12
Apr

Lead gen vs. demand gen: Stop generating confusion

April 12, 2016
by: in B2B , Marketing strategy , Content marketing , Lead generation Comment (1)  

Lead gen vs. demand gen

There’s nothing worse than getting someone’s name wrong. And depending on when that offense occurs, catastrophe can take place. That being said, are you using “demand generation” when “lead generation” is what you really mean? If so, your marketing efforts could face catastrophe, too.

Lead gen and demand gen may be sisters from other misters, but they are not one in the same. With proper planning, they can complement each other. But you’ll need to pick a team for each tactic you use — one piece of content can’t achieve both demand gen and lead gen goals.

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10
Mar

A blog with stick figures has some of the most engaging marketing copy (and here’s why)

March 10, 2016
by: in B2B , Marketing strategy , Content marketing No comments  

 Screen Shot 2016-03-09 at 2.46.39 PM (2)

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29
Feb

Tales from the flip side: What judging the ADDYs taught me

February 29, 2016
by: in B2B , Marketing strategy Comment (1)  

what judging the Addys taught me-2

Oscars weekend I had the pleasure (and honor) of serving as a judge for the Little Rock Advertising Federation’s American Advertising Awards (ADDYs) competition. As someone who has entered creative work into the ADDYs in multiple districts throughout the course of my career, including our first-ever entry here at Rep Ink, it was eye-opening to be on the other side of the table.

And since I can’t say anything specific about the work or the winners (who will be announced later in March), here are a few things I wanted to share about the experience:

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14
Jan

8 imminent content marketing trends you can’t ignore in 2016

January 14, 2016
by: in B2B , Marketing strategy , Content marketing , Lead generation Comments (2)   

8 imminent content marketing trends you can’t ignore in 2016

2016 is here with lots of ch-ch-ch-ch-changes to offer (R.I.P. David Bowie). Yes, we’ll be getting a new president, but our industry will also be accelerating like your uncle’s new Tesla. Luckily for me, some of the top content marketing blogs have already done the hard work of tracking down industry idols (e.g. Ann Handley; Sonia Simone) to ask their predictions for this coming year. And though they may have not been able to predict the name of Kimye’s baby like this guy,

8 imminent content marketing trends you can’t ignore in 2016

I’m feeling pretty confident that these industry gurus will be pretty spot-on with their forecasts.

Let’s get trendy

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08
Jan

Make Your Mark on Inbound Marketing with Storymaking: How storymaking helps you connect with your audience

January 8, 2016
by: in B2B , Marketing strategy , Content marketing No comments  

Make Your Mark with Storymaking

One evening about a year ago, I found myself trying on glasses frames for about two hours in my apartment. I don’t even wear glasses. But my former roommate Victor does. He had ordered five pairs of frames from Warby Parker as part of their free five-day home try-on offer. I thought this was the coolest thing; I’d certainly never heard of anything like it. And as a college gonfiabili student with no discernible income, being able to try on glasses at home for free was pretty damn great, even if I wasn’t looking for glasses in the first place.

Victor and I tried on all five pairs he ordered and explored dozens of other designs on the Warby Parker website. I had to wonder: what was the reason behind such an awesome try-on offer? Their company story is fascinating. It began when the founders’ frustration with crazy-expensive glasses finally boiled over. They wanted to make sight—a basic necessity—more readily accessible to those in need of glasses. And so they did.

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04
Dec

Don’t Give Up On Newswires Just Yet: The role they can play in your press release strategy

December 4, 2015
by: in B2B , Marketing strategy , Public relations Comment (1)  

Don't Give Up On Newswires

Recently, Reputation Ink has been distributing client press releases left and right, and it got us thinking: are newswires worth it? Like really worth it?

In the past, the answer was a resounding ‘yes’ for most public relations professionals, and still is scivolo gonfiabile for some. Newswires were a go-to resource for distribution and SEO purposes, especially for corporate entities that had the funds to use a wire service every time they had news to distribute.

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16
Oct

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

October 16, 2015
by: in B2B , Marketing strategy , Content marketing No comments  

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?

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01
Oct

RAMP up your brand with curiosity

October 1, 2015
by: in B2B , Marketing strategy No comments  

It may have killed the cat, but it could save your brand

RAMP up your brand with curiosity

INBOUND track star

I started my new agency life with the largest gathering of marketing professionals at HubSpot’s INBOUND conference. INBOUND was an incredible pre-first-day-of-new-agency-job training experience. Between riding in Ubers around Boston and sitting through Amy Schumer’s comedy act together, I got acclimated to my new team pretty quickly.

Other than learning my PR for sprinting to the next popular session (coming in hot at 6:03.23), my favorite part of INBOUND was learning from the kings and queens of marketing themselves. King marketer Rohit Bhargava particularly stood out to me.

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24
Sep

Showcasing Your Shortcomings: How transparency makes your marketing stronger

September 24, 2015
by: in B2B , Marketing strategy No comments  

Don’t just mention your weaknesses, lead with them

Showcasing Your Shortcomings: how transparency makes your marketing stronger

Round two of the Republican Party debates ensued last week, meaning the run to the 2016 presidential election is well under way. If you carved out a few hours of your life to listen to it, I commend you, I really do.

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Because you probably found it more like a poorly put-together reality TV show than an official political debate.

Amazingly enough, the debates do offer some beneficial material for content marketers – a lesson on exactly what NOT to do.

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