According to the online educational platform, Study.com, the job of communications specialists is to establish positive associations with the public and mass media on behalf of their employers. This includes: Drafting and distributing press releases Organizing events Proposing and managing advertising Controlling information output Develop positive customer and prospect relationships for their employer. Because of
6 Hot Trends to Spice Up Your B2B Marketing
Every industry has its hot topics…the ones that drive business initiatives and form the foundation for business strategy. B2B marketing is no different. Here are six core themes that marketing teams are busy tackling in their quest to create a competitive differential. These themes also help them better support their business development teams and garner
Want to Turn Insights into Action? Join Executive Book Clubs
In our personal lives, many people are involved in book clubs. The purpose might be to increase one’s commitment to reading or to connect with others over a common interest. Another reason is to pursue an intellectual conversation that leads to greater understanding of a topic or experience. Now that experience is available to busy leaders and executives who want to enhance their skills, drive innovation and address core organizational issues in a structured yet non-invasive way.
Not All Experts Are Writers: 8 Tips to Develop Better Content
Content marketing is more than a buzzword. It is a critical business initiative. Yet, to produce effective content requires not only thought-leadership expertise but the ability to create content in a way that is engaging, interesting, and sometimes even controversial. To develop the skills necessary to be considered a highly-talented writer, consider these essential tips.
Trade Publications: Great Opportunities to Demonstrate Thought Leadership
While traditional publishing has changed dramatically over the years, trade magazines (digital and print) are still a powerful medium for companies that want to demonstrate thought leadership and create a competitive edge in the marketplace.
Tunnel Vision Results in Lost Opportunities
. According to the Oxford dictionary, opportunity is “a set of circumstances that makes it possible to do something”. The opposite of opportunity is a challenge, obstacle or problem that gets in the way of seeing and acting upon new possibilities. Enter the concept of tunnel vision. In some cases, tunnel vision comes from an
Want to Keep Learning? 7 Books for Personal Development
7 Personal Development Books 1. Happiness Is a Serious Problem: A Human Nature Repair Manual (Dennis Prager) According to the author, we have a moral obligation to be happy. Happiness includes a sense of spirituality and gratefulness. One of my favorite quotes from the author is, “Because gratitude is the key to happiness, anything that
Is There Really a Life Outside Work?
In today’s do-more-with-less reality, a balance between work and a personal life seems like an elusive accomplishment. Technology makes employees accessible around the clock. Flexible work schedules and work-from-home models blur the lines between office and home. A more competitive workforce and marketplace means longer hours and increased stress. The compounding negative effects of a
Why Do Customers Stay? Here Are 4 Reasons.
Most companies spend a lot of money to bring on new customers. While a constant influx of new customers is important, keeping the ones you already have is even more critical. According to the Harvard Business Review, increasing customer retention rates by just five percent can increase profits between 25 and 95 percent. Many focus on the
Are you experiencing any of these marketing challenges?
Marketing challenges vary from industry to industry. Here are three of the most common concerns we hear and how to address them. Marketing Challenges Competition is on the rise. There’s no question about it. In a global economy, there are more companies providing similar products and services, often at a lower price than U.S. companies
Do You Have a Marketing Communications Strategy?
Most companies engage in the marketing planning process. They set goals, identify programs and activities in which to engage, establish a budget and assign responsibilities. In the process, however, there’s one key element that’s often overlooked: strategy. According to the Content Marketing Institute, marketing strategy focuses on engaging an audience and driving profitable behaviors. When
A Primer of Marketing Communications Projects
An integrated and effective marketing plan consists of a variety of marketing tactics for communicating with your target audiences. There are hundreds of types of marketing communications available. Here’s a guide to help you determine what to use and why. Types of Marketing Communications Bylined Articles Informational articles and opinion columns position you and your company
What Is A Communications Audit and Why Do I Need One Now?
It’s the time of year when many companies conduct a financial audit to see how they are doing. Yet, few businesses use the same process to audit the performance of their internal and external communications programs. A comprehensive review of these critical initiatives can help companies evaluate the frequency, effectiveness of messaging, the mediums used in
The Importance of Writing: Are You Getting Published Regularly?
College professors have lived by the mantra “publish or perish” for a long time. And there’s good reason for that. In academia, frequent publication, whether in the form of a book, research or articles in academic or industry publications, reinforces a person’s reputation as a subject matter expert. In turn, these published works impact an
5 Digital Marketing Predictions for 2016…from 2014
In 2014, digital marketing analyst Laura McLellan wrote about five predictions for 2016… yes, 2016 and not 2015. While the trends she identified applied to large companies (based on Gartner research), there are lessons for small and medium-sized business as well. Digital Marketing Predictions 1. Customer experience will be the battleground marketers are fighting over.
12 Hard-Hitting Words in the English Language
Marketers are continually looking for ways to engage their audiences with powerful, impactful content. As creatives produce what they hope will be meaningful messages that resonate with readers, they need to create word-pictures or mental images. Here is a list of the most persuasive words to help accomplish those goals. Hard-hitting words 1. You: People
6 Tips for Gift Giving Etiquette
Many companies use this time of the year to show appreciation to customers, employees and valued business partners through the practice of gift giving. In the process, consider using these simple tips to make sure your good intentions and outreach generate a positive response. Gift Giving Tips 1. Personalize your cards. Most people appreciate receiving a
Turkey Time! 5 Interesting Facts About Thanksgiving
Americans cherish Thanksgiving celebrations surrounding the fourth Thursday of every November. Here are five fun facts you can use to impress friends and family around the Thanksgiving table. Facts about Thanksgiving Benjamin Franklin lobbied to have turkey replace the eagle as our national bird. Benjamin Franklin argued that the wild turkey was a more appropriate national
4 Steps to Help You Choose the Right Freelance Writer
The number one question prospective clients ask about our marketing communications and media relations services is: Are your freelance writers experts in our field? Sometimes the answer is “no.” Should that be a deterrent? Absolutely not. Writers who are worth their weight in gold are skilled and talented professionals who have studied their craft and
Are You Using Your Blog for the Right Reasons?
Image credit: www.coxandforkum.com/archives/000478.html As marketing content producers, we see a lot of B2B blogs, some of which are done very well and some that could use some help. One of the most common mistakes we notice is misusing a blog as a press release. Historically, companies have used press releases to promote, announce and create
Are You Doing These 5 Content Marketing Best Practices?
Content marketing builds a bridge between brand awareness and lead generation. While the topic is on every marketer’s mind, not everyone is successful in executing a content-marketing strategy that delivers real results. According to the Content Marketing Institute, 83% of B2B marketers report having a content marketing strategy, but only 38% say they are effective. So,
Why You Need to Communicate With Content Marketing
Content marketing is the new buzzword for what we used to call “writing.” Its goal is to create and distribute relevant and engaging material that attracts, acquires and retains customers. The ultimate objective is to enhance the bottom line. When executed correctly, content marketing produces information that companies can use to support their business development initiatives.
Are You a Thought Leader, and Does It Matter?
Some people think the term thought leadership is a new buzzword. In reality, the term dates back to the late 1800s when Henry Ward Beecher was touted as “one of the great thought leaders in America” (Oxford English Dictionary). A thought leader is recognized as an authority in a specialized field or topic. A thought leader’s expertise is sought
Increase Your Digital Presence: 9 Must-Know Business Trends
In an ever growing digital marketplace, the most successful companies understand the importance of effectively connecting with their customers through a variety of digital channels. In fact, in a survey of leading B2B businesses, the average customer progresses nearly 60 percent of the way through the purchase decision-making process before engaging directly with a sales
