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The in-house client: Common challenges and how to face them


Many PR pros who don’t work in agencies are part of in-house integrated communications teams that take on agency-like structures. Research has shown that this type of structure is one of the essential characteristics of the marketing organization of the future. 

If you are part of one of these teams, it usually means you are providing advice and production services to internal client groups. 

This type of work can be a lot of fun, as it involves cross-functional collaboration in the effort to reach common organizational goals. There are however, some challenges faced by the internal account executive in managing these important stakeholder groups—especially if the internal agency configuration is new to your organization.

Here are just a few common challenges:

1. Perception that you are a service provider, not a consultant. Often, internal clients see the communications department as the place that produces brochures, writes news releases, or posts social media updates. Some internal client groups will approach you with a specific request rather than seeking advice on an all-encompassing strategy.

How to face it: Close the gap between PR strategy and tactics. Educating your internal clients about the difference between strategy and tactics is essential. Show them successful examples of objectives and research-based communications and highlight the results. This will help them understand that campaigns work better than one-offs and that your department’s expertise goes beyond writing copy and designing email headers.

2. Perception that you don’t understand their needs. You may be a skilled PR pro, but this sometimes gets overlooked if you don’t have a great deal of knowledge regarding your internal clients’ field, product, or service. Your client might not trust your advice or approach if he or she feels that you don’t grasp their needs.

How to face it: Research and constant communication. If you don’t have experience with your clients’ portfolio, do your homework. Read up on their offerings, history, competitors, previous communication strategies, and market research—the works. Also, offer to have them give you a crash course to better understand their business. It will make things easier when the roles are reversed and you are providing them with advice. Plus, it will contribute to enhanced cross-functional collaboration and help you and your team do a better job. 

3. Endless back-and-forth on decisions. The absence of billable hours in an internal shop can mean your clients will repeatedly come back to you with changes in scope, suggestions, and modifications. This hinders the overall efficiency and effectiveness of your strategy and can hamper your ability to deliver a project on time. 

How to face it: Implement a proper workflow process. A structured workflow that takes your client from the research and strategy phase to building ideas, tactical plan development, implementation, and measurement will help guide your projects and create a sense of discipline and shared ownership. Putting a workflow in place requires you to identify the steps required to bring a given project to life, as well as the requisite timelines, accountabilities, approvers, and processes. Create a master milestone charter of all the steps, and get your client to sign off on it so that he/she knows that an extra round of corrections or a last-minute add-in will compromise your deadline or incur additional costs.

Internal communications shops are forever attached to their clients, which makes establishing a healthy relationship and process essential. Continuous internal education and workshops will help cross-functional teams to better understand each other’s work. 

As PR pros we should share examples of how agencies and other organizations do things to help our internal clients understand how we can help them achieve our shared organizational goals.

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Snapchat admits deleted photos aren’t really deleted


Oh, snap! Those pics and videos you sent through Snap chat that you thought were gone forever? Yeah, not quite. 

Snap chat, the photo-messaging app that became popular largely due to the fact that it auto-deletes the file seconds after the receiver sees it, has apparently been misleading users. 

The company was forced to reveal to the Federal Trade Commission that images sent through the app are not exactly permanently deleted. From The Drum

The FTC points out that third-party apps can be used to log into the Snap chat service, and because the deletion feature only functions in the official Snap chat app, recipients can view and save snaps indefinitely. 

The revelation was made during an FTC complaint accusing the app service of secretly recording users’ physical location and allowing hackers to steal 4.6 million user names and phone numbers. Snap chat has agreed to settle those charges. 

Snap chat copped to the shady practice in a recent blog post: 

While we were focused on building, some things didn’t get the attention they could have. One of those was being more precise with how we communicated with the Snap chat community. 

This morning we entered into a consent decree with the FTC that addresses concerns raised by the commission. Even before today’s consent decree was announced, we had resolved most of those concerns over the past year by improving the wording of our privacy policy, app description, and in-app just-in-time notifications. And we continue to invest heavily in security and countermeasures to prevent abuse.” 

The FTC spiked the proverbial football and did an end zone dance with the following statement: 

If a company markets privacy and security as key selling points in pitching its service to consumers, it is critical that it keep those promises,” she said in the statement. “Any company that makes misrepresentations to consumers about its privacy and security practices risks F.T.C. action. 

Twitter reactions to the announcement ranged from “What does this mean?” to unrelated queries to anger:

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Board game tests players’ autocomplete knowledge


When Google introduced the autofill feature to its search engine, it unleashed one of the great post-modern social experiments of all time. 

Suddenly, our society’s common questions—some that we would never dare ask another soul—became visible for all to see. In some ways, it makes us feel not so alone. In other ways, it makes you realize that you are rarely the first to experience anything in this life. 

