Marketing Craftmanship

JANUARY 5, 2012

Websites dedicated to employee dissatisfaction were social media pioneers; empowering workers to publicly call their manager a “5-Alarm Nut Job” without retribution, to gripe about low pay or a lousy lunchroom, and to warn others to look elsewhere for a job.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

SEPTEMBER 22, 2012

Quote Approvals Lower the Risk of Media Burn. The practice of requiring journalists to submit on-the-record quotes for approval by a source in advance of publication has long been a sore point between the media and the PR profession. If you’re willing to participate in media interviews without the safety net of quote approval….here

PR 100

PR Media Press Blogger 100

Marketing Craftmanship

FEBRUARY 21, 2023

Traditional thought leadership – whether it’s delivered through owned media or earned media – most often involves showcasing your own ideas and opinions, those of a client, or of an individual within your organization.

Thought Leadership 130

Thought Leadership B2B Thought Leadership Brand Identity Branding 130

Marketing Craftmanship

AUGUST 31, 2011

Self-serving Press Release Content Has Killed PR. Thanks to the PR profession, news releases (aptly re-named press releases) became platforms to deliver content with little or no news value, and largely of no practical value or interest to the press. The internet delivered news faster, and this was a good thing.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

APRIL 8, 2011

Distracted by all the social media buzz, it’s easy for a company to lose sight of the fact that their website remains the mother ship of brand expression and commerce. With apologies to poet Robert Browning, when it comes to website content, less is absolutely more. or “Is this how they will keep up with my needs?”

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

JANUARY 8, 2021

Their compensation and tenure are often based on fuzzy or subjective factors, including the ability to generate earned media, maintain an effective website, produce relevant content for social media or score highly in brand awareness or customer satisfaction surveys. My guidance is neither unique nor comprehensive.

Work Management 264

Work Management Marketing Management Lead Scoring Lead Ranking 264

Marketing Craftmanship

MAY 13, 2020

Many have blogs featuring content that most visitors neither read nor comment on. A significant number of companies also maintain a presence on social media platforms and publish posts for a relatively small group of followers, many of whom are not their target audience. Earned media has the highest value on the credibility scale.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

MARCH 8, 2018

Clint Arthur may represent the extreme end of PR hucksterism, but for decades many well-known public relations firms have sold other types of false or inflated credibility that relies on the implied third-party endorsement of respected media sources and organizations. (In

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

NOVEMBER 9, 2018

Some firms avoid this pain by slapping their logo on boilerplate content purchased from a 3rd party, but those firms can pay a bigger price, in terms of brand damage. If it consists of cut & paste content, few firms consider the cost of producing a newsletter that very few people will read or respect.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

Marketing Craftmanship

SEPTEMBER 15, 2013

History Wall – This multi-media display, consisting of photographs and historical artifacts, displayed in the firm’s lobby or a conference room, can serve as a permanent and updatable validation of the company’s milestones and achievements. Framing the core messages that will be expressed through the program, and.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

JULY 8, 2019

Without an email pipeline, the marketing value of the content you create is close to zero. If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with your target audiences. Create Meaningful Content. Drive Top-of-Mind Awareness.

Advertising Mediums 100

Advertising Mediums B2B Marketing B2B Thought Leadership Planning 100

Marketing Craftmanship

DECEMBER 30, 2013

Here are just a few reasons why it’s insane for most businesses to base their marketing strategy on any of those assumptions: Lots of Media Exposure is Worthless. The “worthless media” category can include one-off quotes or mentions in round-up stories that also reference your competitors…if you’ve gained no unique mindshare.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

MAY 7, 2015

According to BNY Mellon’s most recent survey of Investor Relations (IR) practices worldwide, fewer than half of the nearly 700 respondents are using media relations to support their IR goals. More significantly, only 6% of that group included media exposure as a top IR goal.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

SEPTEMBER 12, 2016

Our simple definition is that Thought Leadership is a content marketing strategy designed to leverage intellectual capital as a means to engage target audiences. Your editorial content is self-serving. Thought Leadership is perhaps the most widely used and consistently abused strategy in professional services marketing.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

MARCH 21, 2014

Some firms avoid this pain by slapping their logo on boilerplate content purchased from a 3 rd party, but those firms can pay a bigger price, in terms of brand damage. Canned content says to target audiences, “We value our relationship, but we don’t really care enough (or know enough) to produce our own newsletter.”.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

FEBRUARY 13, 2015

Hold off on Twitter and other social media sites. Few hedge funds have the time or social media sophistication to engage safely and consistently on Twitter, and the compliance risks are significant. Beneficial media exposure can provide valuable brand credibility. Manage press exposure selectively.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

