Page 9 – Trade Press Services

8 B2B Content Marketing Mistakes and How to Avoid Them

Posted on October 11, 2021 by Gerri Knilans

A well-developed content marketing strategy requires time, planning, expertise and resources to succeed. At the same time, it’s easy and inevitable to make a few mistakes along the way. Knowing, understanding and recognizing the more common B2B content marketing mistakes enables marketers to anticipate and avoid them. And, with this knowledge, marketers can quickly refine, rectify and recover as they work to enhance their content marketing programs.

Rethinking Professionalism: The New Standards that Really Matter

Posted on October 4, 2021 by Gerri Knilans

Today, business professionalism involves more than appropriate dress and a firm handshake. It is a set of characteristics, behaviors and values that fuel a culture of mutual respect in the workplace. The way we conduct ourselves in a work (and personal) setting makes a huge impact on our success as individuals and as part of a team.

15 Questions to Ask Before Pressing Send on Your Next B2B Email

Posted on September 27, 2021 by Gerri Knilans

As one of the most valuable and cost-effective marketing methods available, B2B email is still a pillar of business communication. In fact, the value of email continues to grow. In 2020, 78 percent of marketers said email is important to overall company success, compared to 71 percent in 2019. At the same time, think about the sheer volume of emails being sent and received each day—306 billion according to a report produced by Statista.

Why Do Customers Buy? The 6 Universal Buying Motives

Posted on September 20, 2021 by Gerri Knilans

While sales and marketing functions are different, the two teams share a common goal: to present products and services in a way that creates new customers and keeps existing customers coming back for more. In his Track Selling System, master trainer Roy E. Chitwood taught salespeople (and marketers) what he believed was a scientific approach to selling (and marketing). It included seven steps in the sales process, five buying decisions and six universal buying motives.

6 Growth Opportunities for Women Entrepreneurs

Posted on September 13, 2021 by Gerri Knilans

The United States has 12.3 million women-owned businesses that generate $1.8 trillion a year and employ nearly nine million people. These numbers continue to grow. In fact, there are 114 percent more female entrepreneurs in America today than there were 20 years ago. Despite those staggering numbers, there is still no simple framework or guidebook for women interested in navigating the business world.

Supercharge Your Workforce with the Power of Employee Appreciation

Posted on September 7, 2021 by Gerri Knilans

When we think of Labor Day, the anticipation of a three-day weekend filled with rest, relaxation and fun is often first and foremost in our minds. But the initial intent of the holiday, scheduled for the first Monday of September, was different. Labor Day was originally a celebration to recognize the social and economic achievements of American

4 Marketing KPIs That Matter

Posted on August 30, 2021 by Gerri Knilans

Using key performance indicators (KPIs) in marketing provides information that, when identified and harnessed, helps keep your business on track for continual growth. These measurements, however, are not just about sales revenue or clicks. To use marketing KPIs requires a deeper understanding of behaviors and data which tell the “rest of the story.”

6 Keys to Understanding Gen Z and Its Implication in the Workplace

Posted on August 23, 2021 by Gerri Knilans

For many years, Baby Boomers were the dominant generation in the workplace. Millennials and Gen X followed, but now the water cooler talk is about Generation Z (Gen Z). Born after 1996, most members of Gen Z are not yet old enough to vote. At the same time, their sheer numbers still leave roughly 24 million Gen Zers of age—the oldest of whom are in their mid-20s and entering the workforce.

Increase Your Business Agility With 3 Essential Components

Posted on August 16, 2021 by Gerri Knilans

Since the COVID-19 pandemic first took hold in early 2020, the need for greater business agility has been on the rise. In fact, 92 percent of C-level executives believe organizational agility is critical to business success. Yet only 27 percent consider themselves highly agile. The discrepancy creates a mandate to abandon business as usual and transform business operations for the new normal.

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.

Make Your LinkedIn Profile Work for You with These 8 Tips

Posted on August 2, 2021 by Gerri Knilans

Launched in 2003, LinkedIn is the oldest of the major social networks that is still widely used today. The site has evolved from its origins as an online job and career board. LinkedIn is now a business-oriented social networking platform with 722 million members strong. Usage of the platform continues to grow.

Trends in Marketing: Reaching Your Audience Through Personalization

Posted on July 26, 2021 by Gerri Knilans

Personalization is becoming a strategic marketing imperative. Marketing personalization uses data to deliver customized brand messages to individual prospects and customers. Unlike traditional marketing, which casts a wide net, personalized marketing delivers the most relevant message at the ideal time through the right channel.

