What to do when the media gets it wrong

July 17, 2019

What to do when the media gets it wrong

You carefully craft a press release. You go through rounds of internal edits and approvals. The quote is massaged more than LeBron James’ ego. You send it out to the media… and the published story is chock-full of errors.

Sigh.

Unfortunately, this scenario is becoming all too common. In today’s web-driven, social media-centric news landscape, some journalists value being first more than being accurate. Reporters are forced to do more with less, crank out stories faster than ever before and are increasingly focused on clicks and views at the expense of solid, introspective reporting.

At the same time, misinformation now spreads faster than measles at an anti-vaxxers convention. And, once people are exposed to misinformation, it’s incredibly difficult to remove its influence. As the saying goes, mud sticks. So what can you do if the media gets your facts wrong?

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7 decisions to make before beginning a content project

June 6, 2019

7 decisions to make before beginning a content project

Content projects — such as website updates and new bios, practice group descriptions, case studies and project descriptions — may seem simple at first glance. Just figure out what needs to be written, do the research, conduct subject-matter-expert interviews and start writing…. Right?

Not so fast.

Before you ever set fingers to keyboard, you must first make several key decisions that will guide your content project, saving you from future headaches, disagreements and inconsistent (and thus unprofessional) content.

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8 ways to get people to sign up for your newsletter

May 16, 2019

8 ways to get people to sign up for your newsletter

Want the good news or the bad news first?

Let’s go with the good news: Email marketing is incredibly effective for B2B companies and professional services firms.

And now the bad news: Your email list degrades by about 22.5% every year. People change jobs, unqualified leads unsubscribe and others disengage after emails get trapped in spam folders.

I’m no mathematician, but with a churn rate of 25%, if you don’t grow your email list, you’ll be left with just you and your grandma reading your emails in a few short years.

Here’s more good news (you just got served a shit sandwich): There are lots of ways to grow your email list, and I’ve helpfully summarized them for you below.

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How a former journalist can take your PR strategy to the next level

April 2, 2019

How a former journalist can take your PR strategy to the next level

Let’s not sugarcoat it: Journalists and public relations professionals don’t always get along. But, both camps play an important role in the world of communications, and oftentimes one’s job can depend on the other.

If your business is looking to grow its presence and revenue through earned media and public relations, who better to help than someone who’s played for both teams?

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

March 19, 2019

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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6 ways to get the most from your public relations agency [updated]

March 5, 2019

If you’ve ever worked with a public relations agency — or any consulting firm or professional services provider for that matter — you know that the outcomes can widely differ. There are many, many PR firms out there, and their level of expertise, experience and ability to consistently deliver results varies greatly.

But let’s say you lucked out and hired a high-quality public relations agency (yes, that hyperlink is to us… wink, wink). What’s your role in ensuring the success of the relationship?

It’s pretty significant.

As with most things in life, you get back what you put in. A successful PR initiative requires investment — not just the cost of the PR agency, but your own time and expertise.

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Why B2B marketers can’t afford to ignore email marketing

February 19, 2019

If you’re a B2B marketer and not taking advantage of email, you’ve missed the effective-marketing boat (sounds like a fun party, doesn’t it?).

To put it in a way your CEO will understand, if your B2B company is not engaging in email marketing — including email newsletters, drip campaigns, lead nurturing emails, prospecting and promotional emails — your client acquisition and retention will suffer.

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How to get your employees to share your content (and why it’s so important)

February 5, 2019

How to get your employees to share your content

You’ve written thought-leadership blog posts. Designed beautiful infographics. Developed engaging videos. Created valuable e-books and white papers.

You’ve then shared the content on your company’s social media accounts, sent it to industry influencers, promoted it on your email newsletter, sent out a press release and more.

Now, wouldn’t it be fantastic if all of your employees shared the content to their social media networks? “Yeah, right, like that will happen,” you’re thinking. But it’s not a pipe dream. In fact, it’s one of the biggest trends in B2B and professional services marketing.

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6 questions to ask before you hire a professional content writer

January 21, 2019

High-quality content is rocket fuel for today’s marketing strategies. But the difficult task of finding great writers who can create that content often stalls the marketing rocket before it ever takes off.

Great writers help you effectively communicate your message, drive sales leads and save you the time and frustration that comes with a writer who doesn’t understand your business, strategic goals, voice and tone.

Beyond looking at writing samples, how can you assess whether a professional writer has what it takes to produce engaging, clear and effective content? Ask these six questions to see if a potential writer can deliver the goods:

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