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12th September 2012

Content Marketing World – Lessons learned

This year’s Content Marketing World conference was held last week in Columbus, OH and many of the socialmedia stars were there.

Here are some of the key takeaways:

From Jason Miller of Marketo:
Only 36% of businesses believe their content marketing is effective. Back in the day advertisers used to lament that they knew only 50% of their advertising was working, they just didn’t know which 50%.   So while marketers are hot for content marketing, two thirds of them are flying blind.

I’d be prepared to bet that the 36% who are effective base their content on research and have a solid content strategy

CMI founder Joe Pulizzi went over the CMIs report highlights:

  • 54% of businesses plan to increase spending on content marketing over the next 12 months. (Let’s hope they get a content strategy in place first, so that they have a plan in place before they spend the $$$)
  • Businesses are still struggling to find a process that works and to gain C-level buy in. (If they can show the ROI there will be no problem getting C-level buy-in.  The C-suite wants to see’ beans for beans’)
  • The biggest challenge content marketers face is producing enough content, followed closely by producing the kind of content that engages. (Producing enough content can be resolved by finding an excellent and affordable resource to help you produce content.   A sound content strategy based on listening to the right conversations will tell you what content will spark engagement)

It is surprising to me that no-one spoke about delivery and distribution of the content as a key takeaway. Looking at write ups about the speakers, I don’t see anything about delivery and distribution of the content there either.  Producing content is obviously the first step.  Then you have to deliver it.  You can post it on Facebook, Twitter, YouTube etc. But putting all your content on a content hub on your own website is something that is being overlooked. The Washington Post listed not having a content hub as one of the top 10 mistakes companies make in social media.

Turn your online newsroom into a true content hub.

 

 

 

 

posted in Content Marketing, RSS Submission, social media newsroom | 0 Comments

4th September 2012

Fortune’s Fastest Growing Companies #Failing Online PR

Toprank Marketing posted today about the social media use of Fortune’s fastest growing companies.  Their analysis of the top 5 show that only one of them is actively engaged on Twitter.

This post prompted me to look at something a little more basic- their online newsrooms. Even though social media is maturing and we’d hope that companies such as these would be more active in the field, good PR and providing corporate information to the media is something every company should be doing well.

The 2012 Online Newsroom and Media Relations survey shows that journalists and bloggers want:

  • Immediately visible and easy-to-find press contacts
  • Press releases by year and by category
  • Visuals -ready-to-use images and video
  • Graphics with financial information
  • Embed codes with images and videos
  • RSS feeds
  • Links to all social content
  • Tags on all content so it is easy to find in search
  • Social sharing options

 

So let’s take a look at their newsrooms and what they offer, relative to what the media is asking for today.

#1  Allergan

Press Contacts:    Yes

Press Releases in Categories:  No

Visuals with press releases:  No

RSS feeds: No

Image Gallery:  No

Video Gallery:  No

Embed codes:  No

Corporate and expert bios:  Yes

Connecting to social content: Yes, a link to their Twitter account.  It was started back in 2010 and was inactive until recently.

Social sharing options: No

SCORE: 3/10

 
 
 

#2. Susser Holdings

Susser Holdings owns the Stripes convenience stores.  Although Susser Corporate is not active in social media, the Stripes convenience stores certainly are.  However, the corporate site could improve their online newsroom to serve both investors and the media.

Press Contacts:    No.  The contacts are on each press release, but not immediately visible in the newsroom.

Press Releases in Categories:  No. And their press release are in PDFs, which require a download.

Visuals with press releases:  No

RSS feeds: No

Image Gallery:  No

Video Gallery:  No

Embed codes:  No

Corporate and expert bios:  Yes – no tin the newsroom, but on the site.

Connecting to social content: No

Social sharing options: No

SCORE: 1/10

 
 
 
 
 
 
 
 
 
#3.  CVR energy

Headquartered in Sugar Land, Texas, CVR Energy is an independent petroleum refiner and marketer of high value transportation fuels in the Midcontinent United States.  Their newsroom is very basic.

 

Press Contacts:    No.  The contacts are on each press release, but not immediately visible in the newsroom.
Press Releases in Categories:  No. And their press release are in PDFs, which require a download.

Visuals with press releases:  No

RSS feeds: No

Image Gallery:  No

Video Gallery:  No

Embed codes:  No

Corporate and expert bios:  No

Connecting to social content: No

Social sharing options: No

SCORE: 0/10

#4.   Con-Way

Con-way Inc. (NYSE:CNW) is a $5.3 billion freight transportation and logistics services company headquartered in Ann Arbor, Mich. Con-way is in the transportation and logistics industry and delivers services through its primary operating companies of Con-way Freight, Con-way Truckload, and Menlo Worldwide Logistics. Their newsroom has many of the features the media wants today.


Press Contacts:    Yes

Press Releases in Categories:  No

Visuals with press releases:  No

RSS feeds: Yes

Image Gallery:  No

Video Gallery:  No

Embed codes:  No

Corporate and expert bios:  Yes

Connecting to social content: Yes

Social sharing options: No

SCORE: 4/10

 
 

#5.  Huntsman

Huntsman is a global manufacturer and marketer of differentiated chemicals. Our operating companies manufacture products for a variety of global industries, including chemicals, plastics, automotive, aviation, textiles, footwear, paints and coatings, construction, technology, agriculture, health care, detergent, personal care, furniture, appliances and packaging.

Their investor relations section of the site has many more features than the newsroom.  They could easily add the side navigation to their newsroom section too.

 

Press Contacts:    No.  There is a contact on the press releases but not immediately visible in the newsroom.

Press Releases in Categories:  No.  The releases are not divided by years either.

Visuals with press releases:  No

RSS feeds: Yes, but it is not visible in the newsroom.  It is only available from the investor relations section of the site.

Image Gallery:  No

Video Gallery:  No.  there are presentations and webcasts in the IR section, but nothing in the newsroom

Embed codes:  No

Corporate and expert bios:  Yes, but only from the investor relations section.  There is nothing in the newsroom to tell you it is there.

Connecting to social content: No

Social sharing options: No

SCORE: 2/10

If you’d like an evaluation of your newsroom and a demo of what a newsroom ought to look like visit http://www.press-feed.com

posted in Digital PR News, social media newsroom | 0 Comments