Content Archives - Trade Press Services

Best Practices for Unlocking the Power of Contributed Content

Posted on November 13, 2023 by Gerri Knilans

In a time when artificial intelligence and natural language processing can mimic human content creators, now more than ever readers crave high-quality and accurate insights directly from industry experts. As a result, publications that feature content from expert contributors have an edge in connecting with target audiences. Contributed content is a powerhouse when it comes to building your brand’s presence, bolstering credibility and demonstrating your firm’s expertise to an audience in need of solutions.

To Gate or Not to Gate: A Marketer’s Guide to Gated Content

Posted on June 12, 2023 by Gerri Knilans

How do companies attract website visitors and convert them into leads? One tactic is creating and publishing high-quality and high-value content. Effective content marketing answers your audiences’ questions, provides solutions to their challenges, and positions you as an expert in your industry. But simply attracting visitors to your website isn’t enough. To generate viable leads, businesses need to know who is reading their content and how to connect with them outside a digital space.

How to Create Content that Empowers Business Development Teams

Posted on October 17, 2022 by Gerri Knilans

Content marketing plays an important role in the business development process. Its goal is to attract target audiences through the creation and distribution of valuable, relevant and consistent content. The business development team uses this content to build relationships that bring in new customers and drive sales.

12 Online Tools to Step Up Your Content Creation Game

Posted on June 13, 2022 by Gerri Knilans

Content marketing delivers substantial value to an organization. Benefits include increased search visibility, enhanced brand awareness and improved conversion rates. With advantages like those, it’s no surprise that 46 percent of businesses report they want to increase their content creation spending in 2022. As one of the most cost-effective marketing tactics available, content development doesn’t have to break the bank.

Create Powerful Content with These 16 Tips

Posted on August 9, 2021 by Gerri Knilans

Writing is not easy. Writing well is even more difficult. Creating powerful content that resonates with readers involves many steps including concept development, goal setting, collaboration, creativity, research, outlines, drafts and edits.

Is It Time to Revitalize Old Content?

Posted on May 18, 2020 by Gerri Knilans

For some marketing teams, it’s easy to get caught in a hamster wheel of content production. We’re constantly searching for ideas for the next blog, white paper, newsletter, video or webinar. To add to the frenzy, marketers spend time researching the best ways to optimize content, mastering the latest trends and technologies, and identifying the newest outlets that are attracting their target markets. But what about all the old content that already exists?

How Important is Content Length in the B2B Marketplace?

Posted on July 15, 2019 by Gerri Knilans

In the B2B marketplace, we all know that content is king. In fact, 91 percent of B2B marketers use content marketing to reach customers. Further, 72 percent of marketers say content increases engagement and the number of leads companies generate. Quality content showcases expertise, provides a relevant resource to prospects and clients and positions individuals and their firms as thought leaders in their field. No surprises there.

How to Produce Customer-Centric Content that Matters

Posted on February 4, 2019 by Gerri Knilans

Customer service excellence is an initiative that most companies strive to achieve. The first step is to convert prospects into customers. One way to accomplish this goal is by delivering relevant, customer-centric content at every stage of the prospect’s journey.

Evergreen Content: The “What, Why, How”

Posted on October 29, 2018 by Gerri Knilans

Marketers love their jargon. Whether they are talking about authenticity, KPIs or pain points, marketers have a language of their own. The term “evergreen content” is just another example. Sometimes it can be difficult to decipher passing buzzwords from vital marketing initiatives. However, evergreen content is an important concept for marketers to understand and utilize.

How Often Are You Communicating with Your Prospects and Customers?

Posted on February 6, 2018 by Gerri Knilans

Content creation is a must for any business to increase brand awareness. It’s also an important method for communicating with your customers and prospects. In fact in a survey of marketers, 86% of marketers report they are planning to increase the amount of content they publish in 2018. Generating marketing content and distributing it appropriately

How Contributed Content Fuels the Marketing Effort

Posted on December 26, 2017 by Gerri Knilans

It’s no secret that content marketing is a strategy worth investing in, but the success of your content is dependent not only on the message but on its distribution through appropriate marketing channels. A powerful blog, white paper or case study can go unnoticed if it isn’t properly circulated to target audiences. The complicated part is knowing where you will get the biggest bang for your buck. While sharing on social media is a great start, it doesn’t always expose your company and its thought leadership to new and relevant demographics. One effective and often underutilized method of outreach is contributed content or guest posting. As editorial staffs shrink and the demand for content increases, the practice is on the rise, with 61 percent of editors increasing published contributions this year.

