Thought leadership may be a more powerful tool in your marketing arsenal than you realize, and it pays to ensure the quality of the bylined contributed articles you create is the best reflection possible of your company.
Read MoreFebruary 09,2021 | BY: Scott Muff
Thought leadership may be a more powerful tool in your marketing arsenal than you realize, and it pays to ensure the quality of the bylined contributed articles you create is the best reflection possible of your company.
Read MoreTopics: Public Relations, Bylined Articles
When it’s time to find extra resources—staffing, expertise, technology—for your company’s marketing strategy, there are many options and a number of considerations that will influence your decision.
Read MoreTopics: Collaboration, Public Relations, Strategy, Management, Marketing Lessons, Integrated Marketing & PR, Agency Partners
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We understand how stressful it can be as a CMO to turn work over to an outside agency and just step back and put trust in them. You know that whatever the results are, you as the CMO will have to answer to the rest of the leadership team on your company. And that makes it tempting to want to stay right on top of everything.
Read MoreTopics: Collaboration, Planning, Public Relations, Infographics, Client Success Stories, Agency Partners
Contributed or bylined articles have long been a staple of public relations strategies in B2B marketing, used to increase awareness and establish the thought leadership authority of a brand or company leaders. They can also be used effectively as an additional channel in content marketing, still maintaining the trust provided by non-promotional content in a third-party publication, but also serving as a link for lead generation.
Read MoreTopics: Public Relations, Bylined Articles, Content Creation, Content Strategy
With the realms of marketing and public relations continually meeting, meshing and intertwining, using contributed articles as part of an integrated campaign is the perfect way to reach thousands of prospects with top-of-the-funnel content that establishes you brand as an industry authority.
But you aren’t the only one seeking editorial space from related blogs and industry media. As PointVisible points out in this infographic, many editors get at least 6-10 pitches every day, and 20 percent of those editors say 9 out of 10 pitches are so bad, they don’t even bother to read them properly.
Ouch.
Read MoreTopics: Public Relations, Bylined Articles
November 21,2019 | BY: Kristin Jones
Integrated marketing and public relations rely on balancing a content triad — using earned, owned, and shared content to reach audiences and drive awareness, lead generation and sales. So how do you maximize the “earned” component to access audiences without spending money on advertising?
For B2B businesses, particularly in information-, knowledge- and technology-heavy industries, the answer is in high quality thought leadership articles placed with trusted industry media. That is the approach JONES and QPS took to gain the global CRO (contract research organization) valuable exposure without a huge investment in paid advertising.
Read MoreTopics: Public Relations, Bylined Articles, Life Sciences, Client Success Stories
Successful content or inbound marketing requires working from an established strategy to create comprehensive campaigns that touch on all content distribution channels to reach the most potential sales prospects and engage them in ways that generate qualified leads and closed deals.
Read MoreTopics: Planning, Public Relations, Content, Campaign Planning, Integrated Marketing & PR, Video blog posts
While I love sharing recent successes of my clients (such as these top-notch PR and marketing efforts by QPS and West), it is also rewarding to look back and reminisce about some of my first clients, and how what I learned then is still guiding my strategies today.
Enterprise software is one industry I’ve worked in for years, and which has provided some of my most exciting moments, including helping to launch one of the first SaaS (software as a service) businesses, before the acronym became known and understood.
Read MoreTopics: Public Relations, Enterprise Software, Client Success Stories
October 25,2019 | BY: Kristin Jones
Who do you rely on for marketing content creation: an in-house team, outside agencies, or some combination? Chances are that each brings different strengths to the table, judging by the response of 300 B2B marketers to a survey by Walker-Sands.
What advantages does an in-house team have over outsourcing? What do outside firms tend to do better? And how can you get the best of both worlds when you work with an agency?
Read MoreTopics: Public Relations, Resourcing, Infographics, Management, Integrated Marketing & PR, Agency Partners
October 24,2019 | BY: Kristin Jones
Recently I shared a post about the importance of integrating public relations and marketing as one of my 15 lessons from 15 years as a marketing agency owner.
Our long-time client West is a perfect example of taking a single content concept or piece of information and spreading it across all channels — owned, earned and shared — to generate awareness, industry authority and leads.
Read MoreTopics: Public Relations, Surveys, Integrated Marketing & PR
I enjoy meeting with clients, and educating companies about all things PR and Inbound Marketing. Meet Scott