B2B Marketing News

Posts in the Industry News category.

Mobile-Friendly as a Ranking Signal for Google

April 21, 2015 by

Google is rolling out an updated algorithm – that factors in “mobile-friendliness” as a ranking signal – on April 21 (that’s today!).

Clients are asking us a few questions.

  1. 1. What does this mean?

Google will be increasing the visibility of sites that are optimized for mobile.

  1. 2. What should we be doing?

If you don’t’ have a mobile optimized site, you should begin work to create one. Don’t freak out though. Google is not going to penalize your site because it is not mobile-friendly. Google may, however, rank another site that is mobile-friendly – when a user queries a term that is relevant to what you offer – over yours.

If you have a mobile optimized site, good news for you. Your site may now perform better than it was on the search engines because it may outrank those that are not mobile-friendly. Think more traffic!

We think the most important thing to point out is, your site should be optimized for mobile, regardless of Google’s algorithm update. A mobile optimized site will improve site performance and conversions rates. It will provide users – who are more than 60% likely to use a mobile device or tablet to perform research (comScore report) – a better experience. If you’re site is not optimized for mobile already, this should have been on your radar prior to Google’s announcement of the algorithm update. Don’t you want to improve site performance? But more importantly, don’t you want more conversions?

If mobile optimization is not a top priority for your company, here’s a push to make it one.

We’re constantly telling clients that first and foremost, do things on your site that will improve the user experience. Usually, those activities are beneficial for search as well. Google’s algorithm update is a great example of that case in point. Optimize your site for mobile – which will improve a user’s experience – and Google will reward you for it.


When Bad Pitches Happen to Good Journalists

April 7, 2015 by

Quick Tips for Delivering Value to Reporters

Imagine for a moment that a majority of the people you work closest with are completely dissatisfied with your contributions. Pretty awful thought, right? Unfortunately, that’s exactly what PR professionals are facing with journalists. According to PRNewser and Forbes, a whopping 68 percent or journalists are unhappy with the current state of PR pitches, a.k.a. our emails (and bad pitches).

Let’s take a cue from Olivia Pope and “handle” this pitching problem. PR pros can’t afford to waste opportunities to generate awareness and earn visibility for the brands and products they represent. The following are a few quick tips for delivering valuable pitches:

  • Do Your Research

While there isn’t a silver bullet for securing news coverage, the more tailored your pitch is, the more likely you’ll earn media interest. Fire up Google and research outlets and reporters that cover the topic you’re pitching. Then craft a personalized email that ties your story idea to their specific beat.

  • Tell a Compelling Story

Relevance is important, but keep in mind, just because a reporter covers technology doesn’t necessarily mean they’ll cover your product or company. In other words, give the reporter a compelling story to tell. A good rule of thumb: focus less on the actual product/company and more on the people it helps and the impact it makes.

  • Paint the Picture with Visuals

Take your story a step further, and show journalists why it’s newsworthy. Part of journalists’ dissatisfaction with PR pitches is the lack of visuals supplied. In fact, a recent survey from ISEBOX states that 80 percent of journalists feel frustrated in needing to spend more than 30 minutes collecting visual content for stories. Have a photo, infographic, or video that supplements your pitch? Share it!

To sum up, quality is always better than quantity when it comes to pitching. Before reaching out to a reporter make sure your pitch is valuable by ensuring it’s relevant, compelling, visual, and of course, brief.

How do you add value to your pitches? Share your tips with us.


Young pros must STOP

February 24, 2015 by

Since being a college sophomore, networking and seeking out advice from PR pros has come naturally to me. Today as a young professional, reaching out for suggestions and assistance from more seasoned industry leaders and resources is still something I’m comfortable with.

As a desire to learn more about and grow within the PR industry, I enjoy reading up on industry trends and professional development articles. A few days ago I read an article on PR Daily, a resource I’m learning from, about things young PR pros need to stop doing and thought it was on-point. After reading the 10 points the article outlines, two really hit home.

