Trend Watch: Content Marketing World Day 1

Following the tweet stream from Content Marketing World (#CMWorld) is like drinking from the proverbial fire hose. Not unexpectedly, the attendees and speakers are producing quite a bit of content.

Emerging themes are bubbling up as day 1 is being recapped and digested, including:

  • Measuring business outcomes, not marketing output.  Increased spend is demanding increased rigor in measurement.
  • Aligning with the focus on outcomes, more attention is being paid to developing content for specific personas that is also mapped to buyers’ journeys.
  • Tightening the screws on content utility and relevance. Even as content marketing becomes more disciplined,  we can’t lose sight of the audience.  Content may be exquisitely aligned to personas and mapped to journeys but if doesn’t deliver value to the audience, it won’t produce results.
  • Using analytics to inform strategy.  Content marketers are increasingly mining big data sources to glean insights about what makes their audiences tick.
  • Content amplification.  Developing strategies to ensure content is seen from social seeding to actual distribution is central to achieving content success.

This is my third year at Content Marketing World, and the industry is definitely maturing.  Sessions and conversations are focusing on advanced strategy and execution, rather than more basic why-you-should-get-started discussions.

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

 

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Sustainable Content Strategies – Measurement & Promotion Required

L-R: Ken Wincko, Nicole Smith, Rebecca Lieb, Michael Praniloff

L-R: Ken Wincko, Nicole Smith, Rebecca Lieb, Michael Praniloff. Photo courtesy of Victoria Harres.

You’be got the budget, you’ve got the plan – but is your content plan built to last? Keys to developing sustainable content strategies was front and center in the panel entitled “Don’t Run Out of Gas! Fueling a Sustainable Content Strategy” at Content Marketing World today.

Tellingly, two primary themes emerged from the discussion – the need for rigorous measurement and the reality that content needs to be promoted to be effective.

Panelists included PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion was moderated by Michael Pranikoff (@mpranikoff) director of emerging media for PR Newswire.

Business benefits will fuel sustained investment 

Building content strategies geared to deliver business benefit – and then measuring those results in a relevant way – is crucial to building a lasting program, the panelists agreed.

Rebecca Lieb (RL): Start with building an understanding of how content impacts broader benefits for the brand, including favorabilty, share of voice and improvements in customer care, customer service.

Nicole Smith (NS): Understand what you’re trying to achieve.  A bucket full of KPis is a diffused way of assessing your ROI.  Brands need to get specific about what they’re counting, and they need to be thinking about whether or not what they are measuring is relevant.

Break it down. What constitutes engagement? Increased comments? Really dig in and think about what’s relevant about your business.

Ken Wincko (KW): Think in term of what the specific challenges are for each your buyer personas along their buyers’ journeys?

How can brands get content to stand out in today’s fractured content environment? 

The days of organic propagation of content are waning, Lieb noted, driven largely by the convergence of paid, earned and owned media.   While the occasional great piece of content will go viral, in reality, most content requires promotion (at least at the outset) to drive amplification.

The panel agreed that search engines play a crucial component in driving content success, and that the meshing of paid, earned and owned media into converged forms provides important visibility opportunities for content marketers.

KW: Targeted outreach is an important way to reach influencers – the journalists and bloggers who own key niches to build expert advocacy for your brand.

Get beyond vague engagement metrics 

NS:  Cares that people find the content useful, and that they come back.  Comments are not as important.  We’re looking for a correlation between an activity and a result we like.  Reverse engineer it.

RL: Content marketers have to be careful to not resort to ad metrics. Publishers are trying to prove to advertisers that a lot of people are seeing their ads, and there’s not a lot of accountabilty beyond that.   Content marketing is not advertising, and it has to be more accountable.

KW:  Ultimately it’s connecting the dots between the interactions.  Tracking that activity through marketing automation in a multichannel way reveals what’s working for buyers across all the touch points.

