Looking for a good mix of SEO and engaging content?
Have you ever thought about how content marketing is re-shaping advertising and branding?
Why is PR spending increasing when newsrooms are shrinking?
Answers to these questions and more in a weekly run-down of delicious content marketing stories:
Marrying SEO and content creation can be a bit of an unhealthy alliance if the bond is too close. But in this great post Oct. 8 by Search Engine Watch, a smart solution is presented–a 70/20/10 overlap:
- 70 percent of content should be link bait, or low-risk material.
- 20 percent should be optimized and opportunistic, or innovate off of what works.
- 10 percent should be proactive and reactive experimentation, or be high-risk, high reward.
As for the more risky 10 percent solution, which Coca-Cola backs, humor or excitement breathes life into a brand or a cause.
“If it doesn’t spread, it’s dead,” writes Guillaume Bouchard. ”Don’t waste your resources rehashing content that’s out there already. Make something new, and by God, make it yours.”
Content is the New Advertising
Yes. Yes! YES!
Judging by the high number of comments, this Copy Blogger article, like it should have, sparked some interest.
“The very essence of brands doesn’t lie within your brand colors or site design, even though those are important,” the article says. “The essence of a brand lies within its meaning. And words have meaning. Words matter.”
Pushing PR Boundaries
In the United States, PR spending is expected to increase 8.3 percent in 2012 to $4.22 billion, according to Veronis Suhler Stevenson, a media investment group.
If newsrooms are shrinking, why is PR spending on the rise?
According to Financial Times media editor Andrew Edgecliffe-Johnson, top PR firms are cranking out more than moldy press releases. They now see themselves in the same tier of corporate advisers as investment banks or management consultancies. Plus, technology is changing the business in ways that have lessons for both the targets and the users of PR.
Content also has a lot to do with it.
Guided by editors, FT says, clients are now using text, video, audio, infographics and dedicated web pages to reach consumers more directly, without a media filter.
“The lines between paid media, owned media and earned media are blurring,” says PR Newswire CEO Ninan Chacko. “Content drives them all.”