The article references that young professionals tend not to speak up and that they also accept existing processes. In not speaking up, you may be withholding the next brilliant client campaign that everyone loves. You would hurt your company and your client by not mentioning your idea.

By not accepting existing processes, you could have a more small-scale impact. If you have an idea that would improve your organization, why wouldn’t you vocalize it? It’s very possible others haven’t thought of executing a task the way you have.

To take the PR Daily article a step further, I thought some of the points could translate to how Arketi operates. From my time here, I’ve learned all employees are encouraged to be comfortable and start doing. Arketians very much believe that it’s important to go outside of your comfort zone and take challenges by the horns. When you’re challenging yourself, everyone can win.

I recommend young professionals just start doing. If you’re going outside of your comfort zone, you are learning new things and growing. Don’t worry about making mistakes, a mistake can become your biggest learning opportunity. Of the mistakes I’ve made, each has taught me something about myself or a situation that I have since done differently.

So, young pros, how do you feel about the 10 things article? Do you think anything is missing?

For the more seasoned professionals, what things do you see young pros doing that they need to stop immediately?

Feel free to share your thoughts below.

Weekly B2B Round-Up for Dec. 16, 2013

December 20, 2013 by

Here are the top  business-to-business PR and marketing articles from this week. Hope you enjoy!

New H&K Research Shows Companies Can Earn Public Trust by Better Communicating Efforts to Address Climate Change—Lack of Communications Prevents Many From Getting Credit
Daily Dog
Research conducted by Research+Data Insights for Hill+Knowlton Strategies and Environmental Defense Fund (EDF) shows that Americans see climate change as one of the most pressing issues facing the country. However, only 35 percent of Americans believe companies are doing more today than 10 years ago to address climate change.

Content Marketing – Powerful for Local Businesses
Custom Content Council
Our search world has changed. Results pulled in from Google, Bing and Yahoo are now all content-related, so it’s the job of search engines to provide users with results that give them the information they’re looking for. The better the results returned to the user, the more users will use them. But relative content isn’t just to boost search engine preferences. Did you know that content still reigns supreme when it comes to businesses building relationships with people?

The Future of Social Media: 60 Experts Share Their 2014 Predictions
Business 2 Community
Social media has been undergoing some major changes this past year. Twitter filed for IPO, Facebook launched video ads, and Snapchat threatens to change the landscape as the next big thing in social media. As more companies begin to leverage social media for personalized, real-time marketing initiatives, it’s imperative to stay ahead of the curve and identify future trends in this space. We asked experts to share their predictions on the future of social media and the ways in which it will impact businesses.

5 PR lessons from ‘It’s a Wonderful Life’
PR Daily
This evening, millions of Americans will turn on their televisions to watch Frank Capra’s holiday masterpiece, “It’s a Wonderful Life.” Although never intended to be a Christmas movie, it has become a holiday mainstay ever since it started appearing on TV in the 1970s. I never miss it, and this year, I realized the 1946 film starring Jimmy Stewart and Donna Reed offers some wonderful, yet inadvertent, lessons for those in the public relations industry (or for most industries). Here are a few of the lessons…


The top 10 social media wins of 2013
Social media saw both major changes and massive growth in 2013. Vine was introduced to the world, Twitter went public, and Instagram and Pinterest began to incorporate ads. A lot has happened and a lot more can be expected in 2014. The competition was close, but here are the top 10 wins of 2013 in the ever-changing social media landscape.

Learning a lesson from venture capital
PR Week
Venture capital is going through a marketing renaissance that other financial asset classes could benefit from. As Walter Frick noted in his Harvard Business Review article this week, VC firms produce outsized returns relative to the investments they make and create more jobs per dollar along with each one.

This Just in from Washington: Marketing May Be Illegal
Silly marketers. All day long I listen to them tell how they will, through the wonders of modern data science, get the right message to the right customer at the right time. Their marketing automation and CRM systems will tell them exactly what return to expect on what investment. Their business plans will be sewn tightly with binary code and their worlds will be ensconced in a bright bow, like the neatly wrapped packages they will present to their perfect families at precisely the right hour on Christmas Day. The scientific fact almost all tend to forget is that there are flesh-and-blood people on the receiving ends of their methodical, data-driven appeals and that people are irrational and unpredictable. Some of these people are United States Senators, and they proved their humanity all too plainly yesterday at a hearing of the Committee on Commerce, Science, and Technology investigating data brokers.

