Marketing Craftmanship

OCTOBER 25, 2023

Most B2B company websites, across all industries, contain some combination of self-produced “owned media” content, including blog posts, case studies, white papers, podcasts, archived webinars, and event calendars.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

Marketing Craftmanship

MAY 13, 2020

Many have blogs featuring content that most visitors neither read nor comment on. Then, promote that content, which is far more likely to be read and to deliver higher online visibility and sustained Google search ranking compared to any blog or social media post. Industry Events.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

MARCH 12, 2020

Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc., Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily delivers the type of market engagement that results in new accounts or revenue growth.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

Marketing Craftmanship

MARCH 16, 2013

Blog Correctly, or Don’t Have One. A company blog is the most effective way to leverage social media. If you already have a blog and you’re not meeting those goals, then shut the blog down. It’s a brand liability. Forget Facebook, Twitter and Google+.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Increasingly, B2B firms are learning that simply having all the online visibility tools – company blog, Twitter account, Facebook page, LinkedIn profile, etc. And this chart explains why: The online world makes it easy to obtain information, but extremely difficult to gain attention over all the noise.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing WOM Thought Leadership 100

Marketing Craftmanship

JULY 1, 2014

If you’ve created high quality content, ensure that it earns an adequate marketing ROI by consistently putting it in front of the right people; don’t expect them to find your content by themselves on your company website or blog, on LinkedIn or through Twitter.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

MARCH 11, 2019

Nearly 5 years ago, I wrote a LinkedIn blog post ( The PR Industry’s Dirty Little Secret ) that called out PR practitioners who use their “close relationships” with journalists – along with the implication that those relationships will generate media coverage – to sell their services to prospective clients.

PR 100

PR Linkedin Media Contacts 100

Marketing Craftmanship

JULY 12, 2012

Six Fortune 500 CEOs (or more likely, their PR departments) contribute to blogs, and only one of the six CEOs, John Mackey of Whole Foods, maintains his own blog. Of that group, ten Fortune 500 CEOs have more than 500 LinkedIn connections, while 36 CEOs have 1 LinkedIn connection or none.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

JULY 19, 2013

In advance of Season 6’s final 8 episodes, diehard Doc Martin fans can follow the latest series-related news and gossip on its official website / blog www.docmartinfan.com. In the meantime, readers of this blog post are invited to share a life lesson or two that they’ve learned from Doc Martin.

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

MARCH 28, 2011

And that’s pretty much where my research, as well as my enthusiasm for blogging on the topic ended. Apparently, the demise of journalistic craftsmanship is a protracted affair, and something we shouldn’t fret over, or waste too many blog pixels writing about. But there was an upside to exploration of the topic. My Edward R.

Television marketing 100

Television marketing Blast Campaigns PR Twitter 100

Marketing Craftmanship

APRIL 8, 2011

If the brand police were to issue citations for website content-related abuse, some of the most common violations might include: Vagrancy – If your most recent press release, example of news pickup, or last blog posting is more than two months old…website visitors will wonder “Are these guys still is business?”

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

APRIL 21, 2011

Fewer than 10% use Twitter at work, and only about 20% use Twitter at home. .

Tactics 100

Tactics Webcast B2B Marketing Twitter 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. Exposure that’s largely based on a firm’s achievements delivers little practical benefit to existing clients and may leave them wondering if such self-promotion will result in higher client rates and fees. Schedule ongoing maintenance of the activity.

Tactics 100

Tactics B2B Marketing Cost per Acquisition CPA 100

Marketing Craftmanship

JULY 4, 2011

Establishing a Facebook page, Twitter account or company blog represents an obligation to dedicate the financial resources, appropriate skills and senior level attention necessary to make social media a strategic marketing asset. Marketers are best served walking away from half-hearted or short-term commitments to social media.

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

DECEMBER 2, 2011

For some guidelines on how to apologize correctly, check out Ken Makovsky’s blog post on John Kador’s book, “ Effective Apology.”. It takes guts to admit an error, but if it’s done correctly, you can build goodwill that offsets the mistake. Emma Sullivan might want to put Kador’s book on her Christmas wish list.

