Improv is most commonly thought of as a comedy incubator, the starting point for future great comic stars like Tina Fey, Will Ferrell and Keegan Michael Key. But the principles of improv are also being adopted for business training and I believe that some of the best aspects of improv like being flexible, really listening […]
Upon reflection of the year in B2B marketing: 2016 version, it seems too many marketers have their backs turned toward their customers and prospects. Corporate marketing and communications teams are so focused on internal initiatives and processes that they’re missing opportunities based on prospects’ interests and actions. It’s time to start looking at the world […]
Historically, there has been a clear division between marketing communications and PR in the industrial sector and in the technology sector. Technology brands searched for PR professionals and agencies that understood the landscape, had the right relationships, and could move fast enough to capitalize on windows of opportunity measured in weeks or months. Industrial brands […]
When it comes to crisis, there are two kinds of companies: Those that have experienced a crisis, and those that are about to. In the course of business operations, crises take many forms, but some kind of challenge is inevitable. Then, once the trouble hits, you can see a different bifurcation: Those companies that are […]
“It’s shocking how many PR executives do not know about the Barcelona Principles, much less adhere to them,” screamed the subhead of an article in PRWeek. Talk about not mincing words. I had to read on.
Successful B2B agency professionals dig in to understand the client and what drives the client’s customer to purchase. Over the last 15 years I’ve experienced everything from tearing down a refrigeration compressor to pulling on a pair of boots and a hard hat for a tour on how cement is made. These hands-on experiences helped […]
Thought leadership is widely recognized as a cornerstone of a comprehensive content marketing strategy. While today’s audiences tune out overtly promotional content, they’ll tune in to valuable, relevant insights from someone they are willing to trust as an expert.
Don’t get into a public fight with media over negative stories. That’s always been the conventional wisdom for organizations faced with bad press. Going on the offensive just fuels the controversy and generates more coverage that keeps the story alive. However, two current controversies suggest viewpoints may be changing.
By the time that David Letterman ended his reign as a late night talk show leader, he had shared more than 4,600 top 10 lists. During his 30 years on television, the topics changed to reflect what was happening in politics, sports, current events and pop culture. He developed quite a fan following for his […]
By Melanie Bowles and Lesley Waldsmith Walking into Content Marketing World 2015 (CMW) we were excited and anxious, but we left with new ideas and a fresh perspective on the ever-evolving content marketing landscape. While it is impossible to capture it all, we compiled everything we learned from the sessions we attended into eight takeaways: