Top of Mind Must Reads for the Week of February 12, 2018
Top of Mind is a weekly, hand-curated selection of must read articles on public relations, social media and content marketing. These are the articles that we are reading and reacting to this week. Expert PR advice is all about preparation and knowledge. Hope these articles add to your ongoing education and PR toolkit.
How to Use Instagram Insights — HubSpot
For those of you who want to use visually appealing posts to share your juicy content, it’s essential to learn how Instagram’s analytics can help you and your business. This tutorial gives a simple rundown on what each feature can tell you after you hit “post,” whether it’s for a picture, an ad, or your Story. Instagram shows no sign of slowing down, so if you haven’t already, learn how you can share your narrative creatively, appealing to an audience that might not otherwise discover how much they love your stuff!
Gini Dietrich lays out how to use the PESO model (paid/earned/shared/owned) to drive publicity and sales with PR. Broken down by PR metrics, this checklist helps you track results across all the areas that matter, and spoiler alert, social media metrics aren’t always indicative of healthy business growth. So do some digging within the media and tools you use (Gini guides with great questions to ask yourself) to discover how effective your PR campaigns really are, then tweak to improve your results.
Having a good content toolkit is essential, and many questions that are useful to the product teams will also be useful to you. The principle of being able to pivot is especially crucial for entrepreneurs. Copy’s increasing importance to clients means you can take the opportunity to differentiate yourself and what you have to offer.
The best thing you can do to give a story life is to do something new. Creating a narrative that resonates can capture the interest of key audiences, as well as broader local media. Plus, the more varying types of content you produce around the story, aided by a strong editorial calendar, the more meat the story has.
Create media pitches that respond directly to questions or comments real people are asking related to your business areas using tools like Hootsuite and Talkwalker. Learn to keep an eye on your competitors and what different perspectives you might offer from them. Your best stories dig beyond the surface.