I know that earlier in the year, I wrote a post offering my list of why I’m tired of lists. And I do think we tend to overdo them.

But…

I was fortunate to attend Mark Ragan’s Content Marketing Boot Camp in Toronto – thanks for the invitation, Mark – and one of the things he said was: Listicles work. (Though the word almost looks obscene.)

And as many times as he’s tried a more serious approach at Ragan and PR Daily, people notice, read, like and share them. 

Mark’s a high-energy, entertaining presenter. He tells funny, informative stories and works the room like a seasoned comic.

And we’re on the same page – er post – about many of the best ways to practice new PR.

So, in that spirit, I thought I’d offer five other ideas from Mark’s session that stood out for me:

1. Content should be emotional in whatever medium you use. Mark says that corporate communicators have had a license to bore people for more than 20 years and we have to change that. Become better storytellers by thinking about your audience first.
2. Create a news desk mentality in your organization. Rather than those dull process meetings, communications should adopt a more journalistic approach by conducting story meetings, assigning posts and distributing them to your community. With fewer and fewer people to pitch stories to, why not do it yourself?
3. Bring internal and external stories together when you create content. As Gini Dietrich says, break down those silos and especially the one between inside and outside communicators.
4. Embrace criticism. Organizations should consider feedback a gift because it lets them look at their business from the perspective of a customer or community member and get honest comments they might not otherwise hear.
5. All of life is a good lead. A 21st century social media variation on ‘all the world’s a stage’. So pay attention to the world around you. You never know when you’re going to stumble onto an amazing or just a plain good story you’ll want to share.

What do you think about Mark’s approach and what would you add?

And now, if you’ll excuse me, I have three or four more lists to create – including an important one for groceries.

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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