APRIL 29, 2013

Some firms avoid this pain by slapping their logo on boilerplate content purchased from a 3 rd party, but those firms can pay a bigger price, in terms of brand damage. If it consists of cut & paste content, few firms consider the cost of producing a newsletter that very few people will read or respect.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

JANUARY 16, 2013

Press releases and related media exposure is a good example of marketing activity that is often overrated in terms of effort vs. tangible outcome. Blogs and newsletters demand original, timely content; not canned information. Schedule ongoing maintenance of the activity. White papers and case studies become quickly outdated.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

MARCH 16, 2012

For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value. Plan media solicitations last.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

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: Do credible media sources or research firms cover the company? ( 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

MAY 11, 2016

Without an email pipeline, the marketing value of the content you create is close to zero. If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with people in your target audiences. Create Meaningful Content. Drive Top-of-Mind Awareness. A lways.

B2B Marketing 100

B2B Marketing Planning B2B Thought Leadership B2B 100

Marketing Craftmanship

OCTOBER 9, 2016

Step 2: Select one smart content marketing tactic. The objective is to showcase your company’s intellectual capital (which is very different from a sales pitch), either through respected print / electronic media sources or social media, primarily to gain online visibility for that content.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

AUGUST 14, 2015

The old adage “Out of Sight / Out of Mind” rings true in B2B communication, and don’t expect social media to address that requirement. And you’re more likely to make the short list by providing content that’s interesting and helpful to them, and not simply touting your own credentials.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 100

Marketing Craftmanship

APRIL 19, 2012

LinkedIn is no longer simply a social media tool that enables corporate executives to put themselves in play for a better job under the guise of “networking.” There are (at least) two fundamental issues involving LinkedIn: The employees’ right to describe themselves any way they see fit on social media sites, and.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

MAY 16, 2013

Only 6 active business leaders made the Top 100 list, and all near the tail end, led by Warren Buffett (#71), Amazon’s Jeff Bezos (#78), Alex Gorsky of J&J (#86), Ken Powell of General Mills (#93), Steve Balmer of Microsoft (#94) and Steve Forbes of Forbes Media (#97).

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership PR Trust Marketing 100

Marketing Craftmanship

MAY 16, 2013

Only 6 active business leaders made the Top 100 list, and all near the tail end, led by Warren Buffett (#71), Amazon’s Jeff Bezos (#78), Alex Gorsky of J&J (#86), Ken Powell of General Mills (#93), Steve Balmer of Microsoft (#94) and Steve Forbes of Forbes Media (#97).

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership PR Trust Marketing 100

Marketing Craftmanship

FEBRUARY 14, 2013

A company Blog had everything I was looking for in social media. My disappointment grew, but my Blog demanded even more content. “I Did you create an editorial calendar to provide content focus…or made promises you could never keep? My sad story: It was love at first sight. It would drive SEO. Establish thought leadership.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

DECEMBER 28, 2016

Reason #2: Your Award Creates Another Content Beast that Must Be Fed. Like all other types of content designed to position your firm’s brand, industry awards are beasts that must be constantly fed. If your firm has lost some of its magic, perhaps they should be looking at this year’s most innovative IT firm. Reason #3.5:

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

AUGUST 18, 2017

In a nutshell: legacy sales management software (CRM systems), combined with the emergence of email and social media platforms, have provided marketers with new ways to reach and influence target audiences directly and indirectly. Most marketers understand the evolution of Marketing Automation technology.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

MARCH 20, 2012

If the biggest loser in disgruntled employee Greg Smith’s recent OpEd piece was Goldman Sachs, then the apparent winner in this high-profile media sideshow was The New York Times. By delivering self-serving content of this caliber, the Gray Lady likely revealed more about its own integrity than that of Goldman Sachs.

Opinions 100

Opinions Viral Marketing Profiling Advertisements 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

JULY 12, 2012

According to a new study sponsored by Domo and CEO.com , CEOs at Fortune 500 companies are participating in social media channels significantly less than the general public. The study claims that 70% of them have absolutely no presence on social media. on Facebook, 4% on Twitter, and less than 1% on Google+. general public.

PR 100

PR Social Media Linkedin Comparison 100

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

AUGUST 23, 2017

Acid Test: What’s the frequency of content generation, and the number of direct and indirect “touches” with target audiences?). Acid Test: Do credible media sources cover the company? Consistency: Is all information kept up-to-date, and relevant to current market conditions? Do clients identify themselves by name and company?).

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

JUNE 5, 2016

So if your company relies exclusively on personal relationships and referrals to drive engagements or revenue growth…it is living on borrowed time, as relationships become less personal; as human referrals are replaced by online content; and as lack of online transparency is viewed in a negative light by your friends, family and referral sources.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100