As an additional commemoration of Trainer Communications’ 17th anniversary in business, we polled the Trainer Communications team and compiled a list of 17 maxims for public relations practice. If these maxims ring true for you, contact Trainer Communications to learn more about our client services or opportunities for employment or partnerships.
The maxims are grouped into three categories: project management, story development, and media relations, followed by one maxim that applies to all categories of work.
Project management:
Create a plan and follow it. Every public relations and marketing initiative should have a goal, a time-line, assets required to deliver on the initiative (which includes information, expert resources and budget) and an agreed-upon result. You are most likely wasting time and money if these elements are not in place before you begin.
Hold all project participants accountable for the assets they promise. If one project component breaks or is delayed, the entire project may be jeopardized or delayed. If a project is jeopardized when assets are not in place, communicate the problem immediately and work with all stakeholders to fix it.
Do everything possible to build in plenty of time for projects. We only get one shot at each project, so ensure that all the pieces have time to be envisioned, created, developed, modified with new insights, and seamlessly joined to the other pieces for a professional product and satisfying collaborative experience. The energy, grace, thought, study, counsel, and insight that we put in to each project will usually be reflected in the outcome.
Story development:
The word “news” is self-defining, it means “new.” In IT news, new means something that the market hasn’t seen before, not just what’s new about your client’s product. When developing a news announcement for your client, make sure they understand the difference.
Compelling IT security news stories have five elements: threat, attack, victim, impact, and recovery. Tether your client’s product and services to this pole and you’ll have a winner.
Find the story behind your client’s announcement. If you lead with your call to action you’ll likely get lost in the shuffle. If you instead lead with the problem and why it’s relevant to the editor you’ll catch their attention more often than not and greatly increase your chances of a briefing and ultimately a story.
Clients’ customers are treasured assets. Whether in the retail business or the public relations profession, the golden rule remains the same – “the customer is always king.” Make sure to have at least one – if not several – customers who are willing to speak to the media to discuss and validate the benefits of using your client’s technology. Don’t hold out for a “household name” customer if your client is just starting to sell its technology and/or doesn’t have many customers who are willing to go on the record. As the saying goes, “beggars can’t be choosers,” so consider any customers as treasured assets and work with them closely to understand the “win” in it for them and be respectful of their time and corporate processes before teeing them up for interviews.
A picture is worth a thousand words. Images are a key asset in your press package. They can increase click-throughs and make the difference between front-page coverage and being buried in the back. A great image can often tell the story as well or better than your release headline. Work with a professional photographer before you begin your media outreach to make sure you have a variety of print-quality photos to send an editor, and save one in particular for when you distribute your press release on the wire.
Media relations:
Always follow the reporters, bloggers, and analysts you pitch. Topics and beats are constantly evolving today, so Twitter can be your friend in identifying what really matters to a journalist. Follow the press you want to build a relationship with and they will often give you tips on how PR should approach them and the topics that interest them most. When an article you worked on is published, be sure to tweet or re-tweet it. Showing a little love goes a long way in building a relationship with the press and it shows you are following through and looking for the article.
Don’t contact media only when you have a pitch. Put in the effort to make each contact with journalists an opportunity to get to know them better and to build the relationship in a positive way. It is important to remember that they are people too, and to foster a positive and productive relationship, occasionally reach out to media contacts to catch up with them on a personal level. Read what journalists write, commenting if appropriate. Show them that you’re investing in them and honestly interested in more than simply “selling” something and moving on.
Read, listen to or watch the media outlets you’re pitching. You need to understand what kind of stories they cover and how they cover them. Do they do live interviews? Do they use prepared/press release copy? Do they use video footage or photos? Get to know the media outlets you want to be in and supply them the things they need. Make it easier for them to cover your story rather than the 100 other pitches they receive each week. Reporters want to know you’re familiar with their work and their outlet and having this familiarity will help you prepare and pitch your story more efficiently.