When it comes to budget, advertising gets the lion’s share. How can content marketing compete?

RL: The Altimiter Group research demonstrated that advertising is losing ground, because content is more measurable and more effective.  Social channels only exist because there’s content in them.  Email is a container for content.  Sophisticated marketers are creating content, testing it in social and owned channels, and then investing expensive ad dollars into content that has been proven to strike s cord. Benefit: this also creates a unified brand voice.

The content cycle: content > owned > social > ad.  Lather, rinse repeat.

 

sarah avatar

Author Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

Relevant Content: Driving the Kraft Marketing Engine

Photo of Julie Fleishman via  SimpleReach

Photo of Julie Fleischer via SimpleReach

With so many channels and the marginal cost of the creation and distribution of content, brands today are struggling to communicate with an increasingly fragmented audience.

“Consumer attention is ephemeral and is exponentially fleeting,” said Julie Fleischer (@jfly) of Kraft Foods in her Content Marketing World keynote.

What will save our brands?  According to Fleischer, the answer is content. “It’s an invitation to engage. It’s not intrusive and invites the consumer in.”

Content signals “I know you, you know me,” and creates trust, demonstrating shared interests. And in today’s digital environment, content is self-targeting, through search engines and social recommendations.

For these reasons, content is at the center of the Kraft Foods marketing engine.

At the beginning, content wasn’t aligned or integrated with the rest of Kraft’s messaging, despite the broad reach the content team had developed.

The new media landscape – driven by data and built on technology – changed that.  The future of consumer connection isn’t about mass, it’s about individuals and personalization, enabling brands to focus on niche interests and create customized, relevant and persuasive content.

Kraft has also built an agile approach, using data to quickly surface trends and deploy or create content to capture opportunity.

“Content and data are inextricably linked,” Fleischer noted. “Data is the value exchange and conversion is the outcome.”

Content and advertising have to be linked, helping to drive the precision of advertising in terms of both message and media, driving improved ROI.   “We seek to drive effectiveness, better segmenting, targeting and serving relevant communications,” Fleischer said of how Kraft combines the two to drive revenue.

Personal relevancy is a big focus at Kraft.  The company’s researchers are looking at consumers in terms of ‘microtribes’ and are developing precise measurement tools to quantify and understand both results and consumer behavior.

Fleischer offered advice to her fellow marketers for winning in today’s digital media world:

  • Relevancy requires the ability to change and adapt. Move fast, and break things.
  • Don’t be afraid to un-learn what you know and try another angle.
  • Culture trumps strategy. The pace of change will never be slower than it is today. If change is happening on the outside faster than it is on the inside, the end is in sight.
  • Expect to succeed. Swagger matters.
  • Start small.
  • Done is better than perfect.

Fleischer closed with invaluable and inspiring advice that succinctly summarized her journey in building the content engine that drives Kraft’s advertising and brand presences.

“Learn. Create. Deliver. Measure. Learn. Repeat.”

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

 

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Is your content strategy sustainable?  A high-powered panel will tackle the ins and outs of building a sustainable content strategy at  Content Marketing World next week, in a discussion titled, “Don’t Run Out of Gas! How to Fuel a Sustainable Content Marketing Strategy,” slated for  Tuesday, September 9 at 11:00AM – 11:45AM EST.

Featured panelists include PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion will be moderated by Michael Pranikoff (@mpranikoff,) director of emerging media for PR Newswire, and will focus on developing and executing an ongoing content strategy, including:

  • What to do after creating a content calendar and plotting out the best channels to distribute messages,
  • How to develop a customer perspective that drives community engagement,
  • Ways to accelerate content promotion.

Conferences attendees can join the conversation on social media by completing the sentence “Content drives” using hashtags #contentdrives #cmworld.

