Outsource to a Pulitzer Prize nominee, Webby Awards honoree
Problem: You need more and better content to market your organization. Survey shows you're not alone.
A national survey shows “content marketing” is a big priority but in-house employees are struggling to produce engaging content with ongoing consistency.
The survey by the Content Marketing Institute and MarketingProfs paints a picture of a fast-changing and sometimes bewildering landscape called "content marketing" or "brand journalism." It's full of opportunities but also frustrating rabbit trails that can consume staff time without adding value to the organization's bottom line.
"The traditional dynamics of marketing are turned on their head," writes Joe Pulizzi, the founder of the content marketing institute and the godfather of content marketing. "Instead of buying media, marketers are becoming the media. Instead of renting an audience, they are earning an audience. This takes time."
What is "content marketing?" Pulizzi gives this definition: "Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content to change consumer behavior."
Examples include articles (the most frequent tactic, according to the survey), social media, blogs, white papers, newsletters, videos and testimonials.
Among other things, the survey showed content marketing is:
ESSENTIAL. Nine out of 10 organizations are already using content marketing. On average, eight tactics are used.
INCREASING. Marketers, on average, are spending over a quarter of their budgets on content marketing and 60% plan to spend more this year than last.
CHALLENGING. The survey shows the greatest challenge is “producing the kind of content that engages prospects and customers” (41% of respondents). Consequently, 62% planned to outsource content marketing in 2012, a substantial increase compared to the previous year.
Solution: Get the best practices of journalism and the latest methods of "content marketing," all with high ROI.
A six-time Pulitzer Prize nominee and three-time Webby Awards honoree has launched a company that helps organizations create and distribute content to supercharge their branding, media exposure, audience engagement, leads and revenue.
"The content marketing revolution is about promoting your brand with content so magnetic your target audiences come to you to get it," said Mark O'Keefe, owner of the newly-formed Assist Communications. "But many organizations simply don't have the resources to create a steady stream of high-quality articles, white papers, blog posts, tweets, infographics, viral videos, case studies, podcasts, Q&As and more.
"That's why I created Assist Communications. We are here to help you compete and win on this new playing field."
The company's name and theme come from a sport O'Keefe played, covered as a reporter and coached as a parent. In basketball these days, it's the thunderous dunk that brings the crowd to its feet and makes ESPN highlights. But O'Keefe could never dunk (unless you count that "Nerf" hoop he attached to his door as a kid). So he focused on the pass that leads to points -- an assist. Thus the company motto: "We pass. You score."
Unlike other PR and marketing agencies, Assist employs the best practices of journalism and the latest methods of content marketing. The company's mission is to help your organization inform, inspire, influence and win.
Assist has more than a dozen services and solutions in its toolbox but the most unique is called "NewsAssist (Los Angeles Times example here, case study here).
Click article above to see it in the Los Angeles Times.
Assist creates a promotional feature story written in a journalistic style that conveys your organization's talking points with quotes from "real people" in a way that connects with the heart, not just the head.
Assist then taps its nationwide distribution and marketing networks to place the story in 700+ news outlets. That number isguaranteed or your next story is free.