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Content marketing Archives - Page 19 of 22 - Francis Moran & AssociatesFrancis Moran & Associates

Content marketing

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The buck has to stop with whoever owns the byline

By Leo Valiquette

Quality writing, whether it is for journalistic, marketing or public relations purposes, is too often considered a commodity service. For those of us who have experience with the community newspaper business, where editorial content (to quote a colleague of mine) has often been viewed by publishers as “the shit that keeps the ads from bumping together,” this was painfully evident long before the advent of the Internet content mill.

The question is whether our present-day age of real-time, on-demand news and information is driving this to an extreme and leading many writers to, either accidentally or intentionally, break those tenets of ethical writing most often talked about in the context of journalism.

To be frank, some forms of content are a commodity and can be pumped out far more quickly than others. Nor are all writers created equal. I have worked with no shortage of wordsmiths who, despite the fact that this is their profession, still agonize for hours to produce something on a deadline that will still read much better if they are granted a second crack at it the next day.

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Five common content marketing mistakes

By Alexandra Reid

Getting noticed online today requires more effort than ever before, as many businesses are getting more skillful at producing content and sharing it in interesting ways to engage their audiences.

Research from Content Marketing Institute shows that content marketing spending is increasing, more tactics are being employed and marketers are getting more confident at how they use content to engage audiences online.

But that doesn’t mean most businesses are doing content marketing successfully. Content Marketing Institute also said that 90 percent of B2B marketers do some form of content marketing, whether they realize it or not. It then went on to list the most popular content marketing tactics — article posting, social media, blogs, eNewsletters, case studies, and in-person events.

Either those businesses don’t realize they are marketing when they share content through those channels or through their other less popular marketing activities, or they don’t identify those marketing activities as content marketing. Either way, it’s concerning.

But, like many statistics, this one doesn’t paint the full picture. I would like to know those details – what percentage of businesses are doing content marketing without realizing it, and, specifically, why is this the case?

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5 tips content marketers should take from journalists

By Alexandra Reid


As companies increasingly opt to bypass the traditional press in favour of content marketing, journalists are being increasingly sought after to tell company stories, communicate with their audiences, and deliver information that is valuable to their marketplaces.

Journalists are known to employ a number of practices to share news and other information with their audiences so that it is persuasive, easily understood and remembered. They tell balanced, well-researched, newsworthy and engaging stories to win the hearts and minds of the masses. Companies are beginning to realize that this style of communication works extraordinarily well for inbound marketing. The content marketing bar is rising as more journalists are hired to these positions and those marketers without journalism backgrounds are now obligated to learn and apply journalism best practices to improve their content marketing activities.

Here are a handful of best practices that I learned during my journalism years that I use to carry out content marketing activities for our agency and its clients:

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July roundup: What does it take to bring technology to market?

By Alexandra Reid

As usual, we covered a lot of ground last month on our blog. We talked about social media, customer service, content marketing, trademarks for small businesses, neuromarketing, the trials of RIM, government funding for startups and what they have to get right to go global. In case you missed any of our posts, here’s a handy roundup:

July 9: Trademarks for small businesses in little towns

July 23: What technology firms must get right to internationalize quickly

July 25: Have the feds finally found the right way to back winners?

July 30: The pitch from a neuromarketing perspective

And on a related note…

In addition to our series, our associates and guest bloggers were also busy writing on a great range of topics. Here are our other posts from July, as ranked by the enthusiasm of our readers:

July 26: Hard-cabled for success

July 31: A nice little story about the value of storytelling in content marketing

July 16: The best time to start a business

July 17: 5 qualities of a great ghostwriter

July 24: Throttled by those five ubiquitous rings

July 10: 7 reasons why people hate your B2B business blog

July 11: Your audience will judge you by your cover

July 3: The top 10 truths of social media

July 18: Where is Ottawa’s International Startup Festival?

July 12: Managing perceptions and product at RIM like Apple did

July 19: Why I like customer advisory boards

July 5: The price of everything, the value of nothing and customer service

Image: Cynthia Frenette

Any press is not always good press, but it may pay dividends down the road

By Leo Valiquette

Business and trade press journalists regularly find themselves in the position of needing owners or executives who are willing to talk about specific issues in their industries and how their businesses have dealt with them.

For a PR practitioner it’s the classic dilemma – the goal is to drive earned coverage of a client’s story (as opposed to paying for an ad) when many of the media who are receptive may have a different agenda in mind. Hard-nosed and busy executives often brush off interview opportunities if they feel that the nature of the story will not provide a clear and obvious promotional advantage for their organization. “Why should I talk to this reporter about X when that doesn’t highlight the value proposition of my business?” they ask.

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