Content Marketing World attendees can visit booth #11 at the event to hear more. You can also follow this link to learn more about how to accelerate your content strategy:  http://prn.to/ContentMarketingWorld2014

Storytelling With a Plan to Inspire #CMWorld

According to Andrew Davis (@TPLDrew) in his keynote that kicked off Content Marketing World today, the marketing funnel was invented in 1898 and is sorely in need of retirement.

In reality, he says, the best model for the online universe in which our brands live isn’t a simple funnel – it’s the universe.

“A Galilean model of the online universe has Google at the middle,” he told the assembled faithful at Content Marketing World, as he took the audience through a convoluted search journey.  “Funnel that.”

Look at your consumer’s perspective and map their universe, he challenged the group. It’s populated with the content and networks they love.  Ask yourself where your brand sits within universe?  Are you at the center? No.  Most brands are on the outer peripheries of their audiences’ universes.

Should we even be asking how we get closer and closer to the center of our audiences’ universes?  Probably not.  Can you put your content closer to THEIR universe, and still get them to act.

The key, Davis notes, is to know what inspires — and what triggers.

The buyers’ journey today doesn’t look at all like the centuries-old funnel.  Instead, Davis calls the process “active evaluation,” throughout which consumers continually add and subtract brands as they move closer and closer to purchase.

Creating moments of inspiration can keep your brand in active consideration and provide the trigger that moves the buyer to action.

But what is a moment of inspiration? Create moments of inspiration that can send people on a journey — instants in time that send them on journeys they never expected.   Therein, Davis posits, is the greatest revenue opportunity for content marketers.

Andrew Davis’ 4 secrets to driving moments of inspiration that drive revenue for brands.

  1. Build suspense when you tell a story. Create anxiety – what happens next?  Create drama.
  2. Foster aspiration. Show your audience the potential, and how they can achieve it. Tap into your audiences’ aspirations.
  3. Drive empathy. Understand and speak to your audiences’ feelings.
  4. Harness emotion. Get the audience to take action based upon the emotion you’ve generated and inspire people to act.

Make triggering an irresistible urge to act a primary goal of your marketing, Davis suggests.  After all, nothing has fueled our culture and consumer culture more than the content brands we love.

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

 

 

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Is your content strategy sustainable?  A high-powered panel will tackle the ins and outs of building a sustainable content strategy at  Content Marketing World next week, in a discussion titled, “Don’t Run Out of Gas! How to Fuel a Sustainable Content Marketing Strategy,” slated for  Tuesday, September 9 at 11:00AM – 11:45AM EST.

Featured panelists include PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion will be moderated by Michael Pranikoff (@mpranikoff,) director of emerging media for PR Newswire, and will focus on developing and executing an ongoing content strategy, including:

  • What to do after creating a content calendar and plotting out the best channels to distribute messages,
  • How to develop a customer perspective that drives community engagement,
  • Ways to accelerate content promotion.

Conferences attendees can join the conversation on social media by completing the sentence “Content drives” using hashtags #contentdrives #cmworld.

Content Marketing World attendees can visit booth #11 at the event to hear more. You can also follow this link to learn more about how to accelerate your content strategy:  http://prn.to/ContentMarketingWorld2014

MEDIA News: Media Moves at: The Washington Post, USA Today, Albuquerque Journal and More…

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

The Washington Post (Washington, DC): Frederick J. Ryan is the new Publisher taking over for Katherine Weymouth who has left. And Sports Reporter Chuck Culpepper (@ChuckCulpepper1) is the new National Football Reporter @washingtonpost.

USA Today (McLean, VA): There were a number of changes at USA Today, the following Editors and Reporters have moved on: Pop Music Critic Edna Gunderson; Film Critic Scott Bowles; Health & Fitness Reporter Michelle Healy; Behavior & Relationships Reporter Sharon Jayson; Book Reviewer Bob Minzesheimer; “Pop Candy” Blogger/Reporter Whitney Matheson; Reporter Korina Lopez; Assignment Editor Chris Cubbison; Managing Editor/Money Jim Henderson; Science/Health Editor Dennis Kelly; Sports Assignment Editor Deborah Barrington; Assistant Managing Editor/Sports Scott Zucker; Assignment Editor Glenn O’Neal and Travel Editor Victoria Stoddart.

