Today’s manufacturing and industrial companies face a marketing challenge. Many seem to be stuck in the past, when relationships were the key to closing deals and winning new customers.
Now, with the advent of digital marketing, some manufacturers are caught unprepared. Their websites aren’t mobile-friendly. They’ve done little or no content marketing, social media or PR. They may be wondering what to do to catch up with their internet-savvy competitors.
“As vendor loyalty erodes in the B2B market, manufacturers find ‘they’re almost having to resell their clients,’” according to an article in Crain’s Chicago Business.
Buyers Are Changing
Continue reading 5 Ways Manufacturing Companies Can Ramp Up Their Digital Marketing Game
With the new year well underway, many small business owners and freelancers may be looking for ways to streamline projects and squeeze more productivity out of the workday.
As a public relations consultant and freelance writer who sometimes dons a reporter’s hat, I’m always interested in trying out tools that allow me to get more done — but as a solopreneur, I’m also cost-conscious. I’m often asked what my favorite free or low-cost solutions are to accomplish communications-related tasks.
Here, I share 14 of my top picks. Continue reading 14 of the Best Budget-Friendly Tools to Help You Master PR, Content and Social Media
It’s the end of the decade – and what a decade it’s been. As we in communications and marketing look ahead to 2020, what can we expect?
I asked 20 influencers to look into the future and share their thoughts on this question: “What lies ahead for communicators in 2020?” Here’s what they predict. Continue reading 20 Influencers Predict What Lies Ahead for Communicators in 2020
As I continue to digest everything I heard at this year’s Content Marketing World in Cleveland, themes have begun to emerge. Because it’s my fourth visit to the conference, I’ve been able to view what I’ve learned through a lens of comparison. What were the new trends this year? And what hasn’t changed?
The overarching theme that stands out to me is – TRUST. Trust must exist for any transactions to take place. But how do we as content marketers, public relations professionals and social media managers work to establish that trust that we seek with our audiences?
Here are 10 of the lessons I learned at CMWorld related to trust: Continue reading How to Build Trust – 10 Lessons from Content Marketing World
Content marketing fanatics from all over the world will be converging on Cleveland in a few weeks for this year’s Content Marketing World conference, Sept. 3-6.
A review of the sessions and speaker lineup shows once again the care that goes into planning such a packed agenda. The program is so strong, in fact, you may have trouble choosing which sessions to attend.
After taking a closer look, I’m here to help with a few tips on sessions you should star in your CMWorld app. Continue reading 6 Themes to Watch and 8 Speakers to Catch at This Year’s Content Marketing World
When considering a public relations approach to get your company in the news, you may focus on newsworthy announcements. Initiatives like product launches, customer wins and new hires have traditionally been popular topics for press releases. But what do you do in between the news peaks?
One option is to pursue contributed articles. What’s a contributed article? Unlike an article written by a reporter about a company or its products, contributed articles are written by the company and are meant to lend a vendor-neutral perspective on topics relevant to a publication’s readers[i].
What can contributed articles do for you and your company? They can:
- Position you as a thought leader
- Help you be seen as the expert
- Increase your visibility
- Lead to other opportunities – speaking, more opportunities to write articles, be quoted in roundups and so forth
And with media publications continuing to downsize their editorial staffs, many are looking for contributed content to help fill their digital and print pages. Continue reading How Contributed Articles Can Boost Your PR Program
As the whirlwind week that was Content Marketing World is now a memory, we can reflect on what we learned.
As a writer, I’m always interested in learning new approaches to help improve the writing process—and the finished product.
Looking at CMWorld through a writers’ lens, here are my top eight takeaways. Continue reading 8 Writing Tips and Takeaways from the Experts
This is one of my favorite times of the year.
Content Marketing World 2018 is coming up Sept. 4-7. This will be my third trip to Cleveland to attend. To say I’m excited would be an understatement.
When people ask me why this conference is so impactful, I tell them it’s THE place for content marketing nerds! Yes, I’ll admit it, I’m among those nerds.
CMWorld is well planned and produced, with standout speakers, networking and a chance to check out all the latest technology, along with little touches that make it even more special. We’re talking orange-colored snacks, people!
The event is packed with so much phenomenal stuff, it’s tough to choose where to spend your time. To help select the speakers you most want to hear, review this list of top Content Marketing World Opinion Leaders.
And, after perusing the agenda, here’s a preview of a few of the sessions I’m most looking forward to this year. Continue reading 10 Noteworthy Sessions to Look Forward to at This Year’s Content Marketing World
If you have a company in the manufacturing or industrial markets, PR may be an element that’s missing from your marketing program. Many companies in these verticals overlook PR because they may feel it won’t be worthwhile for them. They may think, “What in the world do we have to talk to the media about?”
The truth is, a lot! The trick is figuring out the most effective way to leverage PR to make it work for you.
For example, I’ve worked with many companies in these markets who have interesting stories to tell. What they needed help with was unearthing these stories, then figuring out the best channels to use to get them out.
“You need to not only create great content, you need to make sure people see it,” says Jay Scheer of Thomasnet.com. “Too many manufacturing companies seem content waiting and waiting for those prospects to magically find their websites, pick up the phone, and sign on the dotted line.”
Traditionally, manufacturing companies have turned somewhat of a blind eye to marketing and PR. But, “As vendor loyalty erodes in the B2B market, manufacturers find ‘they’re almost having to resell their clients,’” said a recent article in Crain’s Chicago Business.
What PR approaches work for manufacturing businesses?
For manufacturers who want to take advantage of public relations, here are seven ways to get started: Continue reading 7 Ways Manufacturing Companies Can Take Advantage of PR
The holidays are indeed upon us.
While timing is always important in PR, trying to get media coverage at this time of year can be especially challenging.
In talking with clients about their imminent PR plans, the holidays have to be taken into consideration. Not only might our audience be tuned out to our news, but many reporters are also out of the office enjoying holiday time with their loved ones. And, adding yet another hurdle, one reporter I just spoke with mentioned that the holiday changes his newspaper’s production schedule.
Considering your schedule, the reporter or publication’s schedule and your target audience’s schedules, PR timing over the holidays can definitely present a conundrum.
So, if you have news you must pitch over the holidays, what’s a PR pro suggest you do? Continue reading How to Time Your PR Efforts Over the Holidays