Content Marketing from McKinsey, the Evolving Journalist, and Social Impacts Long Tail Search

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.

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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.

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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 www.journalism.co.uk:

“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.

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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.

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