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Robin Carathanasis Marketing Manager Lilker Associates

Robin Carathanasis
  • Director, SMPSNY Westchester Affiliate
The New Jersey, Long Island and Westchester Affiliates broadcasted their first LIVE Webinar on Tuesday, February 3, 2015. SMPS members and non-members gathered at the offices of Dewberry in New Jersey, OLA in Hawthorne, AKF in Stamford, H2M in Melville and WB Engineers in NYC for viewing, networking and conversation about “Content is King……Context is Queen!”

[expand title=”Click here to read more…”] The speakers included: • Kyle Fisher, CPSM, Associate Principal, Arup • Brooke Weinstein, Northeast Region Marketing Manager, Dewberry • Rhonda Cardone, Marketing Manager, Dewberry We first heard Rhonda speak about the “WHY” in content marketing. Content marketing reflects your brand and is instrumental in making a shift from outbound marketing to inbound marketing. “It is the strategic approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”. Research points to LinkedIn as being the ideal platform for quality content and interconnectivity for both content and context. All agree that content is not advertising or sales. Brooke spoke of content destination….what moves prospects to take action. She suggests that a prospect either has a problem that needs to be solved or an opportunity which they would like to gain access to. Newsjacking, trendspotting, “how to” and case studies are ways to create relevant content. Using multiple channels, platforms and content destinations increases the draw as does the integration of images, videos and infographics. Anastasia Guadron commented about “how the examples of the types of content were all directly related to what our firms do every day.” Examples like the news jacking of Hurricane Sandy and the first steps of debris removal including photos, what the problem was and how it was solved. The conversation continued as Kyle shared how as marketers, we can be more effective to our firms in the content delivery process, helping to define where to invest the firm’s time and money. Understanding what content formats are available and determining which is the best fit is very important BUT defining the persona or audience determines what the content is and the context it will be best received in. Aligning the content and the context determines the theme, selects the channel, chooses the audience and sets the tone. It is our role as marketers to determine the channels, define the personas, find the voice, align the content and context and analyze the metrics. Through benchmarking you can really see who is spending what time on which channels and the performance of your communications. affiliate-webinar-photogrid [/expand]