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The Role of PR in Content Marketing and Thought Leadership

Posted by Laura Ramos on the CMOs Blog on May 6, 2013

Laura Ramos

After hosting a Forrester webinar on April 25 about "3 Ways To Turn Content Marketing into Thought Leadership", I received some interesting questions from clients. I thought I would share the questions -- and a short response to each – since this line of inquiry points to broader question about the role of public relations (PR) in content marketing generally and thought leadership marketing specifically.

Here's the Q&A I found intriguing:

Who should lead the IDEA framework process?

For those of you who haven't seen the report, it builds upon a concept Jeff Ernst introduced in June 2011 - a framework called "IDEA" that CMOs should use to lead, and assess, their thought leadership content publishing activity. To make the IDEA process a company-wide undertaking (and not just a marketing program) the executive team, headed up by the CEO, should endorse and back it. The CMO should lead the initial efforts and then appoint a Thought Leadership "czar" to keep the editorial process going.Forrester's Four-Step IDEA Framework For Thought Leadership Marketing

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Good Proactive Marketing Can’t Fix Problems Like Amazon’s EC2 Outage . . .

Posted by Tim Harmon on the Sales Enablement Professionals Blog on April 22, 2011

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Tim Harmon

. . . but bad reactive marketing can make the problem much worse.

[co-authored by Zachary Reiss-Davis]

As has been widely reported, in sources broad and narrow, Amazon.com’s cloud service EC2 went down for an extended period of time yesterday, bringing many of the hottest high-tech startups with it, ranging from the well known (Foursquare, Quora) to the esoteric (About.me, EveryTrail). For a partial list of smaller startups affected, see http://ec2disabled.com/. 

While this is clearly a blow to both Amazon.com and to the cloud hosting market in general, it also serves as an example of how technology companies must quickly respond publicly and engage with their customers when problems arise. Amazon.com let their customers control the narrative by not participating in any social media response to the problem; their only communication was through their online dashboard with vague platitudes. Instead, they allowed angry heads of product management and CEOs who are used to communicating with their customers on blogs and Twitter to unequivocally blame Amazon.com for the problem.

Many startups, including Quora, AnyTrail, eCairn, and MobyPicture, blame Amazon.com for their downtime.

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