Marketers: It’s time to push back on your bosses’ bad ideas

November 20, 2018

Marketers: It’s time to push back on your bosses’ bad ideas

“Behind every bad idea is an executive who asked for it.”

I can feel all the marketers internally shouting “YAAAASSSSS.” I hear you, friend, I hear you.

The above quote — from a recent MarketingProfs webinar by Michael Brenner (best-selling author of The Content Formula and CEO of Marketing Insider Group) — made me stop in my tracks. I thought of the numerous times I’ve witnessed a C-suite executive ask a marketer to do something that I knew wasn’t the right course of action, yet the marketer did it anyway. Heck, I’ve been the one who did it anyway. I’ve always thought, “That’s just the way it is.”

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Need to persuade an audience? Use these 5 powerful messaging techniques

June 21, 2018

5 powerful messaging techniques to persuade

If you’ve watched the show “Mad Men,” you may have thought that you, too, could be an advertising executive, drink old fashioneds during the day, chain smoke cigarettes and come up with cool campaigns that persuade the American public to choose one brand over another with a snappy slogan.

Well slow your roll, Nancy.

Mad Men made advertising look easy because it was easier back then.

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3 PR takeaways from Cision’s 2018 ‘Global State of the Media’ report

May 8, 2018

RepInk-blog-CisionReport

Nowadays, the media is the news. With a president who calls the media “fake news” and an overwhelming supply of competing content online, the news industry has been under rapid transformation and intense scrutiny like no other profession in past years.

However, the media — and the public relations profession — are winning.

One stunning proof point: The digital paywall business of “the failing New York Timesis growing as fast as Facebook and faster than Google. Its online subscription sales jumped 46 percent in 2017 to $340 million, and digital ad sales rose 14 percent to $238 million. Subscriptions now make up 60 percent of the news organization’s total revenue.

It’s an interesting time to be in PR.

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4 reasons marketers must shift toward a ‘knowledge extraction’ mindset

May 2, 2018

RepInk-blog-Extraction

Marketers… if you had to describe your most important role in one or two words, what would you say? My gut tells me that many would say “promotion,” “brand building” or “thought leadership.” I doubt many would say “knowledge extraction.” And that must change.

Knowledge extraction is basically that — extracting knowledge from your subject-matter experts (SMEs). It’s a specialized skill when done right, and it’s imperative for effective business-to-business and professional services marketing. Here’s why:

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7 ways to overcome content marketing’s biggest challenge: just getting it done

April 24, 2018

RepInk-blog-7waysChallenge

We’ve all heard it before:

“I just can’t get my subject-matter experts to give me the information I need.”

“We would do content marketing, but we can never find the time — we’re too busy focused on billable work.”

I get it. Content marketing takes time. It’s the reason I have a viable business, after all.

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

November 16, 2017

You’ve heard thought leaders 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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Professional B2B content marketing writers: Why you need ‘em and how to find ‘em

November 10, 2017

Professional B2B content marketing writers: Why you need ‘em and how to find ‘em

By far, the number-one challenge we hear from prospects and clients when it comes to content marketing is finding the time to do it. Producing content is time consuming.

Behind every blog post, white paper, e-book, case study, infographic and video are countless hours of research, interviewing, organizing, writing and editing for accuracy, word choice, clarity, voice and flow.

At the same time, many in complex B2B industries (like law, manufacturing, technology, architecture, engineering and construction) believe that their businesses are too complex and niche for non-technical professionals (such as writers) to grasp and translate into compelling, digestible content.

“We have to do it ourselves” is something I’ve heard time and time again.

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User-generated content marketing: How your employees can contribute video with their smartphone

November 2, 2017

EMPLOYEE-GENERATED VIDEO

You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone.

After all, the best camera is the one you have with you.

So why should you care about employee-generated video content? Glad you asked.

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