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

Sep

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

September 22, 2017

No comments

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.

Leave a comment

Apr

3 newsroom lessons to improve your sales story

April 21, 2017

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

No comments

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.

Leave a comment

Mar

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

March 2, 2017

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

No comments

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.

Leave a comment

Feb

Why the most successful AEC firms combine online and offline marketing

February 23, 2017

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

No comments

I’ve said it before, and I’ll say it again: The internet has changed the game for how architecture, engineering and construction firms grow their business.

Inbound marketing, which “pulls” clients in by educating and solving their problems online, has stolen the spotlight from the traditional “push” tactics of outbound marketing (think: trade shows, advertisements, cold calls, direct mail).

So does that mean outbound marketing is dead and gone? I think not.

For AEC firms, the key to success is achieving a balance between inbound and outbound, a strategic blend of online and offline marketing.

Leave a comment

Feb

Manufacturing marketing: It’s time for a winning blueprint [e-book]

February 9, 2017

by: Heather Kingry in Content marketing , Lead generation , Architecture, Engineering and Construction

No comments

Takeaways from HubSpot’s latest e-book, Constructing a Winning Blueprint in 2017

New year, new budget. And if you’re like me, that new diet is already long gone. So, how about a new (or at least improved) marketing strategy?

While old habits die hard in industries like hüpfburg kinder kaufen manufacturing, now is a great time to change those ineffective sales and marketing ways with a little help from your friends.

Leave a comment

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

No comments

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.

Leave a comment

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

No comments

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.

Leave a comment

Aug

7 tools to make any content writer drool

August 11, 2016

by: Reputation Ink in B2B , Content marketing

No comments

The first of our Content Marketing Roundup series

Content creation is a beast in and of itself, let alone when you’re trying to crank out some copy on a Friday afternoon. So, to help with the Mondays, Fridays, and everything between, we’ve pulled together a roundup of writing tools that every communicator should love.

Leave a comment

Jun

Stop wasting your money with HubSpot

June 21, 2016

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

No comments

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.)

Leave a comment