Marketing Craftmanship

MAY 13, 2020

Many have blogs featuring content that most visitors neither read nor comment on. As social distancing drives even greater reliance on information that’s gained through online search, marketers will likely need to establish a much higher bar for themselves in terms of the ROI for the content they produce. Industry Events.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

JANUARY 5, 2020

Acid Test: What’s the frequency and quality of content generation, as well as the number of direct and indirect “touches” with target audiences?). ( Acid Test: How much digging is required to gain a basic understanding of your value proposition? ).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

AUGUST 7, 2011

Thanks to search engines and social media, anyone with a computer and a personal agenda can now inflict substantial, long-term damage to the reputations of institutions that may or may not be deserving of their viral sabotage. At the very least, all companies should use Google Alerts to keep track of what’s being said about them online.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

SEPTEMBER 8, 2023

Law firms and attorneys would be better served by not playing the rankings game, and investing whatever time and attention is required to create substantive content that showcases their intellectual capital in their areas of expertise, and by having that content published under their byline in respected business or industry publications.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

AUGUST 14, 2015

Take advantage of Search Engine Optimization (SEO) tactics. Not require a user name and password to gain access to white papers or other content that showcases your firm’s intellectual capital. will be ready to make decisions, your firm must create an internal discipline and content to remind them of: Your existence.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 5, 2012

I don’t work for Glassdoor.com in any capacity, or receive compensation for promoting its products, but it’s a no-brainer to take advantage of an opportunity to provide credible, positive content that offsets misinformation, warts and shortcomings that others are sharing online.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

DECEMBER 11, 2014

Erosion of journalism’s mandate has accelerated with the growth of “brand journalism,” which is content specifically created to promote commercial interests, very often in a non-transparent manner.

Advertorials 100

Advertorials Pricing Price Brand Identity 100