4 AEC industry lessons from HubSpot’s INBOUND conference

November 14, 2016

4 AEC industry lessons from HubSpot’s INBOUND conference

Friday morning I was listening to Alec Baldwin live (yes, he did a few Trump impersonation bits). The day before I watched Randi Zuckerberg interview Anna Kendrick. Why such a star-studded week? I attended HubSpot’s annual INBOUND conference in Boston. It’s the third year I’ve gone, and the second that I’ve brought my team. A few other people were there, too — a staggering 19,000 people from 92 countries hobnobbed with Baldwin, Kendrick et al.

Read more »

 
 

Behind the Screens: A glimpse inside our content marketing process

June 1, 2016

Behind the Screens

Turning another year older makes you reflect on all you’ve accomplished. Five loooonnnnngggg years ago this week, I launched an agency focused on creating great content, from blog posts to e-books, infographics, case studies, website content, checklists, videos and beyond. In the process, we became experts in content marketing strategy — the what, why, when, where and how of content marketing.

Throughout our five years, content marketing has become THE marketing buzzword. “Content marketers” are now a dime a dozen. But truly great content is rare. And, man, is it hard to create.

That’s why, to celebrate our 5th birthday, we’re pulling back the curtain to give you a glimpse inside Rep Ink’s creative process so you can see what goes into creating content worthy of the spotlight.

Read more »

 
 

Content marketing strategy: do SEO keywords matter anymore?

March 2, 2016

Content Marketing Strategy: Do SEO keywords matter anymore?

Remember when keyword stuffing rose to popularity? A rash of websites was built, stuffed with keywords that search engine optimization (SEO) experts had identified as the words searchers used to find their websites. The problem was, they literally “stuffed” the website copy full of keywords, offering no value. Instead, web users were left with vapid, redundant and awkward keyword-laden text.

Read more »

 
 

Inbound Marketing and Inbound Sales: the new peanut butter ‘n’ jelly

October 16, 2015

If you read our blog regularly or follow Rep Ink on social media, you know that our entire team went to HubSpot’s annual INBOUND conference in Boston last month. The conference is the largest event dedicated to the art of inbound marketing (often also called content marketing, although that’s subject to lots of debate). Whatever term you prefer, this is the practice of creating quality content that attracts people to your company rather than the old outbound “interruption” method of cold calling, advertising, buying email lists and praying for leads and sales.

So, why, over and over again, did I keep hearing about sales?

Read more »

 
 

9 reasons your content marketing isn’t working

July 20, 2015

1More marketers are spending time, money and resources on content marketing than ever before. In fact, 42 percent of businesses now publish new content at least weekly. However, the majority of these efforts continue to fail. Why is this? While the reasons are wide-ranging, I see some mistakes happening over and over again:

Read more »

 
 

How to market and grow a professional services business

June 8, 2015

7 lessons I learned in my first four years of business (and a few extra tips)

How toLast week, Reputation Ink celebrated its fourth year in business. I founded the agency in June 2011 working out of my home with one large client (who we still work with), and in the last four years, we’ve grown to include over 20 clients (including many large, global corporations), six full-time employees, several freelance writers we have established relationships with, and a group of specialist agency partners we collaborate with for technical and creative support.

We have more growth ahead of us, but I’m incredibly proud of what we’ve accomplished so far. I thought I would mark our anniversary by sharing what I’ve learned about marketing and growing a professional services business over the past four years.

Read more »

 
 

Why your content is now your brand

May 5, 2015

Tagline - MichelleI’ll admit it. Before I started my own marketing firm, I worked in other advertising and PR firms and often hated what we produced: pithy, uppity ads that sounded super clever and trendy, like a bunch of skinny, uber-hipster millennials wearing tight jeans and thick-rimmed glasses came up with them while drinking their fifth nonfat soy green-tea lattes and smirking ironically. I think this actually happened. A lot.

To me the ads, brochures, taglines, marketing “collateral” and other “stuff” we produced seemed vapid and clever for the sake of being clever — like we were trying to impress ourselves and other marketing people. Plain language, simplicity and directness were dismissed for their lack of creativity and artistic flair.

Read more »

 
 

Why longer content works in today’s 140-character, soundbite, snackable, tweet-frenzied world

March 24, 2015

Long live long-form contentHow many times have you heard that no one reads anything longer than a 140-character tweet anymore? That our attention spans are shot due to digital information overload, multi-tasking and multi-channeling? That if you create anything longer than 200 words or 30 seconds no one will pay any attention to it? Soundbites! “Snackable” content! Tweets!

Wrong. Wrong. Wrong. (Well, except for the attention-span thing.)

While technology has certainly changed the way we think and process information, people still desire substantial information. They just consume it differently. In fact, due to the overwhelming glut of content available on the Internet today, Internet users are becoming more discerning about the content they consume, searching and scanning for content that’s worth their attention and time, and engaging more heavily with valuable, lengthy content. And in the online world — where everyone can be a publisher — the way to distinguish yourself is by producing an outstanding piece of substantial content that stands out from the rest.

Read more »

 
 

Marketing automation is not a strategy (and it’s useless without content)

January 26, 2015

Tech_frustration_with_copy

Do NOT buy that marketing automation software (just yet). Before you pull the trigger, please read this blog post first.

Marketing automation is an incredibly valuable tool that is transforming the marketing industry. In the space of one year, the number of marketing technology companies has nearly doubled, rising to nearly 2,000 in 2015 according to Marketing Land.

However, it still faces an embarrassingly high failure rate of 60 percent. According to the Sales Benchmark Index, three out of five marketing automation installations fail, meaning they are under-utilized, not used at all, or eventually canceled.

Read more »

 
 

Want employees to learn and grow? Let them blog

January 9, 2015

How content marketing can fuel employee learning and development

Intellectual growth should commence atI have always been an insatiable learner. I was a big reader as a child and now as a professional, it’s almost overwhelming the amount of books, blogs and articles that I want to read. But as I’ve gotten busier, like most people, reading has fallen by the wayside, with books piled up on my nightstand that I never quite get to.

However, I continue to learn and stay at the cutting edge of my industry. How? Content marketing. My agency is committed to writing and speaking about marketing and public relations topics, and thus I continually read and conduct research to ensure my blog posts and presentations are accurate, comprehensive and up to date.

Read more »

 
 
About the Author
Michelle Calcote King

Michelle Calcote King is an award-winning marketer with nearly 20 years of expertise in all things marketing, content, media and public relations. Specializing in highly complex industries, she leverages superior writing skills, media savvy and a love of all things digital to move her clients’ businesses forward.

Read my full bio or connect with me on LinkedIn.

Get INKsights in your inbox

Sign up for our e-newsletter.
We have added you to our list.

Archives

Download e-book for AEC firms