The new year has arrived. But what will it hold? As we make 2021 marketing plans, how can we place bets on the best way to organize those plans when there are still so many questions to be answered?
This time of year, many marketers make predictions on what businesses should focus on as we face the new year. But in this instance, can we even begin to predict what lies ahead?
Instead, let’s take a look at what we do – and don’t – know that can help us construct our best marketing plan.
What We DO Know As We Make 2021 Marketing Plans
Continue reading Making 2021 Marketing Plans Knowing That Change Is the Only Constant
As we prepare to enter a new year, we all wonder what lies ahead.
2020 was anything but predictable. But what can we learn and apply to our digital marketing and communications strategies in 2021?
I asked 21 influencers to share their thoughts on this question: What one piece of marketing advice would you offer to brands as we head into the new year?
Here’s what they had to say.
Advice for Digital Marketing in 2021
Continue reading 21 Influencers Share Stellar Advice for Digital Marketing in 2021
Writing for SEO remains somewhat of a mystery to many, despite the number of articles, webinars, Twitter chats and workshops available on the topic. In fact, a study found that one in four businesses say they’re not at all or only vaguely familiar with SEO.
Let’s start by saying that no matter who you listen to, they probably don’t have all the answers. And if you ask a different “expert,” you’ll probably get a different answer.
If you’re paying someone to provide SEO services, the proof is in the pudding. If you’re getting results (i.e., ranking higher), their approach is most likely working.
But, for the rest of us, who may be trying to figure out how to write in a more SEO-friendly way without hiring an SEO expert, what should we be doing to help optimize our copy?
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
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
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
The benefits of having an experienced PR pro on board – be they a team member or a hired hand like a consultant – are clear.
We help brands build, maintain and promote their reputations by sharing news and information via a variety of channels.
But, beyond the initiatives that skilled public relations practitioners generally handle, they bring something else to the table.
How a skilled PR consultant can help keep you out of trouble
Whether they know it or not, companies without PR counsel are taking a risk. They could be one bad decision away from a crisis.
If you work with a public relations consultant on a regular basis, he or she can help advise you on any number of matters. And avoiding trouble is always better than trying to do damage control.
Here are some examples: Continue reading Caution Ahead: How a Good PR Pro Helps You Avoid Trouble
The times they are a-changin’. Never have these lyrics rung as true as they do when we look at the way the PR profession is evolving.
Of all the things PR pros can expect in 2019, change seems to be the only constant.
Keeping up with the vicissitudes can be difficult for public relations practitioners no matter what stage of their careers they may be in.
As we head into a new year, what trends should PR pros be watching to try to stay on top of all this change? Here are a few. Continue reading 5 Public Relations Trends to Watch in 2019, Starring AI, Ethics and More
While talk of artificial intelligence, or AI, permeates the public relations world, there’s little understanding of how it’s impacting what we do now – and what we’ll do in the future.
Christopher Penn, THE person you should follow to get smart about AI, and I had a chat recently about how PR pros can expect AI to improve their job functions, and what they can be doing right now to prepare for the future. Here’s a recap. Continue reading What PR Pros Need to Know About AI: A Conversation with Christopher Penn
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