The Value in Public Relations – Can It Really Be Quantified?

April1.EinsteinCounting

 

The Internet’s relationship with public relations is complex.  While it has helped raise the profile of this long misunderstood marketing tactic, it has also been the cause of many newer frustrations.

Because it traditionally couldn’t be measured in hard dollars as advertising was, PR was always on the edge of being fully incorporated into marketing communications program.  Since a value could not as easily be attributed to PR, many marketers just couldn’t grasp the true value of the practice.

 

The truth is, PR adds tremendous value.  The other truth is that it is really hard to quantify, Read the rest of this entry »

How to Create a Content Marketing Plan and Be Successful

Part 1 of 4: What to do the first 3 weeks to prepare

how to create a content marketing planLet us start out by saying that content marketing is a long-term strategy that takes commitment and discipline.  It is not a strategy that works overnight or even in the first six months, but when it does finally kick in, the benefits are immeasurable.

Now that that is out in the open, let’s get started…

Vertical Measures, a digital marketing agency that helps other clients and agencies broaden their content marketing strategies, does an excellent job of teaching us how to get your content marketing campaign off the ground.  They recommend accomplishing one major task per week for 12 weeks in order to get the ball rolling.  This article will run in a four part series, breaking the down the 12 week program over four posts.

Let’s take a look at the first three weeks…

Read the rest of this entry »

Tradeshows a Dying Breed? 13 Tips to Help Improve Show ROI

tradeshow, pr, events, sales, leads, press, editorsRemember the days when tradeshows were jam-packed and everyone registered to attend as soon as they could to reserve their spot?  People milled around and networked for hours looking at some of the greatest booth presentations and demos the industry had to offer.  It was THE BEST, wasn’t it?

Tradeshows were so important. They were an ‘absolute must’ travel expense.  And then, all of a sudden, there was a drop. Slowly, these fun networking extravaganzas seemed to slowly fade away.  But just like print magazines themselves, we’ve seen it come full circle and hopefully there will be a resurgence as organizers are learning what works in today’s new environment.

Read the rest of this entry »

Content Topics: What to do when you’re stumped

nov1-great-ideaHave you ever been charged with having to write something, be it a blog, article or a short piece for your website and have no idea what to write about?

You struggle with topics that you think your audience may be interested in, or feel that you have exhausted all possible topics that can be written about. You want the piece to be engaging and timely, with a “personal” spin to it that only your company can provide.

Read the rest of this entry »

How global is your business?

global businessThe Internet has given every company, large and small, a digital footprint.  It’s not a matter of can you be found, but rather, once you are found, who are you really trying to reach.

 

The real question is not whether your business is global or not, but rather: How global is your business?

 

Read the rest of this entry »

Expanding Your Marcom Horizons: When to pass and when to tag along

ball[a quick checklist for adopting new marcom tactics]

The B2B marcom world has had an interesting last decade trying to navigate its way through the latest digital marketing trends (and we don’t just mean social media!). As consumers in our personal lives, we are marketed to almost entirely differently than in our business lives. By now we all know that new tactics that have emerged for B2C aren’t always beneficial for B2B. This isn’t a new concept, but it is one that should get an update every now and again. Just because a new digital tactic is trending for B2C doesn’t mean we can’t give it a try here in our more niche B2B space. Read the rest of this entry »

It’s Back to School Time! And Not Just for the Kids……

Aug1.Continuing EdIt’s that time of year again….back to school. Excitement at the anticipation of a new learning year is upon us.  But it doesn’t just have to be for the kids… We, as adults, should continually embark on a new journey of learning and self-betterment.

 

Our clients rely on us for advice and counsel on marketing communications techniques and tactics. In order to best perform our jobs and remain a source of information, we seek out ways to hone our skills, learn about the latest trends and discover new ways to employ best practices in our clients’ programs. Our agency could not survive in this digital era if we had stopped trying to improve and innovate while everyone still relied on only print media in the 1980s.

 

Read the rest of this entry »

A quick sidebar on creativity through email

July2.brainstormingA quick sidebar on creativity through email

We can all agree, creativity isn’t a linear process—it best thrives when varying perspectives are all given equal weight and the something that has been looked at a thousand times in one light is suddenly seen in a completely different one. Read the rest of this entry »

Time to Pack Your Bags

July1.pack-your-bags

It’s summer.  Not only is everyone gearing up for vacation and big plans away, but also getting ready to hit the second half of the year strong. Maybe there have been some adjustments to your marketing goals after the first half. Maybe the second half has the potential to be a game changer for your company. Either way, it might also be time to pack your bags for another big reason: tradeshows.  Read the rest of this entry »

Putting a Positive Spin on Things

June2.positive spinLet’s face it, things don’t always turn out as well as you had expected.  Sometimes you need to deliver news that isn’t particularly flattering to your company or its products. And although we would love to keep a lid on negative publicity and not let the world know about it, sometimes it is unavoidable.  So, what are we to do? Sweep it under the rug? Lie? Act like it never happened?  The answer to each of these questions is a resounding NO! Read the rest of this entry »

Hitting the Bullseye: a new era of direct email

direct email, bullseye, targeted email, marketing automationMarketing automation has breathed new life into email marketing.  That which was once destined for junk folders and blacklists is becoming useful again by not merely spamming the reader with potentially relevant information, but instead providing value driven material that matches the interests and needs of the recipient.

 

The intellect a well-run marketing automation program provides allows companies to cultivate prospects with personalized, laser-focused content that helps turn these potential buyers into customers.  You aren’t randomly throwing spaghetti at the wall and seeing how much will stick—you’re following a unique recipe that suits their specific requirements.

Read the rest of this entry »

Keep Your Shovel in the Dirt: gardening tips from a not-so-green thumb

 

Farmer on local sustainable organic farmI’ve never been very good at gardening, even though I still try each year.  I till my little patch of land so that I can sow my vegetables, spending far more on plants and preparation than my meager harvest would ever come close to paying out.

Each year, my timing seems to be off.  Right around the time that my tomatoes are ripe for the picking, I’m typically out of town for my family reunion.  My house sitter says they are delicious, though.  Read the rest of this entry »