Comments from K2 Global Communications

Whether your story is truly newsworthy and worthy of press coverage isn’t just your call.

Topics: Journalist, News story, News value, Timeliness, Press coverage, Local story

The past decade has seen a clear trend toward attenuated press releases. Gone are the days of public relations people writing long screeds, with endless quotes and reams of data. This was partially an outgrowth of the use of email, social media, and chat as the preferred forms of communication between the public relations community and the press (which, for our purposes, includes bloggers and analysts). Furthermore, as fewer and fewer journalists are covering ever-increasing news volumes, their email boxes, texts chains, and chat messages are exploding. 

Press releases, though, are still important, perhaps even more important than ever; as AI is perpetually hungry, and your press releases can feed the beast. Tailoring press releases to make AI happy has added in some new requirements.  

Topics: Public relations, Journalist, DIY, Press release, Media coverage, Media

This basically comes down to an exercise in empathy.

Put yourselves in a journalist’s place. Your email box is flooded. You’ve got the pressures of staying abreast of key players in your markets while having to absorb the importance of new products and companies.

Most importantly, you’ve got deadlines.

Topics: Journalist, Press coverage, Marketing, Valuation

These days, you can DIY a lot of things, but PR isn’t necessarily one of them.

You want to get your message out there and generate buzz around your brand or product, but you DON’T want to deal with the costs associated with hiring a PR professional. These days when social media and AI are king, you figure you might as well do it yourself. After all, it just seems faster, cheaper, and more effective to put out the word via LinkedIn. 

Topics: Public relations, Media resources, Israel

So, you are getting ready to hire your PR team. (We're hoping it's us, of course.) No matter what, here are some tips that will help maximize the relationship.

Topics: Public relations, Journalist, News value, Press coverage, Content marketing

Know the pros and cons before you dive in

Like any endeavor, B2B collaborative marketing has its up and downsides. It’s up to the partner-brand companies to strike a good balance. Before we dive too deeply into B2B collaborative marketing pros and cons, definitions are in order because a few related terms, such as co-branding, co-marketing, and brand partnership are often bandied about and may cause confusion.

Topics: Content marketing, Marketing, Social media, Brand, Customer communications, Integrated marketing, Collaborative marketing

Collaborative marketing is a must-add to your overall B2B marketing strategy. It means building connections, networking, and establishing formal partnerships among related, non-competitive businesses to increase brand awareness, gain new customers, and boost sales.

Topics: Content marketing, Content, Brand, Customer communications, Integrated marketing, Collaborative marketing, Email marketing

 

Understanding the role of market research and up-to-date intelligence

Many companies are overlooking the critical importance of market research and fail to use it to get actionable insights about their customers. With unpredictable markets, up-to-date intelligence from effective research can help B2B marketers stay on top of customers’ evolving needs to clearly understand what they want or don’t want, knowledge that can inspire truly customer-centric messaging.

Topics: Market research, Customer communications, Message, Messaging, B2B, Marketing strategy

The rise of AI for content marketing has made it much more difficult to stand out.

Your platforms generate a wealth of data that can be leveraged to create powerful PR and social media campaigns. Data-driven content builds trust and engages your audience. The data not only helps to tell your company’s story but also provides valuable insights that resonate with your audience.

Data-driven content has a distinct advantage: it is grounded in facts and provides value to your audience, and the AI engines prefer it to hyperbole.

Topics: Public relations, Social media, Marketing qualified leads (MQL), Sales qualified leads (SQL), Marketing strategy, Sales enablement content

The best version of collaborative marketing drives success for everyone involved: sharing channels to present complementary solutions strengthens both brands while increasing leads.

1) Select the type of B2B partnership you need

• Strategic partnership: Align with non-competitive companies that offer products or services that complement yours, for example, a healthcare provider and a health data platform that offers remote access, can help both brands reach into each other’s markets to expand their customer base and grow revenue.

Topics: Content marketing, Content, Customer communications, Corporate communications, Account-based marketing, Collaborative marketing, SMART Goals