Don’t hound journalists. If they haven’t come back to you, there is usually a reason for it. Being too aggressive can actually repel them. A quick follow up call a few days after you send your pitch can help, but calling daily will just make the reporter angry.
Put news under embargo until the release date. This helps prevent leakage when pitching in advance of the formal announcement date. However, always keep in mind that while most journalists respect embargoes, they are not obligated.
A pitch should only include a fraction of what will appear in the press release. If media want more information they will ask for the release or take a briefing. Always keep in mind that with pitching, more information is not better; it can take away the need to speak with the client because we are providing too much info in the first place. It’s all about balance between too little and too much information.
Don’t send email attachments to media unless requested. Attachments clog their email accounts as they receive many pitches a day. If you are sending a press release, embed it into the email rather than attaching the document. For large files use a service like www.yousendit.com where you can send a link to the press so they can download several files from the cloud without clogging their inbox.
There should be at most four people from your client on a briefing. Keep yourself on mute except to moderate the briefing and keep it flowing. The client should be able to tell the story without much intervention from PR.
Create work/life balance. The possibilities of promoting your clients and growing your business are virtually limitless, and new projects with aggressive deadlines continually arrive; so make sure you make time to exercise, rest, spend time with family and friends, and pursue other interests. The energy and satisfaction you gain from your life outside work will be channeled back into your work.
It’s exciting to see Trainer Communications turn 17 this month! As I look at my 17-year-old son, whose birth spawned my transition to being an entrepreneur, I’m reminded how quickly time has flown. This blog is dedicated to all entrepreneurs who are asking, “What’s the secret to sustaining business over the long haul?” Below are the maxims that helped me sustain and grow a business; their first letters also just happen to spell “seventeen!”
Back in 2000, a dinner with the then Trainer team
Say less; listen more. The longer I’m in business, the more I realize how important it is to listen. Good sales people have always known this secret – yet I don’t see it emphasized nearly enough in entrepreneurial books. Prospects, customers, employees, partners, and vendors are excellent sources of intelligence that can make the difference between a profitable and a not-so-profitable year.
Economize as appropriate. Bigger is not necessarily better; better is better. About a decade ago, the technology industry was flooded with entrepreneurs who were focused more on expansion than on building a sustainable business. They made silly mistakes, like investing in excessive infrastructure or committing to office space that was far too big and expensive for their revenues. Evaluating investment options and ensuring that you make a habit of building in a healthy profit margin is the only way to guarantee that you’ll be around in the coming years.
Value is in the eye of the beholder. I’ve fallen into the trap of offering the “perfect” solution without first checking with my prospect and customer base. It’s shocking and disheartening to realize that the only one who sees the genius in your idea is you! Formal and informal audits on pricing, packaging, and marketing of your solutions and products are a must for the long-term entrepreneur.
Education is not an option. Those in the technology industry can thank their lucky stars that innovation is a constant and is impossible to ignore. Without this constant reminder of how quickly things move and change, it would be tempting to get comfortable with a business model that is decidedly “old school.” Our largest budget (after payroll) is for education, training, and improving operations.
Never say never. Flexibility is a standard attribute in the DNA of an entrepreneur, but it still is worth mentioning that change is inevitable. The pragmatic entrepreneur is constantly evaluating his or her options, doing their best to leave bias aside when making critical decisions.
Teamwork takes you to the top. Many entrepreneurs started their business because they were good at a trade; they stayed in business because they are especially good at spotting and nurturing talent, building and inspiring teams, creating a culture of teamwork and trust, and trusting talented teams to carry out their missions. I’ve watched too many talented entrepreneurs drive themselves out of business by refusing to delegate or trust their teams.
Engage to stay relevant. Occasionally I meet entrepreneurs who believe that starting their company is an invitation to stop working so hard. That’s a retirement strategy, not a sound strategy for an entrepreneur. I’ve also met some who have no problem working hard but they become reclusive; they sequester themselves in their offices, only engaging with their direct reports, avoiding the opportunity and the necessity to inspire and learn from the teams and the individuals who are so vital to their own success. The reality TV show “Undercover Boss” continually documents the revelations that CEOs experience when they have the opportunity to spend a little time in the real world of their operations, teams, and individual employees.
