Earned Media Outperforms Paid in Demand Gen

earned media sales funnel

  According to a recent Demand Gen study B2B marketers are looking for new ways to drive demand, increase brand awareness and bring more prospective customers into the funnel.  Earned media is growing more and more appealing to these companies, as the price of paid efforts increases. Working with Cision, Demand Gen found that 79% of marketers are prioritizing earned … [Read more...]

Make Your Website a Tool to Grow Your Business

how to grow your business with a website

    There are 28.8 million small businesses in the US, which account for 99.7% of US businesses. (Source: SBA Gov 2016)  Just over half of them (54%) have a website. (Hard to imagine why the other half don't!)  There are thousands of web design companies out there offering to make or update your site. If your company has a website, or is considering … [Read more...]

How to Measure the Quality of Your Content

how to measure content effectiveness

  A while ago I posted a video by Rand Fishkin on how to create 10X content- content that is 10X better than your competitors.  So how do you know if your efforts are working?  Can you measure the quality of your content? The quality of writing and visuals is very subjective.  I may love something that you think is awful But there are several indicators that can tell … [Read more...]

Learn to Measure What Matters

15skills square ad

  September is AMEC’s Global Measurement Month with many events around the world focused on PR measurement.  The kick-off event was held in Hong Kong and addressed the touchy subject of AVE’s.  (Advertising Equivalency Values, where you measure the value of your media coverage by calculating how much an equivalent advertisement would cost.)  The event promised tips … [Read more...]

How Content Makes Loyal Fans: Part One

customer journey circle of advocacy

  Every person that has an interaction with your brand – whether it’s good, bad or indifferent – forms a perception about your brand. Every person in your company is a representative of the brand and now that we’re all online, that’s truer than ever. Anyone considering doing business with your company moves along a particular path, often referred to as the customer … [Read more...]