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A nice little story about the value of storytelling in content marketing

By Alexandra Reid

I’ve been a volunteer at Big Brothers Big Sisters Ottawa for almost a year now, running the youth mentoring organization’s online accounts and helping with its blog. As a non-profit, its budget for marketing activities is tight and so it relies greatly on word-of-mouth referrals and small events to attract volunteers, donors, and partners and spread its messages.

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Great articles roundup: Advocate armies, controversy, susceptibility, social media, startup ideas, and an Innovation Map

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are Marketo, NextGen Journal, ReadWriteWeb, B2B Bliss, Ventureburn, and Montreal Tech Watch.

Building a B2B marketing brand advocate army

Great information on how to create a program to reward B2B brand champions, modelled after Marketo’s own champion program.

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Throttled by those five ubiquitous rings

By Alexandra Reid

The International Olympic Committee is launching a host of programs with the goal of making the 2012 London Games the “most social and tech-savvy Olympics ever,” but restrictive social media guidelines reveal the organization’s inability to move beyond its old and broken command-and-control communications model.

In its Social Media, Blogging and Internet Guidelines the IOC states that it “actively encourages and supports athletes and other accredited persons at the Olympic Games to take part in ‘social media’ and to post, blog and tweet their experiences.” However, such activity must respect the Olympic Charter and comply with a confusing and contradictory set of rules that tightly controls what they can share.

The program’s centrepiece, The Olympic Athletes’ Hub, will let Olympic fans track athletes’ activities across multiple social channels including Twitter, Facebook, Instagram and Google Plus. The IOC is also launching a host of Tumblr blogs and a virtual Olympic Village where fans can discuss the events with athletes and former Olympians in real-time. A gamification element called the Olympic Challenge — a game that’s integrated with Facebook and Open Graph – will encourage fans to compete with friends and other fans in predicting the outcome of the Olympic events. Foursquare check-ins are also encouraged, so long as they are at off-site venues.

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Great articles roundup: Content marketing, social forums, access journalism, liars, and startup tribes

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are Joe Pulizzi, Social Media Examiner, Memeburn, Peter Shankman, and Fast Company.

5 critical content marketing tactics to consider now

As part of its audit and to set new goals, Content Marketing Institute is focusing on a number of key areas where it wants to improve. In this post, Joe Pulizzi shares five key content marketing tactics that are standing out for the agency.

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5 qualities of a great ghostwriter

By Alexandra Reid

While content marketing has been around for a long time, content marketing through digital channels is becoming increasingly important in many of today’s marketing programs as social media and blogging continue to rise as influential channels where corporate thought leadership can be developed and displayed.

However, many companies are struggling to properly manage these channels, which demand a considerable amount of resources, especially the human resources required to find, develop and propagate high-quality content and engage communities. We’ve all seen corporate blogs and social media accounts flop because they lacked professionalism, resources dried up or there wasn’t a sound strategy in place to encourage long-term commitment.

To ensure professional and long-term management of their channels, many companies are outsourcing some or all of their blogging and social media activities to agencies or independent ghostwriters. Ghostwriters can take on a wide range of functions, from editing to article writing and even social media communications. While each agreement will vary depending on a company’s requirements, great ghostwriters share a number of professional qualities. If you are considering hiring one or several to write or edit your content, choose those who have the following skills:

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