From this phenomenon comes the board game Query. Here’s how the game’s website describes it: 

Query is a party game where players earn points for identifying the top Internet search predictions and for fooling others into choosing their well-crafted answers. It’s great in a family or more adult social setting. 

Gizmodo has the story behind the game’s creation: 

To create the game, over 1,000 actual internet searches like “Why do my…” or “What to do if you get c…” were entered over a million times into the most popular search engines used in North America. And the most common autocomplete suggestions were collected to create the game cards for Query. 

The game originally launched on Kickstarter, and is now available on Amazon for a very affordable $28.

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Promote your blog with these 11 tools

Effectively promoting content is often the most challenging part of content marketing. Some estimates suggest people upload as many as 2 million blog posts every 24 hours.

The good news—and underlying opportunity—is there are several websites that can help you promote your articles and cut through the increasing noise.

1. Examiner

Examiner only allows people who create high quality content to publish on the site. The topics are endless, ranging from social media and paintball to auto repair to tax advice. It reads like an online magazine, and community members update it constantly.

If you are good enough to make it through the application process, you get your own dashboard and an assigned topic for your city. You are allowed to create as many articles as you desire. The creators who have the most luck generally create eight or more entries per month; however, you could get by with only three or four. After you complete an article, your post is formatted and published with a link to your profile, Examiner title, and social media sharing icons.


But wait. There’s more!

Examiner will actually split advertising revenue with article creators. Not only are you able to gain access to an amazing publishing platform with autonomy, build your social media following and market your content, you can directly monetize your efforts. Send traffic to your Examiner articles and you can essentially take it to the bank.

To make the deal even sweeter, Examiner is now offering to pay content creators $25 just for making it through the application process and being active for a few months. Click here to start the application process.

  1.  Scoop.It

Scoop.It is a website that combines social media with a news reader/aggregator. Users are able to create topics on anything they are interested in and “scoop articles to a news feed. From there, followers can browse all the articles you’ve scooped. You can even “star” certain scoops to make an article stay on the top of your displayed feed as opposed to the newest content submission being listed first.


Building followers on Scoop.It is a great idea. If you connect your current social media accounts, you will automatically see your friends’ scoops while you build a bigger community. Scoop.It’s big feature is that you can find other authorities sharing content similar to yours, and suggest that they scoop your content.



If someone rescoops one of your articles, there is a definite possibility you will get a flood of qualified traffic to your website. In fact, Watson + Nowlin found Scoop.It because someone listed one of our articles there some time ago, and we noticed the traffic influx in our analytics.

  1.  Sulia

Sulia is a website that prioritizes topics, and then aggregates stories into your news feed. There are two reasons why Sulia is different from your average news reader website.

First, you can post your own topics and be rewarded for creating quality content. Content creators must assign a “channel” to their content, which is essentially a broad topic such as politics, small business, etc. A headline, any images and the actual post make up the remainder of Sulia’s posting functionality.

Second, Sulia’s greatest feature is the way it weeds out spam. If a user finds an article to be authoritative, the user can click that he trusts the author. Sulia then imports future posts from that author to the user’s news feed.


If you are an author with numerous trust votes, Sulia may feature you on its homepage. Additionally, Sulia will also feature highly engaging, active creators on your news feed to help you build a community.


  1.  RebelMouse

Rebel Mouse is an interesting website with a lot of opportunity to become even better. Currently, the site allows you a lot of autonomy when posting articles, but the downside to that freedom is that the site’s functionality can be finicky. There also seems to be no way to connect with other users on the site.

However, the main reason you should start driving traffic to your RebelMouse news feed is summed up in this picture:


Another great tool RebelMouse offers—and a reason to give this website a shot—is the free embedded analytics tool for your newsfeed. RebelMouse also gives you the option of uploading third-party analytics.

Once you have imported content via social media accounts or posted your own, the homepage is very visual, and resembles a pin board.


  1.  Bundlr

Bundlr is another aggregation site. What sets this website apart is its simple, clean design. Its instructions for posting “clips” to “bundles” (articles to your news feed) are very clear. There are no bugs, the site loads quickly and the explore function is a great way to find other users who share content similar to yours. Connecting to these other users is also incredibly simple.

Creating a bundle is easy. A bundle is a topic, like content marketing, social media management, etc.



Here’s what your bundle will look like after you add some relevant content. Notice that Bundlr has built-in analytics, but you need to purchase the pro plan to access them. The pro plan rings in at $19.99 for 12 months.


  1.  Prismatic

Prismatic is a content curation website with two basic functionalities: it is both an article aggregator and a content-sharing platform. Upon setting up your account, you are prompted to select topics you are interested in. The topics are broad, and sometimes even niche.

