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6 tips for bite-sized technical content

alice-in-wonderland-bite

“Snackable” content is a hot topic in business-to-business marketing. According to this recent post on B2B Marketing, the average human attention span is now shorter than that of your typical goldfish. 

In a professional context, we are frequently short on time and under pressure to juggle conflicting priorities and meet tight deadlines. There are countless statistics to show that easy-to-digest, short-form (and preferably visual) content wins.

Whether it is a white paper, infographic, or case study, marketers are often briefed to create compelling content. The information that we are asked to communicate is usually highly technical. It can seem like an impossible task to create bite-size material without oversimplifying the story or omitting essential details. 

So, do the principles of “snackable” content still apply when looking to communicate highly complicated messages to technically demanding industrial B2B audiences? 

The first question, of course, is what are the “ideal” length and type of content to use in their marketing activity? Well, the answer varies depending on the nature of the material, but you can’t get away from this simple truth: the shorter, the better. 

We don’t kid ourselves. Snackable content does require a shift in mindset for some technically minded individuals. Lead generation can throw an additional consideration into the mix. 

If they have been asked to provide their contact information, isn’t there a risk that the reader will feel short-changed? But the strength of the content isn’t measured by the word count. It’s the value of what you are sharing that matters; your customer or prospect doesn’t want to have to trawl through pages of dense copy to uncover key takeaways.

Producing material on a complicated subject matter is usually easier said than done. Too often, the writer’s eyes are too big for the readers’ stomachs. The reasons for producing snackable content go out the window, despite the best intentions. 

How can you create content that appeals, while including all the requisite technical information?

1. Back to basics. Ask yourself three simple questions: Whom are you looking to talk to, what are their pressure points, and how are you going to help them? If you’re not sure, keep thinking or get input from somebody else.

2. Be clear. Identify your key message and make it clear that this is the purpose of the content. If you can’t summarise what you want the audience to learn from the material, then your reader won’t know either.

3. Keep firm. Don’t succumb to pressure, whatever the source, to broaden the content’s scope or include unnecessary details. It will only dilute the impact of the communication.

4. Don’t try a one-size-fits-all approach. Think about creating multiple pieces of content for different audiences and stages in the buying process. If there is too much to say, then try a series of technical papers. You don’t have to give the reader all the information in one go.

5. Think of your reader. When creating content, remember that we are all people. We process information in different ways, whether we prefer visuals, audio, or hard facts and figures. If your budget allows, consider multiple tools to deliver maximum appeal to your potential audience. 

6. Evaluate the results. Always measure the success of a campaign and accept that you might not always get it right the first time. Try alternative approaches, and use the analytics to hone your approach until you nail it.

The most important thing is to enjoy the intellectual challenge. It is not always going to be easy to create “tasty” technical content, but if you think carefully about what you want to achieve, then your content is likely to work harder for you in return. 

Source:prdaily.com

Tagline : PR Agency ,Best PR Agency ,PR Agency in India ,PR Agency in Delhi,PR Company in India,PR Company in Delhi,PR Firms in Delhi,Best PR Company ,Top PR Agency in Delhi ,Public Relations Firms in India ,Public Relation Company India

PR Agency is an eye on business and brand.

 With an eye on a year’s general Marketing, the Business man wants to hire a Delhi-based public relations agency.

Business man, is expected to make frequent visits to the market ahead of anther thing in Delhi .

 

The chosen agency will have to ensure at least half a dozen stories each in national, regional and vernacular newspapers based on the inputs provided by client, Executive said, client is also seeking at least one story each in national magazines and television based on its inputs every month.

 

Best PR Agency gives support you eventually for reaching a large audience without the expensive cost of traditional advertising and marketing.

The PR firms will need to create awareness about brand ‘client’ in India and overseas to make it an ideal destination amongst various stakeholders. It will be responsible for informing the Information Commissioner ate about critical stories about client and its business. PR Company can change your opinion; reinforce your attitudes, because PR pros are assigned to a team that works with a client or project. This is because, in most cases, a team can provide better results than one individual. Teams bounce ideas off each other, can proofread each other’s writing, and lighten the load when people are too busy to complete a task.

Best PR Agency broad your positive attitude , connect with right journalists that’s why there are many type of business man ,leader want to hire Top PR Agency in Delhi, and take a good response to market and audience.

 

Public Relations seem so glamorous, after all what company doesn’t want to say we just hired a PR firm? Public relations if done right can reach a large audience without the expensive cost of traditional advertising and marketing.

