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If you're writing a whitepaper—or plan to include one in your marketing strategy—you should check out a Pro article at MarketingProfs.com in which Steve Hoffman provides an in-depth list of dos and don'ts. Here's a peek at some of his advice: Get the length right. It's nearly impossible to develop a ... more
In a post at Harvard Business Online, John Baldoni says true leadership has little to do with your position on an org chart. Just because you have an executive title, that doesn't mean the people you manage consider you a leader. Earning that respect entails a number of different factors, ... more
Is this the beginning of the end for the CEO blog as client outreach? A report by Forrester Research seems to think so, according to a recent article by Christine Kent at Ragan.com. "Blogs read like tired, warmed-over press releases," Kent quotes Forrester's Laura Ramos as saying. "Corporate bloggers [just] ... more
"There's still something to be said for a free sample of a product," says Mike Essex, who has made a sport of seeing how many he can receive in return for promising an online review at his blog. While the premise of his activities fall outside the marketing mainstream, his ... more
With the rise of search engines, Wi-Fi, and a Do-It-Yourself mindset, today's consumers are more empowered than ever before. They not only believe that they're entitled to information but also have unprecedented access to information on a global scale. An increasing number of consumers turn first to the Internet when they ... more
Before you sign up for exclusive sponsorships, Rohit Bhargava suggests taking a hard look at what you really get out of the deal. Because if your sponsorship makes it difficult for people to get what they really want, the entire thing could blow up in your face. Take the case ... more
It's a marketer's dream. Customers are so passionate about your product they actually crave it. In fact, outside of the US, your product is the number-one consumed fruit. However, here's where the dream hits reality. You're in the US, where two-thirds of US consumers have never tasted a mango. You've been ... more
When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign. more
Before you introduce a new product or service, it goes through a lengthy design process and rigorous testing. You spend untold hours on a marketing strategy, getting everything just right. Launch day comes, though, and you realize you forgot something: Nobody told your customer-service department about the company's latest and ... more
There's a lot that China could do better, like every country in the world. But the Beijing Olympics PR machine is failing badly to put a positive spin on anything. So, what are they doing wrong? more
If you've ever been on the receiving end of bad pitches, you know the feeling of sheer exasperation when yet another example of terrible PR arrives in your inbox. In that moment, someone could be excused for agreeing with the statement "Pitch=Spam." But it isn't true in a general sense. ... more
In a post at the PitchEngine blog, Jason Kintzler argues that paperless PR is more than an exercise in environmental responsibility. The use of online and wireless communication not only saves you time, money and effort, it broadens your access to journalists—for instance, those who give you their email address ... more- More than 90% of journalists go online to find story ideas, with 73% specifically researching press releases. With Really Simple Syndication (RSS) and free automatic email alerts from Google News so readily available, it makes sense that the Web is a prime source of consistently updated information for busy journalists. So ... more
- This is a tale of flimflam and a unique way that Boar's Head is battling it. Given the power of word-of-mouth, it's hard to overlook the potential of how Boar's Head is empowering its customer base. (And see how you can, too.) more
JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more- When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more
- Today's diverse consumers are looking for more than just talk. They want companies to be an authentic part of their niche community. They are savvy and skeptical. They are watching to see how sincere you are in including them—as employees, senior managers, board members, media partners, vendors, and so on... more
- How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
- A finance director, feeling stifled by the corporate world, launches her own business based in branding and egagement... with only $1,000 to spend. Two years later, she's a blog and podcast star with a successful business. more
- Social Networking: If You Let Them Build It, They Will Come—The Story of Best Buy's BlueShirt NationHere's the story of how Best Buy built an internal social-networking forum for its 140,000 employees, and how its original goal to get more information about customer likes and dislikes through the sales associates on the floor morphed into something else entirely. more
- A company's chief communications officer (CCO) and its chief marketing officer (CMO) play vital roles that are very different from each other but can intersect in powerful ways. By understanding what your firm's CCO does, you can gain insights into how to build a relationship that benefits not only the ... more
- By hiring an outside expert in lead optimization and leveraging its full range of data, San Francisco-based Objectivity increased turnout for its webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off ... more
- Atlanta management consultant Brent Leary launched a radio show in 2006 to help small and mid-sized businesses understand technology. It proved so popular that he evolved the show into a series of online podcasts, bringing new business and (ultimately) new revenue to his 15-year-old consulting business. more
- A "press kit" is a collection of a few vital pieces of information that makes it easier for the media to tell your story accurately and with full details. By putting the power of your press kit to work, your company can enjoy more accurate media coverage, more exposure for ... more
- The advent of new media poses some challenges for even the best PR professional. more
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