Archive for the ‘Strategy’ Category

Content That Converts: Advice for Developing a Profitable Content Marketing Strategy

“Because you can’t eat brand equity, and can’t pay a team with it” – Laura Hanly, Digital Marketing Expert and Author, “Content That Converts: How to Create a Profitable and Predictable B2B Content Marketing Strategy” When done correctly, content marketing can serve as a powerful arm to your overall marketing strategy – it establishes you as an authority and has the potential to increase your revenue and profit. That’s why CMOs at the largest technology companies report that building out content marketing as an organizational competency is the second most important initia...
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How to Generate Tradeshow Buzz Like a PR Boss

Industry tradeshows are one of the oldest and most popular tools in the marketing toolbox for generating sales leads; they are also one of the most expensive. The industry average for a 20x20 tradeshow display costs between $40-$60K, according to ExhibitUSA – not including employee travel costs, hotel stays, food and beverage, audio and visual, alcohol, or entertainment. To almost no one’s surprise, tradeshows continue to be one of the most powerful tactics for companies seeking a direct return on investment. Where else can you meet face to face with prospective customers and partners w...
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GTM Planning for Health Tech Startups

This past Thursday, I had the opportunity to be the keynote speaker at the Plexus Healthcare Innovation Hub in Philly. What an amazing place for health tech startups, especially medical device companies to get started – the space, equipment, people and networking at Plexus are incredible!

I was lucky enough to follow two amazing demonstrations that kept everyone glued to their seats and fully engaged – the first from Dr. Alan Flake of CHOP, who demonstrated an artificial womb that has the potential to significantly decrease the mortality and birth defects that can arise with p...
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Using Surveys for PR Buzz

Surveys and statistics can lend a powerful punch to PR campaigns. When a PR pitch is supported with credible numbers and statistics, it is much more likely to get the attention of the media and be interesting to the public.

There are multiple ways so conduct surveys - phone, online, focus groups - but among the easiest is using an online survey company, such as SurveyMonkey, which enables you to create and deploy surveys quickly and easily.

How do you create a survey that will produce interesting content, and what do you then do with that content? Below are some tips for ...
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Experiential Marketing: The Secret to Building Brand Loyalty

In today’s buyer-empowered marketplace, it is becoming increasingly difficult for companies to establish brand loyalty and effectively reach their target demographics. Audiences have become deafened to companies’ self-promotion, and standard marketing practices are falling short. In recent years, integrated marketing strategies have replaced more singular efforts. However, campaigns are oftentimes still missing a valuable component that is proven to broaden campaign reach and build brand loyalty: Experiential marketing.

Experiential marketing, also referred to as event marketi...
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Oct 13

The Benefits of Adding Video to Your Content Marketing Strategy

Video as a Rising Social Medium According to Cisco, video will account for 69% of all consumer traffic by 2017. Both current statistics and trend predictions like this one indicate video’s rapid rise as a social medium. It’s clear that marketers need to include it in their content strategy in order to provide maximum exposure for their businesses.   What Does Video Bring to a Content Marketing Strategy? Maximized engagement Cross-device targeting Brand authenticity and communication on a human level Cross-promotion with digital marketing initiatives Even Small- a...
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Don’t Join Social Media! Unless It’s for the Right Reasons

We’re all guilty of jumping on the bandwagon once or twice in our lives (maybe more?), whether it was pairing socks with your Birkenstocks, bleaching your hair so you could be more like Eminem, or jumping into Snapchat without a clue. Sometimes it works out and sometimes it doesn't, but that’s what it is to be human. In business though, joining the latest trend without considering all of the elements and possible effects can be costly or, even worse, damage your brand.

In the book 500 Social Media Marketing Tips, author Andrew Macarthy discusses the one big mistake that many bus...
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Cookies & Cognition: The Sesame Street Approach to Content Marketing

I hate to be the bearer of bad, awful news, but there isn’t a patented formula for successful content marketing. No matter how much we all wish that every post we publish would set the web on fire, rarely does that ever happen. More often than not, it feels like a cruel game of attrition trying to find the right topic, angle and frequency.

When Nothing Goes Right, Go Left
Let’s take a step back and simplify what content marketing is. Content Marketing Institute founder Joe Pulizzi explains in his thought-provoking book, Epic Content Marketing, that there are four pri...
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May 23

Tips for Partnering with your PR & Marketing Firm to Maximize Results

Whether you are redesigning your company’s website, developing event collateral, or implementing a PR program, an outside agency can be your most valuable resource. However, it’s critical that you, as the client, guide them on the path to success and stay involved so that your agency gets the direction they need to really shine, and you get the results you want. Here are some tips to maximize your agency relationship.

Define Success
Work with your agency and all major internal stakeholders to outline the deliverables and qualities of those deliverables. Get specific ab...
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May 03

Changing Your Perspective: 5 Tips for Successful Change Management in Marketing Programs

Change is a constant – in business and in life. Embrace it or fight it, there’s no denying it. Change is disruptive, often messy and always challenging. It is also necessary for innovation and growth. In marketing, it is vital to innovate often – moving faster and smarter than your competitors.  Where new products and solutions are concerned, the first to market has a clear advantage to dominate mind and market share. Even established brands that fail to recognize user needs and respond quickly, and with the right message, are in danger of becoming irrelevant. Apple’s iPod took ou...
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Oct 28