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Thought leadership needs a rethink. Articles and interviews that focus on tactics and coincide with product launches don't have the impact they once did. People are craving stories that guide and inspire. Here's how to get thought leadership right. more
Link-building is an indispensable part of B2B marketing. But what are the best ways to grow your site's backlink profile? This article will guide you through the most effective and sustainable link-building strategies. more![How Marketing and Comms Can Team Up on Earned Media [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201006-infographic-lg.jpg)
When attempting to execute a successful earned-media strategy, it is hugely beneficial for a firm's marketing and communications teams to be aligned. more
In the fleeting digital world, empathy toward your customers is an invaluable asset. But companies that fail to let their audience peek into their own human side also fail to build trustful and lasting customer relationships. Doubly so in B2B. Here's how you can solve that problem. more
Whether it's a global pandemic or a data breach, a crisis of any kind can negatively impact your company's operations and reputation. So, what can marketers say and do to keep customers informed and satisfied until the crisis is over? Here's useful advice. more
Most public relations professionals say they're confident about the value they've been providing during COVID-19 but they are also grappling with more burnout and stress because of the pandemic, according to recent research from BuzzStream and Fractl. more
Best advice for a marcomms leader to handle a crisis? Take off your marketing hat for a moment because your marcomms experience won't get you very far. But if you need to tackle a menacing issue or an emerging crisis—and you don't have years to retrain—here's how to handle a ... more
Public relations and communications professionals say analytics and storytelling are the two tactics or skills that they anticipate will increase most in importance in the next 12 months, according to recent research from JOTW and Sword and the Script. more
How do you vet a PR agency you want to hire? You want a strong agency partnership, but what does that even mean, and how do you start building one? Ask these seven questions when you're vetting and interviewing an agency. more![Planning Your COVID-Related Communications: A Flowchart [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200511-infographic-lg.jpg)
Because of the pandemic, companies are reconsidering how they communicate with their audiences. Many are unsure whether they should communicate at all, and some are uncertain what form their communication should take. This flowchart will help you make the right decisions. more
It's never been easier to monitor what's being said in traditional and social media about companies, brands, individuals. But it's also never been more complicated: There are dozens of platforms, and they make all kinds of claims. Here's what you need to know when evaluating media monitoring services. more
What does the language used in tweets by popular digital public relations influencers reveal about their personalities? Which personality traits do digital PR influencers tend to have in common? more![Influencer Marketing Strategy in 2020: What You Need to Know [2 Infographics]](https://i.marketingprofs.com/assets/images/articles/lg/200227-infographic-lg.jpg)
2020 is destined to be yet another year of consistent growth for influencer marketing as it expands its reach into new industries, social networks, and content formats. And it's not just a B2C marketing strategy: B2B marketers can use it to achieve measurable business results. more
For PR professionals and marketers in general, Valentine's Day is the perfect time to remember best-practices for showing the love to the press. Here are a handful of ways you can do that and build a mutually beneficial relationship. more![Eight Types of Online Reviewers, and How to Handle Them [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200123-infographic-lg.jpg)
Somewhere online—Google, Yelp, Facebook, Amazon, and so on—there are reviews of your product, service, or company. Some of those reviews are glowing, some are horribly negative, and some are in between. Here's how to handle reviewers and reviews of all kinds. more
Consumers expect a brand in crisis to respond quickly, accept responsibility, and communicate from the top, according to recent research from Crisp Thinking. more
Salespeople can be the true voice of the customer: Through daily conversations, they intimately understand what problems prospects are experiencing—right now. Here's how marketers can harness that knowledge for content marketing and PR. more
Journalists say their biggest pet peeve when being pitched via email is receiving requests to cover things that are irrelevant to their beats, according to recent research from Fractl. more
For successful growth marketing, PR, and promotions, today's marketers need digital tools, including browser extensions, to bring their marketing communications strategy to life. Check out these top digital tools and Chrome extensions. more
Editors of online publications say the top 2 reasons they reject guest or contributed content from brands are that the pieces are too promotional and the pieces are not a good fit with their readership, according to recent research from Influence & Co. more
Corporate communications and public relations professionals say engaging in better storytelling is the tactic/trend that will matter most over the next year, according to recent research from Sword and the Script Media and Ned Lundquist. more
What can marketers learn from the techniques that Brexit supporters used to convince a majority of the population to vote for what's been called "the stupidest thing any country has done"? more
The number of people employed as public relations specialists and managers in the United States has steadily risen over the past few years, according to recent research from PR Underground. more
Prior to last week, Crock-Pot wasn't even on Twitter—because, honestly, who wants to talk to Crock-Pot? Yet, a week later, the hastily assembled @CrockPotCares Twitter feed was still defending itself from attacks caused by the unlikeliest of sources. more
To pick a side or not to pick a side? That is the question plaguing many brands in today's politically polarized environment. Pick a side, and you risk potentially losing a wide customer base that holds opposing views. Don't pick a side, and you may be viewed as inauthentic. more
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