Albuquerque Journal (Albuquerque, NM): Beginning September 15th there will be a few changes @ABQJournal. Assistant Business Editor Nick Pappas (@nickpapp) is moving to Metro Editor, while current Metro Editor Charlie Moore (@CharlieMoore) will be Business Editor. Current Business Editor Mike Murphy will now serve as Assistant Metro Editor. And Ellen Marks, currently Deputy Metro Editor, will be Assistant Business Editor.

Crux (Boston, MA): Boston Globe Media Partners debut’s a new website called @Crux (http://www.cruxnow.com). Crux will cover the Roman Catholic Church, the Vatican, and all things related to Catholicism. Boston.com’s editor and veteran of The Boston Globe, Teresa M. Hanafin (@BostonTeresa), has become the Editor of the new website.

The View (New York, NY): Brian Balthazar (@BrianBalthazar) joins @theviewtv on ABC as Co-Executive Producer.

Bloomberg Pursuits (New York, NY): Stephen Pulvirent (@SJPulvirent) joined @BloombergPrsuts as an Associate Editor.

The New York Times Magazine (New York, NY): Emily Bazelon (@emilybazelon)  joins @NYTmag as a Staff Writer.  She will continue to write for @SlateGabfest.

New York Magazine (New York, NY): Ashley Weatherford (@sincerelyash) is now Associate Beauty Editor @TheCut.

Marie Claire (New York, NY): Brittany Kozerski (@brittanygk) is promoted from Associate Fashion Market Editor to Fashion Market Editor @marieclaire. Also, Callie O’Neill joins the magazine as a Fashion Writer and Catherine Newell-Hanson is named Fashion Editor-at-Large.

Bloomberg LP (New York, NY): Despite denying a return during his final days in office, it was announced last week, that Michael Bloomberg (@MikeBloomberg) will in fact return to run the show @Bloomberg.

AnandTech (@AnandTech): Ryan Smith (@RyanSmithAT) is the new Editor-in-Chief of @AnandTech, replacing Anand Shimpi, who is retiring.

Morning Consult (http://themorningconsult.com): Marissa Evans is the new Health Editor, replacing Jonathan Easley who is now the Technology Editor.

She Knows (@SheKnows): Irina Gonzalez (@MsIrinaGonzalez) is the new Food Editor.

Yahoo! (@Yahoo): Sarah Cristobal (@Cristobalita_) is the new Style Editor @Yahoo.

Meet The Press (New York, NY): Luke Russert (@LukeRussert) is set to join new host Chuck Todd as a regular Panelist @meetthepress in the next few weeks.

ABC News (New York, NY): Tom Laimas (@TomLlamasTV) is set to join (@ABC) as a Correspondent and Anchor from WNBC-TV, beginning in mid-September.

NFL Network (Culver City, CA): Sports Reporter Colleen Wolfe (@ColWolfe) leaves Philadelphia’s WTXF-TV to work as a Reporter @nflnetwork.

Las Vegas Business Press (Las Vegas, NV): Norman Bell recently took over as the new Editor of this Business publication (http://www.reviewjournal.com/business/business-press) produced by the Las Vegas Review-Journal (@reviewjournal).

Star Tribune (Minneapolis, MN): Former Denver Post Business Reporter Kristen Painter (@KristenPainter) is the new Growth & Development Reporter @StarTribune.

Entrepreneur.com (http://www.entrepreneur.com): Promotions @ENTMagazine include, Linda Lacina (@lindalacina) to Special Projects Editor, Nina Zipkin (@ninazipkin) to Staff Reporter and Carly Okyle (@carlyokyle) takes over as Editorial Assistant.

