Doctor Spin

APRIL 5, 2023

Here are my 10 favourite PR strategies for B2B. As a B2B organisation, having a successful PR strategy is essential for reaching your target audience and achieving growth. Luckily, plenty of PR strategies cater to B2B, allowing them to compete in niche markets. The media and potential customers often overlook B2B organisations.

B2B 52

B2B Strategy eBook Small Business 52

Sword and the Script

AUGUST 29, 2017

Marketing may be underestimating the impact of thought leadership on sales, according to a comprehensive study published in June 2017 by Edelman and LinkedIn. While marketers typically associate thought leadership with the awareness stage of the buyer’s journey, the survey shows the influence lasts through sales closure and perhaps beyond.

Leadership 66

Leadership B2B Study Marketing 66

ImPRessions - Crenshaw Communications

AUGUST 18, 2021

Here’s a look at the most reliable ways to generate content that supports a B2B brand outside of earned media. One form of content that works particularly well for B2B brands is the white paper. Thought leadership events keep on giving. Many journalists won’t write these types of stories without participation from both parties.

Case Study 390

Case Study B2B Study Interviews 390

ImPRessions - Crenshaw Communications

MAY 4, 2017

Timely, authoritative and well-written bylined articles – contributed pieces for business and trade publications – can elevate a B2B public relations effort exponentially, if executed correctly. How hard is it to write some short articles on a subject you know well? Write for the audience.

B2B 136

B2B Guidelines Writing Pitching 136

Flack's Revenge

NOVEMBER 29, 2017

Then, I met Mark Traphagen , who participated in my panel on branding and thought leadership at the Social Tools Summit in October (where he won a Social Guru award). On the face of it, the idea of using video for B2B marketing in 2017 might not seem that groundbreaking. He agreed; see the Q and A below. How do you come up with ideas?

Video 153

Video B2B Film Marketing 153

Garrett Public Relations

SEPTEMBER 26, 2020

Are you focusing on writing quality content? The post Writing for SEO – How Important Is It For Your Small Business? Or focusing on creating content for SEO purposes? And can you balance both? appeared first on PR Consultant Garrett Public Relations Columbus/Worthington OH.

Small Business 168

Small Business SEO Writing Publicity 168

Sword and the Script

FEBRUARY 28, 2017

Erick Sherman , a prolific freelance journalist, beautifully summed up what I believe is central to the TechCrunch conundrum in an Off Script interview, the Q&A series for this blog: “Companies also have to invest their own time. It’s like asking someone to come in and write a thought-leadership piece and then have no thoughts to offer.”.

Leadership 60

Leadership B2B Pitching Technology 60

Sword and the Script

NOVEMBER 28, 2017

They write quality posts. These habits are applicable to corporate blogging where a blog is a central platform in a content marketing strategy. 1) How long does it take to write a blog post? The average time spent composing a blog post this year was three hours and twenty minutes (3:20). Not necessarily.

Study 81

Study B2B Marketing Survey 81

Sword and the Script

NOVEMBER 12, 2016

If B2B marketing isn’t careful with how these are sourced and created, then interest could plateau or decline. 1) Adoption, Use and Creation of B2B Buyer Personas. Most B2B marketers (64%) create buyer personas and many use these for content segmentation (33%). Personas ought not be viewed as a fad. Bold emphasis added ].

B2B 115

B2B Marketing How To Survey 115

Sword and the Script

DECEMBER 30, 2017

The news cycle was faster, social media was hitting the early majority in the Geoffrey Moore sense, and blogs…blogs were everywhere. We started a blog for our employer, a startup in the IT operations space. Some of the newer and smaller startups that had been blogging for a while ran circles around us.

Blogging 73

Blogging B2B Content Marketing Trade Shows 73

Sword and the Script

FEBRUARY 16, 2021

Don’t mash case studies, white papers, webinars, press releases and blog posts together. Keep your blog, a newsletter, or an articles-site – separate and sacred. It’s true interpersonal and it’s true in leadership and group dynamics. Write with journalistic ideals. Publish with consistency. Invest in quality content.

Government 139

Government Survey Ethics Media 139

Sword and the Script

JANUARY 8, 2019

Media references tend to take a back seat to the mad pace that is often B2B marketing. In addition, the account management model many B2B shops follow means marketing has to lobby an enterprise account manager (AM) who would really prefer not to spend a favor asking for something that doesn’t advance a specific deal.