Execution never goes out of style. Frequently our clients ask whether we are strategists or we are better at implementation. I like to say “yes” – as both are important. With that said the best laid plans mean nothing if they’re not executed.
Navigate your future with a strategic plan. The best execution means nothing if it’s not according to plan. My all time favorite quote is “failure to plan is a plan to fail.” Create a yearly one-page business plan for yourself and for each aspect of your operations. Have all employees create one-page business plans for themselves and for their departments. Create plans for projects. Everyone will benefit from defining and refining their visions, identifying and mapping the steps to transform their visions into realities. Execution will have context and likelihood of fulfillment and success when it stems from and is graded by a plan. Make sure your plan is reviewed and as much as possible accepted by all stakeholders; otherwise the resistance or resentment will be palpable. However, John Lennon said, “Life is what happens to you while you’re busy making other plans.” While it’s important to plan and execute accordingly, never say never to listening, learning, engaging, refining, and modifying along the way. Routinely considering options, changes in your industry, partnership possibilities, new services and products is the habit that every successful entrepreneur not only engages in, but enjoys!
Thank you to the Trainer team members, clients, and partners that have made the last 17 years possible!
This story was originally posted at CommPro.biz. and you can listen to the podcast interview here: http://bit.ly/ADHKYl
For many, 2011 was a year of getting on more solid financial footing. That said, 2012 is the Year of the Dragon according to the Chinese calendar—and Jan. 23 was the Chinese New Year Day.
So what lies ahead for your business in the Year of the Dragon?
According to a recent article by financial planner Katy Song, 2012 will be a year of unpredictability and intensity in financial matters. It will also be a great year for innovative businesses and ideas, she says.
But you don’t need various interpretations of what the Year of the Dragon may or may not mean to know that you can make this year a success—if you sign more clients and bring in more new business than you did last year. Regardless of whether you’re a PR, advertising, marketing firm—or an entrepreneurial business in ANY sector—these no-nonsense tips will help you sell your way to more success in 2012:
1. A network works. Ask your friends, colleagues and best clients for referrals and prepare to offer them an equal number of referrals (or at least a very generous thank you gift) for every referral they provide. Remember, people tend to have friends that are like themselves – so a great client has the potential to create more great clients for you.
2. Pitch what you know. No one wants to be first. Have examples of similar sized companies, companies in similar industries, and demonstrate the results you were able to achieve with those companies.
3. One size does not fit all. Be prepared to customize products and services to your clients unique business needs. After all, no one really looks great in a moumou.
4. Be prepared and don’t walk into a conversation cold. Know the competitors, how they size up against the competitors and identify some potential gaps.
5. Good questions are the key to being great at sales. Unlike popular folklore, the best sales people are the best listeners, not talkers. It’s not a matter of talking someone into something they don’t want, it’s a matter of listening to what the person needs, and determining if and how you can deliver it. The better attention you pay to their needs, the better suited your proposal will be and the more likely you’ll get the sale.
6. Sales are a process of elimination. “No thank you” can be the best answer you can hear from a prospect that is not interested in what you have to offer. I too often see desperate sales people try to hold on to a prospect because they can’t bear to hear no. If you listened attentively and presented what you believed the prospect asked for, and you still got a no – move on! A match is a two way street and you don’t want to try and work with someone that isn’t interested in working with you. Sales is a numbers game, make sure you have plenty of opportunity, so desperation isn’t part of your sales process.
7. Be specific. When you ask for a referral, be specific about what you want. Think about the size and type of company and what the perfect prospect would need from you. The more specificity, the closer the match.
8. Defining next steps in the sales process with your prospect is one of the best ways to ensure you understand how the prospect will make their decision. You can help the prospect outline their buying process and ensure you stay current with what they are looking for to make their decision.
