Content Marketing for Dummies

Content marketing is all the rage these days. It's the reason why you see a lot "five reasons to", "35 resources you might have missed" type of posts. I don't like them. However, I'm fond of simple writing and sharing of ideas that's digestible for those of you that read my blog. So I figured I'd put together a quick content marketing for dummies post that may or may not be useful. 

Me in the Boston Herald Moving to Schneider Associates

Always weird to see your name and mug in print. Here's the announcement of me in the Boston Herald moving to Schneider Associates as Director of Digital Integration and Social Business.

Writing a New Chapter in My Career

Today I start a new gig at Schneider Associates (SA), a full-service public relations and integrated marketing communications agency specializing in Launch Public Relations®, a proprietary method of launching new products and revitalizing icon products to build and sustain awareness, excitement, and sales. 

My official title is Director of Digital Integration and Social Business. In English, that means I'm the guy who will add some digital goodness to our clients public relations and marketing campaigns. 

Remembering a Mentor: Peter A. Morrissey

Tonight I learned that a mentor from early on in my career passed away.

Peter A. Morrissey, president and CEO of Morrissey & Company Public Relations in Boston, was a well-respected PR counselor in the Greater Boston area. His name carries weight in town and especially in the PR world.

I was employee number six of Morrissey & Company. It was during the dotcom phase when securing media coverage was as easy as a quick phone call (ad revenue was aplenty back then) and the web was exploding.

We had some great clients and some dog clients. Regardless, we treated each of the accounts with the utmost care and dedication because that's what Peter asked of us.

Conceptualizing Integrated Communications

If you have been reading my last few posts, you'll be familiar with the words in the title of this post -- integrated communications. It sounds like its been around a while, but it really hasn't. Simply put, it's a mash-up of PR, marketing, digital communications and product dev/sales and what a person's role would look like if he or she were in the middle of it all. That's where I want to be -- integrated.

This is what it may look like. Excuse the finger painting approach to this as I did it with an iPad app called "Draw."

The Integrated Communicator

I've been writing a lot lately about the business I'm in -- the communications business. It's PR, marketing, social, advertising, creative, web, mobile, etc. It's everything in one. And over the course of the past month, I have been talking to various agencies and brands about what this means and how a guy with my background and experience fits into this new role -- VP of Integrated Communications (or director, manager, etc.).

Basically, I'd had my big paws in the cookie jar of each segment of this business. This is due largely in part to the fact that I feel that one component can't sail smoothly without the others. Together, they're an old clock, specifically, all the gears that run inside as well as the perception of time on the outside -- the numbers, arms, etc.

With that in mind, I started working on a MindNode that outlined what this clock might look like. As I said, it's a work in progress, but would love to get the feedback of my peers as well as those in the business.

My point: take a look at your job title. That role might not exist in the next five years. It might not even exist in a year. Who knows.

One thing I do know is that this collision of PR, marketing, social, mobile, advertising, etc. is at some point going to meld into one role for brands and will have a major impact on agencies of all shapes and sizes.

Here's the image:

You can download a PDF here.

Note: please excuse the "messiness" of the graphic. I did this fairly quickly as it's a work in progress.

Public Social Marketing Relations: Say It Twice

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December 2011 was an interesting month for me. I was closing out a pretty good year when I was slapped pretty hard by reality. I won't get into the gory details, but after 18 years of being in the communications business, I was back on the job market right before the holidays.

Needless to say, it was a tough pill to swallow.

However, everything happens for a reason, as the saying goes. And after the past two weeks, I truly believe that the saying is dead on.

Flash forward to today, and I find myself sitting on some very interesting opportunities -- all leading in different directions, yet with a very similar focus.

You see, I've built my career in order for me to be a generalist/specialist. This means, I'm good at a lot of things as it relates to Public Relations, Marketing, Digital Communications, Mobile Marketing and of course, Social Media.

I've worked for big, mid-sized and small agencies. I've worked on the client side. I've developed programs for big, mid-sized and small companies across a variety of industries.

This broad experience means that one day, I can be pitching trend stories to connections I have at the Wall Street Journal and later that hour, managing a client's social listening program in order to provide them with market intelligence via online chatter.

What this boils down to is that I'm good with people. I'm good at managing relationships. I'm good at connecting people with people, people with brands and brands with brands (in the case of B2B communications).

This leads me to my point:

Toyota's PR Spin Not a Shocker

Toyota's PR nightmare are like falling dominosNews from the crisis world brings us to the mess Toyota still finds themselves in -- a mess that just got messier with various reports pointing towards an email from a company exec to another Toyota employee basically begging the company to come clean about the various recall issues they were up against.

Can you hear the dominos falling?

Here's the gist of the latest PR head scratcher (from my post over at Technorati):