B2B 79

B2B Media eBook Interviews 79

Sword and the Script

SEPTEMBER 8, 2020

Recently I went back through all the write-ups I’ve published on surveys and boiled the results down to these ten. Blogs, including independent and corporate blogs, can be credible. 89% of decision-makers say thought leadership “can be effective in enhancing their perceptions of an organization.”

Survey 96

Survey Industry Leadership Study 96

Garrett Public Relations

SEPTEMBER 26, 2020

Are you focusing on writing quality content? The post Writing for SEO – How Important Is It For Your Small Business? Or focusing on content for SEO purposes? And can you balance both? appeared first on PR Consultant Garrett Public Relations Columbus/Worthington OH.

Small Business 78

Small Business SEO Writing Publicity 78

ImPRessions - Crenshaw Communications

OCTOBER 11, 2018

Good public relations can be an essential way for a brand to stand out from the pack, especially in the B2B/ technology sector. A consistent but idiosyncratic tone through branded content like blog posts, social updates, and a company’s own website and sales materials can convey an impression of its personality. Is it humorous?

Brand 196

Brand Branding Reddit B2B 196

Barokas

MAY 31, 2019

Half of B2B marketers say producing content consistently is a top marketing challenge (Content Marketing Institute) and 65 percent have trouble producing engaging content (Zazzle Media). Our agency offers services and writing support around all of these, so you’ll see links to examples of our work included throughout the checklist.

Case Study 100

Case Study B2B Resources Web 100

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

Content like blogs and opinion pieces allow a CEO to show depth and personality, which helps build a distinct personal brand. Authoring a weekly blog allows a leader to write in her own voice – which becomes part of the voice of the brand. Two blog posts each week becomes a permanent SEO-friendly knowledge base.

Case Study 178

Case Study SEO Film Video 178

Sword and the Script

JUNE 27, 2017

What does it take to implement content marketing effectively in a B2B organization? 1) Hands on marketing leadership. Of course, that makes sense: any business initiative that stands a chance of success requires resources, but it’s my observation that the survey data misses an important point: marketing leadership.

Content Marketing 69

Content Marketing B2B Marketing Leadership 69

Sword and the Script

JULY 24, 2018

In my experience doing this, and I’ve done it for a long time in many different B2B environments, here’s where things usually fall apart. Research shows B2B organizations spend an average of $150 for every email address they capture. The Aesthetics of Text: Writing Readable Blog Posts. Benefits not features, right?

Content Marketing 64

Content Marketing B2B Marketing Exercises 64

Sword and the Script

FEBRUARY 20, 2024

One observation on metric for B2B marketing is that most tech companies have striving for a “marketing sourced pipeline.” Here’s how to get covered on this blog or successfully pitch a guest post. * * * Need an extra pair of hands? Sword and the Script is a boutique B2B marketing, PR and communications consultancy.

Report 108

Report Publicity Marketing Pitching 108

Sword and the Script

AUGUST 14, 2018

It’s also a key reason why blogging and content marketing has become an important tool in the media relations toolkit. Also, see these related posts: How to Generate Media Referenceable B2B Customers with a Blog. 10 Fundamentals for Successful B2B Media Interviews. 4) Emphasis on professional journalism.

Survey 102

Survey Report Media B2B 102

wiredPRworks

MAY 23, 2022

Before I looked at the other entries, I decided to write up a Top 10 Ways to Quickly Become a LinkedIn Expert entry that won second place, and became a popular post on Wired PR Works. Instead, I was soon packing my bags for an all-expenses-paid trip to Las Vegas to Blog World. Her top-ranked blog, wiredPRworks.com, launched in 2006.

LinkedIn 52

LinkedIn How To B2B Social Media 52

Sword and the Script

JANUARY 10, 2017

It’s easy to believe there are a million marketing blogs but that’s just not true. If you blog about marketing – especially with any semblance of frequency – you are in fact among a fair small group. There are more blogs focused on personal development than any other topic, according to the survey.

Survey 60

Survey Blogging Corporate Analytics 60

Sword and the Script

NOVEMBER 14, 2023

The top problem in content creation probably comes from the fact that too many B2B marketers haven’t had a single conversation with a customer Most B2B marketers (57%) say creating the right content for their audience is their top content creation challenge in content marketing. This is a marketing leadership problem.

Content Marketing 185

Content Marketing B2B Marketing How To 185

Waxing UnLyrical

MAY 18, 2015

Building thought leadership is one of the primary reasons companies engage in PR, so that’s our editorial theme this month (in case you hadn’t noticed). So, how do you start building thought leadership in your organization? The Best Way to Measure Thought Leadership. Have a look-see. ” 4.

