Posts archived in Content Marketing

F5 Expo 2010: BC Business
Photo: jeremylim.ca

Last month, the B.C. Association of Integrated Marketers (BCAIM) and Ipsos ASI released a study that revealed the state of marketing in the province.

The study, which you can download via BCBusiness.ca, is the first-ever survey of local marketers in B.C.

Here are four stats from the study that caught my attention.

1. 80% of BC marketers get their marketing news from LinkedIn

In the past couple of years, LinkedIn has transformed itself from just another social network to a content powerhouse. It’s no wonder that marketers in Metro Vancouver are taking notice.

LinkedIn Today does a great job of aggregating news by topic and industry based on what your professional network is already sharing — an important curation tool given the amount of content being produced everyday. The addition of the Influencer program on the site last year gives LinkedIn users another compelling reason to check the site regularly.

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"What is Public Relations" infographic

A new and widely-shared inforgraphic called “What is Public Relations” captured my attention today — not just because I currently work in PR, but also because it brought up a few questions about the industry.

The infographic, which was published by PR Newswire, aims to define PR through crowdsourcing, asking industry professionals to complete this sentence: “PR is ___”.

Although I liked the idea of asking PR pros how they define their industry, the result is troublesome for two reasons:

  1. There’s a wide range of definitions — from vague ones (e.g. “digital” and “social”) to more complete and specific ones (“solving problems for organizations through strategic communications”).
  2. Fluffy words are common in PR, as clearly demonstrated by the quotes used in this infographic.
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FPReach featuring Gary V. in Vancouver

Last week, I had the pleasure of attending FP Reach at the Vancouver Convention Centre. FP Reach —  one of the many Social Media Week Vancouver events —  is a three-city tour that connects small and medium businesses, marketing experts, and successful entrepreneurs sharing the latest marketing trends, business strategies, and best practices. The event  brought out some of Vancouver’s (and North America’s)  leading thought leaders in media, both traditional and digital.

The highlight was the energetic keynote delivered by author and social media marketer Gary Varnerchuk.  My notes are below, but here are some high-level key takeaways:

  • Content is still king, and you are probably not creating enough quality content. Bottom line: Create remarkable content, and do it consistently and frequently.
  • While advertising still can play a role in the marketing cycle, earned media and public relations are powerful tools that can help your business get to the next level.
  • Authenticity isn’t just a buzz word — it’s something you need to strive for in your content, in social media, and when talking to journalists.
  • Traditional media isn’t dead, and ignoring them is a short-sighted strategy. While the industry is currently experiencing many changes, they are quickly adapting and experimenting.

Here are some more specific notes from the different FPReach sessions.

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Tourism Richmond Talks
Photo: Minna Van (@thenetworkhub)

Last week, I attended #TourismRichmondTalks, an event organized by the Social Media Network. The hour-long meetup focused on the use of social media in the tourism industry using 365 Days of Dining, a Tourism Richmond initiative, as a case study. Brittany Riddell, Marketing Manager at Tourism Richmond, gave the talk.

In case you’re not aware, 365 Days of Dining was a social media-driven, global audition for a yearlong paid gig for a food blogger whose main job will be to eat at a different restaurant every day for a full year and blog about it. At stake was a salary of $50,000, apartment and living compensation, a daily stipend for all restaurant meals, and a one-year membership to the Richmond Olympic Oval. After a rigorous process, Vancouver-based blogger Lindsay Anderson was announced the winner.

As more and more companies are now are hiring bloggers, Brittany’s talk was useful and relevant. The purpose of hiring bloggers goes beyond getting someone who will write for your website — as Tourism Richmond has done, some organizations have taken advantage of the process to generate earned media.

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Angry Mandy!

How do you convince media and bloggers to write about your business or organization without making them upset?

Last week, a Marketwire webinar answered just that. The webinar, titled “Stop calling journalists: Get them to call you”, was presented by Lisa Elia, founder and CEO of Lisa Elia Public Relations and a 20-year PR veteran.

In the hour-long presentation, Lisa offered tips on how business owners can establish themselves as media experts. She also revealed how to properly build strong relationships with journalists and bloggers and stop alienating them.

Here are Lisa’s 11 PR tips:

1. Do your research.

Lisa emphasized the importance of knowing your industry. Stay up-to-date on current events, and form an opinion on how they will affect your industry, product, service, and the audience you serve.

She said that it is important to research every media outlet you pitch and every writer you pitch. If you’re not quite sure where to find journalists, look into paid services (such as Media Hub and Cision) or free online services (such as Bulldog Reporter and Yahoo! Media Directories).  Most of the media outlets’ websites also now include names and contact info of producers, radio hosts, and editors.

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