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Content marketers new to media relations are under pressure to get influencer marketing right first time.
As a flurry of ‘best practice’ posts hit the web, one thing seems to missing: how to actually build relationships with – and pitch to - influencers.
There’s a common founder myth (read 'cliche') that goes something like this:
“From a young age, I found myself fascinated by how things worked. Once I took the TV apart to see how the little people got inside. Just like Steve Jobs, this is why I think the back of the cabinet/ inside of the device must be as beautiful as every other bit.”
The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet.
Product Hunt is brilliant. People share new products they’ve found and, in the manner of Reddit and HackerNews, the crowd of readers vote the best to the top.
You know that guy/gal you follow on Twitter who always seems to be a source of neat things? These are the secret places they spend their time.
Because there are plenty of startups watching, one category of product that shows up fairly often is PR tools.
Young companies that aren’t eager to spend thousands on a retainer still realise they need to get their story out to the people who count.
But, based on the selection of tools showing up on ProductHunt, you’d think the future of PR was press releases and spamming media lists.
We need to measure what matters and steer clear of the things that don’t, so we all need a little bit of Mr Spock in us when it comes to digital marketing.
I have been talking a lot recently about measurement and evaluation, and there are three things that I ask delegates to take away with them:
PR is no longer the future of SEO. It already is PR.
SEOs recognise this, and the majority are now carrying out online PR: whether they call it that or not, all decent SEOs are now creating content and reaching out to online influencers.
General marketers realise this. In a survey we recently conducted of 250 UK marketers, 52% said that PR and SEO work closely together in their organisation, and a whopping 71% think their PR agencies are experts at SEO.
But how are those PR agencies performing in their newfound position as SEO experts?
There are few companies or organisations that can come close to rivalling the power that Google wields over the internet and search in particular.
So when the search engine updated its rules on unnatural link schemes recently, making specific reference to press releases, it triggered a rather alarmist article from ZDNet asking whether Google had killed PR agencies.
The convergence of PR and SEO is something we’ve covered previously on the blog, with articles focusing on the importance of search optimised PR and suggesting seven SEO tools to improve online PR efficiency.
However the article on ZDNet understandably (and probably intentionally) ruffled a few feathers within the PR industry as it painted them as black hat SEOs, out to flood the internet with dull, keyword loaded press releases just so they could help their clients climb a few places in search rankings.
2013 is the year of content marketing, and that means an increase on eye strain and inbox space for the editorial team here.
As Econsultancy's Content Marketing Executive, I schedule and source content from contributors that might align well with our reports, and there are a few things I'd like to highlight as tips for both PRs and journalists working with Econsultancy.
This includes what we do and do not cover on the blog, and pitching best practice outlined below.
If we look at the banking industry today, it’s clear that there are huge challenges for banks in adapting to a changing PR landscape.
As the social internet revolutionises the way we market ourselves, and financial marketers are provided with a whole new paradigm of tools to prove their worth - PR can sometimes seem to be struggling to re-invent itself.
There's nothing more predictable than the PR industry's constant urge to 'define itself'. So today, true to form, the Public Relations Society of America (PRSA) has announced that it is to develop a new 'modern definition' of PR (again).
As is always the case with a rapid shift in technology, it takes awhile for everyone to get up to speed. Companies are definitely seeing the value of implementing social ideas in their marketing, PR, HR, and customer service. According to the WetPaint/Altimeter Group’s EngagmentDB.com report, those that are the most engaged in social media are also the ones doing the best financially. Yet their websites often don’t reflect their level of engagement in social media.
Social media will be an enterprise-wide mainstay by 2011, but most marketers and PR people are still trying to wrap their heads around it all. And those that don't get up to speed could find themselves without a job.
The CMO Club, polls its members on a regular basis. Just before the end of 2009 they asked this question: What would you do differently in 2010? 64% said they'd increase their spend on social media and 72% of those who are not yet doing social media said it's on their list for this year.