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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Rep Ink on Screen: 3 lessons for creating video from scratch

October 7, 2016

Rep Ink on Screen: 3 Lessons for Creating Video From Scratch

Everyone goes into content marketing and PR for the same reason — the fame. The promise of making viral videos that propel your business forward and hinder innocent trips to the grocery store as we are hounded by fans.

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

January 14, 2016

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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Simple is Better: How plain language benefits your content

November 2, 2015

Simple is Better: How plain language benefits your content

OK, so I’m pretty new to content marketing. As of this week, I’ve got a little over one full month of on-the-job experience under my belt, and I’m well aware that I have a long way to go before I can declare myself an actual content marketer. I’ll get there, just bear with me for now.

Like any form of writing, inbound marketing has its own unique flare about it. I’ve found it to be sort of like personal gonfiabili sportivi blogging, but on a professional platform. You pick and choose which topics really interest you, and write about why other people should care about them, too. So, my first impression of inbound marketing is teaching the world about the things you enjoy, which is pretty damn cool.

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They’re just not that into you: why journalists aren’t covering your press releases

August 21, 2014

99678588You take the time to write a compelling press release with a great email subject line to hook the journalist…and nothing happens. Journalists don’t respond to your emails or phone calls, and there’s no sign of a written piece when you search the internet. Sound familiar?

I want to take you inside the mind of a journalist. Outside of my duties at Reputation Ink, I’m a sports business reporter and analyst. As such, I receive dozens of press releases and pitches each day, much like any other journalist. Generally speaking, there’s a lot of noise and not a lot of quality pitches. I always try to keep that in mind when I’m on the other side and am the one drafting and distributing a press release for a client.

The shockingly low number of press releases that are picked up

Unfortunately, there are times when clients want to send press releases even when we’ve warned them their story might not be newsworthy. It’s understandable – when you’ve worked hard on a transaction, lawsuit, product rollout or other major project, it’s the center of your universe. It can make it hard to understand why it’s not newsworthy to others.

That’s why I thought it would be helpful to let you into the minds of journalists for a moment. The most shocking fact I can tell you is the percentage of press releases and pitches I receive that I end up writing about: five percent.

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Content marketing dos and don’ts: 7 tips for creating better content

July 22, 2014

ContentWith all the talk about content marketing lately, it’s surprising how many companies tend to skip right over the “content” part and focus all of their efforts on the “marketing” end.

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Developing your marketing strategy: why an ‘all-of-the-above’ approach is more important than ever

July 15, 2014
Reputation Ink INKsights Developing your marketing strategy why an all-of-the-above strategy is more important than ever

Don’t put all your marketing eggs in one basket

Remember when traditional marketing was dead?

It was only a couple of years ago that everyone from the Harvard Business Review to Forbes magazine was trumpeting the demise of traditional marketing and public relations strategies. In a world of social media and online marketing, they contended, old-school tactics for connecting with customers just wouldn’t cut it.

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Beyond the press release: 5 tactics to add to your PR toolbox

June 17, 2014

INKsights 5 tactics for your PR ToolboxIt’s one of the most overused sentences in the communications industry:

“Let’s do a press release!”

The press release is perhaps the best-known public relations tool. As a result, it tends to be the first option that comes to mind when a client or company wants to get the word out about their latest project or initiative. But there are a lot of other tools in the PR toolbox that may be more appropriate – and effective – depending upon your situation, your topic and your communications objectives.

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Writing press releases: 7 tips to improve your copy

June 3, 2014

Reputation Ink 7 tips to improve your press releasesWriting a press release doesn’t have to be hard. Some writers, intimidated by the thought of writing copy that eventually will be reviewed by professional reporters and editors, make the mistake of trying to “elevate” their writing. Long words replace short ones, sentences become more complex and the message gets lost amid a sea of technical terminology.

By keeping in mind a few simple guidelines, writers can produce shorter, more effective press releases that emphasize clear communication over impressing an editor. Employ these few simple tips, and you may just do both:

Start strong

Your lead, or opening paragraph, doesn’t have to be fancy or long-winded to get results. It should, however, follow the “inverted pyramid” formula of placing the most important information up top, followed by less important and finally background information. Reporters and editors are busy; don’t make them hunt through your copy to find your news.

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6 questions to ask to define your target audience

April 29, 2014

It’s one of the most talked about recent TV commercials. Old Spice’s “Smellcome to Manhood” commercial  features a series of mournful mothers spying on their teenaged sons and lamenting that “Old Spice sprayed a man on my son, now he’s kissing all the women and his chores aren’t done.”

Some found the spot hilarious; others found it creepy. The real question, however, is will it sell Old Spice?

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