Lindsay Olson

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Content Still is King

This is a post by guest columnist, Alison Kenney.

I’ve blogged before about how content is king and I really believe this will become a major issue for marketers and PR pros in the future. The ability to create fresh, distributable content will soon become core to PR and communication plans.

To illustrate my point: Forrester Research recently announced that, while global adoption of social networking is still on the rise, content creation “experienced no substantial growth in the past year.” This “lack of growth in social creation translates into a lack of fresh ideas, content, and perspectives,” said Forrester Research Consumer Insights Analyst Jacqueline Anderson. “For example, one-third of online consumers in the US regularly watch user-generated videos on sites like YouTube. But, only 10 percent of US online consumers upload videos they’ve created to public sites. The traits required to create social content are unique, and at this moment, the consumer market interested in these behaviors has plateaued.”

While more and more people will be accessing social media to reach new content, fewer and fewer people will be creating that content, and thereby demand for social media content will increase.

This is a golden opportunity for PR professionals who are trained in promoting new ideas, changing the conversation, establishing brands, driving authenticity and attracting attention.

Are you fired up yet?

If so, visit these sites for more tips on creating content for social media:

HubSpot’s Blog Better with an Editorial Calendar and Style Bank

Social Media Today’s 40 Useful Things You Can Share on Twitter Besides Blog Posts

Ann Wylie’s Tipsheets on Writing, Communication

Blue Pencil Consulting’s Fight Writer’s Block with Talk

CopyBlogger’s Writing for the Social Media Everyman

Social Media Examiner’s 9 Ways to Use Social Media to Inspire Your Writing

USA Today There’s an Art to Writing on Facebook or Twitter – Really

Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on You can find her at Learn more about Alison Kenney.


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