Smart companies take control of their online presence with a hands-on, proactive approach.
Less successful companies let it happen by default.
Which one are you?
One of the things I love most about the combination of content marketing with search engine optimization (SEO) is how beautifully they work in concert together. It amplifies the content and, if the keyword research phase is done correctly, puts that content squarely in front of exactly the right audience at exactly the right time.
Why invest in content if nobody sees it?
Because they’re packed with so much valuable knowledge, we’re doing something new with our Twitter chats to give you a fast, easy read. We’re repurposing our favorite tweets –the smartest ones–into a short, simple “Best of #PRprochat” summary.
Above The Noise Now Available For Purchase
I deeply believe this book will help you. Why? Because so many business owners–even marketing communications and public relations professionals–are investing time and resources into online marketing that simply doesn’t produce results.
They’re completely lost with zero online visibility. Or, almost worse, they’re visible to the WRONG AUDIENCE.
A Mini Self-Case Study
I’m all about integration and, as a small business owner, making the most of assets that dip into my not-so-bottomless well of time, energy or money. I thought I’d share a little bit of my thinking processes when it comes to repurposing content, in hopes of inspiring you to do the same.
According to a 2015 Brandwatch study, only 46.6% of brands engage with a tagged mention. Even worse, LESS THAN 5% respond to a complaint that isn’t tagged – leaving a whopping 95%+ of brands who allow trust and reputation to erode.
It’s not that they don’t care–most, anyway–I believe they don’t have resources in place to catch (or handle) the mentions, and they don’t realize how damaging neglect can be.
What is a tagged mention versus untagged? A tag is when the person mentioning the brand takes the extra step to link their mention to the brand’s social media page, usually through the use of an @ symbol or hashtag.
Tagging the brand ensures the brand is notified of the mention and, depending on the social media platform and its settings, publishes the mention on the brands social media page. Without the tag to connect the mention to the page or profile, the mention won’t show up in notifications for the page.
Untagged mentions are often deliberate by someone who wants to complain without coming to the attention of the brand, but occasionally a simple mistake by someone who doesn’t know how to link to the brand or doesn’t care whether the brand sees it or not.
As PR pros, we are responsible for awareness and reputation, and it’s a logical leap to monitoring mentions and crisis control. They are intertwined, like laces on your sneaker.
Even if we don’t handle social media for a client, it’s definitely our role to advise them on social listening and its kissing cousin, crisis management. Whether or not they TAKE our advice is an entirely different discussion, but we do need to be making recommendations and flagging gaps. Social listening can be automated through individual platforms and software solutions, but only if you’ve taken time to put that monitoring in place.
1. Know there are three basic kinds of online monitoring: web mentions, social media mentions and customer reviews.
Most software solutions handle one or two of these, and I’m unaware of ANY that handle all three. Understand exactly what you are getting with your monitoring before you sign a contract or subscription agreement. Never assume you know!
When you think of the biggest changes in the move from traditional #PR to #DigitalPR, what comes to mind?
I think of HOW FUN our job has become. Challenging, true, but very fun. After decades of media relations and pitching, everything is suddenly changing. Like the first summer monsoon washing away a year’s worth of dust, or a squeeze of fresh lemon bursting on your tongue when you sip water, the industry is becoming infused with new ideas, new influencers and experts, and a deluge of alternatives to grow visibility.
It’s refreshing. It’s wonderful!!
Today’s stronger focus on social media and content marketing is also bridging the gap between digital experts and traditionalists, link builders and content creators, community managers and customer service. That closing gap is creating much of the fresh thinking, because we’re trying to simultaneously accomplish their goals and ours. We’re thinking differently.
It’s also coming from those without a lick of public relations experience who are suddenly writing content and pitching bloggers. New options for brand journalism–publishing your own news and building your own audience instead of relying on media audiences–and blogging has brought PR to everyone’s attention. It’s also brought a wider variety of marketers and entrepreneurs into the fold as newbie PR pros.
PR is suddenly sexy again. Everybody’s interested.
(Nerd post alert. Endorsed and paid for by Carrie’s Inner Geek.)
Well, this is rather interesting!! I thought I’d take a quick look at Google Trends to come up with new keywords (blog inspiration!).
First, I searched trends on content marketing.
Looks promising, right? The growth is a bit obvious, since everyone is buzzing about content marketing like it’s Columbus arriving at the New World. Add in the projected explosion in content creation over the next five-plus years, it’s no surprise to see an upward trend.
But then I added in public relations, social media and search engine optimization (SEO) – the other three key components of digital PR – just for comparison purposes.
Which areas are generating the most online search activity? The results surprised me.
If you do anything in the digital space – PR, content marketing, search engine optimization, social media – the one thing that matters most is experience. Every skill gained is improved by experience, clients expect incredible amounts of it no matter what their budget might be, and we are all challenged at finding the time.
Enter multitasking! Learning new skills by doing one task that impacts or accomplishes multiple – but done in a very strategic manner. Successful people are excellent at this. They decide exactly why they need specific experience, then create ways to gain that experience in a way that fuels their success while they learn. It’s never wasted time.
In our industry, writing is one of those skills that can make or break career advancement. Attaching this multitasking mentality to improving your writing is important.
Trust – it’s so fragile. It takes forever to build and moments to crush.
My brain is teeming with ideas about how to build trust, and how it’s impacted by the content we create and the social media posts we share. As I wrap up the last half of my book, I’m very focused on the topics of trust, value and reputation – and how they intersect to create a bigger picture.
Trust is a complex thing. It’s built up over time based on small everyday interactions, subjective opinions, our own unique perspectives and experiences, and what people tell us.
The internet is no different. Online, trust is built on a foundation of reputation, consistency, professionalism and demonstrated expertise. It’s a collective accumulation of impressions, with each exposure forming an imprint, like individual brush strokes together create a larger image, a larger truth.
Excerpt from Above The Noise (coming this fall!).
We can’t build trust if the content we create is unfocused, and we sure won’t build any kind of meaningful awareness or audience.
Each brushstroke – each piece of content and layer of social media – adds to a larger truth. How trustworthy does your content appear? What perception are you creating as the bulk of your content grows over time? Are you creating a masterpiece or something you can’t give away at a garage sale? Are you creating a bigger picture that is intentional or accidental?