TORONTO--(Marketwire - 06/13/11) - Marketwire recently released a new chapter from its free eBook designed to help communication and marketing professionals leverage traditional, digital and social media environments and connect with their target audiences. "Create. Presto! You're a Publisher" is the third of six chapters included in "Mastering Audience Engagement: Reinventing Your Role in a New Media World," and focuses on how companies can create and leverage content to better attract and engage consumers.
Since the launch of Marketwire's eBook, thousands of readers have downloaded the chapters to discover ways to find opportunity in social media and positively impact their company's brand and bottom line with their marketing, public relations and product development efforts. The eBook includes insights from some of today's leading experts on social media, digital communications and real-time marketing, and helps communicators better understand how to identify their audiences, produce content that is relevant to them, share it, and analyze the success of their outreach.
Highlights of the eBook:
Chapter 3, "Create. Presto! You're a Publisher," is now available for download: Consumers are particular about the content they consume. The wealth of information channels available and real-time nature of communication has created a culture of on-demand, "I want what I want, when I want it" consumption. It's critical for today's communicators to offer compelling content that is attractive to their audiences; they need to think like editors and publishers who create and curate rich content and stories, not just sound bites and buzzwords. In Chapter 3, readers will learn why it's so important to: Craft and stick to an editorial plan for content, and start with the inventory they already have, including collateral, video, photos and images, and other digital assets. Ensure that the content they develop speaks to the people in the demographics and communities they want to reach, and not to any corporate agenda. Focus on a strategy that aligns content with their company's brand, and strive for consistency. Generate content that is fresh and dynamic, but also tailored to different audiences so it grabs their attention and resonates with them. Six chapters to be available for free download: The eBook introduces new tools and new ways to engage with audiences so that marketing and public relations professionals can be more effective and efficient with their communications. The six chapters also include tips and examples to help practitioners amplify their messages, drive conversations, and monitor, measure and strategize more effectively. "Mastering Audience Engagement" will be published and made available for download and includes: Chapter 1: "Listen. You Can't Answer the Questions You Don't Hear." Chapter 2: "Plan. How Can You Measure Success If You Don't Know What Success Looks Like?" Chapter 3: "Create. Presto! You're a Publisher." Chapter 4: "Share. Hello. My Name Is..." Chapter 5: "Engage. No More Sitting on the Edge of the Pool -- It's Time To Dive In." Chapter 6: "Analyze. Are We There Yet?" Contributions from industry leaders: Marketwire's eBook includes insights and best practices from some of the foremost experts and thought leaders in communications, including: Deirdre Breakenridge, Mark Evans, Sally Falkow, Paul Gillin, Rebecca Lieb and Brian Solis. Their contributions illustrate the immediate need for companies to stop pushing their sales and marketing messages onto their audiences and, instead, engage in meaningful conversations with their customers and stakeholders to share relevant content and build relationships with the audiences who matter most. Introduction of Marketwire's Audience Engagement Cycle: Traditional communication strategies that started with a 400-word press release and a media list have been united with social networking, rich multimedia and search engine optimization. Marketwire's Audience Engagement Cycle helps communicators navigate the constantly evolving, often simultaneous process of conversation, interaction and reaction. Via six dynamic steps -- listen, plan, create, share, engage and analyze -- communicators can efficiently identify their audiences, create relevant content, share it, build relationships and analyze their success.Quotes from eBook contributors:
Paul Gillin, veteran technology journalist, noted blogger and co-author of "Social Marketing to the Business Customer," on why it's so important to put a content plan in place:
"Even as you start to nail down the type of content you want to share, you'll need to tailor it for the channel, audience and specific community you want to reach. You should never start with a piece of content and ask what do I want to do with it? That's like picking up a hammer and saying, what do I want to hit with it?"
Brian Solis, digital analyst, sociologist and author of "Engage!" on why it's important to understand audience segments and information channels:
"One of the biggest mistakes companies make is assuming that their target is comprised of a single audience. And they listen with a singular focus in preparation for developing a single message to this audience. But consumers look to different types of media and there is still little crossover in terms of how they search, discover and share information: The traditional consumer is still watching the evening news, flipping through newspapers and Yellow Pages, and reading magazines. The slightly more sophisticated online consumer is influenced by the online edition of that same newspaper and news outlet as well as a few online communities and influencers, and the social consumer is most reachable in the social stream through status updates, wall posts and tweets."
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About Marketwire
Marketwire advances the way the world communicates by electronically delivering news and information to traditional, new and social media audiences, including newspapers, magazines, databases, analyst terminals, online portals, blogs, and more. Marketwire maximizes the power of its clients' communications by leveraging the latest in search engine optimization, multimedia, social media, monitoring and new technologies. Sysomos, a Marketwire company, provides unparalleled business intelligence for social media through advanced monitoring and analytics. Serving more than 12,000 clients worldwide through 20 offices on four continents, Marketwire is a dominant distributor of company news releases and other communications. Marketwire is majority-owned by OMERS Private Equity, which manages the private equity activities of OMERS Administration Corporation and today has $5.5 billion of investments under management. The group's investment strategy includes the active ownership of businesses in North America and Europe. OMERS Private Equity is headquartered in Toronto, Canada, with offices in New York and London. For further information visit: www.omerspe.com.
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