2014 Social Media Tricks, Tools & Trends
Search Engine Watch
When it comes to covering the news, getting the visual word out, and capturing the ROI moment, social media proved itself as an influencer in paid, earned, owned, and even traditional media. NBC’s “Today” show joined the social love club with a rebranding and reinventing this year unveiling the #orangeroom. Headed by celebrity host @CarsonDaily, the #orangeroom is a social newsroom within a traditional newsroom, it’s not only part of the physical set of the NBC morning talk show pimped out with everything from sliding high definition monitors with visual social slices of news, but it also increases the reach, power, and influence.

Real-Time Marketing 101: It All Starts With The Trends
Social Media Today
Imagine you are a marketer in 1951. Harry S. Truman is president and Milton Berle is the most famous person on T.V., raking in 80% of all television viewers every night of the week. It’s the dawn of modern mass marketing.What if you were the first marketer to figure out how to use T.V. to sell stuff? You’d probably be in pretty high demand. The potential to sell your products would be effectively limitless.

Weekly B2B Round-Up for Dec. 9, 2013

December 13, 2013 by

Here are the top  business-to-business PR and marketing articles from this week. Hope you enjoy!

Photos, Videos and Infographics: Three Emails Reveal How to Sweeten PR Pitches with Images
Daily Dog
Photos are worth a thousand words—and a great one just might win you 1000 words worth of coverage. The reason: Journalists and bloggers are now not only tasked with covering multiple beats, but most also must track down images for posts or articles (where did all the photo editors go?). While most blogs may plug-and-play images, MSM typically won’t (see below for an example that serves as a refreshing exception to the rule)—but they typically do say that a photo or video helps sweeten the pitch.

B2B Tech Buyers and Content Marketing: Which Assets Are Most Influential, and When?
Marketing Charts
Eccolo Media has released its latest “B2B Technology Content Survey Report” based on 503 respondents responsible for influencing or making technology buying decisions in the 6 months prior to the survey. The study covers a host of content marketing topics – including which collateral types are most frequently consumed and considered most influential – as well as the stages of the sales cycle in which they are perceived to be most persuasive.

Infographic: Email and Mobile Top Small Businesses’ 2014 Wish Lists
With Christmas and New Year’s closing in, many small business professionals are planning to toss out old ways of marketing and embrace the new. So which marketing objectives are at the top of small and medium-sized businesses’ (SMBs) 2014 wish lists? According to the “j2 Global Forecast Survey,” 28.16% of small business professionals say increasing their online presence, such as setting up a website or online store, is a top 2014 marketing priority

Content Marketing 2.0: How To Cut Through The Clutter When Everyone’s A Media Producer
Since the mid-2000s, we’ve been hearing that content marketing – drawing customers to you through the creation of blogs, podcasts, videos, and more – is the secret to cutting through the oppressively noisy media landscape. Instead of paying for television ads that will only be ignored, you can develop useful ‘evergreen’ content that will earn the attention and gratitude of your customers. That was a winning recipe a few years ago, when content marketing (also known as inbound marketing) was still an anomaly. But is it still as effective now that it’s gaining in popularity, and more and more companies are launching their own efforts?

Why ‘Time Spent’ Is One of Marketing’s Favorite Metrics
Time is money. Time is the enemy. Time is on your side. We talk a lot about time, but the one thing we definitively know about time is there’s never enough. For a marketer, that means you’re going to have to work hard to get a minute or two from a consumer. You need to earn it, so if your site can garner a high time spent, pat yourself on the back for a job well done.

Mapping the next frontier in brand storytelling

Mapping the Next Frontier in Brand Storytelling
Content Marketing Institute
What happens when we are all artists, all storytellers, all flooding the ever-expanding array of digital and traditional channels with our brand content and calls to action? Does content marketing — which promised to level the marketing playing field — regress into the inevitable battle of budgets?

