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Lori Moretti
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


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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.

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.

20 Park Plaza  |  Suite 821  |  Boston, MA 02116
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CM Communications, Inc. | 20 Park Plaza | Suite 821 | Boston | MA | 02116