Page 3 – Trade Press Services

The Importance of a Professional Headshot: How to Get One Without Breaking the Bank

Posted on July 8, 2024 by Gerri Knilans

Today, a professional headshot is more than simply a photograph—it’s a key element of your personal brand. Whether you’re networking, job hunting, seeking speaking engagements, or building your online thought leadership presence, a polished headshot has a significant impact on how others perceive you. Research shows that people judge others based on their appearance and form an opinion within milliseconds of seeing their face. Professional headshots aren’t just for business leaders—everyone with an online presence needs one.

Essential Strategies to Avoid Content Fatigue in Your Audiences

Posted on July 1, 2024 by Gerri Knilans

Consistent content development and distribution are essential to staying in touch with target audiences. Of course, when every brand has this goal, there’s a lot of content vying for the attention of prospects, clients, and other stakeholders. Between business and industry news during the workday and entertainment, media, and consumer content during their personal time, it’s easy for audiences to fall prey to content overload. This overkill means that it’s vital to identify the topics and themes that resonate with your audiences.

The Importance of Communicating “Why” to Your Audiences (and How to Do It Effectively)

Posted on June 24, 2024 by Gerri Knilans

When communicating with customers, successful brands understand that focusing only on the features of their products and services isn’t enough to foster meaningful relationships. Buyers, especially B2B buyers, expect their purchase decisions to result in lasting partnerships that can sustain ongoing results. In a marketplace where competition is high and brand communications are frequent, it takes more than describing your services to entice clients. Rather, buyers want to know more about the purpose, values, and mission behind your organization.

The Power of Leading with Kindness: Its Transformative Effects on the Workplace

Posted on June 17, 2024 by Gerri Knilans

In today’s fast-paced business world, kindness isn’t a strategic priority for most organizations. In fact, it is often considered a weakness. After all, nice guys finish last. Or do they? International leaders such as Mother Theresa, Princess Diana, Mahatma Ghandi, Martin Luther King, Jr., and Nelson Mandela are recognized for using kindness to inspire millions and change the world. When business leaders recognize that kindness is not only a virtue but also a strategic advantage, they can elevate their employees and organizations to new heights.

You Wrote a Book: Now What? Six Mistakes to Avoid

Posted on June 10, 2024 by Gerri Knilans

Congratulations, you’ve poured your expertise, experience, creativity, and dedication into writing a book! Whether you’ve chosen to pursue traditional publishing, self-publishing, or a hybrid approach, your book is ready to meet the world. But writing, editing, designing, and publishing your book are the first steps in a long journey to ensure its marketplace success.

Expert Recommendations: Our Writers Share Their Favorite Books About The Craft

Posted on June 3, 2024 by Gerri Knilans

Good writing and content development are challenging for most. Even the most experienced writers seek inspiration from experts, their peers, and other sources. From grammar to creative writing to marketing and advertising advice, these books on writing provide valuable insights into what it means to be (and grow as) a writer.

Ethical Marketing: Essential Standards and Regulations Brands Need to Understand

Posted on May 28, 2024 by Gerri Knilans

Every customer wants to work with a trustworthy brand. In fact, 81 percent of customers state they need to trust the brands they buy from. This trust is not built overnight but through consistent adherence to ethical marketing standards and regulations. Whether brands are subject to distinct laws and regulations from regulatory bodies or best practices shaped by client expectations, it’s important to ensure integrity in all marketing efforts. This includes messaging, targeting, data collection, and advertising.

Understanding Audience Metrics: Key Terminology Every Business Needs to Know

Posted on May 20, 2024 by Gerri Knilans

Successful businesses know that understanding the needs of their customers and prospects is a top priority. When it comes to marketing communications, this means reaching out to target audiences across various channels. By establishing and tracking quantitative and qualitative audience metrics, companies can evaluate the success of their efforts and gain valuable insight into pain points and preferences. This data can be a game changer for businesses.

Mastering B2B Video Marketing: 10 Types of Videos that Drive Marketing Success

Posted on May 13, 2024 by Gerri Knilans

Video marketing is a staple for today’s businesses with more than 90 percent of companies leveraging the medium to reach target audiences. The dynamic and versatile medium helps B2B companies connect with decision-makers effectively.

According to Wyzowl’s Video Marketing Report, individuals watch an average of 17 hours of video content each week. Brands that leverage video to connect with their target audiences can meet individuals where they are across the channels they already interact with. By producing a diverse range of video styles, from product demos to thought leadership interviews, B2B marketers drive engagement, build credibility, and accelerate business growth.

How to Maximize Trade Show Success: Tips for Pre- and Post-show Marketing

Posted on May 6, 2024 by Gerri Knilans

Attending industry trade shows and events is a valuable strategy for organizational growth. The B2B trade show market was $10.2 billion in 2022 and is expected to reach nearly $15 billion by 2027. While digital programs can bring together global experts and peers, 95 percent of marketers say in-person events are vital to fostering real-life connections with target audiences. When a company exhibits at a trade show, it creates opportunities to build new connections and reinforce existing relationships.

How to Build a Professional Network that Drives Business Growth

Posted on April 29, 2024 by Gerri Knilans

The saying that “it’s not just what you know, but who you know” still rings true in business today. Despite digital transformations, global connectivity, and rapidly evolving technologies, a successful business always comes down to its people. The extended networks of employees and other stakeholders are just as important in building sustainable organizations. A strategic professional network helps individuals build new skills and knowledge, generate referrals, and develop strategic business partnerships.

