How to convert marketing leads to customers through lead nurturing Ever browse through a store, and a sales rep just won’t leave you alone, despite telling her that you’re “just looking”? What about getting a phone call from a sales rep just a few minutes after filling out a form on a website to download […]
Virtually every industry on the planet is being revolutionized by technology, and marketing is no different. In the past, sellers controlled the buying cycle, with salespeople acting as the first point of contact with buyers through traditional methods such as cold calls and trade shows. However, today’s buyer has all the power, putting off talking […]
“If I had more time, I would have written a shorter letter.” The old quote—attributed at times to Winston Churchill—says it all. Concise writing is difficult. But it’s important—not just as a matter of good writing, but for effective marketing. In 2013, a human being’s average attention span was calculated at 8 seconds. That was […]
Remember the good old days when you would publish a press release to a newswire like PR Newswire or BusinessWire and suddenly your news flooded the Internet? Well, no longer. I’ve personally never been a big fan of newswires, as I believe a targeted public relations strategy (tailored media pitches sent to specific journalists) is […]
I’ve worked in marketing and public relations for nearly two decades now, and the only constant in this field throughout those two decades? Change. And while the speed with which this industry changes has greatly accelerated over the past few years, I’m still surprised at how slow many companies are in adapting their marketing and […]
In 1970, Citibank set in motion a series of events that eventually gave birth to a movement dedicated to simple, clear writing. Now called the plain language movement, Citibank’s efforts resulted in legislatures across the country passing laws requiring documents like insurance policies and consumer contracts to be written simply.
As website content writers and strategists, we’ve been involved in many projects that go like this: An information architecture (the organization or structure of the site) has already been developed, wireframes created, page layouts designed, colors chosen, photos taken and “lorem ipsum” (industry standard “dummy” text) placed throughout. And that’s when we get a call. […]
Native advertising is hot. Facebook, Twitter, Pinterest, Instagram, and Tumblr are all monetizing their platforms with “in-feed ads,” and media stalwarts like Time, Forbes, Wall Street Journal, New York Times, and USA Today are all offering native advertising solutions. According to eMarketer’s report, “Native Advertising: An Emerging Consensus for a New Kind of Ad,” marketers […]
I’ve been doing PR for nearly two decades. DECADES. That’s a long time to be in an industry that’s somewhat young. And boy has it changed since I started out. My first job out of college was in London (long story), working for a tech PR firm during the early days of the dotcom boom. […]
Editorial boards are an age-old tradition at newspapers. Back when traditional media wielded more influence, these groups held enormous power, dictating the tone and direction of a publication’s editorial policy and its stand on various community issues and political races. In today’s digital world, with fractured media and citizen journalism, editorial boards aren’t quite as […]