[MAPR Book Review] Social PR Secrets for Filmmakers and Content Creators

CONTENT IS KING! I enjoy reading titles with actionable, real-world tactics and extracting elements for creatives occupying digital space, particularly filmmakers. I’d like to share my review on the fourth edition of Lisa Buyers’ Social PR Secrets: How to Optimize, Socialize and Publicize Your Brand. I recently devoured the Kindle edition of this field guide on public relations, social media and digital marketing. I recommend checking out, it’s an easy read with strategies for Facebook, Instagram, Twitter, YouTube, Pinterest, Snapchat and LinkedIn.

Public Relations Impact Graphic – Social Media and Digital Marketing.

Social PR Secrets packs 32 chapters, yet remains a relatively simple and quick read with short, easily-digestible chapters.  Buyers personalizes each chapter and often details her experience while offering examples and leaning on associated subject matter experts.  She provides historical context, the current state and best practices.  She also outlines tools such as Xtensio.com and Hubspot to create free persona profiles, tools like Paper.Li and Scoop.It for content curation tailored to your audience and ScribeContent.com for content optimization, search engine visibility and social sharing.

From the standpoint of a creative filmmaker who blends art with digital media, below are several excerpts from Social PR Secrets that are poised to assist with the development of an online strategy:

KEY TAKEAWAYS

  • Awesome content lasts forever
  • Stay fresh, find inspiration
  • Create materials and content that addresses the needs of your audience
  • Think like your audience, create a persona profile for your audience

Another key takeaway that I felt was important to point out for creatives is to “Skip self-promotion and find your passion points.”  For instance, Red Bull rarely talks about their drink, rather, it details the passion that connects the brand to their audience and living life to the extreme.  For another example, I recall a recent ad slot by Bumble app starring Serena Williams.  The commercial never referenced what the product is, rather, it details an ideology – one that supports women taking the first move in work, love and life.  The message resonated with me, and prompted me to research the company.  It is important not to get so caught up in the act of promoting your services and accomplishments that you overshadow what the brand represents.

CONTENT CREATION CHECKLIST

  • Make sure your message is REAL and AUTHENTIC
  • Use VISUALS to illustrate your message
  • Ensure the content has a CLEAR VALUE PROPOSITION
  • Offer a clear next step or CALL TO ACTION

TYPES OF CONTENT TO DRIVE MORE TRAFFIC (50 different types listed in Ch. 4)
Video, How-To, Email Campaigns, Events, Promotions, Live Chats, Guides, Infographics, Blog Posts, Interactive Content, Interviews, Tweets, Photo Galleries

Personally, I love that Social PR Secrets offers a comprehensive list of free graphic and image sources.  I also like that Buyers’ chapters are broken down by subject and platform.  The book has a list of bullets in almost every chapter making the material visually scannable, which makes for great reference document.  I finished reading the book, but will definitely revisit.  In short, I recommend this book (especially the digital version for search-ability and hyperlinks) and encourage you to check it out.

[MAPR Blog Post] SEO and Content Marketing for Filmmakers – The Basics

Graphic on SEO applicability to content creators and filmmakers

As a content creator, it is imperative to have an understanding of SEO and content marketing. This will help you navigate the online space and understand what “works” for the marketplace.  Most importantly, this will arm you with important tools for driving your works (and business) forward.  WE ARE ALL CONTENT MARKETERS NOW.  In this article, I’ll explore the intersection between content creation, search engine optimization and digital marketing.  I will also delve into Hyper Local SEO and Marketing – How US Marketers Win Global By Going Local by Donald L Dunnington, extracting the major points applicable to filmmakers and content creators.

The secret to successful content marketing isn’t actually a secret. It involves the commitment to producing a continuous stream of useful and engaging content. A poignant statement from Dunnington is, “SEO is the new PR and PR is the new SEO.” While SEO media relations are focused on online media and search engine results pages (SERPS), there are comparable objectives with public relations professionals, since the emphasis for both are increasing brand awareness, relationship building and boosting placements.

The digital age takes content production to a hyper level and there is a premium placed on consumer-friendly, authentic content. This holds true for various platforms: websites, blogs, YouTube channels, social media etc.  As filmmakers, we are all looking for innovative marketing strategies to engage our expand our audience.  This involves researching your niche audience and how to reach them.  I mention this to stress the importance of SEO and relationship building.  I will write additional articles on avenues, such as posting behind-the-scenes moments, creating graphics, strategically hashtagging and personalizing the experience for your audience.  Stay tuned, and bookmark my site.

Key Takeaways:

  • CONTENT IS KING. Quality in-bound links start with producing original, quality, authentic and compelling content for online, social and mobile platforms.
  • WE ARE ALL CONTENT MARKETERS NOW. This is the prime driver of sales leads for B2B and B2C industries.
  • SEO is the new PR and PR is the new SEO.
  • Develop a personal touch, stay in contact, maintain a two-way relationship.
  • Relationships are built in relevancy, quality and the value they bring to the vertical market they serve.

Sidebar: One lesson I learned directly from the author, Donald Dunnington, who happens to be the professor of my grad-level public relations course at Rowan University is that Google penalizes sites that contain duplicate content. This was important because I had a secondary site geared toward women in tv and film where I would republish some of my articles and blog posts first featured on this website.  After this discovery, I later elected to create a category page.  There are important technical considerations involved in our quest for SEO relevance.  Oftentimes, creators share the same content across social media and various platforms, however, with blogs in particular, even if you are the original author, you should be mindful of mirroring duplicate content across sites because there are associated search engine penalties.