9. Establish rapport with your prospect. Sometimes a sales person can dive right into business too quickly. There’s a fine line between becoming too much of a schmooze and too “hardcore” sales. Find a nice balance with your prospect by doing things like mirroring their communications style and pace, remembering personal facts that they mention and subsequently inquiring about them, but most importantly making sure that every meeting you conduct with them, you meet their needs.
10. Know when to walk. Honestly, in this economy very few sales people have felt like they have the opportunity to walk away from an opportunity. However, in some cases that is exactly what you should do. Are they trying to price you out of any profit on the deal? Are they asking for contract concessions that leave you vulnerable? Do their demands for service seem unreasonable? Usually people are on their best behavior when they begin a new relationship with a vendor. If the prospect starts out badly in the sales process, they will be a nightmare when they become a client. In fact, don’t just walk, run!
• Work hard.
• Deliver “crazy good” client satisfaction.
• Play hard.
Those are the top three mantras of Trainer Communications; oh, and let us also remind you that we have a ton of fun along the way.
We just enjoyed an amazing holiday party at Trainer for all of our employees and significant others. It was a progressive party format starting with a champagne bottle sabering contest here in our office (yes, really!), followed by a gourmet, sommelier-led wine tasting with paired appetizers, followed by a shopping spree at Williams-Sonoma where Trainer picked up the tab of course, followed by a delicious dinner at a 5-star restaurant, and a cocktail night cap at a watering hole featuring a pool shark who taught us all how to shoot like Minnesota Fats.
Our office always looks great with all of our employees taking artistic license to dress up their offices and cubicles to recognize the holidays in their own personal way; however, this time of year a few Trainer employees really went crazy as they tried to win the “Best Decorated Cubicle” contest at Trainer Communications. For those of you who can’t come by the office to see this first hand, check out the video. Ho Ho Ho! Happy Holidays and cheers to a Happy New Year!
Trainer Communications hosted its first ever SharkTank event on November 17th and I must say, what a show! From big name journalists to empowering executives, I have never felt so privileged to be surrounded by so many influential people.
SharkTank is Trainer Communications’ spin on the SharkTank television show. SharkTank allowed executives from technology companies to go in front of a panel of journalists to pitch his or her company. The journalists then provided immediate feedback on the pitch and let the executives know what worked and what needed improvement.
Being an account associate and this being my first “big kid” job, I learned so much and have grown professionally through this experience. I have never known another public relations agency to produce an event the caliber of SharkTank which allows public relations professionals and executives to build one-on-one relationships with those who can help put their companies on the map.
In today’s world, having a journalist write about a company gives it more recognition and hopefully contributes to more revenue growth. This panel of judges included business, broadcast and technology reporters from The San Jose Mercury News to Forbes to ABC.
I have always thought to myself, “How do people in this industry build relationships with journalists?” If anything, this event taught me how to do just that.
Step one: treat journalists like actual people and not someone who will just write a story for you. While I was mingling around the beautiful ballroom at the Hotel Vitale in San Francisco, I noticed executives and colleagues of mine talking to the journalists about their personal lives, asking questions like, “What instrument do you play?” or “How is your mother doing?”
It’s interesting how much journalists appreciate PR people to actually act like humans instead of pitching robots.
Step two: invite them to spend time with you outside of work. Invite them for a drink or to another networking event you think they might like to attend. This way it actually shows the journalists that you aren’t just thinking about them for their writing skills, and that you really do want to have a relationship with them beyond just a professional one.
Before you know it, you will have made a new friend. Friends that can not only teach you a thing or two about the industry, but who can also teach you how to respect one another. Respect the other person for who they are and for their time.
The final and maybe the most important step: be professional while attending a networking event. Trainer had invited these journalists to attend this charity event to not only help raise money for Baykeepers, but to also build relationships and create stories. Part of our job was to introduce the executives to the journalists to make sure the journalists received enough information about the executives and their companies.