Top 10 Social Media Predictions for 2014 (Based on 2013 Moments)
Social Media Today
2013 social media followed a lot of buzz-worthy events – the world got a new pope, a new royal baby, and a new controversial pop star to talk about incessantly. (I think I’ve said “Miley Cyrus” more than my own name lately.) But how we used social media in 2013 is even more impressive than the topics we focused on. These 2014 social media predictions are based on moments when analytics, ads, and content creation drastically changed in the past year.

12 most worthwhile rules for creating incredible content
We all take in massive amounts of content on a daily basis. Even if you’re not a technology junkie and believe in putting away your smartphone during movies and meals, you can’t avoid it. Companies with something to promote produce most of that content. I’m sure you’ve noticed that some of this content is helpful, entertaining, enlightening and thought-provoking. But some of it is downright awful.

Public Shows Less Trust in Corporate America This Year
Marketing Charts
Americans are less likely to perceive large industries as “generally honest and trustworthy” this year, according to a new survey from Harris Interactive. The survey asked respondents which of 19 industries they think are generally honest and trustworthy, such that they would normally believe a statement by a company in that industry. Perceptions of honesty fell in 18 of the 19 industries, with tobacco the only one staying steady from last year – but with just 3% of adults finding the industry trustworthy.

Weekly B2B Round-Up for Dec. 2, 2013

December 6, 2013 by

Here are the top  business-to-business PR and marketing articles from this week. Hope you enjoy!

Marketing to Women a Wise Move by Small Businesses Because Women Hold the Purse Strings, New Research From The Link Agency Finds—Women Are the Major Decision Makers on Most Purchases
Daily Dog
Do you want to sell your products to a population with money and the power to make decisions? Market to women—and use social media if they have kids under 18. According to The Link Agency, that’s the word from several recent studies showing women, especially Moms, are connected and their purchasing power is huge and not going away.

Viral Is Not the Game Point in Complex B2B Sales
Social Media Today
I received an email asking me what I thought of the Van Damme Volvo video that went viral to the tune of 57M views and counting for Volvo Trucks. Volvo created the video to showcase its new precision steering feature on the big rigs. It’s a really good piece. But all anyone can talk about is the number of views and the parodies being made in imitation. What do I think about it?

20 of the Most Important SEO Blogs Online
Business 2 Community
Nowadays every person with a computer, an Internet connection, and an opinion has a blog, declaring themselves an authority on whatever topic or segment of an industry strikes them. What authority on that subject do they really have? Some actually do, but most do not. For the ones that have genuine authority and knowledge, which ones are the best to read? When it comes to SEO blogs, here are 20 of the most important search engine optimization (SEO) blogs available online that you should be reading.

14 ways to reach the media
There! You’ve written that pitch and uploaded that YouTube video about your new gizmo. Now, how to get the attention of the press? Should you tweet reporters? Track them down on LinkedIn? Send an email? Pick up the phone? For those who are having trouble figuring out how to get the attention of overworked reporters, a panel of journalists praised Twitter as an unobtrusive way to reach out.

Big Biz on Small Business Saturday
Small, locally owned businesses rang registers to the tune of nearly $6 billion on Small Business Saturday. Consumers who knew that the day after Black Friday was Small Business Saturday spent an estimated $5.7 billion with independent merchants on the day, a nearly 4% increase over last year, according to a survey conducted by the National Federation of Independent Business and American Express.

Managing Moving Parts: How to Collaborate in the Modern Workplace
Daily Dog
Effective collaboration can lead to increased productivity and improved professional relationships, not to mention better overall results. With 96 percent of executives citing a lack of collaboration or ineffective communication for workplace failures, collaboration should certainly be a priority for most professionals (Source: SalesforceRypple).

Content Marketing Minds: Empowering the Ultimate Content Creation Team
Social Media Today
Maybe you call them ambassadors, fans, or evangelists.  Call them what you will, but understand when people support your brand it means money. More advocates, more sales. And nothing scales quite like word of mouth. Even if you get just a small percentage to plug your products, the ripple effect can be immeasurable.