Gated Content: A Right Place and a Right Time

Posted on November 20, 2017 by Gerri Knilans

In today’s marketplace, as much as 80% of B2B content is gated. What does that mean? To gate means that specific contact information is required to access content such as a white paper, article, video, ebook or case study. This information usually consists of a name, email address, company, title and possibly a phone number. We’ve all seen it, and most likely, we’ve given up some of our personal information in exchange for a bit of content. But how does gating affect the success and outreach of the specific content marketing asset, let alone the total marketing strategy? Here are the pros and cons of gating content on your website to help determine your decision.

Content Is King…if

Posted on June 15, 2015 by Gerri Knilans

Creating a company’s marketing materials can be nearly as difficult as developing the strategies for the campaigns the materials are intended to support. What used to be relatively straightforward has become increasingly complex. This is because of two main reasons: 1) the number of marketing channels is expanding; and 2) the marketplace expects more personalized

Secrets of Successful Storytelling

Posted on May 18, 2015 by Gerri Knilans

What do great books, movies and marketing campaigns have in common? A great story. With the plethora of advancing technology—including one that limits our thoughts to 140 characters or less—it’s ironic that the hottest trend in marketing might be the ancient art of storytelling. A great story can entertain, inspire, ignite and even move people

Content is King: Cliché or Not?

Posted on May 4, 2015 by Gerri Knilans

Did you know the phrase, “content is king” was used by Bill Gates way back in the 1990s? Isn’t it interesting that 15 years later, we’re still talking about it as if it’s a new phenomenon? Well it isn’t. In 2015, marketing prognosticators think content will be bigger than ever, which is why companies have to

Advertising gone native

Posted on July 14, 2013 by Gerri Knilans

Don’t you love it when someone takes something old and tries to say it’s brand new? For years, Subaru touted its “hill-holder” clutch as a clever new feature that allowed drivers of its manual transmission vehicles to start off on hills more easily. The truth is, Studebaker invented the hill-holder clutch decades earlier and introduced

The purposes of communication in 2012

Posted on September 30, 2012 by Gerri Knilans

I wonder if anyone truly realizes the vast amount of information available via the Internet. In my experience, it seems that if a thought, idea, event or reference is conceivable, someone has posted it online. Even with the most esoteric topic, hundreds and even thousands of people have written about it. When wise King Solomon

Five reasons to add some color to your writing

Posted on January 11, 2012 by Gerri Knilans

Many of us are still producing printed documents in plain old black and white. Yet, the alternative, color printing is more affordable and available than ever, and at a high quality. There are several benefits to adding color to your documents: 1. Color can provide visual cues that direct the reader’s attention to certain parts

Did the Onion go too far?

Posted on September 30, 2011 by Gerri Knilans

On Thursday, the humor-parody site the Onion posted this status update on Facebook: BREAKING: Witnesses reporting screams and gunfire heard inside Capitol building And then it didn’t post anything for 10 minutes—an eternity in cyberspace after posting a headline like that. If you headed to the Onion’s website, you saw a story about a dozen

What can your company learn from Osama bin Laden’s death?

Posted on May 17, 2011 by Gerri Knilans

Regardless of how you feel about the death of Osama bin Laden earlier this month, there’s no denying that it’s the single largest news story to ever hit in the age of 24-hour cable news and social media. It may sound like an odd question, but what impact does bin Laden’s death have on how

The Perils of Self-Serving Content

Posted on February 6, 2011 by Gerri Knilans

Trade Press Services (TPS) recently worked with a technology client who appeared to be the only provider in the marketplace. This created a professional dilemma. When writing for business publications, our mandate is to provide educational content that will help readers solve problems or perform better on their jobs. It is not to unabashedly promote

Category: Content

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