We have to value the journalists’ time because it is very limited. I’ve learned that the journalists will appreciate you more if you bring them the stories they are actually interested in. Journalists truly appreciate having public relations professionals do a little research on them before approaching them.
All in all, this event was a huge success. I have learned the dos and don’ts of how to build relationships with the press and will be implementing what I learned in my daily role as I continue to grow my career with Trainer Communications.
I’m here at Interop New York and when I first saw the news of Steve’s passing last night come through Twitter, I, like thousands, felt a sense of loss and sadness. In the aftermath, I have seen media legends — Om Malik, Walt Mossberg, and Anderson Cooper — all comment on what this loss means to technology and Silicon Valley; but I wanted to write what it means to the PR community.
Jobs did an amazing thing; he transformed high-tech concepts and produced universally-loved devices that my Mom had to have. He put color in machines; he made using a computer easy; he made getting a computer fixed easy (thank you Genius bar!); and he made technology cool again. I’ll admit that my Mom has a Macbook and an iPod, and just got the iPad 2 for her birthday.
By making his products user friendly and intuitive, Jobs broke down the education barrier for millions of people making it easier for them to understand technology worldwide. And for us PR pros, we were able to take that knowledge and apply it to our own clients. Wi-Fi, yes your iPhone can use it. Security? Yes, it applies to your iBook too. Before Jobs, only a handful of people both in press and technology would understand what an “app” is and what it could do for you.
Steve Jobs also taught the PR world other valuable lessons including how to present to an audience (ever been two minutes late to an Apple keynote? Good luck finding a seat. He was that good.), the value of being passionate about your products and how never to lose sight of what’s important for the customer.
So yes, we lost a brilliant thinker and a genius entrepreneur; but for PR, we lost a man who was the Willy Wonka of technology — able to bring pure imagination and wonder to technology — which for the most part has been cold and hard to understand. So thank you Steve Jobs. We here at Trainer Communications will miss you and will continue to learn from all that you taught us — especially, a little color goes a long way.
This entry was written by Erin Lumley, posted on October 7, 2011 at 3:39 pm, filed under Marketing, PR. Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.
With the wild popularity of YouTube, Flip video cameras and the iPhone, it seems that almost everyone is a videographer and producer these days. The technology is so user friendly – shoot, edit, share – anyone can produce a video, right?
It all depends on your definition of quality. Granted, most of us aren’t ready for Hollywood, nor do we need to be; but for businesses – especially technology companies looking to video as one more way to evangelize stories in a professional manner – you may want to think twice about “Joe iPhone dude” shooting, editing and producing your new product launch demonstration or customer testimonial video. As the saying goes, “you get what you pay for.”
Here are five tips to consider when shooting and producing a high-quality video for your business:
1. Less is more and “make it move.” Research shows the most widely watched videos are less than 60 seconds. That’s not to say longer videos aren’t also successful, but you need to know how to make a video “move” and stay engaging for its entire duration.
2. Beware of rookie shooting mistakes. Everyone’s first inclination when using a video camera is to pan and zoom. Such camera moves are inherently slow moving, which is the last thing you want when you are trying to produce a fast-paced, tight video.
3. Short and sweet sound bites. The best sound bites are only 3-5 seconds long. Look for a producer with a television background who both knows how to ask questions like a reporter to illicit conversational, succinct sound bites, and who can “hear” a sound bite – this is an art.
4. It’s not what you say; it’s how you say it. The most brilliant people in the world can deliver the worst sound bites on camera. A monotone voice and stiff body language will ensure a video flop. Tap a former reporter to conduct the interview so your spokesperson loosens up and becomes as smooth an orator as someone in the Oval Office.
5. Tell a story. Everyone loves to listen to a good story, so plan your story in your shoot. The best videos are ones that weave a story-telling element along the way. This is a lot easier said than done – again, consult a professional who can capture the right pictures and voices to tell a story to keep the viewer engaged and tally up thousands of YouTube views.