Holiday parties: What employees really think
With the holiday season kicking off, so is the deluge of stories, articles, and blog posts about the perils of the annual workplace holiday party. I think these kind of events were always difficult to deal with, but they have become even more so in the age of social media—when everything seems to end up on Facebook-and in an era of heightened sensitivities and rampant lawsuits.

BtoB Marketer SAP Not Just Playing Around With Sports Marketing

October 23, 2013 by

The recent news about the SAP, Madison Square Garden marketing agreement should not totally take the BtoB marketing world by surprise, but just 15 years ago who would have thought SAP would partner with the New York Knicks, New York Rangers and Madison Square Garden? While golf, tennis and sailing has long been the mainstay of BtoB sports marketing it’s clear savvy marketers are pushing into more mainstream athletics, arts and entertainment.

Keep an eye open for what’s next. The Atlanta Falcons have a new stadium set to open in time for the 2017 NFL season. Maybe we are in store for Fiserv Field,  SAI Global Stadium , Peak 10 Park, Azalea Arena, Jabian Joint  or Recall Dome.

Have a read for yourself.

SAP, Madison Square Garden form marketing and technology partnership 

New York—SAP and Madison Square Garden announced a marketing and technology partnership, under which SAP becomes a signature partner in MSG’s sports, entertainment and media properties in New York…

Read the full article at BtoB Magazine Online.

Weekly B2B Round-Up for Oct.14, 2013

October 18, 2013 by

Here are the top 10 business-to-business PR and marketing articles from this week. Hope you enjoy!

How to apply PR strategies to improve your company’s SEO
The Next Web
Public relations and SEO have always been destined to converge. PR is about building relationships with media professionals and key influencers to help increase a company or individual’s visibility and profile; SEO is an iteration of that relationship. The only difference is that we operate in the digital sphere, and we measure these relationships through links, social signals, and other trust indicators. In the past, many SEO strategists focused on building a high volume of low quality relationships to get their company’s names out to the Web. Times have changed.

Video Still Rising with B2B Content Marketers
Business 2 Community
It’s that time of year again — the folks at Content Marketing Institute (CMI) and MarketingProfs have once again published their annual B2B Content Marketing Benchmarks, Budgets and Trends report. Last year’s survey saw a major increase in the use of video marketing across North America, and this year’s edition shows more of the same. Of the more than 1,200 B2B marketers surveyed, 73% now use video as a content marketing tactic, an increase of 3% from 2012, and a whole 15% from 2011. This growing trend falls in line with early-year predictions that video would be a key point ofinvestment for B2Bs this year.

10 B2B Content Marketing Findings and Fixes for a Bigger Payday
Social Media Today
The B2B Content Marketing 2014 Benchmarks, Budgets and Trends report from Content Marketing Institute and Marketing Profs has been published and it’s packed with data. In the report’s overview page, CMI’s Joe Pulizzi and MarketingProfs’ Ann Handley writes: “Even though we’ve made great strides, the industry is clearly still in the early adoption phase. However, some marketers are seeing substantial success. Read on to find out what a best-in-class content marketer does differently and delve into many other findings as well.”

Email Etiquette 101: Avoid These All-Too-Common Gaffes When Communicating With Journalists
Daily ‘Dog
PR pros often live and die based on the quality of their emails, which is why I have a folder devoted to particularly bad examples of email pitches. But the following thread, which I received the other day, stands apart.

Nearly a quarter of U.S. adults owns an e-reader, but tablets are growing faster: Pew
Pew released updated data Friday finding that 24 percent of American adults owns an e-reader, up from 19 percent in a November 2012 survey. For this report, Pew did phone surveys with 6,224 Americans ages 16 and older. Women are still more likely to own e-readers than men. In the same group, 35 percent of those surveyed owned a tablet, up from 25 percent in November 2012.

tablet and e-reader ownership

6 Stupid Content Promotion Mistakes No Marketer Should Make
HubSpot’s Inbound Internet Marketing Blog
We’ve all been there: You’ve created a piece of content — a blog, an ebook, a report, a video — with expectations of high volume traction … and then nothing happens. It sucks. You stare at your data, hitting refresh over and over again, while the awful feeling of failure creeps over you. You might even start questioning your awesome content-creating skills — not cool!

