Content is All About Repurposing

By Chris Ilcin, Account Superintendent, Sonnhalter Everyone (and especially marketing communications firms) creates an aura that content marketing is some huge, time consuming mystery. But the real secret is that it’s all about having a clear, consistent message and then placing the right part of that message into the right format. To demonstrate that, we’ve created the following infographic that shows how we repurposed the content from a single, 45-minute interview with our client’s product engineer, into numerous pieces of content across multiple platforms, where the messaging received thousands of views. Check out our infographic, “A White Paper Life Cycle.”     How are you repurposing content?   SaveSave SaveSaveSaveSaveread more >

Feeding the Content Beast: Types of Blog Content

By Rachel Kerstetter, Public Relations Architect, Sonnhalter If your content marketing program includes a blog, you've felt the pressure to produce a lot of content. Blogs are hungry little monsters that need a steady stream of new information to be effective. But never fear! It is possible to feed the content beast and not lose a finger in the process. 12051read more >

Be the Resource

“Content Marketing” has been a buzzword for a few years now, and quite frankly, it can be a confusing term to translate to your everyday marketing strategy. But for manufacturers, it all boils down to one simple sentence: Be a resource.read more >

The Secret to Going Viral

By Rachel Kerstetter, PR Engineer, Sonnhalter You’ve probably heard the word “viral” in relation to online marketing before. If you’re not quite sure what it means, here’s a very brief definition: Vi-ral: Adjective : becoming very popular by circulating from person to person, specifically on the internet. If something “goes viral” that means it has been shared a great number of times; there is no threshold number of shares to be reached before something can be considered viral, but in general you know when something has gone viral by the way it is talked about. So here’s the secret to going viral: The one aspect that every viral thing has in common is that it is a quality piece of content that resonates with your audience. Content that goes viral is often in the form of blog posts, pictures or videos. Content can resonate with your audience in many ways, most of the time viral content resonates through humor. Content that is controversial or sparks a debate, as well as timely, helpful information will also resonate. In our industry, content doesn’t often achieve viral status, but that doesn’t mean it hasn’t resonated, sparked conversation or been effective. As marketers, we cannot make content become viral. Content can only be made viral by your audience(s) - they have the power. Marketers and brands do not have the power to make anything viral. If you’re disappointed that you know the secret to viral but can’t do anything about it, don’t lose heart! The goal in any marketing initiative should not be creating viral content; it should be on creating quality content. Marketers and brands have the power to create quality content that will resonate with audiences. If that content goes viral, then that is just a happy side effect.read more >

Content Marketing: Have a Strategy and Be Relevant

Today we have a guest blog post from Rosemarie Ascherl, PR Foreman at Sonnhalter, discussing content marketing. Content marketing should be part of all B2B [and B2T] business’s overall marketing strategy. Earlier this month I had the opportunity to attend a fabulous week of learning and motivation when I attended the 2013 Content Marketing World Summit at the Cleveland Convention Center.read more >