Detailed outlet and contact information is available at agility.prnewswire.com.

Click here to view the complete listing of MEDIAware

One Message, Lots of Impact: the Art of Creating Content that Motivates

ContentWeLovePeople who watch a lot of online videos are likely to spend more money on holiday gifts this year, and more than a quarter of these big spenders are planning to buy all their gifts online.

That’s a heck of a news hook, certainly.  But there’s more to it than that.

A snippet of the accompanying infographic. Click the image to see the full size version.

A snippet of the accompanying infographic. Click the image to see the full size version.

What I love about today’s Content We Love example is twofold. The company issuing the survey results, Videology, is doing a great job of promoting a piece of their own content by surfacing the newsy elements, writing a really good press release, adding an infographic and distributing the whole package to the media.

(Link to the release: Heavy Video Viewers 57% More Likely to Spend on Holiday Gifts)

However, the way the PR team packaged the story will help direct resulting any news coverage advantageously for the brand.

In the messaging, the company also speaks directly to their target audiences, at several times tying data findings to opportunities for video advertisers – the market to which the company sells.

However, that commentary is skillfully handled in this release and doesn’t feel advertorial.  It’s embedded in a quote and offered as interpretation of the data.  In this example, the expert opinion in the press release serves up the company’s value proposition in a credible way.

It’s a smart approach that does a nice job of blending really interesting news (that I’m certain will garner good media coverage for Videology) with key messaging for the audience that is intended to motivate potential buyers.

This is a great example of the confluence of public relations and content marketing. We know that earned media can have a significant and powerful influence on potential buyers as they’re doing the research and making their decisions

Public relations teams who align messaging with their brands’ buyers journeys (as we see in this example)  can do more than simply spark media coverage. They can influence demand generation, attract qualified leads and have a significant impact on the organization’s revenue.

Are you going to Content Marketing World next week?  Track me down at the PR Newswire booth (#11) and say hi!   We have a lot planned for the event, and will be talking in more detail about building a sustainable content marketing strategy, which includes building an a truly integrated communications program. 

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Is your content strategy sustainable?  A high-powered panel will tackle the ins and outs of building a sustainable content strategy at  Content Marketing World next week, in a discussion titled, “Don’t Run Out of Gas! How to Fuel a Sustainable Content Marketing Strategy,” slated for  Tuesday, September 9 at 11:00AM – 11:45AM EST.

Featured panelists include PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion will be moderated by Michael Pranikoff (@mpranikoff,) director of emerging media for PR Newswire, and will focus on developing and executing an ongoing content strategy, including:

  • What to do after creating a content calendar and plotting out the best channels to distribute messages,
  • How to develop a customer perspective that drives community engagement,
  • Ways to accelerate content promotion.

Conferences attendees can join the conversation on social media by completing the sentence “Content drives” using hashtags #contentdrives #cmworld.

Content Marketing World attendees can visit booth #11 at the event to hear more. You can also follow this link to learn more about how to accelerate your content strategy:  http://prn.to/ContentMarketingWorld2014

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

 

The 4 Stages of Content Marketing Program Evolution

espresso and panicAny time an organization embarks upon a new marketing strategy, there are bound to be growing pains, milestones and (happily) successes.  Content marketing is no exception.  Where is your organization in the content journey?

Inception (0-6 months)

The corporate equivalent of taking the plunge, the inception phase kicks off when the company says “I do” to a content program.   At this stage, there is generally little to no content strategy or editorial plan, and goals tend to be broad and poorly defined (e.g. “Position company as a thought leader.”)

The “content team” (note, those were “air quotes”)  comprises a handful of dogged enthusiasts who operate on the edge of panic as they scrounge for content to fuel the blog, feed the newsletter and share via social channels.

The effectiveness of espresso as a creative muse is discovered.

