Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

Its source notwithstanding, the axiom applies perfectly to the great number of companies that retain PR firms, year after year, to generate publicity that will have little or no impact on tangible business outcomes. Over the past 5 decades, to rationalize hefty monthly fees, the PR profession has successfully promoted three underlying assumptions: Any publicity is good publicity. Fire your PR firm in 2014.

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The Herb Schmertz Era: When Public Relations Had Some Balls

Marketing Craftmanship

brings to mind what many consider to be a golden age for Public Relations; the period from the mid-60s to mid-80s, when the PR profession had the mandate, the skills and the balls to stand up to criticism leveled against the organizations and people whom they represented. The Mobil advertorials eventually were published weekly in several leading daily newspapers over the course of three decades, and serve as the template for what the PR profession now calls thought leadership.

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White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

The evolution of white papers from bona fide content into self-serving advertorials has been validated by vertical industry trade publications, in which companies, for a fee, are permitted to “feature” their white papers in a special section. Have Marketers Killed This B2B Golden Goose?

Paper 145

The Real Price We All Pay for “Brand Journalism”

Marketing Craftmanship

Promotional messaging that for decades had been identified and quarantined by the media as ADVERTORIAL content – now safely re-branded as “sponsored” or “native” content – has gained legitimacy as bona fide editorial information worthy of placement in the New York Times or the CBS Evening News.

Blogger outreach is earned media PR, isn’t it?

Biznology

Long-story-short is that my long-tail strategy for blogger outreach, influenced heavily by the Cluetrain Manifesto , digs much deeper than just the top-50 or even to top-600 bloggers; in fact, my strategy doesn’t care anything at all about Klout , Compete, Google PR, or even page views or age of site. The reason they come to Social-Ally or an agency like mine is because what they get for that money up front is PR garbage.

How Print Publications Impact B2B Content Marketing Development

KoMarketing Associates

Even print-based advertorials, where the intent should clearly be understood as promotion, were considered of higher quality (at least by those surveyed), than all but one of the four forms of digital publication choices offered. Here are a few ideas to consider: Connect with PR-Based Media Relations Initiatives. We have often written about the connection between PR and SEO teams, particularly as it pertains to link building development.

Earned-media micro-influencer marketing master class

Biznology

My Personal Digital PR Philosophy. Explore the long tail (there are millions of people blogging, sharing, and posting online – and PR tends to pile on the same 100 “influentials.”) “We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal ” (#83 of the 95 theses from The Cluetrain Manifesto ). Most PR campaigns aren’t budgeted for advertising spend, so I don’t pay for posts.

Class 144

Brand Journalism Trend Heats Up in UK

B2B Memes

Because these new types of publishers want to avoid “clunky advertorial, laden with overt brand value and PR messages,” they will be hiring experienced journalists to build an audience of loyal customers. In a blog post today, Ian Burrell, the media editor for The Independent offered fresh evidence that, at least in the UK, the growth of brand journalism (i.e., journalists moving into content marketing ) is more than theoretical.

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Infographics, Videos and Listicles Have Changed the Look of the MAT Release in Today’s Digital World

Brandpoint

If you’re a longtime PR professional, you’re well aware of how this branded style of content works in the industry. If you’re new to the PR world, you may have heard of the MAT release, but maybe you haven’t leverage its power yet. The MAT release has been around for years.

What is a MAT Release?

Brandpoint

MAT release, matte release, syndicated content, advertorial — however you spell or say it, this PR tool is meeting the needs of the shifting landscape of America’s newspapers and media outlets. The article is written by the brand or agency and distributed through a MAT release partner, making it easy for editors to place sponsored articles in their publications, and it provides PR professionals with guaranteed media coverage.

19 New Featured Sources on the B2B Marketing Zone

Webbiquity

It provides b2b marketers, trade industry journalists, analysts and other subscribers with a single subscription point for all of the best thought leadership content in b2b marketing and PR. Writing on the Web ( Ning Advertorial Business Blogging Online Marketing Linkedin Landing Page ). What Works ( Vendor Government PR Trends Spending Release ). B2B Memes ( Advertorial Ethics Publisher Magazine Intent Advertising Media Article ).

Why Cisco Is Hiring Over 200 Content Marketers

Contently

The first candidate came from a more traditional PR background. Neal said the company’s content mix will be “80 percent editorial to 20 percent ‘advertorial'” that’s clearly differentiated. Last November, Cisco surprised the tech world with an unexpected round of layoffs: Over 100 people from global marketing and corporate communications were let go.

What Is Off-Page Optimization?

ClearVoice

Off-page optimization uses branding, marketing, public relations, advertorial, and other tactics to market a brand in the hopes of leading to sales and attracting consumer attention. Add some marketing and PR. What is off-page optimization?

