Three Things I Learned from Today’s Webinar on Online Content

By Edward M. Bury, APR (aka The PRDude)

Cold. Bleak. Rainy.

Those three words describe today’s weather in Chicago. So what better way — between searching for that next great job in public relations — to spend a dreary day than indoors and taking in a no-cost webinar. Held a few hours ago, the webinar was called:  Connecting the Content Dots: How to Increase Content and Messaging Visibility with a Multi-Channel Distribution Strategy.

logo-prn-01_PRNThat’s a long title, and I learned a lot.  But below are three things that stood out.

First, let me thank the sponsors — PR Newswire, the long-standing news release distribution service, and Marketo, a company founded in 2007 that provides marketing software.  The hosts for the hour-long event were Michael Pranikoff, Director of Emerging Media for PR Newswire, and Marketo’s VP of Marketing Content and Strategy, Jon Miller.

Okay, on to the stuff on online content that stuck in my mind.

1. Visuals are King. Mr. Miller presented a very compelling comparison.  An e-book Marketo offered on its site has resulted in some 17,000 downloads, quite an impressive number.  But a slide show infographic presentation did better.  Much better at 328,000 views.  Statistics were cited that content with graphics did a 35 percent better job at enlisting engagement than content with just text.

2. Some B2B Businesses Lack Soul.  Not “soul” as in the music pioneered by James Brown, but as in having a personality.  Or, in this case, a lack of personality within their online content.  One way to provide Marketosome needed personality was offered by Mr. Miller.  Marketo produced a music jingle (remember those?) to market its Definitive Guide to Marketing Automation online book.

3. What Makes a Good CCO. Thankfully, smart companies are putting experienced, modern communicators who understand online communications into the role of managing its blogs, webinars, videos, graphics and other content.  And, thankfully, this person is more than likely getting the title of Chief Content Officer, rather than some goofy, “new normal” moniker like CDR (Commander of the Digital Realm).

Digital communications continues to evolve and play an increasingly more important role in the marketing mix. Those of us in public relations and marketing need to keep current, or fall into the “yesterday’s news” category.  In this time of transition, I’m taking every opportunity to keep pace with the always charging forward technology.

What are you doing?

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