Infographic: The 6 psychological triggers behind viral content
Your boss or client barges into your office and demands a viral video or Facebook post. You start to sweat. How can you make that happen? How can you get people to emphatically click the share button when they see your content? An infographic from WhoIsHostingThis.com has the answer. It describes why people are inclined to share certain types of content, and lists six internal triggers that encourage people to share.

How To Embrace The Five Steps Of Data-Driven Marketing
At its core, data-driven marketing centers on one thing and one thing only: propelling value by engaging customers more effectively. That may sound straightforward at first, but I can assure you, the task is anything but simple, and it’s becoming more and more complex every day. Digital disruption is throwing the physical world of processes and goods into disorder and yet, customers are more empowered –and more demanding –than ever before. What can you do to embrace the five steps of data-driven marketing and regain control of today’s complex digital marketing environment?

Why Smart Marketing Is Like a Great First Date
When you go on a first date with someone, do you tell them how wonderful you are and all the great things you can do, then ask them to marry you? Probably not. And yet, this is exactly what the vast majority of startups and small businesses do when it comes to their marketing materials. Whether it’s a brochure, a landing page, or a video on YouTube, most new business owners feel compelled to share every last value proposition they can in one breath, then “seal the deal” at the very end.

Tech marketers use significantly different lead-gen tactics than nontech
BtoB Magazine
Marketers from technology companies, facing higher costs-per-lead and often longer sales cycles, tend to approach their lead-generation practices in significantly different ways than do marketers from nontech companies. According to BtoB’s new study, “2013 Lead Generation: Optimum Techniques for Managing Lead-Generation Campaigns,” tech marketers are much more likely to use telemarketing to qualify leads, tend to prefer webinars as a powerful lead-gen channel and overwhelmingly prefer having leads achieve a threshold score before handing them off to the sales team.

Weekly B2B Round-Up for Oct.7, 2013

October 11, 2013 by

Here are the top 10 business-to-business PR and marketing articles from this week. Hope you enjoy!

What Google’s Hummingbird Update Means for Small Business
On the eve of its 15th birthday, Google turned the tables and gave the Internet a shiny new present: Hummingbird, the search giant’s largest search algorithm update since 2001. The search engine’s recent overhaul — which affects 90% of searches — aims to filter “fluff” content that is created solely for nabbing search engine optimization and instead deliver better, higher quality search results.

Blog SEO for the Modern Marketer: How to Optimize Your Posts
HubSpot’s Inbound Internet Marketing Blog
With Google making 10 algorithm changes in the last four months and keyword data getting harder to come by, it may be ideal for marketers to take a step back and get back to SEO basics. Despite the revolving door of new algorithms and search engine policies, the fundamentals of getting your content found have remained pretty consistent.

Marketers Chase Evolving Consumer
The New York Times
The senior executives who spoke at a major marketing conference here seemed to be auditioning for a reality show called “Extreme Makeover: Corporate Edition.” “We talk around the world, ‘We need to be bold, be disruptive,’ ” said Joseph V. Tripodi, the marketing chief for Coca-Cola. The executives, appearing during the annual conference of the Association of National Advertisers, urged their peers to recognize that the pace and scope of technological and societal changes — described as “crazy” in two presentations — required what one speaker called a “constant reinvention” of marketing.

How Severe Is Our Screen Addiction?
For many people, staring at screens is a simple daily occurrence: our jobs require use of a computer and many of us have smartphones that connect to the Internet. We often stop focusing on one screen just long enough to turn our attention to another. But how much time do we really spend with our eyes transfixed on a digital display? According to this infographic from PGi, most people spend five hours on their computer or laptop each day, which is a noticeable upswing since 2010 when the average was three hours.