Prismatic will then import trending articles according to your connected social media accounts. Additionally, there is an explore function that can help you search for great content you might not otherwise see.

  1.  Kippt

Kippt is a great content curation tool that is simple in design and allows your connections to clearly see articles you’ve listed. Each user can create his or her lists, such as “social media” or “website design.” Users also have control over how their content appears-either in a list or on a pin board.

Another great aspect of Kippt is that it is very easy to find other users and connect with them. There is an automated featured-members list, or you can search for members via a keyword and follow them with one click. There are no extra pages to open, extra loading time, etc.

  1.  Spundge

Spundge has a clean look, but can be a bit complicated to use at first. After creating a notebook, you can write stories and save them to that notebook, or simply leave them as stories.

  1.  Allvoices

Allvoices is another publishing and curation platform that rewards trusted contributors for quality content. There is a list of top contributors and a stern moderation policy that makes this website stand out-there is no spam.

  1.  BagTheWeb

BagTheWeb is a website that you can use to organize content. Users organize content into bags, and can make these bags public or private. The private option is nice for sharing resources with team members.

  1.  Paper. li is a content aggregation and curation platform. You can add articles and stories to your feed via two methods: You can import your social media news feeds directly to your paper, or you can place a bookmarklet on your browser’s tool bar to add interesting articles to your paper when you come across them on the Internet.

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101 different types of content


We keep hearing it over and over again: “Content is King. Content is King.” And it’s true. 

Content is the single best way to drive people to your website today. Various types of content, strategically connected to your brand, can work wonders in capturing the attention of consumers and leading them in your direction, but you have to provide some sort of value. Teach them something. Entertain them. Do something that makes it worth their while. That’s where you have the opportunity to tell them about your brand and what you can do for them. 

I always encourage my clients to create boatloads of great content. That’s when they say: “Well, we already blog, so what more can we do?” Ahhh, yes. I’m so glad you asked. Because in fact, there are actually 100 more things you can do. 

I’ve compiled a list of 101 things that can act as content on your website. Some are standalone, some work together, but most important, they can all be promoted on social media and be used as resources to drive your target audience to your website. Content will help attract traffic, accumulate more social shares, improve SEO efforts, and more. Your end goal is to leverage these types of materials so you can do a better job of educating or entertaining your audience to sell your products or services, strengthen your brand, or both. 

Are you ready? Here we go: 

1. A/B testing and results
2. Affiliations and partners
3. Aggregation of articles
4. Animated gifs
5. Associations and memberships
6. Audio recordings
7. Background and experience info
8. Blog posts
9. Book summaries
10. Brochures
11. Cartoons
12. Case studies
13. Certifications
14. Charts
15. Cheat sheets
16. Comics
18. Commercials
19. Comparisons
20. Contests
21. Creative stories
22. Custom software 
23. Customer reviews
24. Data and statistics
25. E-books
26. Email newsletters
27. Embedded tweets
28. Event information
29. FAQs
30. Files and spreadsheets
31. Flyers
32. Free guides
33. Full videos
34. Giveaways
35. Graphs
36. Guest posts
37. History
38. How-to guides
39. Illustrations
40. Infographics
41. Interviews
42. Lists
43. Live chats
44. Live-streaming video
45. Maps
46. Media mentions
47. Memes
48. Microblog posts
49. Micro-videos
50. Mind maps
51. Mobile apps 
52. Music videos
53. News
54. News releases
55. Newsjacking write-ups
56. Newsletters
57. Online games
58. Personal bios
59. Photo galleries
60. Photos
61. Pin boards
62. Plug-ins
63. Podcasts
64. Polls
65. Portfolio pieces
66. PowerPoint or SlideShare presentations
67. Predictions
68. Pricing
69. Pricing sheets
70. Product demos
71. Product or service information
72. PSAs or video PSAs
73. Q&As 74. Questionnaires
75. Quizzes
76. Quotes and Inspirational messages
77. Ratings
78. Research or synthesized information
79. Resource pages
80. Results of polls, surveys, and questionnaires 81. Reviews
82. ROI calculators
83. Sales sheets
84. Screencasts
85. Screenshots
86. Site tour videos
87. Software reviews
88. Specification or data sheets
89. Stupid, fake, and funny images and captions
90. Surveys 
91. Templates
92. Testimonials
93. Timelines
94. “To do” and “what not to do” articles
95. Twitter chats
96. User-generated content
97. Vlogs
98. Webinars
99. White papers
100. Wikis
101. Worksheets 

Remember. Entertain, educate, persuade, convert. That’s your goal. 

All the content above can be included in your content marketing plan to do a better job at building your online presence and boosting your traffic.

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