Inside PR 3.27: The story on content


This week we feature video interviews we did at meshmarketing conference in Toronto. Our guests are three content marketing strategists – well, two strategists and one creative artist: Kristina Halvorson, Lee Odden and David Usher.

Here are some highlights:

Kristina Halvorson – Brands need to care about content more than ever because that’s what drives their relationships with customers online… Brands should ensure they look at content not at a commodity but as a business asset.

Lee Odden – Content is the perfect medium for storytelling, it’s what helps brands stand out beyond the noise… Think about online marketing as a peanut and jelly sandwich, search is the PB, jelly’s the social media and content is the bread that holds it all together.

David Usher – Content is very important to brands these days because it defines the brand. If you take the word brand and replace it with personality, it’s really the same thing… You need authenticity and originality and those are the two things that make content engaging.

Gini, Joe and Martin talk about the interviews and how each of us thinks about content. We agree you don’t need to have a big budget to create meaningful and sharable social objects. You need a great story to tell to people who are genuinely interested. And that’s where relationships and creativity come in.

What are some of your content marketing ideas secrets? We’d love to hear from you.

And if you liked these interviews, you may want to check out the great lineup of speakers at Mesh 2013 in Toronto in May. And yes, that’s another Inside PR video on the homepage :).


Send us an email or an audio comment to [email protected], join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter. Our theme music was created by Damon de SzegheoRoger Dey is our announcer. Inside PR is produced by Kristine Simpson.

Gini recommends a content audit and talks about things that can be repurposed and optimize it so it reaches. You don’t always have to create something new, you need to use what you already have in other collateral.

Takes pieces of a PDF white paper that isn’t searchable and creates nuggets that are searchable from existing content.

Content as a business asset and spoke that it’s meaningful and engaging and the issue of high quality is interesting with social objects.

What are some of your content secrets? We’d love to hear from you.

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