Comments from K2 Global Communications

Or How to Get the Most Bang from Your Inbound Marketing Buck

Topics: content marketing, content, marketing, persona, inbound marketing, customer communications

With massive cyberattacks on organizations and states, cyber security is one of today’s hottest news topics. Consequently, the phenomenon has birthed a cybersecurity startup boom, further crowding an already congested market. This begs the question: How can cybersecurity companies, with proven innovations on offer, break through the logjam and get the media recognition they deserve?

Topics: Public relations, press coverage, media coverage, cybersecurity, statistics, objective

This basically comes down to an exercise in empathy.

Topics: journalist, press coverage, marketing, valuation

 

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

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:

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

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.

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

New Year’s Resolutions for Success with Your PR Firm

Topics: Public relations, journalist, press coverage, marketing

Public relations isn't rocket science, as my partner has consistently reminded me over the past decade. However, it does take a significant amount of time, energy, and persistence.

Getting your news out there

Topics: Public relations, journalist, news story, DIY

 

Topics: Public relations, media resources, Israel