Moz community – community of marketers. 🙂 Person who manages the community needs to be a part of the community. If it is a marketing community, the person needs to be a marketer, if it is a fantasy football community, the person needs to understand and love the subject.
Interesting: the activity of the specific community can differ and community manager needs to monitor his/her audience to find this unique pattern. Marketers are on G+ (maybe not others… but marketers are there 🙂 ), marketers are also active on the social media during work hours but take weekends off.
Many people come to work and start their day from a blog post.
Engaged community can support the business during a difficult time. Moz had issues with their site at one point; fans made a poster and send pictures.
- What do you want to achieve?
- Make it someone’s job (how to hire a community manager)
- Find the people for your community (and what they care about)
- Engage (do all the things)
- Measure all the things
- Test all the things
The conversation concentrated on the content marketing and its role in the the field of journalism… or journalism and it possible role in the area of content marketing. As we all know, the attention to marketing messages is higher if they look closer to editorial content, but making an ad look like an editorial can backfire.
As marketing (and journalism) is going through the industry disruption, new questions of effectiveness and ethics become more important. Anything can be technically done… what should be done?
One of the lessons’ of latest experiments is a need to differentiate between editorial content and advertisement. From another side, the advertisement still need to have a utility for the reader. Ads and links related to the content are the most beneficial.
Interesting: Bring Me The News is a distribution operation; the journalists on staff on average have 18 years experience in the field. Audience: highly educated, affluent, very engaged in social media.
Star Tribune ads not only ads, but additional advertisement content to the site (utility).
Content marketing is more and more important and advertising and PR are loosing their former power. Marketers can create “context” for the message.
Examples of content created by companies:
- Red Bull content – entertainment
- Optum Health health content – utility
- Star Tribune buss add on traffic page – utility