Marketing Craftmanship

article thumbnail

Thought Leadership Merchandising: Rising Above the Noise

Marketing Craftmanship

Merchandising Strategy Precedes Content Development. Proper application of Thought Leadership-based content begins with development of a content merchandising strategy, involving two basic questions: What measurable outcomes do we want our Thought Leadership to achieve (other than having people think we’re smart)?

article thumbnail

Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

It’s All About Merchandising. 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. Business leaders must address two key questions in advance of seeking any publicity: “1. What type of media exposure will benefit us most?”

PR 100
Insiders

Sign Up for our Newsletter

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

article thumbnail

Avoid the Carnival Barker Approach to Publicity

Marketing Craftmanship

Under pressure to produce media exposure of any kind, PR firms or corporate publicists sometimes generate a placement first, and then attempt to figure out a way to leverage (or “merchandise”) that publicity. Too often, publicity with or without merchandising potential is simply hung on a company’s website like a hunting trophy.

article thumbnail

An End to B2B Social Media Madness

Marketing Craftmanship

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. A company blog is the most effective way to leverage social media.

article thumbnail

Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

For the firm to benefit from the credibility associated with publication of its partner’s life sciences expertise, it would need to proactively merchandise this inherent 3rd party endorsement. On its own, publication of the article was unlikely to generate any viable, near-term new business prospects.

Tactics 100
article thumbnail

Should I Rekindle My Blog Love Affair…Or End It?

Marketing Craftmanship

Was there a strategy to promote your Blog and to merchandise its posts…or did you think that would just “happen”? Did you assign sufficient resources to ensure your Blog’s long-term success…or were you just looking for a cheap date?

article thumbnail

The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

Marketing Craftmanship

Merchandise conference participation. To benefit from the implied 3 rd party endorsement, beneficial coverage must be properly integrated into the firm’s direct communication strategy with clients, prospects and referral sources. Investor conferences are high-cost tactics that can be effective for hedge funds.