Indeed, in the digital age, video production has become commoditized, and because it’s so popular and “everybody’s doing video,” quality standards are often compromised. So how can you protect yourself and verify if someone knows what they are doing before engaging them on a video project?
Just like you screen a job applicant, consider asking your videographer a few questions from the following list (only the good ones will know the right answers!).
1. Why is it important to white balance a video camera?
2. What does the phrase “wide, medium, tight” mean to you?
3. What is the purpose of a cutaway shot?
4. Do you typically butt-cut your sound bites? Why would you do this?
5. What’s the difference between A-roll, B-roll, and voice overs?
Oh yea, if you want to know the answers or consult with us about how to distinguish “Frank’s Flip Cam Productions” from true video professionals, we are happy to assist. Just contact us here – no need to disturb your Hollywood agent. Or if you are really creative, submit your questions via video and we just might post them on TrainerTV!
We’ve come to expect entertainment in our personal and our work lives these days, putting the creative pressure on marketing groups to more effectively get the word out. It turns out that many animations are slightly modified versions of old-school cartoons. They are far more entertaining than talking-head videos, and they are fun to share. Let’s face it – they are “edutainment” (education meets entertainment). The fun comes from the sarcastic tone or the thinly disguised competitor that is being portrayed as “old school” or perhaps “not the brightest bulb.” The animation gets extra points if it teaches or reminds the viewer of something important, or best of all, causes them to take some action.
Below is a snapshot of a very entertaining animation that Trainer Communications recently produced for our client Nimsoft (a division of CA Technologies). If you would like to see it in its entirety below:
If you are considering animation to help share your story, consider the following tips:
1: Hire a professional animator to help you execute. Don’t waste time trying to figure it out in-house, and don’t assume a former web developer can create an artistic animation.
2: Animations have to be simple. One obvious message told in a funny manner is the best format. When the story gets complicated, your audience gets lost.
3: Keep it short. Animations are generally less than three minutes. Ideally, your animation will be less than two minutes. If it’s done well, you’ll have plenty of time to get your point across.
4: Start with a strong story board. Get the script reviewed and approved before the animation begins by the decision makers. This means everyone should be comfortable with the script and the direction of the animation. Radical changes in script and direction can make a reasonably priced animation become unaffordable and can double the time it takes to complete.
5: Limit the characters in your story. Remember, each character will need a voice and voice talent is pricey! Prepare to pay several hundred dollars per character.
6: Set investment expectations accordingly. The animation drawing and scripting is typically priced between $2,000 and $4,000 (depending on length and not including voice talent). The more complex, the higher the cost.
7: Allow enough time to produce your animation. If you are super efficient, have clear direction on the script, and have a good sense of humor and some in-house talent to support the animator – you can produce a two to three minute animation in about four weeks (if you have a reasonably easy approval process with the decision makers). Allow more time if any of these variables are different.
If you have more questions about animations, please don’t hesitate to contact the team here at Trainer . Check back next week for the specifics on creating video!
The saying has been around forever, and it’s never been more true than today: A picture is worth a 1,000 words! In today’s time-starved generation – where every concept has to be more quickly understood than the last, learners crave information that is easy to understand. The National Department of Educational Psychology confirms that people are primarily visual learners. The message is: if you want someone to understand a new concept, create an image.
Many companies are now adopting an infographic format to communicate quickly and effectively with their audiences. This format aggregates interesting data that demonstrates a trend or supports an opinion and presents it in a chart form accompanied by a few descriptive words. This type of content is often colorful and entertaining to the viewer.
Before you proceed with your “Monet moment,” consider the following 12 tips for effectively developing an infographic:
1: Keep the message simple. Infographics fail if you are trying to convey too many concepts. One key point is sufficient.
2: Your audience must be able to understand your point in just seven seconds (or less). Don’t make your audience work too hard to decipher the chart or graphic.