We do social media pr for our client and give good traffic and reputation in the market. discussing client, LinkedIn, Face book or MySpace, Tweets, Pinterest, video clip, social material, influencer marketing, social service and of course, statistic and statistics.

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The Social Media Pocket Guide: Six Ways Marketers Should Use Social

big-brand-final_36The following is an excerpt from “The Social Media Pocket Guide: Six Ways Marketers Should Use Social,” an exclusive guide from Spredfast. The Social Media Pocket Guide reveals how marketers at big brands like AARP, AT&T, Discover, and Nokia have leveraged social to reach their campaign goals. Right now, “traditional” and digital marketers have an opportunity – and a critical need — to collaborate with their social counterparts like never before. Whatever your role, you’ll benefit from learning how social can contribute to a successful marketing campaign.

In just a short time, social media has become a ubiquitous mainstay in the lives of consumers. Popular platforms have rapidly grown to hundreds of millions of users, and the adoption of social media platforms has no end in sight.

This social media “revolution” has changed the traditional, corporate monologue into a two-way dialogue with customers and prospects.

Social media:

  • Allows companies and brands to learn more about target audiences easier and more affordably
  • Levels the playing field for brands of every size and industry
  • Provides cost-effective communications in comparison to traditional channels
  • Emphasizes great content, empowering companies to leverage helpful assets to attract fans, followers and friends
  • Harnesses the importance and relevancy of “now” – real-time, immediate communications
  • Delivers a greater reach, with a multiplicative effect of pass along, as compared to other marketing communications channels 
What this means for businesses is the time to embrace social media channels to reach customers and prospects is now. And while social media marketing and communications is no small task to undertake, there are six objectives every company should consider to have at the core of their social activity.

These include:


1. Building Brand Awareness


2. Making Customer Service Personal with Social Media

3. Adding Events to Social Media Programs

4. Adding Social Media to Product Introductions


5. Embracing Social Media to Build Your Sales Pipeline

6. Activating Your Community to Take Action

Source:socialmediatoday.com/

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

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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. 

Source:prdaily.com

Tagline : PR Agency ,Best PR Agency ,PR Agency in India ,PR Agency in Delhi,PR Company in India,PR Company in Delhi,PR Firms in Delhi,Best PR Company ,Top PR Agency in Delhi ,Public Relations Firms in India ,Public Relation Company India

The social networks that deliver the most-engaged users

social-networks-websites-windows

YouTube, Google+, and LinkedIn drive the most-engaged social referrals to websites, according to a recent report from Shareaholic.

In its analysis, the company examined the average visit duration, pages per visit, and bounce rate for visitors referred to its network of 200,000+ websites from eight social media platforms: Facebook, Google+, LinkedIn, Pinterest, Reddit, Twitter, StumbleUpon, and YouTube.

On average, YouTube was the top performer across all three metrics, Shareaholic found. The video platform’s referrals to websites have the lowest average bounce rate (43.19 percent), the highest pages per visit (2.99), and the longest visit duration (227.82 seconds).

Although Google+ and LinkedIn drive the fewest social referrals to Shareaholic’s network, they also bring in some of the most engaged visitors, according to the research:

  • Google+ users, on average, spend more than three minutes diving into content on websites shared by connections in their circles; they also visit 2.45 pages during each visit and bounce only 50.63 percent of the time.
  • LinkedIn users spend 2:13 minutes on average on each link they click, viewing 2.23 pages with each visit, and bouncing 51.28 percent of the time.

Additional key findings from the report include the following:

  • Visitors referred from Twitter and Facebook to websites are roughly equally engaged. Both types of visitors bounce at the same rate (56.35 percent), though Twitter users visit more pages on average (2.15 vs 2.03) and Facebook users tend to spend slightly more time on a site post-click (127.44 seconds vs. 123.10).
  • Pinterest users view fewer pages per visit than Facebook and Twitter visitors (1.71) and spend considerably less time on site (64.67 seconds) than visitors from all other networks except for StumbleUpon.
  • Reddit users are the most likely to abandon sites (70.16 percent bounce rate).
  • Visitors arriving from StumbleUpon to sites are the least engaged, viewing only 1.5 pages per visit on average and spending just 54.09 seconds on site.
  • Source:prdaily.com

Tagline : PR Agency ,Best PR Agency ,PR Agency in India ,PR Agency in Delhi,PR Company in India,PR Company in Delhi,PR Firms in Delhi,Best PR Company ,Top PR Agency in Delhi ,Public Relations Firms in India