I don\u2019t care much for birthdays.\u00a0 Or holidays.\u00a0 Or traditions.\u00a0 I\u2019m one of the few people in America who\u00a0doesn\u2019t watch the superbowl.\u00a0 My peers probably view me as a \u201cbad friend\u201d in that a birthday comes and I don\u2019t treat them any differently than I would on a normal day.<\/p>\n
And why should I?\u00a0 Why should any day be treated differently than another?\u00a0 Instead, I hold others in high regard daily and live each moment with the same positive outlook.\u00a0 Instead of perpetually looking forward to occasions which have no real significance other than that assigned by society, I\u2019m awake in each moment.<\/p>\n
This is the opposite of what we were taught growing up.\u00a0 Truth be told I had to\u00a0unlearn<\/em>\u00a0how I was\u00a0conditioned\u00a0by society to be able to function in this manner.<\/p>\n What does this have to do with\u00a0digital marketing\u00a0and PR?\u00a0 Everything.<\/p>\n Most of us, especially those with a PR background have been trained that the event, product or news is the story, is what matters and is the most important thing we should capitalize on.\u00a0 Clients turn to us with highest expectations and most open minds on those days.\u00a0 And yet, everyone has it backwards.<\/p>\n I don\u2019t disagree that these opportunities should be used to generate spikes in attention \u2013 buzz is a vital element to\u00a0digital PR.\u00a0 But special days, events or product launches aren\u2019t what matters\u00a0most<\/em>\u00a0anymore.<\/p>\n The regular day \u2013 the day without big news or a product launch \u2013 is now what matters most.\u00a0 If you treat your digital marketing or PR with this in mind you will be strongly positioned for sustainable returns to grow your brand, get sales, leads, inquiries, whatever your objective is.\u00a0 It\u2019s the essence of\u00a0pull PR.<\/p>\n Your occasional news is not the story, nor can you keep repackaging the same item over and over and expect that to have real impact.\u00a0 The truth is, you are the story \u2013\u00a0if<\/em>\u00a0you\u2019re\u00a0passionate\u00a0and able to continue the dialogue with your market consistently in a meaningful way.<\/p>\n Would you rather be the company (or even person) who gets attention once a year due to events where others feel obligation to take notice, or have\u00a0influence, authority and trust\u00a0on tap because you earned it?<\/p>\n","protected":false},"excerpt":{"rendered":" I don\u2019t care much for birthdays.\u00a0 Or holidays.\u00a0 Or traditions.\u00a0 I\u2019m one of the few people in America who\u00a0doesn\u2019t watch … <\/p>\n