A HIPPO Internet Marketing Training blog by Corey Creed

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Key Points from Sarah Evans at Search Exchange

May 18th, 2010

The Search Exchange conference in Charlotte today opened with a keynote from Sarah Evans of Sevans Strategy.  Sarah has accomplished some great things in the world of PR and Social Media.  Her specific stories and case studies were fantastic.

I’m sure there are others that will blog about her main points.  But of all the things she said, I wanted to comment on the points I benefited the most from.  The points below in bold were hers.  Some of the comments below them are my commentary.

1.  Collect success stories.

She did not specifically state this, but in her discussion about her work with having a weekly chat on twitter about journalism, she mentioned casually that she has been “collecting success stories” on how others have benefited from the chats.  Smart move.

2.  Content and New Media should be PULL marketing, not PUSH.

If you create content (text, audio, video) you should not be with the intent of blasting it to your audience.  It should pull people into what you do.  Nice point.

3.  Personalize the distribution of your content.

Sarah mentioned that she does not distribute content the same way for every message.  Each message should be distributed based on the type of content it is.  This is a lot smarter than just blasting every message everywhere the same way.  (Nice point.  This is not typically done well.)

4.  US News needs to be Portable, Personalized, Participatory

This point was my favorite.  I talked with her about it a little during the break.  Think about the way news has been reported and consumed for years.  The standard model is changing.  People want their news to be where they are, for who they are, and interactive.

Personally, I think this applies not just to news, but to any content.   If you are a content creator, it’s time to start thinking about all three.

Thank you Sarah!

Overall, her comments were incredibly insightful into the world of PR, Journalism, and Social Media.  A big thank you to her for visiting us in Charlotte and giving a great presentation.

(Please feel free to leave a comment below if you were present and wish to thank her as well.)