When you look up at the night sky hundreds of miles away from ambient city lights, you might be amazed to find that not all look the same. Some are large with welcoming red hues and others would be much smaller, burning with bright whites and blues. But much like most of the universe, looks can be misleading.
Gravity is dictated by density more than mass. Or, simply put, all those red giants that command our attention at a glance tend to have much less power than their hotly burning counterparts. Marketing and communication blogs operate much like that. Content density cannot be measured in popularity or reach. Smaller stars tend to have the more powerful posts. Here are five...
Best Fresh Content In Review, Week of June 21
• Four Common Blogger Outreach Mistakes.
Arik Hanson touches on several myths associated with blogger outreach. While one of them holds true for journalists too (make it relevant), the other three tips remind public relations professionals that bloggers are not journalists and many have no desire to be journalists. They approach their content like people as opposed to professionals. And like people, they appreciate a personal connection. To expand the idea further: if you consider yourself a public relations professional and bloggers as an opportunity, your outreach is already headed in the wrong direction.
• Social Content.
After setting up an analogy using the World Cup, Valeria Maltoni shares a content grid that underscores how content format tends to interact on the Internet. She sums that you can catalog content by degrees of social, type of opportunity for the business, and depth of data you get back. The same can be said for content itself. Not many people want to read about a company ad nauseum (centralized), but they may be interested in the greater context of an industry or environment.
• Ignore The Influencers: The Dangers Of A Social Media World
Ian Lurie tackles one of our favorite subjects: warning people away from hanging on every word spread by "influencers." He's right. Social networks, for all their merits in expanding reach, have dramatically changed the Web in ways we would have never imagined five years ago. When such networks were limited, we tended to consider every point in a post before sharing it in a post of our own. Today, some "influencers" have grown omnipresent in networks, with their work being shared by dozens of people who never read the post or, even if they did, assumed it was accurate because of who wrote it without any other consideration. Spooky, but true.
• How Hospitals Can Battle Comment Trolls — And Win
Writing within the medical communication niche has become a speciality for Jenn Riggle, but much of what she writes about can be applied anywhere. In fact, one of the solutions being imposed by some publications is to disallow anonymous comments, given how often they spiral out of control, with one person leaving as many as 20 comments under 20 different names. I have mixed feelings over the loss of anonymous comments, believing journalists could have curbed them by engaging their comment sections. And, in fact, Riggle outlines five steps that can turn a "troll" into a win for the organization.
• Five iPad Trends To Watch.
Jeff Bullas sees the future much like we do. It's increasingly mobile and the iPad, despite some strong naysayers on the front end, has already reshaped what it used to be. The iPad, which combines laptop-like functions and mobile app addictions to the early e-readers, has already caused a drop in netbook sales, caught on as a gaming device, and allowed for some robust app creations that magazine publishers love because people are reading more than a single post on this new platform. The numbers alone suggest the truth. The iPad and future tablet competitors are something to track.
