June 12, 2013

Content marketing: The secret to getting discovered in search


Or: Why organizations need to tell their stories

Target audience: Marketing professionals, brands, businesses, SEO specialists, social media strategists.

JD LasicaContent marketing — a term that would have drawn blank stares just a few years ago — is now becoming recognized as a principal way for any small business, mid-size company or large corporation to get its message out.

Done right, content marketing can help an organization tell its story, directly and without filters. And for brand marketers, content marketing has become a key component of today’s marketing toolkit. How better to get discovered in a Google search than to create highly relevant content relevant to that niche audience?

I was interviewed, along with marketer Greg Jordan, about content marketing for organizations at a new podcast from the Content Marketing Examiner moderated by publisher Martin van der Roest. And while some of the discussion centers on nonprofits, it’s applicable to any kind of organization or business.

Here’s our conversation:

Continue reading

August 27, 2012

Memolane: Helping tell our stories through social media

Memolane organizes content into a storyboard format.

How one startup is transforming social content into digital scrapbooks

Guest post by Benjamin Kimo Twichell
Marketing Manager, Memolane

Target audience: Individuals, businesses, diarists, people with multiple social media accounts.

The amount of information being distributed across social media channels is becoming overwhelming for the average consumer. Much of the content is transient and is only available for moments after its creation. It seems impossible to keep track of everything that is happening, and almost as difficult to look back on what has happened.

Humans have always looked back on the past. Some 43,000 years ago we first began recording our memories and experiences with cave wall paintings. Beasts from successful hunts were depicted in Spanish caves. It is only natural that there is a desire to record the moment — only the medium has changed with time. As the eons passed, people improved their ability to capture experiences and events, first through art (paintings and drawings) and then through photography.

Just as technology has revolutionized how we hold onto our memories, it has also shifted the way we experience them. People once used to jot down their thoughts in leather-bound journals. Now everyone and their mother has a blog. Photos are no longer stashed away in a closet, they’re shared across Instragram, Facebook, Twitter, and other media sharing sites. Now, more than ever, we have the ability to view other people’s lives, and glimpse personal memories. While this has become an efficient way to share content, it can lacks the ability to effectively tell a story. Continue reading

September 11, 2009

Why corporate blogging is like selling uncut cocaine

Or, why your company should tell its own story before letting others cut it up

cokeDavid SparkMy company, Spark Media Solutions, is based on the premise that every business has the capability of being its own media network. Given the endless tools for cheap to free production and distribution of content, there’s absolutely no reason a business must rely on others to tell their story. Yet for some demented reason, it’s still unbelievably difficult trying to convince corporations to do just that. Tell your own story. Businesses ingrained with the culture of “corporate communications” feel far more comfortable going through the traditional channels of PR firms, journalists, and bloggers.

Why would you allow the fate and success of your company to be based only on hoping that someone publishes your story correctly? Why not tell your story yourself? All of the people that companies traditionally rely on to tell their story (e.g., PR pros, journalists, bloggers) are not on the payroll. They have no choice but to hear your company’s story through a chain of communications. The net result is your story is published and distributed second-, third-, or fourth-hand.

Continue reading

August 1, 2009

Is the Internet making us more ethical?

Ethics of cultural collaboration from JD Lasica on Vimeo.

JD LasicaRita J. King, a senior fellow at the Carnegie Council and CEO of Dancing Ink Productions, talks about the ethics of cultural collaboration in this 10-minute video interview immediately after her appearance at the 140 Character Conference on Twitter in New York on June 17.

twitter-greenOur conversation was generally at a 50,000-foot level, looking at the Internet and its role in the development of an ethical culture. Rita uses the model of a Johari window, a square divided into four parts: How I see myself accurately; how I see myself inaccurately; how others see me accurately; and how others see me inaccurately. Participating in the digital culture shakes all those things up, she says, and new technologies are enabling people are able to parse out how they feel about the rituals and traditions that have been passed down from generation to generation “which both illuminate the human spirit and shackle us to outdated systems.”

During the panel and in our conversation, Rita questioned whether the efforts in the West to help the street demonstrators are helping or hurting if the tactics are based on deception, such as changing one’s Twitter profile to say you live in Tehran as an expression of solidarity. “Is it putting people on the ground in Tehran in jeopardy if they can’t find each other? Deliberate deception seems like a step backward to me. … And that’s symptomatic of other things that will continue to manifest in the digital culture,” with a debate over how best to achieve a social good.

Continue reading