Archive for the ‘Blogging’ Category
Last week I attended The Holmes Report In2 Innovation Summit, the first in what The Holmes Report hopes to be a “global series of events bringing our industry’s great thinkers together to discuss and deliberate and (hopefully) disagree on topics related to insight and innovation.”
The inaugural event took place in San Francisco and attendees included mostly agency and in-house PR and marketing professionals. Over the course of two days, keynote speakers and panelists discussed a variety of topics such as the value and risk of data, relevance in an era of noise, what makes for innovative storytelling, the power of content marketing, etc.
That buzz around native advertising is now a loud vibration that is difficult to ignore.
Earlier this month, the New York Times became the most significant carrier of native advertising when it officially launched its program to host sponsored content with a six-figure three-month deal with Dell. While sites larger than NYTimes.com (yeah, Buzzfeed, I’m talking about you) and others that are highly respected (Washington Post, Vanity Fair) were already carrying sponsored content, the Times made it seem as if the Rubicon had been crossed.
Then, this week, Forrester analyst Ryan Skinner released a report saying that native advertising is “worth pursuing” — he meant for those writing the checks, of course, but it’s also worth pursuing for those on the receiving end, as well.
“Everyone already knows that.” I’ve been hearing this a lot recently. It is almost always the answer to this question: “Would you write an article or blog post about that idea?”
These insightful thinkers – PhDs, industry veterans, book authors, and scientific geniuses – all question the uniqueness of their insights.
These smart people are entrenched in their businesses. They are talking to their customers every day. They’ve seen problems that others do not know about yet, and they’re creating solutions that no one else is thinking about yet. But when the spotlight shifts away from products to ideas, it elicits a very human response, even among seasoned CEOs: doubt.
Today our client Skanska USA won The Bulldog Digital/Social Awards gold medal, the highest honor for Best Corporate Blog, judged exclusively by digital- and social-media-savvy working journalists and bloggers. We worked with Skanska to launch “Constructive Thinking” last April to highlight the company’s thought leadership in a multi-media way and have been proud of the results so far.
As our clients know, we take blogging seriously at InkHouse—including our own blog, InkLings—and view it as the foundation for many of our social content and media relations efforts. Our approach is one of the reasons why last year both Bulldog Reporter and PR News named InkHouse a Small Agency of the Year. This year, InkHouse was named a Best Place to Work by the Boston Business Journal and a Top Women-Led Business by the Boston Globe and Commonwealth Institute. In addition to agency awards, InkHouse has earned multiple industry awards on behalf of client work in the past year, including:
Peter Kafka, senior editor at AllThingsD, has been covering the technology beat since 1997. The NYC-based reporter (whose first job out of college was at the Minnesota Real Estate Journal) has experienced first-hand how online journalism and social media has brought about the 24/7 news cycle – dramatically reshaping journalism in the process. He was kind enough to chat with me about covering technology in 2013.
Q. How has tech journalism changed since you started on the beat in 1997?
A. The tight answer is that the pace is much faster…[Back then] people were covering the news in print magazines. That’s the really obvious change. Now it’s all online, on your phone – the news cycle is nearly 24/7.
Imagine this: You have finally overcome the ominous blinking cursor and have poured your heart and soul into the most fantastic blog post that the world has ever seen. Shakespeare? He has nothing on you. Bill Gates? Who is that guy? This is the post that will turn the tide. It’ll sell products and get you that promotion you’ve always wanted. You sit back, breathe a sigh of relief, hit the publish button and wait for the glory to stream in.
However, nobody reads your masterpiece.
After Halloween, expect your inbox to begin its annual inundation of holiday marketing and promotional sales encouraging you to try new Thanksgiving recipes or to start your Christmas shopping early. While most of us still consider the holidays to be a wonderful time of year, new mediums for advertisement, online tracking and real-time bidding can make them feel overwhelming in our digital world. Not to mention tough times mean more aggressive promotion. The Government shutdown, among other economic factors, is leading top sellers to predict only a modest increase in sales from last year, and according to Ad Age, Experian Marketing Services noted that 49% of marketers plan to launch holiday campaigns before Halloween to mitigate the financial impact.
Blogging. Gone are the days it’s only meant for travelers or sharing recipes. Whether your company is in email security, construction, fashion or IT service management you should be be blogging. A company blog is meant to share your point of view, spread your thought leadership and be a resource to your industry. In fact, according to research from HubSpot, companies who have an active blog get 55 percent more website traffic and 70 percent more leads than those who don’t. It’s a great way to share content via social media – branching out to another medium. But, most importantly, your blog should serve as the backbone to your content bureau. Here are three best practices for starting and continuously posting to your company blog: