Page 47 - FINAT Yearbook 2015

newsletters, testimonials, etc. Third- party validation and ambassadorship are important techniques here, so it is good to include quotes from customers, industry experts, associations, influencers... Independent survey results also add credibility to content. Working closely with the media, the content is matched with feature calendars and readers’ interests.
Storytelling is an important aspect of Content PR. Communication has become more visual over recent years due to information overload. A compelling image can draw attention and arouse interest. Stories, blogs and other content can be spiced up with images, video content and infographics.
THE PUZZLE PIECES:
TRADE PUBLICATIONS, SOCIAL MEDIA AND CORPORATE SELF-PUBLISHING
The role of trade journalists has changed significantly in response to general and dynamic changes in the world of media. In the B2B world, which includes associations such as FINAT, there are more channels available and more content crafters beyond traditional publications. As a result, journalists operate more as curators, establishing themselves as experts and influencers
– sharing their opinions through blogs and columns, and even moderating at events.
It is important to work interactively with the media, selecting key partners and influencers who can help in crafting and publishing content.
In terms of social media, engagement is key. The discipline has gone well beyond regular tweets and postings into a more quality-oriented approach. There are great analysis tools that help define and track key followers and influencers and to understand their needs and preferences. At duomedia, we organise tweet chats, set up and drive
twitterwalls at conferences, compose twitter newsletters, and develop strategies for more effective social media implementation. Google and Twitter analytics help us to assess the effectiveness of newsrooms, content, keywording and web traffic.
To capture attention on social media, content must be short and witty, consistent and relevant, responsive and
informative. Creating links to blogs, surveys or larger content pieces compensates for short social media messages and engages interested followers more deeply in the conversation. It is important to closely follow new trends and technologies in social media as these shift very rapidly and also differ from one market and country to another.
With corporate or organisational self-publishing, organisations create their own channels for publishing content. This could include websites, marketing collateral, social media channels (including YouTube channels), direct marketing campaigns and newsletters. It also encompasses owned trade events like seminars, user/special interest groups like the FINAT YMC Congress, and open houses. B2B environments are more suitable for this approach, as these organisations tend to have more direct and personal relationship with their stakeholders. Corporate self-publishing represents a great opportunity to create exposure and visibility though Content PR and to own the process from lead generation through the sale and beyond.
JUDGING A GOOD CONTENT PR-CHITECT
Content PR is an exciting but challenging and complex field of work. It requires strong skills in copywriting, communication, technology, languages, strategy, content, social media, etc. Training and self-education is very important in order to stay abreast of new trends and technologies. Above all, however, being a good Content PR-chitect requires drive, passion and commitment – you must love what you do and inspire others. I am very proud to say that we have a great team at duomedia, supported by many dedicated freelance specialists. We enjoy working very closely with clients like FINAT, and that creates terrific interaction and dynamics among us all.
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FINAT YEARBOOK 2015 |