Leadership 40

Leadership Insurance Insurance Community 40

ImPRessions - Crenshaw Communications

OCTOBER 6, 2017

Thought leadership is a common term in most B2B public relations programs. We examine these questions on behalf of clients and have a blueprint of sorts for developing and supporting thought leadership in a company executive or expert. Blogs – an executive’s own, plus a commenting strategy for others.

Leadership 149

Leadership Trade Shows Healthcare Education 149

Sword and the Script

MAY 18, 2021

Think about how much work that is: try writing a blog post every day – then add two more. Reporters also becoming more analytical about their editorial decisions: 59% percent of reporters indicated that detailed audience metrics – like page views, engagements and demographic data – have changed how they consider stories to write.

Study 170

Study Communications Survey Pitching 170

ImPRessions - Crenshaw Communications

SEPTEMBER 13, 2018

If a CEO offers expert commentary – or a byline or guest blog post in a key media outlet, that content can earn valuable visibility and leadership positioning for the organization. If you write it, leads will come. A company’s best thought leaders should be writing as much as possible for use on owned media.

SEO 125

SEO Case Study Conference Retail 125

ImPRessions - Crenshaw Communications

FEBRUARY 26, 2019

A recent example here at Crenshaw involved a program where B2C, B2B and B2B2C initiatives were designed to complement each other and generate simultaneous awareness for a security brand. It always pays to include leadership in the onboarding process, of course, but one-on-one follow-ups may also be necessary. Identify quick wins.

How To 136

How To Leadership B2C Agency 136

PR in High Definition

DECEMBER 17, 2020

In this playbook , Charlotte explores the challenges that leadership have faced throughout COVID-19 when it comes to communicating to employees and what organisations can do to unify the workforce following a period of sudden change.A In this casebook , Christian highlights some of the unsung heroes in the B2B world.

Reputation 133

Reputation Creativity Crisis Employee 133

ImPRessions - Crenshaw Communications

AUGUST 7, 2018

Reactive is a not always a rush job in B2B PR. Others will also write follow-ups that lean on your SME’s expertise. While the PR team is pitching media, the client can make good use of owned media channels, building more in-depth collateral and content through whitepapers, vlogs and podcasts, or guest blog posts.

Pitching 136

Pitching Media Privacy YouTube 136

Sword and the Script

DECEMBER 21, 2021

I believe when people write predictions, they aren’t just saying what they think will happen but revealing a reflection of sorts. As anyone with even a slightly popular blog knows, ‘guest post pitching’ has gotten out of hand. My B2B clients are more open to sponsored content. Blogger outreach gets personal.

Marketing 215

Marketing Content Marketing Social Media Employee 215

Critical Mention

SEPTEMBER 3, 2018

And according to LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn , 94% of B2B companies use LinkedIn as a content distribution channel. Thought leadership is an important part of any successful PR strategy. When she’s not writing you can find her at music festivals, hiking or snowboarding. You can become a thought leader.

LinkedIn 60

LinkedIn B2B Product Launch Leadership 60

ImPRessions - Crenshaw Communications

MAY 15, 2017

Most new hires will get broad exposure to the range of essential PR skills, from writing to research, to media outreach, and their work may touch several different PR sectors, from financial to fashion. We want to see who blogs or has contributed pieces to on-campus pubs. “Real-world” opportunities from day one.

Skype 147

Skype Agency Meeting Software 147

ImPRessions - Crenshaw Communications

APRIL 27, 2017

Commenting on blogs helps define your brand, and when done well, attract visitors to your site. Add this to a revised brand plan, with an achievable goal – say becoming a community member of the top five blogs in your industry. A well-written white paper is effective no matter what kind of business you have, B2B or B2C.

Brand 149

Brand Branding Healthcare B2C 149

Sword and the Script

MAY 12, 2020

Better organize your announcements and media contacts, make the “news” easy to find and stick to business etiquette; pro PR tips About a year ago I started writing a monthly summary of PR technology news. >>> Looking for a B2B tech PR with expertise and execution? Names and bylines on blogs.

Company 101

Company Survey Pitching Report 101

Sword and the Script

NOVEMBER 5, 2016

There’s something similar at play in those B2B organizations facing challenges in content marketing. So writes Jason Miller of LinkedIn in a piece for the Marketing Solutions EMEA blog titled: It’s time to stop blaming content for your content marketing problems. B2B Customers Want Thought Leadership.

Content Marketing 60

Content Marketing B2B Web Small Business 60