PR 100

PR Twitter Guidelines Press 100

Marketing Craftmanship

JUNE 11, 2015

Blog…check. Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Paper…check. LinkedIn and Twitter Accounts…check / check. Client Newsletter…check. Trade Show…check. Publicity…check. But marketing strategy is not akin to packing for a trip.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

AUGUST 19, 2011

As a result, website visitors might see…a company blog with only 3 posts over the past year; no press releases issued since 2009; a “Coming Soon” graphic for the In the News section; an archive of quarterly newsletters with many issues skipped; a 2 year-old white paper that’s no longer relevant; and zero upcoming events scheduled.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

JULY 1, 2013

Researching the term “Thought Leadership” yields everything from a sterile Wikipedia definition, to blog posts featuring marketing insights similar to this online gem: “It doesn’t matter if you’re an entrepreneur, an employee, or a student – your ability to become a thought leader will catapult your success.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

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. Cry-Babies don’t understand that long-term strategy and tactical consistency are the most critical aspects of marketing success.

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

MARCH 16, 2012

On that basis, certain types of publicity – such as an exclusive company profile written by a “friendly” journalist; one-on-one interviews on relevant topics; bylined articles, blog posts or OpEd pieces that you’ve authored – are far more valuable than simply being mentioned or quoted in a news or feature story. Plan media solicitations last.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

OCTOBER 26, 2011

” As I prepared to use this high profile law suit as a news hook for a blog post on publicity stunts (although PETA would likely deny the filing is a stunt), I ran across an excellent 2008 post by James L. Horton, entitled “Publicity Stunts. What Are They?

Public Relations 100

Public Relations PR Advertising Agencies Profiling 100

Marketing Craftmanship

JANUARY 25, 2016

Thought Leadership …This overused marketing term is typically associated with blog posts and publicity. Beyond depicting the traditional org chart, your fund needs to explain to investors how it manages human capital, and must demonstrate how it fosters transparency, communication and teamwork.

Work Management 100

Work Management Enterprise Management Marketing & Strategy Marketing Strategy 100

Marketing Craftmanship

AUGUST 31, 2011

Twitter, blogs and other social media-based “pull” tools may eventually replace the press release. Because press releases are now considered sales collateral by their target audiences, “media relations” for all companies will be managed by the marketing department. Public Relations, as a profession and a function, will simply cease to exist.

Public Relations 100

Public Relations Press PR Content 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

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

APRIL 19, 2011

Following publication, SharesPost CEO David Weir voiced strong objection to Berman’s column – in a letter to the editor at the Wall Street Journal and through an aggressive behind-the-scenes campaign directed at any blog editor willing to listen – focused on the journalistic ethics of Berman’s methods, as well as the accuracy of his reporting.

PR 100

PR Ad brokers Opinions Ethics 100

Marketing Craftmanship

FEBRUARY 13, 2015

Facebook is simply not an appropriate channel for hedge funds, and posting comments on independent blogs or online publications will not yield meaningful results. 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

FEBRUARY 5, 2013

Every practitioner should play an active role in that process by generating relevant content – in the form of blog posts, bylined articles, case studies, industry updates, slide presentations, etc. 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

MARCH 24, 2011

A major reason why these opportunites are not captured is that many marketers don’t understand the needs of the marketplace as well as their sales reps do…which is a blog topic for another day.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

JANUARY 10, 2015

Facebook is not an appropriate channel for hedge funds, and posting comments on independent blogs or online publications will not yield meaningful results. Twitter is a content beast that demands constant feeding, but few hedge funds have the time or social media sophistication to engage safely and consistently.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

NOVEMBER 27, 2018

to cover in a single blog post. There are many more tactical aspects involved in the art of pitch letters – what content to include and avoid, which individual to solicit, what attachments to include, how to monitor and follow-up, etc. – But simply getting started, and establishing a pitch letter routine are the two most critical steps.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JANUARY 13, 2017

to cover in a single blog post. There are many more tactical aspects involved in the art of pitch letters – what content to include and avoid, which individual to solicit, what attachments to include, how to monitor and follow-up, etc. – But simply getting started, and establishing a pitch letter routine are the two most critical steps.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

MARCH 27, 2013

Slice and Dice Content : Rather than jamming your white paper content into a single masterpiece, allocate and publish the findings as a series of blog post installments. This method will increase readership and also produce multiple opportunities to communicate with target audiences, versus once-and-done publication of your white paper.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

MARCH 11, 2015

Topturn Capital, in particular, succeeds in maintaining market interest and increasing its credibility through well-written blog posts on topics ranging from Ebola to the market impact of presidential cycles. Their intellectual capital is showcased, but not in a self-serving manner. Both funds understand the importance of brand strategy.

Practices 100

Practices Marketing Management Thought Leadership Best Practices 100

Marketing Craftmanship

NOVEMBER 9, 2017

Anyone with Facebook, a Twitter account or a blog — including employees, customers, competitors, short sellers or dedicated troublemakers — can erode (or bolster) brand perceptions. A company’s senior management and traditional media sources no longer have exclusive or primary control over brand equity.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100