As our communication campaigns increasingly address SEO and particularly organic search, thought leadership becomes even more important.
Here’s what I mean and why it’s important to put yourself out there.
When it comes to organic search, Google and other search engines place a premium on backlinks. They interpret backlinks as “votes” for the content.
Of course, to generate backlinks, you must create content that prompts other digital properties to share your content with their audiences. For the type of content that grades out as shareable, it’s typically not product information or a personnel announcement or an industry award — information we characterize as company-centric. Instead, it’s the type of business storytelling that’s useful or informative and ultimately helps people in their jobs.
In short, thought leadership plays at the industry level, not the company level, ideally offering takes that can’t be found elsewhere.
Such dot-connecting points to blogging as one of the best platforms for thought leadership.
At the risk of stating the obvious, defining the objectives for a company blog goes a long way toward determining whether a blog truly delivers on the promise of thought leadership. I was reminded of this point recently in pursuing an award competition for blogs. I established three primary objectives for Ishmael’s Corner back in 2008 that remain relevant today:
- Cultivate an industry resource for communication professionals
- Bring meaning to the concept of storytelling in business communications, offering pragmatic advice/insights
- Create a halo effect for The Hoffman Agency that ultimately differentiates the Agency in new business and the recruitment of talent
With the first objective setting the stage for thought leadership, I went through the exercise of analyzing 126 posts published within the competition’s timeframe. Would the data support my premise that the blog strives for thought leadership?
It turns out that fewer than 10 percent of posts fell into the Agency-centric bucket. Out of the 139 posts published between May 1, 2013 and June 30, 2014, 126 played at the industry level. It seems fair to say that I’ve managed to avoid the “me, me, me, and here’s a little more about me” trap (though this post does deliver an ironic twist to the previous premise).
Drilling down to the next level, I categorized the industry posts by topic which you can see in the pie chart below.
While posts on storytelling techniques + visual storytelling constitute the largest part of pie at 31 percent, there’s still a healthy spread over a number of macro topics. It might seem odd that I write as much on journalism as social media, but this comes from the belief that communicators should be students of journalism. The best business storytelling in today’s world comes from journalists.
Curious about the riffs on news events, I captured those as well:
- Sense of Humor from U.S. Soccer
- Adam Silver Press Conference
- Omnicom and Publicis Breakup
- LinkedIn Enters in China
- Warren Buffett Shareholder Letter
- Lame Tweets at Super Bowl
- Brands in Sales Mode at Super Bowl
- Eight Predictions for Super Bowl Tweets
- Omnicom and Publicis Proposed Merger
Given my love of sports, it’s no surprise that more than half of these posts relate a sporting news event to storytelling techniques.
OK. Now turning back to the question, are others sharing these thought leadership posts?
Again, the reality matches the theory. Open Site Explorer indicates over 40,000 external links to the blog, roughly doubling the number from two years ago.
Taking our own advice seems to be working.
As for the awards competition, I’ll keep you posted (even though that would qualify as an Agency-centric post).
I wrote a post in June stating that PR’s digital opportunity would come at the expense of SEO consultancies.
Here’s the core rationale —
Virtually every buyer around the world conducts some form of online due diligence, often plugging keywords into Google. As search engines increasingly favor quality of content — not technical acuity — in delivering search results, PR sits in the perfect position to address this.
Media coverage and the sharing of compelling content both generate backlinks in a natural way – emphasis on “natural,” not buying backlinks on a street corner in Bucharest – which turns out to be a top indicator for search engines.
With this in mind, we’ve created a SlideShare deck called “The Blurring Line Between Digital Marketing and PR.” It lays out the dot-connecting logic for emphasizing organic search and why PR should lead the charge … assuming PR shifts to applying storytelling techniques in creating content (more on this in the deck).
We speak from experience that started with an experiment in 2010. Could we take our existing content on the Toyota recall and build a site with page 1 performance for organic search? The answer was a thought-provoking “Yes.” We figured that if we could cut through the noise of such a high-profile event with a rudimentary understanding of SEO, imagine what we could do with real expertise.
It’s been a journey with the requisite twists, turns and naysayers — “If you haven’t descended from Mt. Sinai, you know nada about SEO” – to reach this point.
