Marketing Craftmanship

NOVEMBER 22, 2023

PR (or “earned media”) is the most powerful form of content marketing, because of its potential market reach, online visibility, and inherent 3rd party endorsement. Most firms simply post media placements on their social media and website like a hunting trophy…which has little practical value.

PR 130

PR B2B Marketing & Strategy Sales Cycle 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

JULY 10, 2023

Regardless of their title, job description or capacity to work the room at a social event, every B2B firm employee should be given training, tools and ongoing support that empowers them to: Manage Their Personal Brand – Clients hire individuals, rather than a firm, to help them.

B2B Sales 130

B2B Sales Cross-Selling Work Management B2B 130

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

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

JULY 1, 2014

In their 2001 book, The Attention Economy , social scholars Thomas Davenport and John Beck proposed that in today’s information-flooded world, the most scarce resource does not involve ideas, money or talent. Less can be more, when it comes to B2B content. Don’t rely on the internet exclusively to generate market attention.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 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

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

SEPTEMBER 18, 2020

There are valid social and physiological reasons most people don’t do the things necessary to maintain their personal health and fitness. Two current examples of perceived magic bullets include content marketing and marketing automation software. Neither of those initiatives are quick fixes. Lacking A Meaningful Plan.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

SEPTEMBER 15, 2013

These 2 – 3 minute videos can be posted on the corporate website, and on the company’s social media sites. Philanthropy – Rather than hosting an expensive celebration or social event, a charitable tactic may generate greater client goodwill and provide opportunities to promote the firm’s anniversary (and underlying values.)

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 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

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.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 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

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

DECEMBER 30, 2013

This zero sum game is also played in social media, where scorecards of “likes” and “followers” are used as hollow substitutes for meaningful business metrics. The goal should be to create an arsenal of effective credibility tools; not simply to generate clippings to hang like hunting trophies in the “Media” section of a website.

PR 100

PR Advertorials Merchandising Paid Search Agency 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

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

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

JUNE 5, 2016

The most significant aspect of society’s rapid adoption of the internet is that we’ve raised nearly two generations of young people who have increasingly less direct social interaction with humans, and who rely almost exclusively on electronic devices to supply the information they need to make decisions about everything.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

MARCH 8, 2018

Social media postings on LinkedIn, Twitter and Facebook referencing the publicity; A permanent “As seen in (name of media source)” banner on the home page of the client’s website; Surgical removal of the client’s quote from the story, coupled with the publication’s logo, hung like a hunting trophy in the client website’s News section.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 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

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.

Branding 100

Branding Brand Identity Viral Marketing Opinions 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. Schedule ongoing maintenance of the activity. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions. White papers and case studies become quickly outdated.

Tactics 100

Tactics B2B Marketing Cost per Acquisition CPA 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 14, 2015

To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a long list of tactical solutions (white papers, blogs, newsletters, publicity, social media, direct mail, conferences, advertising, etc.)…all Your intellectual capital. Your credibility.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 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

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

JUNE 19, 2015

Many B2B firms believe that simply doing great work for existing clients will drive all the referrals and word-of-mouth recommendations necessary to put them on short lists, or allow them to avoid having to compete at all.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

FEBRUARY 5, 2013

Regardless of their title, job description or capacity to work the room at a social event, every B2B executive should be given training, tools and ongoing support that empowers them to: Manage Their Personal Brand – Clients hire individuals, rather than a firm, to help them. that can be merchandised by the firm to keep the firm in play.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 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

FEBRUARY 6, 2016

My adult conversation with them goes like this: None of the “games” in the marketing toolkit – publicity, advertising, social media, videos, conferences, newsletters, blogging, direct mail, etc. White papers and editorial content are poorly disguised sales pitches, and offer no helpful information or insights.

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

DECEMBER 2, 2011

At this point, Governor Brownback and the Shawnee Mission School District had a big decision to make: either hold your ground, or back off a controversy that the media was likely to milk for days, and would position the governor and educators as free speech bullies and social media terrorists.

PR 100

PR Twitter Guidelines Press 100

Marketing Craftmanship

JULY 18, 2012

Mr. Gough, who left the facility naked, vowed to continue his “vocation in life,” which involves not wearing clothing to demonstrate his non-conformity with social norms, and to prove that people are prejudice. To make his point, Gough has spent most of the past decade in prison, and much of it in solitary confinement.

Paid Search Agency 100

Paid Search Agency Positioning Organization Spending 100

Marketing Craftmanship

AUGUST 19, 2011

Most brochureware websites contain no content that requires updating, and other than perhaps a “Contact Us” form, no interactive capabilities. Brochureware simply sits online, like a printed brochure sits on a coffee table. This company doesn’t really care what clients and prospects think of them.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

MARCH 20, 2012

By delivering self-serving content of this caliber, the Gray Lady likely revealed more about its own integrity than that of Goldman Sachs. Smith’s largely unsubstantiated viewpoint, The New York Times may be complicit in trading in its legendary journalistic standards for a temporary spike in brand recognition and readership.

Opinions 100

Opinions Viral Marketing Profiling Advertisements 100

Marketing Craftmanship

MARCH 16, 2012

Other than a pile of press clippings or some online content for their website’s “In the News” section, business owners are hard-pressed to draw a connection between their publicity campaign and tangible business results, such as lead generation or increased revenue.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100