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When creating marketing content, you want to get the most mileage possible from every idea and from every original research effort. That means taking that research well beyond a single report and repackaging that storyline across multiple channels for each of your buyer personas.
Read MoreTopics: Content Creation, Campaign Planning, Content Strategy
You and your team have poured time, energy and inspiration into creating B2B marketing content that you know will resonate with your target audience. Now, how do you get that audience to see it?
Read MoreTopics: Social Media, Infographics, Campaign Planning, Content Marketing, Content Strategy, B2B Marketing
Often, the most magnificent views and most spectacular scenery are in places casual hikers aren’t quite comfortable going alone. In fact, we may not even know that they exist unless we hook up with someone who understands what we would love to see and knows how to get us there.
Read MoreTopics: Infographics, Campaign Planning, Content Marketing
In these times of tweets with a half-life of just minutes, live video and content that explodes and goes viral in hours, only to be forgotten by the end of the week, it may seem that advance planning is a luxury marketers just don’t have. Or, worse, a negative that slows reactions and stifles creativity.
Read MoreTopics: Planning, Public Relations, Campaign Planning
Too often, marketers and corporate communications leaders have the tendency to believe that a strategy or campaign has to have a singular goal and focus: either brand awareness or demand gen. One or the other.
Read MoreTopics: Branding, Lead Generation, Campaign Planning, Integrated Marketing & PR
When multiple departments involved in a brand’s messaging operate in silos, opportunities are lost because competition—for results, for budget, and for other resources—squeezes out cooperation.
Read MoreTopics: Public Relations, Campaign Planning, Integrated Marketing & PR
How many different kinds of content marketing materials did you include in your last B2B marketing campaign? Which channels did you use to reach your target audience?
Read MoreTopics: Website, Content Creation, Campaign Planning, Content Strategy
Choosing a name isn’t always easy. Just ask any parent—while some have known what they would name their kids since they were kids themselves, others like a friend of mine almost end up bringing home “Baby Boy Lastname” from the hospital because they just can’t decide.
Read MoreTopics: Branding, Campaign Planning
There are many reasons a business blog should be a part of your content marketing strategy. Business blogs improve your website’s SEO and search rankings. They establish authority and thought leadership in your industry. Blogging provides opportunities to engage with readers and can be used in conjunction with other marketing strategies for lead generation. (More on why you should, or shouldn’t, use a business blog: 7 Reasons You Shouldn’t Have a Business Blog.)
Read MoreTopics: Business Blog, Planning, Campaign Planning, Templates
As I recently reviewed our website, blog and lead generation metrics, it was interesting to note how most of our most popular downloads from the Inbound Marketing Learning Library are templates. It’s easy to see that our readers are looking for tools that can make their marketing and PR tasks simpler, and I’m glad we are able to provide those tools.
Read MoreTopics: Strategy, Campaign Planning, Templates
I enjoy meeting with clients, and educating companies about all things PR and Inbound Marketing. Meet Scott
