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

July 12, 2017

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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3 newsroom lessons to improve your sales story

April 21, 2017

3 newsroom lessons to improve your sales story

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.

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

January 6, 2017

Reputation Ink’s exclusive interview with Promise Phelon of TapInfluence

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

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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6 mistakes you’re making trying to sell college sports sponsorships

May 26, 2015

College Sports Fans - Who are they- (1)

Last month, I was honored to be on a panel at the Football Bowl Association’s annual convention about bowl sponsorships. As part of my research prior to the convention, I got in touch with over a dozen current and former bowl sponsors to ask them about their experiences, and I heard about the good, the bad and the downright ugly. 

These sponsors came from a range of industries and were involved with bowls scattered across the United States. But, they all had some common complaints about their sponsorship experiences. As it turns out, the folks I sat with on the panel identified many of the same issues.

Although the panel was specifically about bowl sponsorships, I’d be willing to bet these are common issues across the sports sponsorship landscape. The good news is that knowing the problem is the first step to solving it!

Here are the top six mistakes you’re making when you attempt to retain or add a sponsor for your college sports property:

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How new service EdgeTheory is leveraging college sports fans on Twitter

May 11, 2015

WAOM

Ole Miss Athletics is partnering with EdgeTheory, which calls itself a “conversation media company,” for a new Twitter campaign centered around the message “We Are Ole Miss” using the hashtag #WAOM.

Instead of simply asking fans to use the hashtag, or creating a contest to incentivize fans to use the hashtag, Ole Miss is using EdgeTheory’s Soundboard technology to push out pre-approved tweets through fans’ own Twitter accounts.

How it works

“Soundboard works with a team’s athletic department or marketing group to coordinate and publish pre-approved messages through the Twitter accounts of their fans,” explained EdgeTheory’s chief administrative officer, Darryl Pieroni. “The result is increased conversation share of the games, trends, and events that make up the buzz around their team’s program. ”

“When one person talks, soon two people are talking. When thousands are talking, the sky’s the limit.”

Who can join and how

Anyone with a Twitter account can join the #WAOM campaign for free (and, in fact, even those without a Twitter account can sign up and an account will be created for them). Fans simply go to weareolemiss.com to sign up. As you can see from the screenshot below, fans get the choice to customize the tweets that will be generated for their account.

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