Tips for PR pros planning a 2014 editorial calendar
PR Daily
It’s October. If you aren’t thinking about 2014 editorial calendars, it’s time to shift into gear. I’m talking not about creating editorial calendars for your blog or social content, but about the traditional PR tactic of using editorial calendars created by magazines, trade publications, and other media for securing placement opportunities. Newspapers and broadcast media generally don’t provide editorial calendars.


Creative Ways to Promote Your Social Media Contests
Social Media Today
Many companies and brands run social media contests on the internet. They try their best to ensure that these contests reach a wide audience. There are several ways to promote social media contests. Some of these methods have been already used, others are still being researched.

Hashtags Arrive in Google Search Results
The introduction of hashtag searches presents a great opportunity for marketers, especially those who have gone the extra mile and really connected with those in their circles. Content that is posted on Google+ is more important than ever now that Google is pushing it so high up in search results! If you are a small business owner really working your Google+ circles, you have the opportunity to rise above your brand name competitors.

New Research Shows Increasing Reliance on Content Marketing to Drive Brand Awareness, Inbound Traffic and Sales: B2B Marketers are More Effective at Content Marketing
Bulldog Reporter
A new study from the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove, shows that B2B marketers are increasingly using content marketing and distributing content across more social networks to help increase awareness and website conversions. The study shows that 93% of B2B organizations are marketing to customers and prospects with a range of content-based tactics and 73% are producing more content than they did one year ago. The success of these content marketing efforts is also growing, with 42% of B2B marketers indicating they are more effective at content marketing versus 36% last year.

How to Turn Everyone Into a Customer
As obvious as it sounds, most people aren’t your customers, which can be a barrier to your success. How can you turn these non-believers into your customers? Alessandro Di Fiore, CEO of the European Centre for Strategic Innovation, writes in the Harvard Business Review that companies must shift their focus from their customers to their non-customers.

58% of marketing organizations work with CEOs to drive growth
BtoB Magazine
Fifty-eight percent of marketing organizations work closely with the CEO to drive growth, according to a study by the Association of National Advertisers. The study, “Marketing2020,” was based on an online survey of more than 250 CMOs in partnership with EffectiveBrands. According to the study, 78% of respondents agreed that being clear about their organization’s broader societal purpose is an important characteristic of winning companies.

When (PR) Disasters Attack

October 7, 2013 by

As we enter into Q4 2013, many professional associations and publications will start to announce their “worst” lists for the year, such as the worst public relations disasters.

“Thanks” to recent news and events (from the MTV’s Video Music Awards to the government shutdown), there will be no lack of politicians, corporations or other public figures from which to crown as the “best of the worst.” But, since it is still too early to make the call for 2013, it may be worth looking at some other recent PR missteps.

Last year’s general election provided us with lots of lessons in what not to do. But, politicians weren’t the only ones in need of some solid messaging and media training.

What is the next PR disaster

The Pink Slime Slip Up

The pink slime slip simply took the cake in the PR disaster category of 2012. (Full disclosure: I don’t eat beef.) One of the major networks revealed that the additive product, dubbed pink slime, was treated with ammonia. Then, a viral video painted a rather unsavory picture of the additive. Some manufacturers came out and quickly distanced themselves from the product, while at least one other defended its company through ads and a response website.

According to Ragan’s PR Daily, that manufacturer closed three of its four plants, while another pink slime maker filed for bankruptcy as a result of the backlash.

Smoking Saves…Really?

Back in 2001, one of the major tobacco companies released a study (in the Czech Republic) stating that smokers’ deaths had “positive effects” financially for the Czech government. The findings apparently were centered on the costs the Czech government did NOT have to pay, including pensions and healthcare costs because the early death of smokers.

While the article is a few year’s old, you can read all about that PR debacle and others in a Business Insider story on the 15 biggest PR disasters of the (last) decade. While the story focuses on mostly consumer brands, it shows the power of public relations in impacting reputations and revenue, and it disproves the adage that there is no such thing as bad PR.

Are there any PR disaster or crises that stand out to you? If so, share with us and let us know what your key takeaways were from the incident.