Tag Archives: Entertainers

Continuously Crafting Compelling Content

By: Jenifer Wetterau

Do you struggle to find interesting, relevant things to post about every day? Spend your weekends agonizing over whether the next week’s tweets will appeal to your audience? Content curation is your solution!

WHAT IS CONTENT CURATION?

Content curation is the process of rummaging the Internet, filtering out the junk, and discovering the most valuable, relevant and helpful content about a particular topic.

By sharing those with your network, you accomplish these important objectives:

-Build your personal brand (reputation) as an expert in the topic

-Be more active and visible on social media

-Enhance your relationships by being relevant

WHY CURATE?

Content is at the core of all digital marketing initiatives, with social media channels functioning as tools to spread it, telling your brand’s story and connecting with customers.

It’s so easy to get carried away with simply trying to create great informative content, but strategic curation of interesting content is also very important.

Sharing great, relevant content is essential in building a strong community of brand advocates. Making the content relevant and framing it in a way that engages people takes effort — you need to put thought and structure behind the content you create and share on social media profiles. The more attention-grabbing it is, the more likely people are to share. People share things not only because those things look good, but also because those things make them look good.

KNOW YOUR AUDIENCE

So what content should you share?

Before you can determine what the best content is to share, you need to get inside the minds of your followers.

Who is my audience?

What problems do they need solved? How can I provide value to them?

What type of content most appeal to them?

Develop a specific, consistent social media voice tailored to your brand’s audience. It may help to create marketing personas for your followers on each platform.

You might want to try asking your followers what topics they would like to read about and use their answers as a guide for your strategic curation plan.

D YOUR CONTENT CATEGORIES

It’s important to thoughtfully select the topics you will share with your audience. A great general rule is to follow the three “C”s: created, contributed, and collected, by providing a mix of:

-How-to and influencer posts

-Leadership articles and guest topics

-Research and analysis

-Light-hearted viral content

-Bold statements

Filter all of these possibilities through the lens of what will be most valuable, interesting and relevant to your ideal customer. By curating a set list of topics, you send a unified message of what your business is about.

MEASURE SUCCESS

One of the most important steps to curating amazing content is to measure the results.

Before creating a single piece of content, determine your objectives and what metrics you will use to measure performance.

Start by identifying the important metrics within five common buckets:

-Awareness: impressions, reach, mentions

-Consumption: clicks, visits, referrals

-Engagement: likes, shares, +1s, time on site

-Actions: leads/sales, PDF downloads, newsletter sign-ups, site navigation

-SEO Impact: increased organic site traffic and activity, increased organic backlinks, increased engagement on specific content pieces

Are there certain articles that get more clicks, retweets and favorites than others? Is a certain topic or interest driving more engagement with your followers?

Since there are seemingly infinite data points that can be tracked, you need to decide which metrics make the most sense to track for your brand. Concentrate on a few so you don’t get bogged down with so much information that you can’t offer easy to digest analysis.

What content do you share on social media sites? Do you currently have a content curation strategy? What elements do you find most beneficial? As always, I welcome your comments and if you like what you read be social and share.

Media Magnetism – 21st Century Publicity Foreword Written by MJ Pedone

About

About    Inspiration often arrives at unexpected moments and in diverse forms. Media Magnetism, for instance, owes its origins to a pack of Crest Glide dental floss.I had been sent by the local newspaper to do a feature story on the latest charity project of a prominent philanthropist. He graciously invited me to his office, pointed me to a comfortable chair and listened with interest to my prep-talk on how the interview would proceed as I set up my audio recording equipment on his desk.Within the first minute of my starting the tape, he casually reached into his shirt pocket and withdrew a white plastic container. I initially thought that it contained breath mints and was, thus, perplexed when he unspooled a long strand of dental floss. Having interviewed former smokers who occasionally rely on “props” to give their hands something to do, I assumed this was just one of the quirkier choices.

