Marketing Craftmanship

article thumbnail

Why Most B2B Companies Don’t Use Earned Media (Public Relations)

Marketing Craftmanship

Their job is to present “balanced” coverage, which means it will most always include some information that’s considered to be negative by the company, product, or individual that’s featured in the story.

article thumbnail

Why Marketing Content Will Continue to Suck in the Age of Artificial Intelligence (A.I.)

Marketing Craftmanship

Your target audiences want objective, relevant, helpful information that addresses their challenges and opportunities, and enables them to draw their own conclusions regarding your firm’s ability to assist them. White papers lost their credibility many years ago, because so many companies turned them into self-promotional sales brochures.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Is Your Firm a “Safe Choice”? for Prospective Clients?

Marketing Craftmanship

They’ll form an opinion based on publicly available information they find online. Consistency: Is all your information kept up-to-date, and relevant to current market conditions? rarely succeeds. Acid Test: How much digging is required to gain a basic understanding of your value proposition? ).

RFP 165
article thumbnail

Client Newsletters for B2B Firms Is Content that’s Dead on Arrival

Marketing Craftmanship

Each issue involves a frustrating hunt for timely information of genuine interest. But traditional newsletters – containing commentary ranging from client alerts on tax legislation, to “best of” awards, or who’s joined the firm – are not a marketing necessity.

article thumbnail

Why Clients Don’t Value Your Ability

Marketing Craftmanship

Cutting through the vast amount of information that clients receive each day. You can measure client sentiment on an informal basis, similar to Ed Koch; but you’re more likely to yield meaningful results if you conduct a formal survey either online and / or by telephone. No detail is unimportant.

article thumbnail

Social Distancing: Marketing’s New Strategic Mandate

Marketing Craftmanship

Many companies have abused email to such a great extent — bombarding clients, prospects and referral sources with email blasts, self-serving newsletters and other useless information — that it’s now extremely difficult to get noticed or gain meaningful traction.

article thumbnail

The Attention Web: What B2B Marketers Need to Know

Marketing Craftmanship

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.