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Social media has brilliantly expanded the opportunities and reach of brands and businesses. The ability to control and manage your message at point of need is a welcome shift in traditional PR and marketing constraints. Maximizing the right platforms and tools available is now the challenge we face. Perhaps one of the more beneficial social channels for PR activities is mostly perceived to be a recruiting tool – LinkedIn.
According to the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends Report produced by Content Marketing Institute and MarketingProfs, 89% of B2B marketers use LinkedIn to distribute their content. This makes it the most often used, and reportedly the most effective, social platform of choice.
I’ve recently come across several articles that define various components of the content creation and management community. As a long-time practitioner of content, knowledge, and communications strategies and management, I agree with many of them. However, based on my own experiences, I do have some slight variations in my personal definitions.
More and more, content is the basis of our marketing and PR efforts. Brand journalism, content marketing, storytelling, social media—at the core, there is content. Getting the strategy, development, and distribution of our thought leadership right increases our chances of success.
In a few of my posts, I have shared elements that are important to a winning content program. So let me start by providing a baseline definition for each building block of what I call the content ecosystem.
We live in a world where the increase in content and ideas being shared across the globe continues to rise. Content creators are publishing on a multitude of platforms, in a variety of media formats, and at a rapid pace. We are all vying for the attention of our oftentimes similar target audiences, and competing for interest within a limited span of time. While I personally believe there is no one magic bullet to attract and retain visibility, there are things we can try to increase our odds.
There are several resources available where research has been done examining the highest access times across social media platforms. These are a great start for experimenting with your content publishing schedules; however, there are always unique circumstances to consider depending on your intended audience.