Marketing Craftmanship

JULY 1, 2013

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)?

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership B2B Sales 100

Marketing Craftmanship

DECEMBER 30, 2013

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

PR Advertorials Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

APRIL 12, 2011

It’s a single, albeit important step in a multi-step process that BEGINS with defining a very specific business outcome the media placement will help to achieve, if the 3 rd party endorsement is properly merchandised.

B2B Marketing 100

B2B Marketing Marketing Prospects Merchandising B2B 100

Marketing Craftmanship

MARCH 16, 2012

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.

PR 100

PR Paid Search Agency Planning Merchandising 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. A company blog is the most effective way to leverage social media.

Social Media 100

Social Media B2B Media B2B Marketing 100

Marketing Craftmanship

JULY 13, 2011

They have a specific plan to merchandise the credibility and thought leadership related to the marketplace exposure directly to target audiences in advance of seeking the speaking opportunity. Smart marketers work backwards. That way, their ability to convert a public platform into bona fide business results is significantly enhanced.

B2B Marketing 100

B2B Marketing Work Management Planning B2B 100

Marketing Craftmanship

JANUARY 16, 2013

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.

B2B Marketing 100

B2B Marketing Tactics B2B Advertising Agencies 100