The Science of Words and Unleashing Its Power in Business Communications

Posted on April 22, 2024 by Gerri Knilans

Writing is an essential aspect of business communications, and high-quality content can significantly impact a company’s success. While many business professionals appreciate the power of the written word, they do not understand the science behind it. The ability to engage and persuade an audience through writing is not simply a matter of talent or creativity. By applying scientific research and understanding of writing to their communications, businesses can create content that captivates target audiences and drives meaningful results.

How to Craft Compelling Website Copy: Tips for Success

Posted on April 15, 2024 by Gerri Knilans

Effective website copy can transform visitors into leads and leads into customers. Despite its power to convert, website copywriting is often overlooked for other website elements such as design, navigation, user experience, and SEO. In a marketplace where every business competes for online visibility and attention, the importance of well-crafted website copy cannot be overstated. Your website copy is the voice of your brand, conveying your message, values, and offerings to target audiences. It plays an important role at every stage of the buyer’s journey, from awareness to decision-making and beyond.

Email Marketing Mistakes and Blunders To Avoid

Posted on April 8, 2024 by Gerri Knilans

Email marketing is a channel of choice for many marketers, especially in B2B organizations. In fact, 81 percent of B2B marketers say their most used form of content marketing is email newsletters. Furthermore, four out of five respondents to a Litmus study of over 2,000 marketers said they’d give up social media initiatives before giving up email marketing. These statistics underscore email’s importance, but to stand out in a crowded inbox, it’s vital that brands avoid common mistakes and blunders.

How to Drive Business Success by Investing in Employees

Posted on April 1, 2024 by Gerri Knilans

Businesses that can attract, develop, and retain great employees have a distinct advantage in today’s competitive business environment. As such, when organizations invest in their workforces, they also invest in business growth. Building and fostering an employee-centric workplace can create dramatic and wide-reaching benefits for the company. These impacts include increased productivity, enhanced employee engagement, high-quality talent, reduced turnover, and a strong bottom line.

How to Turn Case Studies into Powerful Marketing Assets

Posted on March 25, 2024 by Gerri Knilans

In the B2B marketplace, where credibility and trust reign supreme, case studies are an invaluable marketing tool. These narratives provide real-world evidence of a company’s capabilities, expertise, and value proposition. By effectively showcasing client success stories, companies can significantly impact brand reputation and authority. Case studies are often overlooked opportunities for companies to establish themselves as trusted partners who deliver tangible results. In an era that demands authenticity and proof of value, incorporating case studies into your marketing arsenal is imperative for success.

Becoming a Published Author: How to Choose the Right Book Publishing Format

Posted on March 18, 2024 by Gerri Knilans

Millions of aspiring authors strive to write and publish a book at some point in their lives. Whether you have a compelling story to tell, a unique perspective to share, or a passion you want to explore, writing a book can be a transformative experience in self-expression, creativity, and personal and professional growth. While the process is unique to each author, the path to success requires careful planning and execution. One of the most important choices during a literary journey is determining the right book publishing format for your work.

The State of B2B Publishing 2024: A Conversation with ASBPE Leadership, Cory Sekine-Pettite and Davide Savenije

Posted on March 11, 2024 by Gerri Knilans

Trade Press Services recently sat down with Cory Sekine-Pettite and Davide Savenije of the American Society of Business Publication Editors (ASBPE). Industry editors and society directors, they have 37 years of experience in the B2B publishing industry between them. They offered insights essential for brands, professionals, journalists, and thought leaders looking to share thought leadership and establish their expertise in today’s constantly evolving marketplace.

How to Make the Most of Five New Trends in B2B Buyer Behavior

Posted on February 26, 2024 by Gerri Knilans

For many years, “creating enough content” was cited by marketers responding to the Content Marketing Institute’s annual State of Marketing survey as their top challenge. In 2024, however, the top challenge for marketers has changed. Today, “creating the right content for their audience” represents the biggest communication challenge for 57 percent of marketers. Producing and distributing content that resonates with audiences is no easy task. It starts with a keen understanding of B2B buyer behavior.

Do’s and Don’ts for Establishing Your Expertise as an Immigrating Professional (EB-1 and O-1 Visas)

Posted on February 19, 2024 by Gerri Knilans

Millions of people around the globe dream of a life where anyone, regardless of class, race, nationality, or ethnicity, can achieve success, freedom, and equality. The American Dream has evolved over time and means different things to different generations, but it is an integral part of the American ethos. Approximately 44 million immigrants already reside in the United States. In 2023 alone, on average, the U.S. Citizenship and Immigration Services (USCIS) granted permanent residence to more than 2,300 people and issued nearly approximately 9,200 green cards every day.

Mastering Productivity: How to Harness the Power of Tiny Habits to Achieve Remarkable Results

Posted on February 12, 2024 by Gerri Knilans

If you could improve yourself by just one percent each day, at the end of one year, you will be 37 times better than you are right now. This concept of how tiny (or atomic) and incremental change can yield huge results is the first lesson in James Clear’s best-selling book Atomic Habits. By challenging our beliefs about how we value goals over systems, Clear provides a clear path to help break bad habits and create new ones.

Closer Than You Think: How to Build a Team of B2B Brand Ambassadors

Posted on January 29, 2024 by Gerri Knilans

A brand’s success depends on its reputation, visibility, credibility and even popularity. But simply promoting a brand is not enough. To stand out from the competition, potential buyers are looking for credible and authentic input from real people who have worked with your company. That’s where a brand ambassador strategy can make a big difference. Brand ambassadors are individuals who serve as the face of the brand and share less biased perspectives that are often more trusted by target audiences.