September 2012: Issue 4
The featured articles this week in Media Monitoring News focus on ways to develop content marketing materials — and how to meet the publishing ground rules for that content. Though a relatively new approach to public communications, content marketing has already proven its meddle as an effective way to obtain placements and share a company or brand perspective. The three selected articles provide solid insights into how best to utilize content marketing for various corporate purposes.
In the event you're scratching your head over some candidates' statements or advertising in this election season, we've included the link to the premier fact checking site for elections. (Aside: it's absolutely astounding how campaigns blatantly bend facts, how often they do it and how deceiving they can be.)
This week's issue contains an eclectic assortment of topics including monitoring of social media by companies that have little consumer contact; the value of product reviews; Google Analytics for measuring social media; journalists' pet peeves on PR pitches; rhetorical devices used by persuasive speakers; and how to select a social media service.
William J. Comcowich
Content Marketing: 10 Ways to Create a Content Engine and 10 Ground Rules for Content Marketers
ClickZ / Marketing Profs
Sometimes called brand journalism (which is why PR is often responsible for its development), content marketing has emerged as a proven communications method to build brand awareness, shape consumer relationships, and develop sales leads. Many mainstream media including Forbes now publish a great deal of content written by outside experts. But content marketing placements are not necessarily confined to mainstream media. New media such as Business2Business.com and BusinessInsider.com are built almost entirely on content contributed by outside experts and corporate marketing departments. One challenge — and this has always been true in public relations — is to find story approaches that can generate influential placements and reach.
The key to content marketing is to avoid overt brand promotion and to present content useful to the consumer.
Well-conceived content marketing can subtly lead the consumer to your brand, but doesn't actually promote the brand. 10 Ways to Create a Content Engine
recommends ways to develop a content-creation process within your organization that can regularly produce interesting stories about your "space" that are helpful to readers.
10 Ground Rules for Content Marketers
in Marketing Pros
explains the now-accepted standards of content marketing. In looking specifically at B2B content marketing, Lee Odden of Top Rank Blog emphasizes the need for and methods of storytelling in Storytelling, Positioning & Personas for More Effective B2B Marketing Content
. In the final analysis, the content you produce must conform to the established standards of journalism and storytelling for traditional publishers. Rule #1: write like you are an independent journalist with no corporate agenda.
The Benefits of Social Media Monitoring for Defence Contractors
Defence Contractor Marketing
Originating from the UK (as you can tell by the spelling),
The Benefits of Social Media Monitoring for Defence Contractors
examines why companies with little or no consumer contact should monitor social media. Applications and benefits include: early warning of trouble; spotting confidentiality breaches by employees; investor sentiment;
protest monitoring; issue surveillance; corporate social responsibility feedback; and identifying influencers.
Experts Trump Friends (and Facebook) for Advice on Buying Tech Products
This may be the strongest argument for good media relations. Based on a survey conducted by Crowd Science, Experts Trump Friends (and Facebook) for Advice on Buying Tech Products
clearly demonstrates that reviews of technology products by noted experts carry more weight in purchase decisions than word-of-mouth recommendations. It's likely to be true for many other products and services too.
Journalists Dish on Their Pitching Pet Peeves
Vocus has assembled a mélange of pet peeves about PR pitching from a cross-section of established journalists. You may have heard them all before, and frankly some are inane. Nonetheless, it's probably worthwhile to look over Journalists Dish on Their Pitching Pet Peeves
to determine if you're doing something that may tick off a journalist while you're pitching.
New Google Analytics Social Media Reporting Tool Explained
Tying Social Media to Business Objectives, Measurement Tactics
Every four years the presidential campaign subjects all of us to claims and counterclaims which seem not quite,
as they say in a court of law, the whole truth and nothing but the truth. How does the electorate (the jury) obtain unbiased information and sort out the truth? FactCheck
is a project of the Annenberg Public Policy Center of the University of Pennsylvania (APPC), established by publisher Walter Annenberg (TV Guide) to "create a community of scholars within the University of Pennsylvania that would address public policy issues at the local, state and federal levels." Participants are "nonpartisan, nonprofit consumer advocate(s) for voters whose goal is to reduce the level of deception and confusion in US politics." The group monitors TV ads, videos, campaign appearances and forums, debates, speeches, interviews and news releases for accuracy. You can also find the group on Facebook at http://www.facebook.com/factcheck
. Thought: just imagine what the world of business would be like if corporate spokespersons were allowed to act like politicians and campaign managers!
