Reputation Ink, a marketing and public relations agency focused on law firms and other professional services firms, has won a 2020 Marketing Excellence Award from Zweig.
Over the past seven years, Stellar and Reputation Ink have partnered together to create a content-focused revenue driver for Stellar, a half-billion-dollar architecture, design and construction firm.
“The goal of the content marketing strategy was to establish Stellar as the number-one food industry expert in the design-build space,” said Michelle Calcote King, principal and president, Reputation Ink. “We wanted to demonstrate Stellar’s expertise, rather than claim it in marketing collateral. By teaching the company’s audience, Stellar would become a valuable expert, rather than a salesman. This strategy is especially important during longer sales cycles, like those common in architecture, engineering and construction.”
Content lives on Stellar’s blog, Food for Thought, is republished by food trade magazines (Food Engineering, Processing Magazine) and is emailed to blog subscribers on a weekly and monthly basis. The blog also provides sales reps with a reason to contact prospects.
In the past seven years, Stellar has invested a total of $800,000 into their content marketing efforts — focusing especially on the Food for Thought blog — and has generated $50 million in new business as a direct result of these campaigns (an ROI of 6,250%).
Zweig is a leading research, publishing and advisory services resource for firms in the AEC industry.