Digital Dialogue: Welcome to the DARC Side: Creating compelling content for your website

Publication Date: 01/2010

Source: SO01 Public Relations Tactics
Product Code: 6C-011003
Organization/Author/Firm: Ryan Zuk, APR
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Whether your new year’s goals involve helping clients generate more Web traffic, navigating job searches or enhancing your personal brand, there are many benefits to inbound marketing.

Brian Halligan and Dharmesh Shah, authors of “Inbound Marketing”, created the DARC acronym to detail inbound savvy qualities that they seek in communicators — Digital Citizens, Analytical Chops, Web Reach and Content Creators.

Digital citizens understand the Web with little effort; people with analytic chops know how to use tools that measure cause and effect; communicators with Web reach have deep personal networks of blog subscribers, Twitter followers and Facebook friends, etc.; and content creators consistently publish compelling content for sharing on the social Web.

Halligan sees the PR profession in a period of significant change and believes that DARC skills will contribute to its transformation.