According to Content Marketing Institute’s report published last week, the most successful B2B content marketers (90 percent) prioritize the audience’s informational needs over their company’s sales/promotional message. In addition to this, there are tons of statistics and studies that support non-commercial messaging and helpful information over sales-y language in your content marketing. But no matter … Continued
Back in 2009, I saw one of the first definitions of content strategy from Kristina Halvorson: “Planning for the creation, delivery, and governance of useful, usable content.” The emphasis at that time was on planning. While planning is critical, the definition was missing an emphasis on the substance of the content – the messages and … Continued
August 2018 SUMMARY Inprela Communications offers B2B storytelling and content strategy services, driving a fresh approach to public relations. We’re seeking a strategic writer to join our team who is a true storyteller and is enthusiastic about technical manufacturing and healthcare subjects. The role is equal parts journalist, technical and creative. This writer needs to … Continued
We know that successful B2B PR is centered on storytelling that fosters meaningful engagement and demonstrates business value at every touch point in the buying cycle, regardless of channel. That’s why we are taking a new approach to PR measurement to include earned, owned and paid media metrics. B2B PR metrics are no longer just … Continued
There’s a reason we typically only recommend paid social media through LinkedIn to our B2B manufacturing and healthcare clients. Not only does LinkedIn have 500 million members and receive over 100 million unique visitors per month, but it’s also a professional social network focused on sharing thought leadership content. If that isn’t enough to persuade … Continued
Welcome to part three of our series on limitations B2B brands face in deriving real business value from PR, how to overcome them and reach the ideal state. In part 1, we covered how earned and paid media use different content and messaging, and how the view of PR is often restricted to brand awareness … Continued
The first step in deriving more business value from PR is to identify the barriers to integration and measurement in your organization. This is part 2 of our 3-part series on the limitations B2B brands face in deriving real business value from PR and the ideal state we strive to get our clients to. Unleashing … Continued
The last five to ten years in B2B marketing have been all about content. Back in 2011 Google declared publishing content is good for search rankings and boom, B2B brands exploded with an overwhelming amount of blog posts, white papers, videos, webinars, etc. But few brands have risen to the top with relevant content their … Continued
Becoming an industry leader is not only the result of innovations in research and development, and sustainable sales growth, but also of building and maintaining a strong brand and customer loyalty through the ups and, more so, the downs. Besides being three of the largest conglomerate companies in the world, GE, Siemens and IBM continue … Continued
Inbound marketing – touted as the holy grail of B2B lead generation. There are countless articles and reports claiming its value in B2B and yet there are many companies still pouring budgets into fragmented outbound channels like print advertising and contact lists instead of inbound marketing. Whether the challenge is budget constraints, lack of internal knowledge, … Continued