Content Marketing from McKinsey, ...


A few thoughts from the grab bag.

Yet Another Proof Point That Content Matters

When it comes to professional services firms, the McKinsey brand stands by itself.

That’s why it’s revealing to highlight the number of followers on the McKinsey corporate Twitter account.

business communications, McKinsey Quarterly, pr, PR storytelling, storytelling, the hoffman agency, the New York Times, twitter

Not even 10,000 followers.

On the other hand, take a look at its Twitter account for the McKinsey Quarterly, which delivers trend pieces and insights with a good chunk of the stories NOT sitting behind a paywall.

PR, The New York Times, McKinsey Quarterly, Twitter, PR storytelling, Storytelling, Business communications, The Hoffman Agency

I’d say McKinsey has the content marketing religion.

Note: It’s not exactly an apples to apples comparison given the McKinsey Quarterly Twitter account has been cultivated for some time while the McKinsey Corporate account is less than a year old.

10 Things Every Journalist Should Know in 2013

Aron Pilhofer, editor of interactive news at The New York Times, offered this advice for journalists in an interview with

“Unfortunately or fortunately, depending on how you look at it, it is just not enough any more to just be able to turn a phrase, or do the traditional kinds of reporting. You need to be a little bit of a jack of all trades; you need to be able to shoot and cut video or do audio or code or do data analysis.”

Similar advice applies to PR professionals who also need skills across multiple disciplines.

For more on the topic, you might check out “Mass Comms Curriculum Alone Short Sheets Tomorrows PR Pro.”

A Twitter Twist on Long Tail Search

Striving to own the search term [smart ass] would be an exercise in futility.

It is just too big of a term and dominated by dictionaries.

But I can own a long tail playing off this term.

If you plug [esoteric smart ass] into Google, I come up in the No. 1 position and also at the bottom of the page referring to a tweet and a blog post.

PR, Long Tail Search, The New York Times, McKinsey Quarterly, Twitter, PR storytelling, Storytelling, Business communications, The Hoffman Agency

The part that’s a bit counterintuitive is the media type that lands in the top position.

It’s the tweet.

I don’t have the SEO chops to dig deeper, but it seems safe to conclude that social search is happening.


  • Frank Strong

    That’s a great illustration about content marketing, Lou — the disparity between these two handles.

  • hoffman

    Thanks Frank.

    I spoke to a senior person at McKinsey who made the point (as noted in the post) that the Quarterly Twitter account has been around much longer than the Corporate account. But even taking this into account, the disparity still strikes me as revealing.

  • Gatitos

    This will prove to be both a blessing and a curse. It will drive much utennawd traffic to each job posting. If you don’t make an applicant jump through some hoops, they will apply to anything and everything. We don’t use job boards, but I know many HR executives who screamed until and the like made it a controllable option whether to allow people to simply upload their and resume information with the click of one button. If you don’t make it at least a little work, with some thought put into the application process, your applicant flow will increase, but not in a good way. Every Tom, Dick and Harry who would like to live in Miami will apply for virtually every jobthey coem accross in case the company has something else they may be qualified for. Unless an HR person has nothing better to do than look at LinkedIn propfiles with zero quality controls, it will prove to be a negative versus a positive. A well qualifed, yet passive or non-active individual is no more likely to apply for a position just because it’s a little easier to apply. The applicant tracking systems will just be filled with more unqualified and thus useless information to review and assimilate.


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