Similarities in PR and Content Marketing
Both public relations and content marketing efforts tend to focus on shaping the public perception of a company with a target audience. This can be done by generating more brand awareness, and credibility, as well as thought leadership. The best practices in public relations have always included a type of content marketing effort in the past, however, they used to be seen as separate from content marketing back then. However, these days there are more and more similarities between content marketing and public relations efforts. In the past, public relations efforts used to be restricted to earned media, however, these days they can incorporate paid and shared, as well as owned media as part of an overall PR strategy. That…
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B2B landing pages for better conversions
A B2B landing page cannot afford to be generic. What might seem to be simple might end up being boring. One should not lose sight of the fact that it is the landing page that convinces visitors to take the next step. When it comes to a business, it has to be kept in mind that a business mind will be more careful than individual customers while making buying decisions. Given below are certain elements that would help to create high-converting landing pages. Focus on the unique value proposition The unique value proposition or the UVP should clearly communicate the benefit that a business promises to deliver to its customers. The visitors should know that the value proposition is what…
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Tips for creating a company podcast
People want to consume information quickly these days. And written information may not go down well with everyone. Podcasts are becoming extremely popular and it is something that every company needs to do. A podcast is more personal and people who do not read blogs willingly listen to podcasts. Every business can start a podcast that can provide something of value to its listeners. Given below are tips on how to build a successful podcast. Draw on current issues Current issues can also mean current challenges that the company is going through at the moment. Those issues also have to be relevant for the audience. Hot topics of conversation within the organization can also be a part of the content.…
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Aligning Marketing and Sales Teams in B2B Companies
For a number of companies, if the marketing and sales teams are not aligned, it creates big revenue problems. There are several things that can lead to misalignment between marketing and sales, including not tracking how effective a piece of content is with the audience, spending time on unproductive prospects, and salespeople not knowing how to cater to the audience. In addition, with the sales and marketing funnels becoming more convoluted, it’s easy for the two departments to misalign in a company. Traditionally, marketing departments have been in charge of generating leads, while sales departments account for the revenue. But this creates a very different point of focus with both departments, which can result in a disparity between their strategies.…
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Using Live Content to Engage an Audience
Brands are increasingly leveraging live videos for better engagement. Consumers are significantly impacted by live videos. It is not easy to be able to stand out in digital channels and different formats should be created to attract the attention of the target audience. People enjoy live content and a business can definitely jump on this growing trend to generate sales and awareness. The popularity of live content Businesses cannot rely solely on images and pre-recorded videos to engage the audience. According to a survey, by 2026, the global live streaming business will reach a value of approximately $149 billion. For the audience, live content is appealing for a few reasons. They can ask questions, buy, and also interact with their…
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Storytelling in PR
Storytelling is an effective way to communicate , It helps to showcase a brand’s values and beliefs. A lot of brands use storytelling to demonstrate their values and beliefs. One has to consider the fact that storytelling is the essence of human thought and communication. Everything can be organized into a story and embedded in a narrative that enables us to remember and acknowledge. Stories give context and a framework within which all fragments have meaning. Stories Used by Professional Communicators For the professional communicator, there are sometimes too many stories and sometimes not enough. They have to take advantage of a host of common stories to be understood quickly. Context is important. It is worth looking at the foundations…
Read MoreUsing tip sheets as PR material
A tip sheet is usually one page and has 5-12 tips on a certain topic. It also has a short introduction which is followed by numbered tips. Tip sheets are brief and have contact details at the end. They are publicity tools that are often neglected by many. Tip sheets can show off expertise and can explain to the reader how to solve a personal or professional problem. The structure The title of a tip sheet should clearly indicate its content. The introduction can be one to four paragraphs. The introduction is followed by numbered tips. The entire tip sheet should be written in a crisp and readable style. The aim of the title is to arouse interest among the…
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Developing a Content Formula
Many companies think that their content has to be innovative to attract the attention of the audience. Yet there are plenty of movies on the Hallmark Channel that share a similar plot as well as the same actors. Nonetheless, these films are quite successful on the channel. The type of repetitiveness included in them might sound like a formula for failure, but that’s not the case. In fact, the same repetitive formula has also been adapted by other platforms, including Netflix, to create other successful films and shows. The same logic can easily be applied to content marketing, and instead of having to constantly innovate and create original content, they can stick to a successful formula similar to how the…
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Strategies for Improving Conversion Rates
With every marketing campaign that companies create, they strive to increase their conversion rates. That’s because conversion rates play a big role in the success of a company’s business website. To be able to hit their targeted sales, companies need to grab the attention of their target audiences and convert those audiences. The average conversion rates are different for various industries and businesses. Conversion rates are an important metric to track for businesses looking to ensure that their campaigns are successful. Social Proof One of the ways that companies can improve their conversion rates is by adding more social proof to their business websites. Consumers generally don’t always believe what companies are saying, which means most statements have to be…
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Getting the Most from Marketing Events
The marketing landscape isn’t as uncertain as it used to be, but there are still plenty of questions that have been left unanswered regarding events. Plenty of companies have decided to hold off on hosting any sort of events for as long as possible, awaiting whether an in-person event format will be viable in the coming months. Other companies have decided to invest in completely different types of formats, hoping that their events aren’t going to need any last-minute changes, with the pandemic still forcing people to make changes all over the globe. Companies in the B2B industry can still enhance their networking and professional learning capabilities with conferences, despite the fact that the B2B exhibition industry has dropped in…
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