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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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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Put Your Device Away, Already

Let me preface this by saying I love my mobile devices. On an average day, I carry four — a personal tablet and iPhone and a work tablet and iPhone. Even on vacation, I’m carrying two and staying highly connected to friends and family via text messages, email and social media.

Yet, despite my appreciation for devices, I recognize there are times where they are just inappropriate and downright rude to be using them.

The other night we attended a Flamenco performance in a small venue in Madrid called Casa Patas. Throughout the venue “no camera” signs were posted, but throughout the performance in a darkened room, many smartphone screens lit up to take pictures and even record video of the performers. At certain times I noticed at least five active screens within my line of sight. Do people not realize that when you hold a brightly lit up screen in a dark room that everyone behind them sees it?

As if that wasn’t annoying enough, the couple next to us spent most of the performance texting others to make plans for after the performance. They would receive a text, chat about how to respond and then text back, continuing the cycle. All while the performance was going on.

Then there are museums. On this I feel somewhat conflicted. On the negative side, I saw people wandering through museums just recording mindlessly their route through galleries (and I’d do my best to avoid their camera line).

Then I saw someone holding his iPhone up to a painting. Initially I rolled my eyes and then I realized he was zoning into one specific element of the painting, presumably using the device to enable him to better study a technique. Essentially the digital age version of students sketching these pieces.

There is certainly something to be said for the belief that focusing on recording every activity prevents you from appreciating them in moment. Yet, that’s ultimately a personal choice. If that choice interferes with someone else’s experience, doesn’t that cross a line?

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