Amy Kenigsberg

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Amy Kenigsberg is co-founder & principal consultant of K2 Global Communications, with expertise in inbound marketing, public relations, social media, and content marketing.
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Recent Posts

Cybersecurity Providers, Are You Sitting on a Media Coverage Gold Mine?

Posted by Amy Kenigsberg on Sep 19, 2024 1:27:52 PM

With massive cyberattacks on organizations and states, cyber security is one of the hottest news topics. Every day, a new cybersecurity startup proclaims it will solve those challenges, further crowding an already congested market.

This begs the question: How can cybersecurity companies, with proven innovations on offer, break through the logjam to get the media recognition they deserve?

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Topics: Public relations, Press coverage, Media coverage, Cybersecurity, Statistics, Objective

Is Your Content Marketing Paying Off? 10 Failproof Metrics

Posted by Amy Kenigsberg on Aug 25, 2024 12:45:00 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

Prepping for the Big Trade Show

Posted by Amy Kenigsberg on Jul 17, 2024 11:37:27 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.

Get Your Trade Show Shopping List

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

Show Prep with Time to Spare

Posted by Amy Kenigsberg on Jul 2, 2024 11:48:00 AM

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

International Marketing Risks and Rewards

Posted by Amy Kenigsberg on Jun 27, 2024 1:13:00 PM


It’s a given that international marketing is key to long-term business success. You just need to balance the risks with the rewards. We try to look on the bright side of life, so let’s start with the rewards.

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Topics: International Marketing

K2 Supports Your Trade Show Success

Posted by Amy Kenigsberg on Jun 26, 2024 11:34:00 AM

 

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Topics: Press coverage, Media coverage, Media, Trade show, Conferences

Decision Time: Choosing Your International Market

Posted by Amy Kenigsberg on Jun 24, 2024 2:30:29 PM


 
You’re an Israel-based cybersecurity company that has successfully proven a new solution in the local market. Now it’s time to expand. The question is where? United States, Canada, India, and Korea are all viable markets. Choosing the right international market is critical.

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Topics: Collaborative marketing, International Marketing

Boost Business Results with the PESO Model

Posted by Amy Kenigsberg on Jun 4, 2024 10:28:00 AM

 

 

Public relations isn’t just media relations anymore

Public relations and advertising used to live in two different realms, with a solid wall separating paid media -- paid placements like advertising -- and earned media -- publicity gained through valuable content contributions, company mentions, or interviews with journalists.

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Topics: Journalist, Press coverage, Content marketing, Audience, Award, Corporate communications, Client relations

How the PESO Model Maximizes Thought Leadership Marketing

Posted by Amy Kenigsberg on May 22, 2024 10:00:00 AM

 

 

The PESO model is an integrated approach that strengthens your ability to leverage your thought leadership content, building trust and credibility with audiences across multiple channels.

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Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media

Seven Powerful Opportunities that Impact B2B Marketing

Posted by Amy Kenigsberg on May 20, 2024 6:11:25 PM

In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.

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Topics: Content, Marketing, Brand, Customer communications, B2B, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey

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