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Syndicating Content

I recently had the pleasure of writing Sharing Your Content Through Syndication with my friend and mentor, Diane Lofgren. It was published on PR News earlier this month.

In the process, we had a great conversation with Tomas Kellner from GE Reports. It was fascinating to learn more about the brand journalism strategy at GE and I appreciated the simplicity of his guidance: “I find and report many of the great stories that are inside the company and that really deserve to be told to a wide audience in our online magazine, and then syndicate the stories via Twitter, YouTube, Facebook, Pinterest and even SnapChat.”

 

Check out the full article: Sharing Your Content Through Syndication  on PR News.

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The Spider and the Fly

On a peaceful, Sunday afternoon, I sat reading reading in the garden, but became distracted by an intense buzzing behind me. Initially, I tried to ignore it, but the sound became more and more urgent.

Tearing my attention away from my book, I looked up. There was a fly caught in a spider’s web. The spider had wrapped arms around the fly who was struggling to get away. As I watched, the spider slowly subdued the fly, which was equal to her size, and then began to encircle the fly in its webbing.

Next thing I knew, the spider had suspended the fly on the web and then built what I suppose was the equivalent of a ladder, strengthening her path in a way that would enable her to carry the fly to a less exposed place to feast on later. More quickly than I could have imagined, the spider whisked the fly across the web and into the overhang of the jasmine. She then hid herself in the nearby leaves, presumably awaiting the next bug to fall prey to her web.

Though I certainly knew how a spider hunted, I will confess I had never witnessed it with my own eyes. The speed and ease with which this spider took down this fly both impressed and sickened me. It makes me realize how many things I know, but have yet to understand.

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Content Marketing: More than a Buzzword

Content marketing has become a popular buzzword. While it may seem like a new and trendy concept, in reality, the practice of content marketing is the application of traditional communications and storytelling strategies.

The Content Marketing Institute defines it as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.”

Technology and the proliferation of digital media options are changing the way people consume information. Opportunities for communicators to tell stories about the brands they represent abound. The effective application of content marketing techniques can improve search results, word of mouth, and earned media placements.

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