Comments from K2 Global Communications

 

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

You can have it all, just not at the same time, or so it seems. Your SEO expert is amazing but your writing team doesn’t have the time to create all the needed content nor create all the content and  landing pages. Your social media team has created comprehensive promotional campaigns but is falling behind on curating the objective content necessary to please your target audiences.

Topics: Public relations, content marketing, DIY, social media, persona, inbound marketing, customer communications, personas, PR, SEO

Successfully marketing your cybersecurity solution is not a guessing game. Targeted marketing is like any other targeted activity – where you aim is where you’ll hit. Of course, that’s easier said than done. With hundreds of cybersolutionsC on the market, it’s difficult to find your security product’s unique niche so you can tailor-fit your message to the right buyers.

Topics: marketing, persona, audience

7 Questions to Ask Before Trying DIY Analyst Relations

Analyst relations is simply too critical to simply do yourself or leave in inexperienced hands. Analyst relations could make or break marketing efforts for your technology products. Their objective and expert insights greatly influence technology buyers’ decisions, and your ability to influence these influencers could mean the difference between analyst coverage/ recommendation of your product and...well, the absence of it. Before you say, “How hard can it be?” ask yourself these questions:

Topics: analyst, analyst relations, objective, message, technology

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

The news situation is in flux right now. The demand for news is increasing – web traffic was up about 23% at top news sites the week of March 9 from the previous week and up 31% from the week of Jan. 6, and fewer subscribers are canceling. However, many U.S. national and global news outlets are cutting back to skeleton staff due to plummeting ad revenues.

Topics: media coverage, media, customer communications, messaging, personas, PR, internal communications, corporate communications, technology

Marketers increasingly recognize that if they want higher ROI, more qualified sales leads, lower cost per acquisition, and increased brand authority, inbound marketing is essential. Inbound marketing is unlike traditional outbound marketing approaches that have marketers vying for customers’ attention via TV and radio ads, direct mail, trade shows, telemarketing, and cold calling. Instead, inbound focuses on having potential leads come to you via company-created Internet content that drives visitors to your website, engages them, and helps your sales team convert them into customers and loyal brand followers.

Topics: blog, content, marketing, social media, inbound marketing, customer communications, audience, personas

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

While marketing budgets are growing and more and more companies are leveraging inbound marketing, many CEOs want to know: what returns are we getting out of our investment to prove that inbound marketing is the way to go?

 One, inbound has now displaced outbound in terms of clearly measurable ROI; two, the ROI areas prove the effectiveness of inbound marketing; and three, 10 metrics to consider when measuring inbound ROI.

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

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

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