How to Empower Employees Through Internal Communications

Posted on July 19, 2021 by Gerri Knilans

The purpose of consistent and well-written external communications with clients, prospects, vendors and other stakeholders is to increase visibility, credibility and name recognition in the marketplace to stimulate business growth. But external-facing content is not the only type of communication that drives higher revenue. What about internal communications that foster engagement, innovation and collaboration within an organization?

The Five Ws (and 1H) to Successful Public Speaking

Posted on July 12, 2021 by Gerri Knilans

Speaking at tradeshows, conferences, webinars, podcasts and other events provides many opportunities for thought leaders to showcase their expertise. By sharing engaging, empowering and authentic stories, speakers gain name recognition and credibility with prospects, customers and other influencers. Not only does public speaking build brand awareness, but it’s also a direct way to create a good first impression, build trust and establish opportunities to develop ongoing relationships.

Are Blogs Still Worth the Effort as a Marketing Strategy?

Posted on July 6, 2021 by Gerri Knilans

Over 409 million people view more than 20 billion blog pages each month. Despite these statistics, headlines such as “Is Blogging Dead?” resurface again and again. Why do so many marketers question the value of blogs in today’s marketing communications arsenal? In part, the answer might have to do with changes in how blogs are defined, which blog practices are followed and how this specific tactic fits into a company’s overall marketing strategy.

Do Traditional Marketing Values Still Matter in a Digital World?

Posted on June 28, 2021 by Gerri Knilans

When it comes to marketers, there are two basic groups of professionals. The first, considered the “old guard” takes a traditional approach with marketing values, tapping into the subconscious of their target audiences, digging deep into buying motives and psyche. The newer generation of marketers was raised with the internet and has been trained in a digital-first era. But what would happen if we could combine both skill sets?

3 Myths About Your Website’s Outbound Links

Posted on June 21, 2021 by Gerri Knilans

In today’s digital marketplace, an organization’s website serves as the headquarters for company information, products and services as well as thought leadership. As such, the search engine visibility of your website directly impacts how noticeable your brand is. Marketing tactics like search engine optimization, link building, advertising, content and media mentions contribute to increased website traffic.

7 Must-Read Books for Personal and Professional Growth

Posted on June 14, 2021 by Gerri Knilans

True professionals embrace lifelong learning. As busy as we get—no matter what our role is—it’s still important to stay up to date with the latest industry information, trends and technologies. That makes prioritizing professional growth through continued education an essential habit to help us improve job performance, boost innovative thinking and capitalize on marketplace changes.

How to Unify Sales and Marketing Teams Through Sales Enablement

Posted on June 8, 2021 by Gerri Knilans

Business leaders have discussed the differences and similarities between sales and marketing for years. Too often, the conversation ends there, without any clear and actionable takeaways. Yet, there are many insights to be gained that can lead to better sales results, deeper understandings of one another’s needs, and more camaraderie, collaboration and engagement. This process is known as sales enablement.

What Can Upstream and Downstream Marketing Do for You?

Posted on June 1, 2021 by Gerri Knilans

Most companies understand the importance of the marketing planning process. They create plans that include quantifiable goals, activities to engage in, assignment of responsibilities and a budget to fund the plan. That process, however, overlooks one key element: a strategic approach to marketing. When it comes to marketing, strategy should be the foundation or cornerstone of the marketing plan.

Boost Your Brand Presence with Eight Types of Video

Posted on May 24, 2021 by Gerri Knilans

As consumers, our time spent on virtual platforms continues to grow. Not surprisingly, video has become an essential tool for garnering marketplace attention. With 92 percent of marketers saying that video is an important part of their marketing strategy, the types and functions of video marketing have evolved. Further, marketers using video grow revenue 49 percent faster than non-video users. Have you incorporated video into your marketing strategy yet?

31 Content Marketing Terms Every Marketer Needs to Know

Posted on May 17, 2021 by Gerri Knilans

Every industry has its own jargon, buzzwords and acronyms, and content marketing is no exception. To be successful, marketers need to know what these terms are, how to use them and why they matter. Here’s a list of 31 commonly used content marketing terms to help you evaluate your marketing acumen.

6 Statistics to Consider When Thinking About a Podcast

Posted on May 10, 2021 by Gerri Knilans

The number of podcasts is on the rise. Podcasts, which are digital and conversation-based series, are popping up in countless categories. Whether you are considering starting your own podcast or being featured as a guest on an established show, a podcast strategy should be an essential component of your marketing communications plan.