Marketing Craftmanship

APRIL 8, 2011

What often happens – soon after LAUNCH COMPANY WEBSITE is crossed off the corporate to-do list – is that companies don’t apply the same standards of excellence or levels of scrutiny to the content generated post-launch that were applied during development of the website’s original core content.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

MARCH 16, 2013

But if you are unable or unwilling to generate meaningful content on a consistent basis (at least twice a month), or to merchandise your blog content properly (which means taking specific steps to promote the content with target audiences), then do not start a blog. Build Your LinkedIn Presence.

Social Media 100

Social Media Media Merchandising B2B 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

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

Marketing Craftmanship

JULY 5, 2013

In this 2-minute YouTube clip , Schmertz (who is now 83 years-old) eloquently describes how Mobil’s confrontational and sometimes abrasive public relations strategy reflected the company’s obligation, as a custodian of significant physical, human and economic resources, to maintain its role as one of the pillars of a free society.

Public Relations 100

Public Relations Advertorials Mobile Advertising PR 100