The Intersection of Content Marketing and Advertising

Digital B2B Marketing

In the past, marketers relied on advertising and PR to get to these audiences, but those approaches mean the marketer’s own content is still a step removed. In many ways, native advertising is akin to advertorials, although the bar for quality is far higher. In order to deliver something more memorable than most advertising, marketers are turning to content that tells a story, engages the audience and delivers value.

B2B Video Marketing Done Right

KoMarketing Associates

It’s an asset in PR kits developed to promote new product launches. Sure, but videos of this type can introduce a dramatic element, document a milestone, and be a great content asset when pursuing media mentions through PR. PR videos can make them aware. They provide the context of an advertorial with the authenticity of a product review and rating. The word these days is content.

Video 126

Advice From Women Writers on How They Built Their Freelance Empires

ClearVoice

When freelance writer and content strategist Caitlin Collins was fresh off the boat in New York City after graduating from journalism school, she learned one lesson fast: content and advertorial pay more than editorial. I suddenly found myself writing press releases , copy for advertorials, proposals and more. When I began I was just doing PR and ad/brochure copywriting.

Is Starbucks’ “Upstanders” Honest Digital Storytelling or a Marketing Stunt?

Content Standard

Starbucks has launched a new digital storytelling series with an eye on positive human experiences—a move it insists is about bridging a journalistic gap, not marketing or PR. “It’s not a marketing gimmick; it’s not PR.” By distancing itself from the more advertorial components of the series, perhaps Starbucks is hoping to convince people that yes, brands can tell great stories for the sake of telling great stories—the marketing piece is just a side benefit.

How to Get Quick Results With SEO Sprints: The DriveSafe Case Study

Moz

Have you tried to convert mentions to links months after a PR campaign ran? At this point we also prepared a link building strategy based on advertorials, which we rolled out during the campaign. Some advertorials are duds.

So what is native advertising?

Biznology

Long Story Short: Similar to “advertorials,” native advertising is designed to be entertaining enough in its own right to compel visitors to consume, be influenced by, and even share the content, be it videos, images, articles, or music, based only on the targeted and contextual appeal that holds on its own.

Why Cisco Hired Over 200 Content Marketers

Contently

The first candidate came from a more traditional PR background. Neal said the company’s content mix will be “80 percent editorial to 20 percent ‘advertorial'” that’s clearly differentiated. Last November, Cisco surprised the tech world with an unexpected round of layoffs: Over 100 people from global marketing and corporate communications were let go.

How to Promote Your Content Using Paid, Earned & Owned Media

Hubspot

This is a tried-and-true stalwart of public relations (PR), but it doesn’t have to be all about pitching brand, product, and service stories to journalists and editors. Marketers and PR professionals alike can pitch a brand’s ebook, guide, study, etc. Advertorials (Sponsored Content). Popularized by Forbes , online advertorials are beginning to crop up all over the Internet. Here is an example of how one website features advertorial content.:

Financial Services Can Earn Trust by Modeling Content After Customer Narratives

Content Standard

Audience perception can be a fickle thing to manage, and this means that misconceptions, bad PR, or a host of other pressures can result in your marketing team fighting uphill battles for reputation. You don’t get the impression when entering Ally’s blog that you’re going to run into advertorial content that seems to always end on a note about the bank’s competitive CD rates or promotions for opening a savings account.

How to Drive Traffic with Content Amplification

Hubspot

For instance, you might write a how-to about how to use your product, or an advertorial or guest post that drives traffic back to your blog. Alternatively, you can write a guest post or advertorial for another publication. An advertorial is basically the paid version of a guest post.

11 Pro Tips for Better Business Blogging

delicious b2bmarketing

Cutting corners or half-assing this exercise will do nothing more than lead you to produce advertorial dribble. Always Be Adding Value Absolutely don’t create a advertorial time drain.

How NOT to pitch a blog | Online Marketing Blog

delicious b2bmarketing

Online Marketing Blog TopRank’s internet marketing blog on the intersection of digital PR, social and search engine marketing. Home About Resources Archives Subscribe Consulting Contact How NOT to pitch a blog 29 Comments | Posted by Lee Odden on Aug 29th, 2007 in Blog Marketing , Blogging , Online Marketing , Online PR In the past I’ve written about blogger relations offering tips on how marketers or PR professionals ought to present their story ideas to bloggers.

Influencer marketing is one percent inspiration, ninety nine percent perspiration

Biznology

My Personal Digital PR Philosophy. Explore the long tail (there are millions of people blogging, sharing, and posting online – and PR tends to pile on the same 100 “influentials”) “We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal ” (#83 of the 95 Theses from The Cluetrain Manifesto ). Most PR campaigns aren’t budgeted for advertising spend so I don’t pay for posts. Waiting for class.

Kindness opens many doors online

Biznology

PR gets people and understands the value of keeping love alive. I’ve spoken a lot about the challenges of earned media influencer PR and how you can still, circa 2016, have quite a lot of success with earned media influencer marketing if you’re lucky enough to only take clients who are game, generous, and who have exceptionally desirable services and products, very much like my friends at Skinny & Company coconut oil.