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We all know or have heard in social media that content is king. This was to my knowledge challenged recently asking if it is still true. Well, in my opinion, it still is. Besides content in your blog, or on your website, we now are finding how to effectively use content as a marketing strategy as another form of pr marketing strategies.

Simply put, a content marketing strategy actually refers to the power of the content and Social engineering conceptunderstanding how you create the appropriate content strategy. Confused yet?  Ok, let me give an example.  In social media, such as Twitter, Facebook, and Pinterest you probably tell people, followers and sometimes even customers about your products or services. Take this PR one step further by now creating a “two-way” conversation.  Make your pr content be shareable, work to make it trigger a discussion to encourage your social network to continue the conversation within their social circle.

In order to be effective with a content strategy you should have a clear understanding of your objective before you begin making any statements, or starting up a conversation. This type of content is designed to build viable web content that will engage your target customers as well as search engines.  This can also help increase your visibility with the search engine rankings.

When you create conversations (content) it will usually increase your online business and generate maximum web visibility to build a strong reputation. Therefore be sure to always provide enough quality content for customers to talk about with others. This is an effective way to expand your pr marketing strategy.

Aron Agius a well-known person in the field who has helped online marketing campaigns become successful made this statement:

“The importance of content marketing strategy cannot be underestimated. Content is the foundation of any successful online marketing campaign. A great strategy is needed in order to fuel social media activity, to create high converting landing pages for pay per click marketing, and to power increases in search engine rankings for target keywords.” He continued saying, “businesses of all sizes can benefit from implementing a solid content marketing strategy. Small businesses have just as much opportunity as big business to reach an increased audience trough content marketing – the key element that needs to be monitored is consistency. Consistent content creation and marketing is what sets apart businesses from the many similar businesses jumping on the content marketing bandwagon.”

I do not think I could have said it any better.

And if you are not sure how to implement this strategy, Aron has these 5 steps that you can follow:

1) Focus your plan around being able to consistently create high quality content.

2) Ensure your content strategy covers a wide range of different content types. Text blog posts, advanced guides, info-graphics, images, video — the more types of media you create the greater the potentially reach and the number of different distribution channels you can use to get eyeballs on your content.

3) If need be outsource your content creation, but only do so once you have developed strict guidelines around tone, style, voice, and the core messages that you want your content to speak towards.

4) Identify the problems in your industry, the questions people are asking and focus on being a resource that creates content that solves problems and puts you in a position of authority within your industry.

5) Don’t forget the marketing in content marketing. This is the most important point. People are now creating endless amounts of content and thinking they are doing content marketing. You should be spending as much time in marketing the content as you are creating the content on the first place.

Now go and start some conversations to engage your customers.

Publicity doesn’t just happen. A successful campaign requires planning. From press releases that are strategically scheduled for distribution to specific articles submitted to selected media all are part of how to create a successful publicity campaign that will gain media exposure.

Increase Awareness With Publicity

Before you begin contacting reporters it is important to prepare yourself and the company by knowing the specific elements in the plan. A few of the key publicity campaign elements are:

PRESS KIT. A digital press kit will help provide reporters information about your company, products and the services you offer. Included in this kit should be references to any published articles on your company, bios on key personnel, photos of products and executive staff, online brochures, etc. A Fact Sheet is a quick reference page that provides a summary of your company location, philosophy/mission statement, product listing, and contact person. Keep this kit updated. Create a special area on your website for PRESS ROOM.

PRESS RELEASES and ARTICLES. When writing publicity releases for your pr client, keep the information limited to the facts and do not use sell copy. Put yourself in the reporters position. If you receive a well-written article filled with facts, and benefits for customers, you would be more likely to publish the release. Even more so, you might call the company to get more background and information. Limit your press release to one page if possible.

PR Clients usually to want include everything making the release a 4 or 5 page document. You should also optimize your press release. If you are writing a release or article for a local company, consider the local media and reporters. You can distribute the release nationally, but always work with local reporters so they get to know about your company and products.

MEDIA LIST. Very important and critical to any distribution. Your list should be updated on a regular basis. Have different categories for the types of reporters and media.

OFF-THE-RECORD. Never say this to a reporter and then tell them something you did not want published. There is no such thing as off-the-record.

SOCIAL NETWORKING. If you have not included social media in your list of distribution, then do so. This includes bloggers, online publications, Google News, and so on. Businesses should use their Linkedin and Facebook accounts to let their network of people know what the company has been doing. It is an ideal way to spread the word quickly and get immediate feedback. Even Twitter can have links to your website or published articles.

These are only a few of the many things you should be doing to increase awareness for your company. If you want to know more, just call George Carson at 949-477-9400. The free consultation could help improve your company’s image and make prospects more aware of your company. Visit us at Carson Marketing, Inc.

You can get caught up in the social networks and get the wrong type of publicity for your pr client if you do not know or understand how to use this powerful media. If you don’t believe me, just read a recent article in today’s LA Times that discusses the issues and problems using social networks.

For example, companies like Amazon and Domino have learned the hard facts and how to control your social networkingsocial network campaign, only after getting hammered by fans and other online followers. Remember, if you use this media, like Twitter, you better realize it opens you up to all sorts of people. You need to use the social networks as a tool to market your pr client or your products and services. But don’t treat these like a TV commercial. That isn’t why you have followers, or fans, etc. These can be your best approach to getting the word out, if done properly.

On the good side, look what Ashton Kutcher did for CNN. Yeah, he outpaced them with followers, but CNN got a lot of exposure and they used this to help strengthen their position by hiring the person who began the CNN “Breaking News” account.

If you want to start using this new and powerful social network (like Twitter), be sure to know the game.  It is best to get a professional to guide you in the right direction. Then you will be able to use it to your advantage; otherwise you can get destroyed faster than it was to build your company. Need help? Give George Carson a call at 949-477-9400. His company, Carson Marketing, Inc. can get you into the social game so that your pr client, or your company will get great results.

PR people need to watch closely this meida

It isn’t any surprise that a bunch of new words "Social Networking", "Active Worlds" and a host of others are becoming part of the Internet vocabulary. PR people and all publicity companies need to keep in touch with this explosion of how networking is gaining a lot of attention.

Several articles about how social sites, like MySpace, Facebook, Friendster and YouTube are now attracting advertisers to tap into this market. If you are a pr client, or have a Public Relations Service handling all your public relations activities, then you need to stay tuned with the markets as they grow. But don’t wait for the market to get saturated before becoming active in it. If you do, you will become one of hundreds of thousands trying to get visible in a crowded market.

iMedia Connection mentions these briefly in a couple of short articles on Promoting Your Brand In new Ways. They are doing a good service to keep us informed about social networking. Another writer, Cory Treffiletti, wrote an article about advertisers looking to cash in on this new media. I don’t fully agree that all of the social networks need to be hammered by advertisers. Such as Facebook, which is mainly a college "invitation" only network. If what Cory says comes true that it will soon allow political advertisers, then it won’t be long before all advertisers will have access to this media.

Notice how much attention this network is getting. Even I am addressing the issue. That’s more publicity for that market. As I have said many times before, Publicity is everywhere, you just need to identify how you can benefit from all the hype.

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