Today, I no longer have to imagine what we could do with real expertise.
We’re doing it.
BTW, even now if you plug [toyota pr crisis] into Google, our humble experiment shows up on page 1, typically above Mashable, The Wall Street Journal and Business Insider.
Wednesday’s post featured half of the list capturing my top storytelling techniques posts from the first half of 2014, including the American Chemistry Association breaking down the composition of Sriracha.
Today brings the second half.
We’ve been quietly executing campaigns that blend the principles of PR with owned media to improve a client’s organic search. I decided to use my talk at the CIPRA conference in Beijing as the forum to publicly share what we view as the game changer in the communications industry. As search engines increasingly emphasize content — not technical acuity — in organic search, PR sits in the perfect position to take this one on. Unlike search consultancies that must resort to buying links — a definite “no no” in the eyes of Google — natural link-building is part of PR’s DNA.
Explaining the commoditization of the news release as a form of supply-demand economics misses the root cause. When distribution of the news release reached only the domain of the media, journalists enjoyed a free lunch. With little effort, they could write stories based on a news release, and those stories appeared fresh to their readers because they couldn’t find them elsewhere. This advantage disappeared around 1996 when news release distribution services started flinging out news releases to the masses via the Internet. This post includes an infographic that puts it in perspective.
The intelligence community devotes massive amounts of time in trying to decode information from the bad guys as well as advancing their own encryption technology. The communications business — and specifically the client/agency relationship — has its own code. Taking our own advice that levity has a place in business communications, we created an infographic that cracks the client/agency code.
Embed this Infographic on Your Site:
<div align="center"><a href="http://www.ishmaelscorner.com/2014/02/23/the-client-pr-agency-relationship/”title=”decrypting eight code phrases in the client/pr agency relationship"><img src="http://www.ishmaelscorner.com/wp-admin/Infographic For Decrypting the Client/PR Agency Code?utm_source=infographic&utm_medium=main&utm_campaign=infographic" alt=" Hoffman infographic- decrypting the client/pr agency code" style="border:none;" /></a><br /> <small>The Hoffman Agency is a public relations firm that emphasizes storytelling in <a href="http://www.hoffman.com">business communication</a></small>.</div>
This is a starting point.
When I started this blog in 2008, I hoped it would serve as a resource for the communications profession in understanding the concept of storytelling. That’s still one of my objectives; hence, this post reverse-engineers why a national newspaper like The New York Times would write a feature on the City of Chattanooga (above the fold in the print version).
The Internet has commoditized the news release. The three largest news release distribution services sent out roughly 642,000 news releases last year. I’ll bet that less than 5 percent of these missives generated legitimate media coverage. Again, we brought a touch of levity with an infographic that helps one answer the question: Will anyone care about this news release?
<div align="center"><a href="http://www.ishmaelscorner.com/2014/04/17/finally-a-test…a-news-release/" title="Hoffman Agency Infographic- a Test To Guide the Actions and Storytelling Behind a News Release"><img src="http://www.ishmaelscorner.com/wp-content/uploads/2014/04/04_22_press_release_final_ORIGINAL.jpg" alt="Hoffman Agency Infographic- a Test To Guide the Actions and Storytelling Behind a News Release" width="467" height="1024" style="border:none;" /></a><br /><small>The Hoffman Agency is a public relations firm that emphasizes storytelling in <a href="http://www.hoffman.com">business communication</a></small>.</div>
With Google taking away the benefit of link building through syndicated news releases last year, you can no longer rationalize news release distribution as an SEO tactic.
If you think I left out a deserving post, that’s a debate I’d like to have.
Thanks for reading.
Side note: I also use the blog as a lab to dig into storytelling techniques. No question, the majority of experiments have focused on visual storytelling as our entire Agency looks to accelerate our learning curve in this area.
I invented the grab bag post as a forum to share three vignettes on business storytelling that otherwise couldn’t stand on their own.
And here’s the latest …
Serendipitous Nature of Social Media Breaks LeBron James News on My Twitter Feed
On Friday LeBron James officially announced that he is taking his talents back to Cleveland.
