Facebook strategies are misguided. You need a content strategy.

Not worried about a Facebook strategyIn a discussion I had a month or so ago after shrugging off Facebook’s changes to how Pages updates get into news feeds, I was told that the move frustrated marketers who had invested so much time, energy and money into their Facebook strategies. The unintended consequence of Facebook’s introduction of Graph Search may be more marketers and communicators embracing the idea that they need a Facebook strategy. Developing a strategy for any single platform is misguided and a waste of your organization’s or client’s resources.

Advertisers used to know better (and many still do). Nobody had an ABC or New York Times or Redbook strategy. They… Read More »

Introducing News to the Holtz.com website

I’ve introduced a new section to the holtz.com website. News is a place to get caught up on the latest in a variety of communications-related subjects.

I decided to set up the News tab after reading a guest post on ProBlogger by Brian Lippey, who runs Guitar Shop TV, a community for guitar lovers. Lippey writes that he wanted to add a social news platform “that could deliver top guitar content from across the Web directly to our blog and allow users to participate on a social level.” That research, he said, led him to ROCKZi.

For now, using ROCKZi to deliver news is an experiment, but so far I like what I see. Like the Storify stories… Read More »

Friday Wrap #32: Google changes, a digital diagnostic framework, Facebook’s Android Pages app & more

Friday Wrap #32

(c) Can Stock Photo
Here’s the wrap-up of great posts and momentous events from the first week of 2013. If you’re interested in the complete listing of all the content I collected over the past seven days, visit my link blog at LinksFromShel.tumblr.com.

Websites can opt out of Google content scraping

The reporting of the U.S. Federal Trade Commission’s investigation into Google centers on Google’s big win. The search giant escaped severe anti-trust findings and penalties . Lost in the coverage is the fact that Google did have to make some promises to the FTC over issues the Commission raised. For instance, the FTC explored assertions… Read More »

Content marketing, ghost blogging and authenticity: You can have it all

Ghost Blogging
(c) CanStock Photos
Content marketing holds a world of promise for organizations seeking to be visible in a fragmented-yet-crowded media landscape. It also is full of potholes that can rattle your organization’s reputation and landmines that can blow it up entirely.

The need to become a media company, to produce an ongoing stream of quality content despite limited resources, can lead marketers and communicators to make some very bad decisions. One of them is embracing the idea of ghost blogging. On a recent podcast episode, a ProBlog Service writer explained the company this way:

We are primarily content marketers. We’re ghost…

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In the era of pageview journalism, the pitch doesn’t end when the story is published

Pageview Journalism

(c) Can Stock Photo
Earning coverage in the mainstream press is harder than ever for two reasons.

First is the reduced opportunity for coverage. By 2010, newsrooms had 30% less staff than they had at the turn of the century. The reporter who used to cover your company is gone; now there’s a reporter who covers your industry, or several industries. He has less time for you and your pitch. Newspapers have fewer pages than before. A 2008 study showed that 34% of newspapers had reduced business coverage; only 17% had increased it. High-priced veteran reporters are being replaced with younger tech-savvy journalists who have no long-standing… Read More »

Zeen aims to make it easy to publish great web magazines (and other content)

Zeen logoI’ve been playing with the beta of Zeen, the new social publishing platform from YouTube founders Chad Hurley and Steve Chen. Communicators, take note. This could evolve in short order into a service worthy of your attention.

At first glance, Zeen looks like yet another content curation site. It takes only a few minutes creating a zeen to realize it’s more than that. It’s a web publishing tool, making it easy to create visually appealing e-magazines, ebooks, scrapbooks, guides, manuals and a host of other formats, incorporating your own narrative and digital assets while also adding videos, images and words from others to your work.

Edit a zeen pageRead More »

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