Mark Schaefer Breaks Down the Content Code

Mark Schaefer authored The Content Code to resolve the very real challenges of brands addressing the current digital marketing environment. With a glut of too much content, attention deficit disorder, and murky evolving SEO rules, communicators find their articles, presentations and other information lying fallow. We asked Mark to keynote xPotomac 2015 to shed light on what it takes to resolve these challenges. The following is an interview conducted with Mark on behalf of xPotomac. Don’t miss his xPotomac keynote on August 27th, which is designed for experienced digital marketers. (register today using the code “Geoff” and get 20% off). And you can buy The Content Code on Amazon. Any typos or errors are mine, not his. GL: I love that The Content Code is BADASS. How did you come up with this cheeky acronym? MS: As I was developing the six strategies that became the backbone of the
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When Millennials Take Over [Book Review]

When Millennials Take OverBy all accounts, Maddie Grant and Jamie Notter’s new book, When Millennials Take Over, launched to riotous success at SxSW last week. I’m going to now add my $0.02 (and yes, book reviews are back on WUL!) – it’s awesome. Go get it (disclosure: I received a free review copy but no other incentives, monetary or otherwise).

What When Millennials Take Over is about

About a month ago, Maddie authored an extremely comprehensive overview of the book on Social Media Today. You can also grab a sample chapter here (you’ll have to give them your email address, which I think is fair). And here’s a bit of how the marketing copy reads:
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Monday Roundup: Branding Inspired by Oscar

brandingOscar hangover, anyone? Yesterday marked the 87th Annual Academy Awards. Since its inception, the Oscars (you know the story behind the nickname, right?) have honored those films and actors that stand out from the crowd, creating a brand that exudes excellence. So, taking a (gold) leaf out of Oscar’s book, this week’s roundup features seven posts that examine how smart branding strategies can position your company (or you) as unique in a sea of competitors. Image: Travis via Flickr, CC 2.0 1. This 7-Step Guide Will Help You Create An Authentic Personal Brand Continue reading "Monday Roundup: Branding Inspired by Oscar"

When Content Marketing Lets You Down

Ah… content marketing. The hot new kind on the PR block. It’s all the rage these days, isn’t it? “Let’s do some content marketing!” they say. “Yes, let’s get a newsletter out!” they say. “Join the conversation!” they say. I love hearing all this. And I love it when companies do it right. And it is so, so frustrating when they don’t walk the talk.

When content marketing lets you down

Exhibit A is this footer from an (unsolicited) email I received yesterday. I didn’t know whether to laugh or cry. So instead I posted it on Facebook, where several of us laughed over it together. And of course, then I decided to blog about it. confused content marketing You can probably figure out where I’m going with this, but I’m going to spell it out for you (what good is a blog post if it doesn’t do that?!).
  1. I did not opt in to this email list. Not cool.
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Weekly Roundup: Reputation

ReputationYesterday marked Presidents Day here in the U.S. Before you engage in a debate over the apostrophe or lack thereof, one thing is for certain: reputation is key to presidential-type success whether at the national or corporate level. So this week’s roundup features seven posts from around the web that focus on building a great reputation online and beyond. Image: Marc-Andre Larlvlere via Flickr, CC 2.0 1. Social Silo Mentality: Is your online reputation suffering? Why: “Online reputation management is not about the latest social channel. It’s about the publishing ethos, the engagement ethos,” explains Gerry McCusker in  this IABC interview by Caroline Cornell. Continue reading "Weekly Roundup: Reputation"

Analytics: the Sideways Approach to Measuring PR

ruler in the snowA version of this post originally appeared on Spin Sucks. Do an Internet search on “measuring PR” or the “value of PR,” and you’ll find any number of blog posts and articles that purport to tell you how to do this. Unfortunately, anything that could have been useful about them usually starts and ends with the title (this post from Chris Penn is a notable exception). The posts will tell you why AVEs suck (d’oh). They’ll tell you all about clipping services (double d’oh). They’ll talk knowingly about the positive impact that “strategic, proactive PR” can have on a business’ bottom line… but stop short of giving you anything you can actually use. Drives me crazy! I think the problem with these posts is that they’re trying to address a pretty nuanced subject head on (also that they are often written by people who don’t actually understand what PR is, or how to approach it strategically). Continue reading "Analytics: the Sideways Approach to Measuring PR"

Monday Roundup: With Love, the Social Media Spotlight

Bleeding HeartsSeeing as how Valentine’s Day is around the corner, the Birdie and I thought we’d focus this edition of the Monday Roundup on seven people who contribute extensively to the practice of PR today (in some cases, indirectly). So I’m taking advantage of WUL to shine the social media spotlight on them. If you don’t know them, check them out, and start learning from/talking to them. If you do know them, well then, leave them a pat on the back below! Side note: it may or may not be slightly problematic that the Birdie is starting to tell me what to do… but I should have thought of that before creating her. Image: photommo via Flickr, CC 2.0 Jodi Echakowitz1. Jodi Echakowitz. Continue reading "Monday Roundup: With Love, the Social Media Spotlight"