someone on my team’s time) tweeting? We’re finding unique ways to measure, but there’s definitely no silver bullet…and I think the more scatter-shot our approach is, the more it just reinforces to clients/leadership that this digital world is a bunch of random tactics.

Then again, I’m sitting here blogging and I’m all over Twitter, so I obviously see the value!

By: Justin Levy

Justin Levy — Wed, 06 Aug 2008 04:41:46 +0000

I don’t think press releases will ever completely disappear but I think we will continue to see a change from “traditional” press releases to internet-based releases. I do agree that PR is less about press releases and more about utilizing several forms of social media and multimedia to provide the end-recipient many different formats to learn about an event, product, etc.

I wonder if in another 10-15 years we will be seeing a post similar to this but listing all of the above as the old-hat items along with a line of other tools that we can’t even fathom. Really, who would’ve thought we’d have podcasts, feeds, streaming video, social networks, etc.

-Justin

By: Anne-Marie | The Write Spot

Anne-Marie | The Write Spot — Tue, 05 Aug 2008 22:20:00 +0000

Tomorrow is HERE. And there won’t be one person doing all of these activities, there will be several. And the podcasts and impromptu video interviews will become more polished as people are trained and/or become experienced. With Twitter, video, podcasts, etc. along with traditional media appearances and annoucements, the noise will be overwhelming to the audience. Will they gladly take it all in? Will certain sectors only “view” via Twitter or livestreaming video? Or will all of PR’s efforts turn everyone off? What is the TiVo of the future for all of this? It remains to be seen, but it’s very exciting too. Now where did I put my Flip?