But my Twitter followers who have put up with my bad puns and periodic snark were rewarded on Thursday when Bud Shaw, sports journalist at the Cleveland Plain Dealer, passed the following tweet my way.
Leaving nothing to interpretation — unless you think Lyndon Johnson’s grave is headed to Cleveland — we knew LeBron’s decision on Thursday.
Contrast as a Storytelling Technique
Journalists, the masters of business storytelling, depend on contrast as a staple in their writing.
Communicators would be wise to follow suit. No question, contrast is one of my favorite storytelling techniques.
Here’s one quick example from The Wall Street Journal and its coverage of the Mexico/The Netherlands World Cup match.
The contrast — simply put, more orange than green — tells a story of Dutch control.
Now, take a look at the graphic with only data on The Netherlands.
The storytelling disappears.
Contrast by definition must contain a frame, communicating the difference between point A and point B.
Most companies want to jump right to point B, especially if point A depicts any semblance of a negative light.
Visual Storytelling Meant to Guide Bathroom Behavior
Most of us in business communications come by way of words.
We recognize the increasing importance of visual storytelling, but making the shift can feel like asking Dairy Queen to offer healthy alternatives. Anyone up for a kale blizzard? Not exactly a natural transition.
The head of our Beijing office, Lucia Liu, passed on this example of visual storytelling posted on a Sina weibo account (Chinese micro blogging platform).
You don’t need to read Chinese to get the gist of these visuals or the levity.
I particularly liked the first image discouraging people from standing in the trash can while dropping the paper towel on the floor. I can see how that might be a problem.
I attended the Communicator’s Conference in Portland last week where keynote speaker Jim Olson shared Starbucks’ commitment to storytelling in its communications.
When asked how Starbucks measures the impact of storytelling, he explained that it’s still early days.
I’d like to answer the question, but before doing so it’s useful to dust off the axiom, “Interesting trumps dull.”
The same qualities that shape our entertainment tastes – drama, failure, redemption and Breaking Bad-like bizarre – play a role in media relations. Storytelling techniques borrow from these concepts and have the potential to push a pitch into the interesting quadrant (as perceived by journalists).
Back to the question –
You can measure the storytelling lift in media relations activities.
As the Internet commoditizes news announcements, journalists increasingly look for fodder that allows them to write unique stories as opposed to those already in the public domain.
In addition, there’s a greater premium on fresh points of view to insert into their stories. Offering raw content – even pre-packaged executive quotes – based on the principles of storytelling allows journalists to do just that.
You can measure the spirit of this concept.
Reverse-engineer a company’s coverage over a given period of time, categorizing the stories based on the following:
- Industry or trend
- Feature or blog post on the company (not tied to news)
For old-school approaches to media relations, this type of benchmark will inevitably show that most of the media coverage comes from news. If the company is a top three player in its space, it might fall into some competitive coverage and industry/trend pieces.
But without a storytelling dimension, stand-alone pieces on the company, arguably the most valuable, will be scarce. Building out storytelling fodder will increase what we’ve come to call one-off stories as well as the company’s voice in industry pieces.
Simply breaking down your coverage by news-driven coverage vs. non-news coverage can be revealing.
Here’s another cue that storytelling in your media relations is working. Measure the amount of content emailed to journalists that finds its way into published stories. As workloads crush journalists, some will use slices of emailed content if it’s narrative grade, not corporate speak.
For example, The New York Times wrote a story on China last year that included us. The highlighted vignette was taken from an email.
Definitely not corporate speak.
Drilling down to the next level, you can even measure what constitutes storytelling fodder. For example, we analyzed non-news stories in a mix of business publications. Anywhere from 15 to 20 percent of the content ended up being anecdotal.
Yet, the communications function (internal + outside resources) often creates content with few or no anecdotes. If the PR function were to capture its top anecdotes from 2013 and the percent of these anecdotes that appeared in the media, it would be a revealing benchmark. Because if your anecdotes are appearing in the media, deeper coverage often isn’t far behind.
Combined, these metrics offer a decent look at the impact of storytelling on your media relations effort, but they’re hardly a comprehensive list. If you have additional thoughts, by all means expand the list.