Public Cheat Sheet: Social Media for News
Reuters: Google Docs
Developed by Reuters to assist journalists in using social media to research and develop stories, Cheat Sheet: Social Media for News
is a great tutorial for most anyone on how to navigate social media for information research. Corporate PR folks can use the recommended tactics when developing brand content or conducting competitive intelligence.
40 Ways to Get Banned from the Top 5 Social Networks
In an effort to gain competitive advantage, companies sometimes cross the line. Though not on the level of recent criminal and unethical behavior that has resulted in massive corporate fines, shady tactics in social media can result in a company getting whacked. 40 Ways to Get Banned from the Top 5 Social Networks
enumerates the types of bad behavior that can result in losing corporate access to a key marketing channel. Some of the bad behavior can be inadvertent. It's probably worthwhile to check out your corporate activity on each of the platforms.
10 Intriguing Rhetorical Devices - and How to Use Them
Ragan's PR Daily
One of the criteria used in selecting articles for Media Monitoring News is: does the article contain useful information I didn't know?
As a professional writer and someone who actually took a college-level course in "rhetoric", I was intrigued by how much I didn't know about 10 Intriguing Rhetorical Devices - and How to Use Them
. If you don't know "antiphrasis" or "apophasis" or "aporia" or "aposiopesis" and, my favorite, "epizeuxis," then maybe you too can benefit from this article.
9 Infographics Marketers Need to See
For visually-oriented people, infographics are a preferred learning tool. There's a risk you might overdose on 9 Infographics Marketers Need to See
, but they contain a plethora of useful information. Topics include: Digital Marketing Budgets, Mobile Marketing, Video-Sharing Users in America, Digital Signage, Customer Loyalty, and Facebook 2012.
Social Media Marketing: Solution Evaluation and Selection Guide
This report is produced by a vendor and, therefore, is somewhat suspect as an impartial resource, but Social Media Marketing: Solution Evaluation and Selection Guide
includes reasonably even-handed recommendations on how to evaluate and select a social media marketing service. The white paper includes a useful check list to use in evaluating social media services.
10 Tips for Successful Earnings Calls
Earnings calls are among the most important communications methods for public companies. A botched earnings call can devastate a company's stock price. Written by the product director of a company that hosts investor calls (who has probably witnessed some disastrous earnings calls), 10 Tips for Successful Earnings
Calls offers down-to-earth principles and advice to assure successful earnings calls.
12 Things Marketers Don't Get [Slide Show]
The 12 Things Marketers Don't Get
are not twelve run of the mill criticisms of marketing. In fact, the slide show offers insightful analysis of truths that many marketers may not fully understand - but can significantly impact marketing results.
18 Tips for Success from Richard Branson
The CEO of the Virgin empire is known for doing things to excess, so it's not 5 or 8 or 12 but 18 Tips for Success
from Richard Branson. While some of the tips are same-old, same-old, a few are surprising. The article also serves as a case study in "content marketing" for Branson's book.
The 10 Commandments of Growing a Business
Aimed at small businesses like PR agencies, The 10 Commandments of Growing a Business
offers a 360° view of the most important things a young business must do to grow and succeed. Watch your cash flow and costs; do superb work; keep customers happy; reward good employees; enjoy yourself.
PR Meetings, Seminars, White Papers
— B2B Marketing Forum
, sponsored by MarketingProfs, will be held October 3-5 in Boston, Ma. The cost to attend is $1,295, if you register before August 8.
— PRSA International Conference
, sponsored by PRSA, will be held October 13-16 in San Francisco, Ca. The cost to attend is $1,275 for members, $1,575 for non-members.
— Maximising Social PR
, sponsored by PR Week, will be held October 17 in London. The cost to attend is £449 + VAT.
— DMA 2012
, sponsored by Direct Marketing Association, will be held October 13-18 in Las Vegas, NV. The cost to attend is $1,899 if registered before June 29.
— Power to the People
, sponsored by PR Week, will be held November 14 in New York, NY. The cost to attend is $845.
— PR Week Awards 2013
, sponsored by PR Week, will be announced on March 7, 2013. Submission deadline is October 5. The cost to attend is $350.
PR & Marketing Job Openings
The listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to firstname.lastname@example.org
Best of Previous Issues
Determining Your Media Monitoring Needs
Print News Monitoring Vs. Online News Monitoring
Broadcast Monitoring for TV & Radio News
Selecting a Social Media Monitoring Service
F.r.e.e & Low-Cost News Release Distribution Services
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ONLINE SOCIAL MEDIA MONITORING
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