The word "yoga" has many meanings — most often, the Sanskrit word is translated as "union," referring to the connection between body, mind, and spirit, which is available to us when we practice this ancient discipline. Traditionally, the practice of yoga has many mental and physical aspects, including philosophy, meditation, breath work, lifestyle and behavior principles, and physical exercise.
The physical practice of yoga is known as "hatha" yoga and is the discipline most practitioners in the West are familiar with these days. Hatha yoga includes breath work (pranayama) and postures (asanas) — a combination believed to have been developed to prepare the body for long periods of seated meditation, which in turn can lead to spiritual awakening or enlightenment.
You have heard it over and over again. Content marketing is the next big thing in marketing communications. You have bought the Kool Aid, you have started drinking it.
You have established a content development process that is both consistent and committed. Various internal stakeholders are coming with you with ideas, or even better, written pieces of content that are exactly to your requirements. The website blog is being updated once a week. Now what?
It’s time to get the most out of the content that you have painstakingly developed. Here are some tips on how can you make your content go further so that it reaches your intended target audience.
With shrinking newsrooms, publications are more open to taking in op-eds or contributions these days. Having your original content published in a business or industry news portal definitely gives your brand a boost in credibility. Publications usually have some strict requirements though – the brand cannot be mentioned in the piece other than the byline, the content usually has to be on a wider industry trend rather than a specific product and usually the piece has to be published first only on their site. You can of course, then use the content on your own website after a specific period of time. Take note of the advice your agency gives you and make a call on whether you would like to go down this route.
Content on LinkedIn is getting a lot of traction these days. If you need to raise the profile of a certain executive (e.g. the new Asia MD), you may want to consider posting the content on a regular basis using LinkedIn Pulse, with their approval of course.
A repurposed article on LinkedIn pulse could help to build your executive’s credibility as an industry thought leader and also steer people to becoming more aware of your brand. As a bonus, LinkedIn Pulse enjoys a high search quality rating on Google which means the content will be included in search results.
Updating a senior executive’s page on their behalf also encourages them to be more hands-on in the content – it’s their reputation after all. This means you will also get more ideas on content topics and they are also more likely to share their personal industry observations. This is a win-win for both, your content is more authentic and they boost their own profile.