Sunday, March 14

Telling Truths: Fresh Content


Sometimes finding the truth is uncomfortable, but that doesn't make it any less important. While it often gets passed over for more popular discussions offered up by communicators sharing their thoughts through social media, the truth tends to have a longer shelf life.

Opening March, we found contrarians, consideration, conversation, consultation, and a case study to start the month. And if these past fresh content picks have anything in common (besides the trivial occurrence of the letter "c"), we might put the truth at the top of the list.

Best Fresh Content In Review, Week of March 1

Panels: Where’s The Contrarian? You’re Boring The Audience.
When it comes to communication professionals, there has always been some pressure for everyone to play nice, nice. There is nothing wrong with that, unless you consider that not every idea, thought, or general concept is right. It also makes for some boring panels at conferences, which is why it was refreshing for Lauren Fernandez to point out the obvious.

Content Strategy: Secret To Writing For Buyers Consideration Phase.
Few people work as hard as Valeria Maltoni to bring more insight into the bridge between social media and strategic communication. In this post, she breaks down three important components to developing a viable online presence: editorial impact, community building, and calls to action.

Understanding Conversion In Online Marketing.
Maria Reyes-McDavis presents her IMPACT Marketing Formula designed to help marketers consider every step in the online sales funnel: target, engage, impact, convert, and then monitor and adjust for feedback. While the process comes from traditional marketing, the emphasis on conversation (which is sometimes missing online) makes the post more than worthwhile.

• The Most Expensive Question.
Few people want to write about it because it's so very easy for some clients to take it the wrong way. Tapping agencies for recommendations tends to be an expensive proposition, unless there is a commitment for the client to proceed. Aaron Brazell keeps it light, recognizes it's part of business, but also helps warn off companies from accepting too much quick, dirty, and "free intelligence."

• Putting People Before Profits: Classic PR Case Study, But Without The Fairytale Ending.
Bill Sledzik's post, which covers the case study of Malden Mills, was strong enough that I used the case study in class to demonstrate why business owners have to find the balance between people and profits given that the two terms are often interlinked. You cannot have one without the other. And even those with big hearts and the best intention over the short term sometimes find that they have undermined their own ability to keep either over the long term.

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