Experimentation (6 mos. – 1 year)

The wheels are up on the content marking program and the team is in flight.  Air quotes are no longer used in description of the content team, because the stuff they’re creating is gaining traction in the marketplace.  Industry bloggers are taking note, the social channels have more relevant followers,  the efforts have spawned a few media hits, the company is starting to rank for a few key search terms and the sales team are incorporating messaging into their pitches and follow up.

The content team is starting to learn from their experience, and is honing the approach.   Content duds are identified and not repeated.  Basic persona research has helped the team sharpen the message focus.

As successes build, the demand for content across the organization increases.   Speaking invitations require prep and subsequent content creation.  Product managers emerge from their dens, requesting airtime and attention for their products.

People assume the content team are magical beings capable of pulling stories and visuals from thin air.  

Steady State (1-2 years)

What the content marketing program has lost in novelty, it has gained in budget and resource.  Several people are devoted to the task of content creation, curation and publishing. The blog is a permanent fixture, and has morphed into an important vehicle for keeping internal and external audiences informed and engaged.

Integration between teams is starting to solidify.   The content, social media and PR teams were the first to synch up, followed by the events team who has seen registrations increase when events get full exposure via numerous channels.   As a result, the organization’s communications silos stat to crack and campaigns morph from isolated episodes into longer-term and higher-value digital presences.

Growth in traffic, follows, click-throughs and referrers exhibits a satisfying up-and-to-the-right curve.

Busting a few department silos has whetted the content team’s appetite.   Sales, customer service, internal operations and demand gen are now in their sights.

It is clearly evident that content powers the universe.  

Focused Results (2+ years)

Content is making enough of an impact that others in the organization are noticing it, and are starting to think in terms of how to incorporate the benefits of successful content marketing programs into other marketing disciplines, including retention and demand-gen.

Never satisfied, the content team continues to hone messaging and starts to proactively promote owned content.  At first the PR team feels a bit queasy but they quickly realize the content marketing program is a rich source of the sorts of stories and stats journalists crave, so they quickly get on board.  Amplification rates and generation of potent earned media take off.

At this point, the data and analytics teams get really interested. The impact of content is undeniable, and opportunities abound to test messages and gauge results via content channels.

The brand’s marketing squad becomes fully integrated.  Content becomes the common thread linking upper-funnel visibility programs all the way through to conversion.  Using new insights from the analytics gurus, they create content aligned with personas and buying stages, crafting calls to action that engender specific responses and behaviors.   The web site becomes search engine magnet, social hub and sales machine.

The content marketer finds the real secret to successful content strategy.  It’s not doppio espressos (but keep ‘em coming nonetheless) nor is it magic.  It’s the integration of marketing activities up and down the funnel, linked with excellent content.

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Is your content strategy sustainable?  A high-powered panel will tackle the ins and outs of building a sustainable content strategy at  Content Marketing World next week, in a discussion titled, “Don’t Run Out of Gas! How to Fuel a Sustainable Content Marketing Strategy,” slated for  Tuesday, September 9 at 11:00AM – 11:45AM EST.

Featured panelists include PR Newswire’s Senior Vice President of Marketing, Ken Wincko,  Dell Inc.’s TechPageOne.com Managing Editor, Nicole Smith (@NicoleSatDell), and Altimeter Group’s Industry Analyst Rebecca Lieb (@Lieblink.) The discussion will be moderated by Michael Pranikoff (@mpranikoff,) director of emerging media for PR Newswire, and will focus on developing and executing an ongoing content strategy, including:

  • What to do after creating a content calendar and plotting out the best channels to distribute messages,
  • How to develop a customer perspective that drives community engagement,
  • Ways to accelerate content promotion.

Conferences attendees can join the conversation on social media by completing the sentence “Content drives” using hashtags #contentdrives #cmworld.

Content Marketing World attendees can visit booth #11 at the event to hear more. You can also follow this link to learn more about how to accelerate your content strategy:  http://prn.to/ContentMarketingWorld2014

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of  the ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.