Better Decisions Begin with Data and Artificial Intelligence Even now in its early stages, artificial intelligence (AI) is positioned to change the way we do business forever. CEOs understand this as well. Business leaders specifically believe AI is going to be fundamental in the future. According to PwC, 72 percent termed it a “business advantage.” […]
CMI’s Robert Rose discusses the challenges and benefits of building an integrated measurement plan Truly creating a comprehensive integrated communications and marketing measurement plan is a challenge for virtually every brand and company. This week, AirPR hosted the webinar, “Building an Integrated Measurement Plan,” where Robert Rose, Chief Strategy Officer for the Content Marketing […]
Earlier this year, I was a guest on the #DigitalPR Twitter chat in a conversation focused on the use of Big Data by public relations professionals for content success. The first question chat host Sally Falkow asked was whether or not the participants believe Big Data is the future of PR. Being a PR Engineer, […]
One of the many hats a PR Engineer wears is that of storytelling. But between juggling data, gathering insights, managing relationships, and more, how are busy PR pros supposed to find time to stay both inspired and up to date on the latest and greatest in industry trends that inform compelling storytelling? Let me make this […]
Perhaps for obvious reasons, we (meaning the AirPR crew) tend to obsess about all things “owned content.” Not only have we spent thousands of hours building a product that can give it definitive value and metrics, but we’ve also dedicated endless amounts of energy developing, executing and #shamelesslyplugging our own blog, brand channel, whatever-you-wanna-call-it-where-no-one-tells-us-what-to-do. Yeah! […]
Can you name the last time you stopped to look at a spider’s web? Chances are, if you hate spiders, it was not recently. But there is much to be learned from these intricately designed feats of art and engineering. Every part of the web is connected, making it both complex and powerful. If any […]
On June 25th, Medium announced the hiring of Steven Levy, longtime technology writer at Wired, to be the editor-in-chief of an unnamed technology site associated with their platform. Back in April 2013, Medium acquired Matter. The publisher has since become Medium’s defacto product and functionality testing ground. If you’re curious to see what Medium might […]
This week we bring you a guest post from Dell’s managing editor, the incomparable Ms. Stephanie Losee. Ms. Losee has been leading the brand journalism/content marketing charge for quite some time, so it only seemed fitting that we turn her loose on two of our favorite CEOs. We hope you enjoy this illuminating exchange!
How much longer are PR teams going to talk about “getting a seat at the table” of their organizations’ leadership? Steve Sachs, CEO of OneSpot, and Sharam Fouladgar-Mercer, CEO of AirPR are trying to put an end to that conversation. Both companies have launched platforms that attempt to give communications teams the numbers they need to prove their value once and for all.
Stephanie Losee: What do your platforms do? How do they compare to each other?
Sharam Fouladgar-Mercer: AirPR is a technology platform to increase and measure PR performance. We currently have two products. Marketplace matches technology companies and innovative brands with the top PR professionals and small ﬁrms in the country. AirPR’s ﬁrst-to-market measurement solution, Analyst, uses machine learning and proprietary technology to measure the ROI of PR. The product analyzes digital media activities from trafﬁc to conversion to projected and/or actual revenue in addition to a variety of factors about your brand.
Steve Sachs: OneSpot is a content advertising platform. Many brands have done a great job of creating incredibly valuable, beautiful content, but they often find it’s extraordinarily difficult to get it in front of the right people. We help brands build meaningful audiences for their owned and earned content to drive business results by promoting their content in a very unique way. Our specialty is not just distributing content, but serially placing multiple pieces of content in front of the same user, individually targeted to their demonstrated interests. We call this capability Content Sequencing, and it’s something that only we offer. We’re complementary to AirPR in that we’re focused more on content distribution and sequencing.
SL: Which problem is your platform trying to solve?
The proliferation of digital combined with the democratization of information via the Internet has shifted our information consumption habits dramatically. Where once we were comfortable being spoon-fed, each of us now possesses the tools to be active information seekers demanding real-time answers for our every want and need.
As consumers, we have become empowered to choose the information we engage with and as a result, the relationship between brands and media has also adjusted to serve our emerging behavior patterns.
There are more opportunities than ever for brands and businesses to self-publish and directly communicate with their customers. Owned content is a powerful vehicle for connecting with your audience, and brands are jumping on the opportunity to establish outlets that create a direct consumer touch point.
Brand journalism is still learning to walk but even in its infancy, there are many lessons to be learned from those blazing the trail. Below are 15 companies whose brand journalism outlets are chock-full of key takeaways, best practices, and innovative approaches.
There is no one-size-fits-all approach to brand journalism, so check em’ all out and decide for yourself: Whose channel reigns supreme?
Beautifully designed, impeccably curated, and impossibly clickable, GE’s online magazine features stories about innovation, science and technology. Along with viewpoints on important issues regarding GE and the world, GE Reports should be applauded for its uniqueness and its uncanny ability to capture attention.
The bottom line about Eloqua’s channel is it’s all about the bottom line. Exploring the role innovation plays in revenue generation, Eloqua looks at demand generation, operational efficiency and marketing analytics. Point blank: It’s all about revenue.
Admit it. You receive at least one email a day that gets you all giddy. Maybe you’re inspired by quirky copywriting or maybe those tips on how to metamorphose social content into conversions gave you something cool to share at your last marketing meeting. Don’t be shy —we all gain inspiration from somewhere.
Here, I invite you into my personal closet full of content crushes. Sign up for their newsletters, read their blogs like juicy tabloids (often and fanatically), and reap the rewards of being informed by some of best in the business.
Without further ado, I bring you 6 newsletters content marketers should sign up for right now:
1. For cream-of-the-crop copywriters: Copyblogger.
This blog is all about how to streamline your content creation, measure success, and storytell in a way that’s both authentic and branded. From how to spice up bland text to “The 5 Things Every (Great) Marketing Story Needs,” Copyblogger shares the ins and outs of words that work. The best part? The content is stripped dry of overused jargon. It’s straight-forward, quality content about well…content!