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Spin Sucks

Communication and Reputation Management in the Digital Age

By Gini Dietrich
16-minute read
Audio available
Spin Sucks: Communication and Reputation Management in the Digital Age by Gini Dietrich

Spin Sucks (2014) cuts through the out-dated marketing clichés and updates business communication for the social media age, where customer service blurs into brand messaging and every misstep is preserved for posterity. It teaches you how to maximize your SEO power and content marketing to reach – and retain – an audience for your product.

  • Business leaders who are curious about content marketing
  • PR professionals
  • Entrepreneurs who want to develop a social media and content marketing strategy

Gini Dietrich founded the marketing and communications firm, Arment Dietrich. She’s also the founder of Spin Sucks Pro, which provides advice to PR and marketing pros. Her clients include BASF, Bayer, Abbott and Sprint.

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Spin Sucks

Communication and Reputation Management in the Digital Age

By Gini Dietrich
  • Read in 16 minutes
  • Audio & text available
  • Contains 10 key ideas
Upgrade to Premium Read or listen now
Spin Sucks: Communication and Reputation Management in the Digital Age by Gini Dietrich
Synopsis

Spin Sucks (2014) cuts through the out-dated marketing clichés and updates business communication for the social media age, where customer service blurs into brand messaging and every misstep is preserved for posterity. It teaches you how to maximize your SEO power and content marketing to reach – and retain – an audience for your product.

Key idea 1 of 10

In an overpopulated media landscape, only stand-out content with a clear vision will attract an audience.

We exchange trillions of emails each year, watch billions of online videos weekly and create millions of blog posts on a daily basis. In short, there’s a massive amount of information online. And it keeps growing day by day, week by week. Which means that creating stand-out content is more important than ever before.

Look at it this way: if you want your content to rise above all the other media competing for people’s attention, you can’t deliver something your audience can get elsewhere on the web. Instead, you have to create something that delivers real value.

And that starts with the headline. Since it’s the first piece of content audiences encounter, it has to be special to persuade them to stick around.

As you can see, the details are important. But so is the big picture: if you want to market your content effectively, you need to have a broad strategy – a clear content vision.

One fantastic example of clear content vision comes from “Chicago Cabbie,” a Windy City taxi driver who created a Twitter account to facilitate easy cab reservations. As he became increasingly popular, he started adding additional services, sending customers calendar reminders of their reservations and posting interesting city tips when he wasn’t driving.

Part of his success can be attributed to his crystal-clear content vision: “Be a trusted resource about all things Chicago.” Focusing on that singular purpose gained him a lot of credibility: whether he was delivering traffic updates to locals or recommending restaurants to visitors, everyone benefited from his bite-sized Twitter content. And as a result, his business increased by 20 percent in the first year alone.

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