Content Marketing

I must confess that nowadays it is a rare event indeed should I pick up a printed magazine or newspaper. Everything is online and easily accessible via a mobile phone or tablet, and these occupy enough space in my handbag that I do not even want to pack an additional lipstick, not to mention anything bigger than that! There is one occasion though when I usually have one or more items of reading material with me, and that is when I travel. Because I do not have a connection on…

Any company can become a media company, and any individual can become a publisher. In an era where there are abundant channels and tools to create, publish, distribute and re-use content, we as individuals are no doubt part of the reason why brands and businesses are pushed to publish media-quality content to engage us. We consume content not only from traditional media, but also from businesses and people. Every company is catching up with (or even better, embracing) digital channels, fueling online avenues with branded content, trying to maximize their…

  If content is king, then a consumer’s attention span is his fickle, cruel mistress. The always entertaining Farhad Manjoo over at Slate recently explored just how much content is actually consumed by visitors to their website every day, and the results are startling. Here are the big highlights of what they found (because we don’t want you leaving before getting to the good stuff): 5% of visitors to a web page will not look at anything other than a headline or photo. 43% of visitors will leave after reading…

  For the diligent members of the marketing and PR workforce, the digital era has caused the lines between their formerly distinct roles to blur. On Wednesday, March 6, PR Newswire CEO Ninan Chacko spoke before Beijing members of the American Chamber of Commerce as part of the organization’s Marketing, Advertising and Public Relations Forum (MAP) to try and elucidate the changes within and challenges posed to two industries that increasingly overlap. Also presenting: Thomas Mattia, Chairman of the Daniel J. Edelman China Group, June Jin, chief marketing officer and…

Engaging readers with concise, consistent, accurate copy There are two false presumptions that prevail when first learning to write press releases: that it will be really easy, or really difficult. Approaching the task with either of these extremes in mind will undermine writers from the get-go, because in fact, the truth lies somewhere in between. With a little preparation and a basic understanding of both your company’s needs and the requirements of your newswire, crafting an effective press release can be speedy and painless. On the other hand, skipping that…