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Snow-weary may define the collective mood here in the Boston area, but
snow days can prove productive. Especially, in my case, by giving me the
uninterrupted quiet time to draft a long overdue CM newsletter.
Lately,
as we're busy integrating PR and digital campaigns for many of our
clients, I've been giving much thought to content marketing - the
ubiquitous phrase dominating the modern marketing world. When first
confronted with the concept, I admit that I was a bit intimidated,
because overnight it became an imperative. Everyone was doing it, and I
figured I should too! Soon, however, it became clear to me that
while methods for distribution may be new, content marketing is not.
It's simply a newfangled term for what savvy PR practitioners have been
doing for decades.
While PR folks often refer to "spinning"
stories and "pitching" the media, the smart ones know that successful
media outreach is comprised of 20% sell and 80% tell - that's telling a
colorful and authentic story of genuine interest to journalists and,
ultimately, to their audiences.
Public relations is a form
of content marketing with a focus on generating earned media, the most
valuable type of exposure because it comes from credible third party
sources. Understanding this, brands will be well served by starting
first with PR messaging when developing their multi-channel content
marketing strategies. Let's face it, if the story is compelling and
believable enough to earn media placement, then it's likely to resonate
when pushed through owned and paid channels.
While marketing
practice has certainly changed dramatically over the years, the nuts and
bolts remain the same. The essence of a brand's story and the many
forms it takes must ring true with intended audiences to be worth
telling. The pressure to create content is a distraction for
contemporary marketers and creating content for the sake of creating
content is a colossal waste of time and resources.
Before you
jump (or you're pushed) on to the content marketing bandwagon, ask
yourself: What do I want to say, how will I say it, to whom and, most
important, why.
Stay warm!
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Lori Moretti
617-536-3400
lmoretti@cmcommunications.com
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BOSTON DIRECT TO HONG KONG
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Cathay Pacific Airways will launch a new four-times-weekly non-stop service from Boston Logan International Airport
to Hong Kong in May 2015. The new service will link Boston to Hong Kong
for the first time and connect the greater New England region with
numerous Asian cities, including over 22 destinations in Mainland China,
as well as key economic and tourism hubs throughout Southeast Asia,
such as Singapore, Jakarta, Kuala Lumpur, Bangkok, Bali, and Hanoi.
Leisure and business travelers will appreciate the significantly shorter flying times as well as a
unique inflight menu featuring contemporary fine dining with a
classical twist created in collaboration with Mandarin Oriental Hotel
Group. The menu will be offered to the airline's passengers traveling in
First Class between Boston and Hong Kong at a time to be announced.
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A NEW VISION FOR BATTERY WHARF HOTEL
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Battery Wharf Hotel,
Boston Waterfront, now owned and operated by Westmont Hospitality
Group, has joined Leading Hotels of the World, heralding a new era for
this boutique luxury hotel located directly on the waterfront in
Boston's historic North End. Only the world's most exclusive
hotels are accepted into Leading Hotels.
Featuring 150
elegant guest rooms and suites with extraordinary water views, the
Battery Wharf Hotel merges the North End's trademark charm with a
contemporary appreciation for history and sense of place. Located
on the pedestrian-friendly HarborWalk, the hotel is home to the
award-winning Exhale mind body spa and fitness center, 6,000 square feet
of elegant meeting space, Aragosta Bar and Bistro, a pocket maritime
museum, a 24-hour observation deck and private condominium residences.
For more information about Battery Wharf Hotel or to make reservations, please visit batterywharfhotelboston.com.
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NOT YOUR TYPICAL HIGH SCHOOL TRIP ABROAD
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World Challenge Expeditions,
the global leader in student-led educational travel works in
partnership with schools across America to prepare young people for life
by sending students on powerful expeditions to developing countries
around the world. By taking charge of their own expedition, students
gain leadership skills, become more resilient, and emerge with a new
perspective on the world and their place in it.
For students, it's
the adventure of a lifetime as they embark on a journey of
self-discovery in one of more than 40 exciting destinations worldwide.
Also, they develop life skills and a level of cultural immersion that
helps them stand out during the college admissions process and succeed
in an increasingly global job market. For more information,
visit their website here.
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Winter has arrived in all its snowy glory in Stowe, Vermont, and there's no better place to revel in it than at the Stoweflake Mountain Resort and Spa,
located in the heart of this quintessential New England ski
destination. With the majestic Stowe ski area a quick complimentary
shuttle ride away, and the resort's own trails for snowshoeing and
cross-country skiing, Stoweflake entices guests with outdoor adventure
that celebrates the season.
Adding
to Stoweflake's allure is a world-class spa and delicious dining at
Charlie B's Pub & Restaurant. For a thrilling winter ride, guests
can also take advantage of dog sledding tours. For more information,
click here.
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