3: Simple bar charts still win with publications. Sadly, Trainer learned that clever designs don’t always win. We spent hours designing a wonderful “heart” infographic for one of our clients around Valentine’s Day. It was too hard to understand. Yet the simple bar chart we created a few months ago for a client (below) was quickly picked up by CNET.
4: Geography differences are of particular interest. For example: which areas of the country do things more often, faster, better, spend more money on something, etc. These charts are incredibly popular.
5: If you have access to information that provides a contrarian perspective, that type of infographic will likely garner interest.
6: Focus on statistics that will have wide-spread interest. Cast a wide net when you produce your chart. For example “hiring trends for college graduates in the U.S.” will be far more effective than “hiring trends for mechanical engineering students in Detroit.”
7: Infographics “experts” are readily and affordably available on eLance and ODesk. With a little creativity and access to some substantiated data, you can hire a graphics expert for very little investment and create a visually interesting chart.
8: One short sentence. That’s all the space you have to say what you mean.
9: You are representing this information as valid and correct, so don’t use someone else’s information. Leverage Survey Monkey or Zoomerang to develop your own data.
10: If you are conducting a survey, make sure your sample size is significant and your questions are well designed so that you can accurately interpret and represent responses and trends.
11: If you are conducting a survey, make sure your survey audience is appropriately suited to understand and respond to the questions you are asking.
12: If you are a service provider or a SaaS vendor, you will likely be able to aggregate information that you already have.
If you have more questions about infographics, please don’t hesitate to contact the team here at Trainer http://trainercomm.com/contact/. Check back here next week for the specifics on creating animation!
There’s a popular sentiment that the pen is mightier than the sword. Well, in these days, it’s a metaphorical pen – and in most cases– a keyboard or keypad. The point is: he who publishes content wins. Companies are quickly jumping on the bandwagon to publish their own thoughts on the industry, their own statistics, and even their own entertainment to attract the highly-coveted impressions, click-throughs, and social media engagements sought by marketers.
Trends are converging that force companies into self-publishing content: a shortage of journalists and an onslaught of big ideas. With reduced advertising budgets and a severe staff shortage, most publications are only too happy to accept vendor-neutral, informative, content on current industry events, trends and opinions. This provides an unprecedented opportunity for companies of every size to become a thought leader. One warning: don’t think old school. It’s not (only) about contributed articles; in fact these days, it is much more about graphics and entertainment than a traditional 1,000 word opinion piece.
Following are a few ways to own and publish content that will set your company apart. In subsequent blogs, we’ll dive into the “how to” develop these powerful forms of content.
1) Infographics
Aggregating interesting data that demonstrates a trend or supports an opinion into a chart form with a few descriptive words is both colorful and fun. It embodies the idea “a picture is worth a thousand words.”
2) Animation
If you have a sense of humor, animation may be one of your best tools. No longer are geeks satisfied by boring lingo – they want to be entertained and animation (particularly when it is humorous) goes over big with the tech community.
3) Lights, Camera, Action!
There is a reason YouTube has become the number two search engine in the world. It turns out people really like watching news and entertainment, not necessarily reading it.
4) Statistics, Lies, and Damn Lies
People really enjoy surveys – especially if you have a reasonable sample and an interesting topic (contrarian opinions are always good).
5) The Payback of a Click
With so many stories being judged by the “click” rather than by a reader’s review, a slide show is a solid way of publishing opinions on publication sites. Publishers get paid by the click and slides create a lot of clicks.
6) The eBook
Amazon and others have made it easy for you to self-publish opinions in a book available to your customers, your prospects, or your staff. Now your fan base can easily find you on iTunes.
7) Social is Sweet!
Relevant Tweets, Facebook updates and LinkedIn status updates are great content platforms. It’s short, easy and sweet! Graphics and pictures are awesome attention grabbers. Remember to use bitly links back to your website so you can easily track who is consuming your content.
Check back here in a few days for the specifics on how best to implement these ideas and become the King of your content.
