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Content Marketing

Content, Content Marketing, Journalism

Holding Law Firms Hostage with Sponsored Content

Plenty of legal publications like to write profiles of in-house corporate general counsels. Editors and publishers know their readers are interested in finding out what it’s like to guide the legal function of a major company like Google or General Motors. And GC’s of smaller companies are interesting because of the diverse nature of their work and they often have interesting and unusual backgrounds and experiences. For corporate PR professionals these outlets can be excellent opportunities to showcase their top in-house talent. However, some publications have emerged that appear to be unbiased news outlets but function more as “sponsored content” or “custom publishing.” That means they are essentially advertising material just as a company would produce a glossy brochure highlighting a new product or service. Vanguard magazine, recently founded by TrueLine Publishing Co. appeals to its clients with the tagline “Your Story, Here.” On its blog, it describes itself as being “dedicated exclusively to the…

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My Visit to Facebook: More Than Just a Tech Company in Silicon Valley

There is no doubt about it, Facebook is a cool company. Like many Silicon Valley companies it has all the talked-about perks of a technology company, but from the moment I arrived on its sprawling campus I sensed this place was special: In addition to the lack of dress code, free food, bikes to move around the campus available everywhere, and an arcade to blow off steam. But at the heart of Facebook’s campus, and throughout its campus are the constant reminders of Facebook’s efforts to communicate, connect and be something that another Silicon Valley does so well, be different. The walls around the campus showcase original art due to an artist in residency program surrounding its open workspace. There are silver mylar balloon numbers floating above some of the desks. Why? Look up Facebook profiles and learn they represent workplace anniversaries. My tour was a part of my Public…

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Content Marketing, Public Relations

The New Shade of Public Relations: Content Marketing

Every year, Pantone Inc. a New Jersey-based company that is known for its influential color matching system, announces its “Color of the Year.” Although Pantone is technically just a system for standardizing colors across every medium, the annual selection of the “Color of the Year” is known to influence fashion and decorating decisions for years after it is made. For 2016, Pantone did something unprecedented and chose not a single color but a mixture of colors: a combination of Rose Quartz (a pink) and Serenity (a blue) that it says “challenges traditional perceptions of color association.” If I had to choose a “PR Word of the Year” for 2016, I would also pick a blend to challenge the perceptions of what PR is perceived to be: I would choose “Content Marketing.” Like the color combination, this is a high-value concept that challenges traditional perceptions. We usually think of content as…

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Blogging, Blogs, Content Marketing, Writing, Writing Advice

How Fresh is your Content?

We love to repurpose content but it’s become more apparent that publications, whether legal or business, want it to be original. An editor of a well-read industry trade publication reminded me of that again today after I sent a blog post for consideration. The content I sent was written for the blog’s audience but the editor made sure it was exclusive to him. He told me he would have rejected it if the material had already been used for the law firm’s blog, website or in a newsletter or client alert. In some cases we can get away with expanding a blog for a longer article or reducing the word count of a much longer piece for a blog post, but we have to be careful that anything that has been considered “previously published,” won’t be considered fresh content. So, how do you avoid having your hard work rejected? Simple….

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