Love this part:
Business (and personal) brands build relationships with customers via three levels of commitment: relational, transactional, and contractual.
Content marketing – like so much of PR – is generally concentrated in the ‘relational’ phase, in which audience attention is garnered – and kept.
“We’re moving from getting attention through interruption to a useful conversation…”
A webinar hosted by Marketing Experiments last week on the subject of effective content marketing included a lot of nuts-and-bolts perspective on content strategies that deliver measurable results, in terms of moving audience toward the publisher’s intended outcomes. More than a few of the approaches suggested make as much sense for public relations as they do for content marketing.
The webinar was hosted by Dr. Flint McGlaughlin, managing director of Marketing Experiments, and PR Newswire’s CEO, Ninan Chacko, who brings a strong marketing background to his work at PRN.
Ttitled “5 Steps to Effective Content Marketing,” the webinar kicked off with a discussion of why content marketing works so well. Dr. Flint framed today’s marketing challenges in the context of the relationships brands build with customers, noting that business relationships have three levels of commitment: relational, transactional, and contractual. Content marketing – like so much of PR – is…
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