What's the first, most dangerous mistake that any PR or marketing campaign can make?Not knowing who the audience is.This is a mistake I've seen all too frequently - we rush to begin work on our ad campaign or our PR campaign without a deep understanding of who it is we're trying to reach, when we could save ourselves considerable time and money by identifying the target audiences first based on who we already know. For example…
- What job titles do they have?
- Where do they work and live?
- What publications do they read?
An incredible amount of this information is discoverable with minimal effort using Facebook's Graph Search. Here's an example using SHIFT Communications. Let's say we've got a list of three publications we want to validate as good targets for our audience: Forbes Magazine, Sports Illustrated, and Better Homes & Gardens. In Facebook's Graph Search, we'd type in people who liked SHIFT Communications and each of these three publications.Here's Better Homes & Gardens and SHIFT:
Four pages of results there.Meanwhile, SHIFT and Forbes nets a whopping 31 pages of results:
And SHIFT and Sports Illustrated:
A scant 2 1/2 pages.Thus, if we were deciding on an outlet to focus on for our PR efforts, Forbes would be the clear winner from just this basic Graph Search data. If we wanted to dig in even deeper, we could look at the job titles and places of employment for each of these publications' audiences to see which was a better fit for our PR and marketing needs, especially if the results were close and we had limited budget to work with.Try this out the next time you're thinking about which publications to target, which audiences you have, and where you want to earn placements, try this simple set of searches and see if you're on target or not!Christopher S. PennVice President, Marketing Technology[cta]
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
