Articles in 'Marketing'

How to tie your business to popular 2018 trends

2018 kicked off with a flurry of articles around “trends to watch” and “predictions.” Whether you agree with them or not, many of these are going to be the “it” topics for the foreseeable future. As a result, pitches related to these areas are a great way to earn media coverage right out of the gate this year. So, if you haven’t already, scan through to see which themes apply to your business, and how you can make the most strategic play with them. It’s an exciting thing to be …

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Considering a contributed content program?

Contributed content makes up at least some portion of most PR programs. And if it doesn’t, it should. A fun and rewarding tactic, bylined articles can help to maintain consistent media touchpoints through slow news cycles, boost brand recognition, establish thought leadership within your space and further develop media relationships. Publishing content through media outlets also allows you to reach a broad audience with controlled narratives that support your brand’s priorities, perspectives and position within the industry. If you’re thinking about a contributed article program for the first time, there …

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Question headlines: do they work?

Yes – you obviously clicked the link. In all seriousness, the answer is a little murky. There are some indicators that question headlines might entice a click, but there remains a lack of consensus about the tactic. As with any content strategy, uncovering what works best requires the process of testing and measuring. Then testing and measuring again… and once more. It’s a constant cycle. In this blog post, I sift through the evidence and provide ways to help you determine whether your content needs more questions. What does the research …

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How to make an outstanding benchmark report

Benchmark reports are a great way to educate your target audiences on new and important topics. Key findings can be used to earn media coverage, lure in qualified leads and more. But not every report is a winner. To increase your chances of success, you must know your audience, be original and ensure high quality data. Here are some key tips for hitting on those requirements and making sure that your report gets read, re-read, shared and quoted. Know your target  Companies can have a lot of products and target …

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Cam and the hot mic that turned nasty

spokesperson noun  spokes·per·son  \ ˈspōks-ˌpər-sᵊn \ Definition: a man or woman who speaks for or represents someone or something In this blog post, no one gets out alive. Earlier, Carolina Panther quarterback Cam Newton, aka Superman, stepped into ‘it’ during a live, post-game press conference-style interview with Jourdan Rodrigue of the Charlotte Observer, when she asked the following football question: “Cam, I know you take a lot of pride in seeing your receivers play well. Devin Funchess has seemed to really embrace the physicality of his routes and getting those extra yards. Does that give you …

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How and why to ebook

Over the last few years, PR practitioners, at least the good ones, have stolen content production as a communications tactic from marketers. In the process, the PR industry may have ignored a salient point: creating compelling content is hard…and often expensive to produce. It should have set off alarms when marketers failed to put up a fight to defend their content territory. It didn’t, and now we own it, for good or bad. In our search for greater meaning regarding all things content, the Voxus PR team members often hold …

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3 ways local media helps you earn more customers

Local media coverage is a powerful tool for driving customer awareness. Yet, it’s common for it to slip down the priority list in favor of high profile national news hits; however, with a little planning and regular maintenance, companies can strike the right balance. The opportunity? Winning customers in your own backyard by showing them you’re accessible, forward-thinking and rooted by common ground. Coverage in local media outlets reminds customers that you: Are in close proximity Some buyers have a bias for local vendors because they believe sales discussions can …

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3 ways summer can provide PR sizzle

The dog days of summer have arrived and either 1) you are on vacation, 2) your whole office is on vacation, and/or 3) business has slowed down with so many people out of the office. Your PR program doesn’t have to come to a screeching halt! Here are three ways to get some mileage out of the summer. Ramp up outreach to journalists While you might assume reporters are mailing it in for the summer due to vacations, outlets still have content to fill. And with so many of your …

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GeekWire’s Sports and Tech Expo: a rare opportunity to engage

The GeekWire Sports and Technology Expo, held last week in Seattle, was an unusually intimate affair. This phenomenon may have annoyed the GeekWire staff, but it increased the opportunity for attendees to engage with the personalities speaking at the event, and with each other. In my opinion, the crowds attending GeekWire’s various events have grown so large over the years that the ever increasing noise levels prove too distracting for networking and engaging with others. And that is the primary reason I attend GeekWire events, or any event for that …

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Upstream Fest review – the impact of blockchain and brand leasing on piracy

Thanks to few strings pulled with Paul Allen, a colleague and I were fortunate enough to attend the Upstream Fest last Friday. Upstream is Seattle’s answer to Austin’s South by Southwest (SXSW), an event that some marketing influencers feel has outlived its usefulness. In other words, SXSW (i.e., Happy Days) has jumped the proverbial shark and Mork & Mindy (i.e., Upstream) is now poised to take its place in America’s collective conscience…and ultimately steal the tastemaker throne from SXSW. In my opinion, this is purely aspirational on Upstream’s part, considering …

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