Blogging is nothing new, but it’s arguably gained new relevance in this AI-driven content environment.
Continue reading “Blogging in the Age of AI: Why Your Voice Still Matters Most”
Specialists go deep. Generalists go wide. Both are valuable.
Continue reading “How to Write About Anything: The Generalist Content Creator’s Advantage”
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
A case study is a detailed, evidence-based account of how a specific client or customer achieved a measurable outcome using a product, service, or approach. Case studies are told in narrative form to help prospective buyers understand what results are possible and how they might be achieved in their own context. A well-written case study is one of the most persuasive content formats available to B2B marketers because it combines social proof (‘someone like me has done this’) with specificity (‘here’s exactly what happened and what it produced’).
I’ve written a lot of case studies over the years for clients across industries, in formats ranging from one-page snapshots to 3,000-word deep dives. Over that time I’ve read even more: the ones clients show me as examples of what they want, the ones competitors publish, the ones that show up as thought leadership assets in B2B sales cycles.
Continue reading “How to Write a Case Study That Actually Converts”
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
Interviewing subject matter experts for content marketing is the practice of conducting structured conversations with domain specialists like executives, practitioners, researchers, or clients to gather original insights, stories, and perspectives that form the foundation of high-quality written content.
Done well, the expert interview is the single most powerful tool available to content marketers for producing material that is genuinely authoritative and distinctively voiced.
Continue reading “The Art of the Interview: How to Get Better Stories from Subject Matter Experts”
Flexible options are the norm as events cater to varying preferences
Since the pandemic halted in-person events five years ago, interest in getting together in real life (IRL) has soared. Event marketing is making a resurgence, but these aren’t the events of the pre-pandemic era. Expectations have changed and new technology has emerged to help event planners better engage with their audiences—wherever they are.
Continue reading “Event Marketing Looks Very Different Post-Pandemic”
First there was Profnet. Then HARO (Help A Reporter Out). Then other similar tools entered the space, clearly to combat a decline in the value of pitches these early channels were generating. Most recently, Peter Shankman, the guy who created HARO, has launched SOS (formerly, and quite briefly, HERO). It’s a welcome new tool that, at least for now, seems to be successfully thrwarting the fake profiles and bot/GenAI-generated pitches. Continue reading “How NOT to Use Tools Like SOS and Qwoted to Gain Media Coverage”
Corporate giving to charities has seen a significant increase since 2016. In 2021, corporations donated an estimated $21.08 billion to U.S. charities, marking an increase of 23.8% from the previous year. This trend continued into 2022, with corporate giving estimated to have increased by 3.4%, totaling $29.48 billion. This increase in corporate giving is part of a broader trend in corporate philanthropy, with giving having increased by more than 15% for 6 out of 10 companies in recent years.
Why? Continue reading “4 “Must Haves” to Reap the Marketing Value of Charitable Giving”
When business leaders, thought leaders, and even PR pros are hoping to get media coverage for their, or their companies’ efforts, they often inadvertently make some mistakes that can hinder their efforts.
Here we take a look at 10 common, and easily fixable, mistakes. How many are you making? Continue reading “10 Simple, and Easy to Fix, Errors That May Be Keeping You From Getting Media Coverage”
In today’s digital age, where information is abundant and attention spans are fleeting, capturing media attention can be a daunting task. However, with the right strategies and a touch of creativity, thought leaders, business consultants, and authors can rise above the noise and make a lasting impact. In this blog post, we’ll explore some little-known tips and tricks that can help you secure valuable media coverage and increase your visibility. Let’s dive in! Continue reading “A Few Tips and Tricks for Capturing Media Attention: A Guide for Thought Leaders, Business Consultants, and Authors”
