Engaging the Journalist 

Posted by Amy Kenigsberg on Feb 5, 2019 9:00:00 AM

This basically comes down to an exercise in empathy.

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Topics: journalist, press coverage, marketing, valuation

Developing Blog Content Using the Evergreen Principle

Posted by Larry Kenigsberg on Feb 4, 2019 5:53:00 PM

Content is king, and someone must create it.

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Topics: Public relations, news value, content marketing, blog, Israel, content, marketing

Prepping for the Big Trade Show

Posted by Judith Segaloff on Jan 28, 2019 10:31:00 AM

Once upon a time, I covered trade shows as a market analyst for a major consumer publication.  Shortly thereafter I flipped to the other side of the desk and ended up with a press conference on one side of the Consumer Electronics Show and a photo shoot clear across the exhibition hall.  Let’s just say that roller skates were very much on my mind by the time I finished my Mrs. Doubtfire dash back and forth across the crowded exhibit halls.

I empathize with journalists who have been given the immense task of covering trade shows, scouting for new trends, and trying to maintain relationships with industry leaders. That is why when I have a client exhibiting, I try to be a resource to media covering the show by helping them identify my clients’ product introductions long before the show, setting up interviews or, better still, pre-show interviews to save journalist’s precious time, jet-lagged exhaustion, and, especially, their shoe leather.

Here are some pointers for being a resource to media at your next trade show:

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Topics: Public relations, journalist, news story, news value, media resources, press coverage, press release, media coverage, trade show

Paying for the Future with PR

Posted by Larry Kenigsberg on Jan 22, 2019 10:30:00 AM

Since starting our business more than a decade ago, we’ve seen companies

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Topics: Public relations, blog, content, marketing, valuation

Industry Analysts: Five Important Ways They Influence Your Customers

Posted by Consuelo Reinberg on Jan 22, 2019 9:58:00 AM

 

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Topics: analyst, analyst relations, brand

Content Marketers: Why Hiring a Consultant Beats DIY Any Day

Posted by Consuelo Reinberg on Jan 16, 2019 10:00:00 AM

Let’s just cut to the chase: Never put DIY and content marketing in the same sentence.

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Topics: content marketing, content, DIY, social media, persona

K2 Supports Your Trade Show Success

Posted by Larry Kenigsberg on Jan 9, 2019 5:51:00 PM

 

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Topics: press coverage, media coverage, media, trade show, conferences

Analyze This

Posted by Amy Kenigsberg on Jan 9, 2019 5:45:00 PM

 

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Topics: Insider, Public relations, marketing, analyst, analyst relations, market research

Is Your Content Marketing Paying Off? 10 Fail-proof Metrics

Posted by Amy Kenigsberg on Jan 8, 2019 3:22:00 PM



Practically all B2B marketers agree that content marketing works, but not everyone is clear on how exactly to calculate the ROI and business value of a company’s content marketing investment. Assessing the
quality of content - Is the content original and audience-appropriate? Does it tell a story or add value to the site? Is the tone, spelling, and grammar pitch-perfect? - is one thing. But determining the bottom- line impact or business benefit of each blog post, article, email, e-book, case study, podcast, infographic, or social campaign is quite another - and one of the trickier challenges facing marketers today.

You can use a number of metrics to measure content performance, depending on your business goals and what you intended for your content marketing program to achieve. Was your content written to acquire customers or increase revenue and profit? Position your brand or tell your product story? Enhance customer engagement? Acquire better-quality leads? Among the most obvious measurements of content marketing success would be ROI (the revenue gained from content marketing compared to the amount spent on creating and distributing content), number of qualified leads, and percentage of lead conversions to closed sales generated by the content. Other important indicators of content effectiveness include:

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Topics: content marketing, content, metrics, bounce rate, exit rate

Show Prep with Time to Spare

Posted by Amy Kenigsberg on Jan 2, 2019 12:00:00 PM

Getting ready for a trade show can be overwhelming, even for those of us who are regular exhibitors. Early in my career, I was at a show every fifth week, which made life quite busy for a year or two. To make it simple for all of us, here's a quick and easy calendar of activities you need to keep in mind.

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Topics: Public relations, press release, media coverage, media, trade show, staffing, conferences, giveaways