You can imagine my reaction when he began using it for its actual purpose. If you’ve ever tried to decipher what someone is saying when they’re in a cavernous mid-yawn, try doing it when they’re aggressively going after mystery particles on their back molars. Over the course of 20 minutes – although it seemed much longer – he not only executed an intensely methodical cleaning worthy of a dental hygienist but also deposited all of his floss shrapnel in a messy, discolored mound right next to my microphone. No matter how scintillating or insightful the takeaway value of the feature story which was subsequently published, I can no longer see this man’s name or hear about the good deeds of his organization without recalling that unflattering image and feeling instantly repulsed.

I’m guessing that’s probably not the message he was going for.

What possesses an otherwise articulate, intelligent and well groomed person to perform personal hygiene tasks in front of a total stranger?  Were his actions a purposeful show of disdain for media intrusions on his life? Did he have someplace else he had to be immediately after our appointment and was just multi-tasking to save a trip to the bathroom? Had I inadvertently donned my cloak of invisibility and caused him to think he was talking to himself?

You’re right. There is neither an acceptable excuse for the full-frontal floss fest nor a rewind button to pretend it didn’t happen.

Although he currently holds the unofficial record for bizarre interview behavior, he’s also by no means an isolated case when it comes to putting the wrong foot forward. Interactions with media professionals sometimes have a funny way of making people say too much, say too little, or fall victim to the conversational equivalent of a wardrobe malfunction. No matter how accomplished they are at running a business, raising money or engaging in creative endeavors such as writing or art, these talents may not be evident to the reading/watching/listening public if they’re predisposed to view every reporter as (1) their new best friend or (2) their worst enemy. In truth, reporters are neither one: they are just there to help you deliver the best possible story to your target audience.

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FOREWORD Written By: MJ Pedone

There has always been a certain stigma attached to “dream jobs” – acting, modeling, sports, advertising –  the type of professions that a lot of people wish they could have and, more often than not, mistakenly perceive as being more “fun” than actual “work.” Who wouldn’t, for instance, want to play exciting roles, be photographed in top designer clothes, play the same sport they’ve loved ever since they were kids, or schmooze with celebrity clients at the hippest restaurants and night clubs?

What you have to take into consideration, however, is that the general public usually only sees the finished product – the blockbuster movie at the Cineplex, the gorgeous spread in a fashion magazine or the success of a charity or red carpet event that raises big money and brings out the A-list stars. The fact that it looks like such a flawless presentation is a testament to how much time, effort and creativity took place behind the scenes, much more than most can even imagine.

This is the reason why I always say that people will never really know how long it takes you to do something; they will only know whether it has been done well. If you have ever opened a new business, you’ve probably already discovered that you can’t just send out one generic press release and wait for the world to beat a path to your door. In today’s competitive marketplace – and given the challenging economy – it requires a more aggressive approach if you want to make your brand a household name that stands out from the competition. What I call “backstage readiness” is not only the ability to understand how 21st century media really works but also how to deliver what it wants from you in a way that projects confidence, credibility and professionalism.

Like Christina Hamlett and the team of industry experts she has brought together to create Media Magnetism, I’m no stranger to the bounty of elements that contribute to a successful marketing/PR campaign. Yes, it’s exciting for me to do a job that I love all hours of the day and night and work with my A-list clientele in the entertainment and sports industry. My effectiveness, however  –  and, in fact, the effectiveness of anyone involved in media relations – is only as good as the clarity of the client’s message and our mutual understanding of the target demographic that particular message is intended to inspire.

Whether you’re a small business owner, a nonprofit organization or an artist with a new project to promote, understanding how to maximize the media resources available to you is the first step in moving your PR campaign forward, and that is whyMedia Magnetism is a must-read for all who are involved in any aspect of public relations. This book will be the reason why you earn the exposure and return-on-investment you seek for your clients. It will be the reason that members of the media will be excited to shine a spotlight on you and your company’s accomplishments. It will be the reason you succeed.

In closing, I’m humbled to have written this foreword and hope you enjoy what I consider to be one of the most informative communications books available to date.

MJ Pedone CEO & Publicist

Indra Public Relations – New York, NY