Content and legal marketing, marketing & public relations agency

May

How AEC employees can contribute marketing videos with their smartphones [infographic]

May 31, 2023

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You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone.

After all, the best camera is the one that’s with you.

So why should AEC firms care about employee-generated video content?

Glad you asked.

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Apr

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

April 17, 2019

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

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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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Jan

6 questions to ask before you hire a professional content writer

January 21, 2019

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

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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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Jan

We boosted email click-through rate by 60 percent with this one simple tweak

January 8, 2019

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

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Email remains one of the most reliable and consistent vehicles for B2B marketers today. In fact, people sent more of it in 2018 than ever before, and statistics continue to show that email marketing delivers excellent ROI.

I don’t care what the haters say. When done right, email marketing works.

If you’re among the many marketers who leverage email, you’re familiar with the never-ending quest to streamline your contact lists, draft the perfect subject lines and increase your click-through rate (CTR). We can often be slaves to these analytics, looking for any little way we can move the needle. (After all, these numbers are a direct and unapologetic reflection of our efforts, right?)

When it comes to optimizing your email marketing, there are countless variables in play. I get that. I want to share one little success we had, with the hope that perhaps it can help you, too.

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Nov

Marketers: It’s time to push back on your bosses’ bad ideas

November 20, 2018

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

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“Behind every bad idea is an executive who asked for it.”

I can feel all the marketers internally shouting “YAAAASSSSS.” I hear you, friend, I hear you.

The above quote — from a recent MarketingProfs webinar by Michael Brenner (best-selling author of The Content Formula and CEO of Marketing Insider Group) — made me stop in my tracks. I thought of the numerous times I’ve witnessed a C-suite executive ask a marketer to do something that I knew wasn’t the right course of action, yet the marketer did it anyway. Heck, I’ve been the one who did it anyway. I’ve always thought, “That’s just the way it is.”

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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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Jan

Content promotion: 8 ways to get more mileage out of your content

January 23, 2018

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

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By now you understand the value of creating engaging content to grow your business. Content marketing works (ask our clients!), but there’s a caveat: Your content doesn’t do you much good if no one sees it.

A crucial component of your content marketing strategy is promotion and distribution. Publishing a post to your blog or adding a form to your website to download your e-book isn’t enough.

Yes, if you build it, they will come…but only if they actually know about it.

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6 questions to ask before you hire a professional content writer

Marketers: It’s time to push back on your bosses’ bad ideas

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

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

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

This Way To Better Content

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