Content and legal marketing, marketing & public relations agency

Sep

Thought leadership vs. lead generation: Why legal blogging needs a strategic update

September 22, 2017

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At the Legal Marketing Association’s Southeastern Conference last week in Charlotte, North Carolina, in a session on content marketing, the presenters gave an overview of Greentarget’s 2017 State of Digital & Content Marketing Survey. Unsurprisingly, the theme of the report: information overload. The survey found that 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more.

How to rise above this content deluge? Shift from a thought-leadership mindset to a lead-generation mindset. By doing so, law firms will be forced to become more strategic in how they reach their prospective clients, giving them the content that they want, when they want and how they want it. Because if they don’t, the proof will be in the pudding: zero leads.

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Jul

Content marketers: 7 ways to improve your subject-matter-expert interviews

July 12, 2017

by: Michelle Calcote King in B2B , Marketing strategy , Content marketing , Architecture, Engineering and Construction

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Get the information you need to create persuasive, insightful content by conducting better interviews

I’ll let you in on a little-known secret that sets great content marketers apart from the good ones. It’s not the writing. It’s not video production skills. It’s not even research.

Don’t get me wrong — those are important. But the real secret sauce? Conducting great interviews.

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Mar

A Q&A with Cosential: The CRM made especially for AEC

March 30, 2017

by: Reputation Ink in Marketing strategy , Lead generation , Architecture, Engineering and Construction

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Our team recently had the pleasure of mingling with movers and shakers in the architecture, engineering and construction (AEC) industry at the SMPS SunBuilt conference, an annual regional event for AEC marketing and business development professionals.

One of those people was Bobby Hollis, VP of Marketing for Cosential, a CRM and proposal tool for AEC firms. We wanted to pick Bobby’s brain about what the industry-specific CRM means for AEC lead-generation efforts. Luckily, he agreed (without us pinning him down).

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Jan

What is influencer marketing? (And why B2B companies should care)

January 6, 2017

by: Steven Gallo in B2B , Marketing strategy , Content marketing , Architecture, Engineering and Construction

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Reputation Ink’s exclusive interview with Promise Phelon of TapInfluence

Consumers today are smart.

Yes, regardless of what many YouTube “fail” videos may imply about the intelligence of the human race, people are in fact pretty savvy — and they’re not easily swayed by old-school marketing tactics. In fact, research shows consumers value customer reviews and peer recommendations over traditional advertising more than ever. Why? Because they value authenticity.

But can brands be authentic? Sure. There are plenty of good examples of this, but influencers can provide a human extension of your brand. They can connect your business to customers in a unique way.

Enter: influencer marketing.

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Dec

B2B and video: A match made in ROI heaven

December 16, 2016

by: Shelby Gambrell in B2B , Marketing strategy , Content marketing , Video marketing , Architecture, Engineering and Construction

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Reputation Ink’s exclusive interview with Ed Heil of StoryTeller Media + Communications

Content may be king, but video has taken the crown for queen.

Don’t believe me? Casually scroll through your Facebook feed. Check out a competitor’s website. Sign up to receive INKsights email newsletters from your favorite agency.

In November, the Rep Ink team dug out our gloves and scarves and headed to Boston for HubSpot’s INBOUND conference. There, our team interviewed Ed Heil, Owner of StoryTeller Media + Communication s. We wanted to learn from Ed why B2B companies should be using video, and how to do so effectively and strategically.

When it comes to marketing, B2B companies don’t have the luxury of playing to impulse and low-commitment buys like B2Cs can. What do you do if you aren’t selling cookies, but rather production equipment to cookie manufacturers?

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Nov

4 AEC industry lessons from HubSpot’s INBOUND conference

November 14, 2016

by: Michelle Calcote King in Marketing strategy , Content marketing , Lead generation , Architecture, Engineering and Construction

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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.

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Jun

Stop wasting your money with HubSpot

June 21, 2016

by: Heather Kingry in B2B , Marketing strategy , Content marketing , Lead generation

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4 ways you’re flushing money on your marketing automation software by not being strategic.

Not quite as old as the chicken or egg, but the debate has been going on for years. Is marketing automation software worth the cost, or could you get away with using something cheaper? Well, the answer isn’t as cut and dry as you’d hope. (And it can’t be found in a pretty infographic or price comparison chart.)

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May

3 ways the Jacksonville Sheriff builds bridges with social media

May 5, 2016

by: Shelby Gambrell in B2B , Marketing strategy , Content marketing , Public relations

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We’ve all done it.

Dinner is simmering on the stove and, hey, I have a few minutes to kill. Let me just give social media a quick scan.

Then, before we know it we’ve watched three Tasty videos, an adorable (but worrisome) clip of dogs playing with a bear and received some life motivation from a pre-kindergartener. BAM.

Dinner burns and we find ourselves scraping burnt pasta from the bottom of our cast-iron pot, and eating Nutella out of the jar. Again.

Good content does that. It grabs ya and pulls ya in and makes ya want more.

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Apr

Is your company guilty of these top blogging mistakes?

April 21, 2016

by: Reputation Ink in B2B , Marketing strategy , Content marketing

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A blinking cursor on a blank screen is the devil on the shoulder of a writer. It’s the visual manifestation of writer’s block. My most recent episode? When I was trying to pen a guest article for a local business magazine. I wanted to contribute something that would educate B2B marketers. I know. Not very narrow. *Blink. Blink. Blink.* Then, I thought of ways I probe our clients when determining topics for their blog posts. “What’s a common misperception or challenge you’re noticing from your clients?” Well, for us, it’s blogging. Devil gone.

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Thought leadership vs. lead generation: Why legal blogging needs a strategic update

Content marketers: 7 ways to improve your subject-matter-expert interviews

A Q&A with Cosential: The CRM made especially for AEC

B2B and video: A match made in ROI heaven

4 AEC industry lessons from HubSpot’s INBOUND conference

Is your company guilty of these top blogging mistakes?

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