19
Mar

What’s old is new again: Why earned media is rising in importance

March 19, 2019
by: in Law , B2B , Public relations , Architecture, Engineering and Construction No comments  

As digital media companies like BuzzFeed, Vox and Vice have recently lost web traffic and made staff cuts, The New York Times has grown to a record 4.3 million digital and print subscribers while expanding its newsroom to 1,600 journalists, the largest count in company history.

Wait, I thought old-school news organizations were dying? What gives?

Here’s the reality: In a world of fake news (the actual kind), disinformation, bots and social media echo chambers, people are turning to traditional media outlets more than ever for information they can trust.

So what does this have to do with you, the business-to-business (B2B) or professional services marketer?

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12
Feb

The top 9 media mistakes lawyers make

February 12, 2019
by: in Law , Public relations No comments  

The top 9 media mistakes lawyers make

A solid public relations strategy is an essential part of a savvy legal marketer’s arsenal.

PR is a unique and powerful tool unlike other marketing efforts because it offers third-party validation: When a lawyer is quoted in an online news story, appears as a pundit on a news show or publishes something in an industry trade journal, that establishes his or her credibility in front of potential clients.

A lot of effort goes into securing that perfect PR opportunity: targeting relevant media outlets, pitching an attorney as a knowledgeable source and landing the interview. So it makes sense for lawyers to be prepared every time they jump on a call with a reporter or sit down for a broadcast interview in order to get the most out of it. This includes knowing the most common pitfalls when attorneys interact with journalists.

Here are some of the top media mistakes we’ve seen lawyers make in the past, and how to avoid them.

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06
Jun

Legal marketing: How one law firm’s blog has attracted new clients and generated business [video]

June 6, 2018
by: in Law , Content marketing , Video marketing No comments  

RepInk-blog-LegalMktg

If you’re reading this, you might be a managing partner questioning if blogging lives up to all the hype. Perhaps you’re an parco gonfiabili attorney who has always wondered if a blog is worth the effort. You might be a law firm marketing manager looking for validation that blogging actually works. Maybe you’re a professional services marketer looking for ideas.

Here’s the thing: No matter who you are, blogging is hard work. It requires a significant time investment. It’s a long game, not an overnight miracle-worker. But it works.

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16
Nov

3 easy B2B marketing videos you can create right now (and how to create them)

November 16, 2017
by: in B2B , Content marketing , Video marketing , Architecture, Engineering and Construction Comments Off on 3 easy B2B marketing videos you can create right now (and how to create them)  

You’ve heard thought leaders hüpfburg kaufen telling you to create more online video.

You’re reading about the importance of video marketing on industry blogs (guilty as charged).

You’re seeing your competitors produce video content, and maybe you’re getting pressure from higher-ups at your company to do the same.

Here’s the thing: If you wait to feel 100% prepared before starting something, you’ll never accomplish anything. (Click to tweet!) It’s time to stop putting it off.

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19
Oct

4 types of video B2B companies should be using in their marketing

October 19, 2017
by: in B2B , Content marketing , Lead generation , Video marketing , Architecture, Engineering and Construction No comments  

4 types of video for B2B marketing

It’s likely your B2B company is vendita parco acquatico gonfiabile already incorporating video into its marketing efforts. If not, what are you waiting for? The majority of internet users today watch videos every single day. Not only that, but companies that use video marketing grow their revenue 49% faster than those that don’t.

Strategically produced videos can:

  • Educate your audience
  • Showcase your successes
  • Differentiate your brand
  • Drive viewers to action

But what kinds of video should you focus aufblasbare wasserrutschen kaufen on? Let’s examine four types of video you should start leveraging to grow your business.

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21
Apr

3 newsroom lessons to improve your sales story

April 21, 2017
by: in B2B , Content marketing , Architecture, Engineering and Construction No comments  

3 newsroom lessons to improve your sales story

Humans are natural storytellers and we gravitate to stories — whether around a campfire, the office water cooler or on Netflix. The world of sales is no different.

A compelling narrative can be the difference between a pitch that converts prospects into clients and one that falls flat. That’s why sales stories are so important.

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14
Mar

How to address your AEC prospects’ sales objections with great content

March 14, 2017
by: in Content marketing , Architecture, Engineering and Construction No comments  

How to address your AEC prospects’ sales objections with great content

Think back to your firm’s last major client project. Now consider the process of winning that contract in the first place. That journey can be almost as complicated and drawn out as the construction project itself.

In a perfect world, your business development team would love nothing more than smooth sailing from start to finish — question-free sales calls, a straightforward proposal presentation and full agreement across the board with no objections or back-and-forth whatsoever from the prospective client.

Alas, life isn’t an episode of “Friends” where all your problems are solved and loose ends tied up in just 22 minutes to the sound of a laugh track.

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02
Mar

Why your AEC firm’s business development team should be using your content (and 5 ways to do it)

March 2, 2017
by: in Content marketing , Architecture, Engineering and Construction No comments  

Why your AEC firm’s business development team should be using your content (and 5 ways to do it)

So your firm is producing useful, educational, client-centric content. Or maybe you’re just exploring content marketing and wondering if you should incorporate it into your firm’s strategy.

No matter where you are on the spectrum, you must ask a crucial question: What is the business development team doing with our content?

Your marketing team’s blog posts, e-books and white papers can’t live in a vacuum. By using a balance of inbound and outbound tactics, your business development team can leverage your content to win more contracts — and they should.

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  • About the Author
    Steven Gallo

    Steven is a media-savvy writer and content strategist with a knack for telling stories. His experience includes award-winning work in television, radio and digital newsrooms. When he's not blogging, Steven enjoys reading, playing the guitar and watching college football.

    Read my full bio or connect with me on LinkedIn.

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