Content and legal marketing, marketing & public relations agency

Apr

What B2B marketers can learn from my Instagram-famous dancing friend

April 17, 2019

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Last month, I was sitting backstage at The Ellen DeGeneres Show as my good friend danced onstage to the song “Wow.” by Post Malone. While I sat there — both worried and excited for my friend — Rob Lowe casually walked past me a few feet away. At the same time, Will Smith’s “people” were emailing and texting us, along with Good Morning America, Inside Edition, Steve Harvey and many more. A week later, my friend danced on stage with Post Malone and performed in the official “Wow.” music video.

How did this happen? And why am I writing about it on Rep Ink’s professional services and B2B marketing blog?

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Feb

Why B2B marketers can’t afford to ignore email marketing

February 19, 2019

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

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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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Feb

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

February 5, 2019

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

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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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Jun

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

June 21, 2018

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

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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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May

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

May 2, 2018

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

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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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Apr

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

April 24, 2018

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

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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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Jul

#FamousMelaniaQuotes: How to avoid plagiarism in your marketing

July 19, 2016

by: Reputation Ink in B2B , Content marketing , Public relations

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Melania Trump’s elephant-sized mistake is trending everywhere, positioning plagiarism as one of the most talked about topics from the Republican National Convention. ICYMI: The wife of presumptive Republican nominee Donald Trump gave a speech that contained word-for-word pieces of current first lady Michelle Obama’s 2008 speech.

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Mar