Our Point-of-View

How to Get the Most Out of Your Marketing Agency

You’ve hired an external marketing agency to assist with your next campaign – now, what are you going to do to maximize the value they bring to the partnership? It’s often a million-dollar question. You know that you’ve secured a team of industry experts who are well-versed in strategic planning, execution, and analysis of marketing…

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Giving Your Brand a Voice – Literally

Marketing has come a long way in recent years, from the takeover of social media and the heavy importance on ‘mobile-first’ marketing, to the looming horizon of augmented and virtual reality; you can see it before your eyes. One of the newest forms of marketing making waves, however, can’t be seen – rather, it’s heard….

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Metrics That Matter – Part III

As marketing professionals, we’re responsible for the creation and distribution of content across a variety of channels – along with the ever-changing and sometimes confusing analytics that attempt to quantify the impact of that content. For this installment of Metrics That Matter (see links to earlier posts below), we’re going to provide some clarity on…

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Metrics That Matter – Part II

In part one of “Metrics That Matter,” we took a deeper dive into Google Analytics and helped clarify some of the more relevant, yet often overlooked, audience and behavior metrics available through the ubiquitous search platform. This knowledge will enable you to more effectively track website engagement and conversions. Now it’s time to turn our…

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Metrics That Matter – Part I

For website analysis, Google Analytics has proven to be one of the best tools for tracking your progress. Available metrics allow you to track where your audience is coming from, how many are interacting with your site, the pages they enter and exit from, and much more – all easily accessible, downloadable, and presentable. What…

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The 5 Spokes in the Content Marketing Wheel That Produce a Smoother Ride

Michael Corbett According to the Content Marketing Institute, only 30% of B2B marketers say their organizations are effective at content marketing — a most disappointing statistic. It’s even more discouraging when you stop to consider the sheer volume of brands represented in the other 70 percent. If your company isn’t getting traction with its inbound marketing traffic,…

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Working with Journalists – How to Get Your First Pitch Read

By Michael Corbett So, you’ve created a great story – now it’s time to distribute it to your list of contacts. But how big is this list? Will everyone on it want to see this piece from you? Do they even know you? It can be tricky at times but targeting the right journalists, bloggers, and influencers for your…

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A PR Primer for Agency Rookies

Take it from an agency newbie: In order to be successful in this part of the PR world, you’re going to need more than the requisite writing and story telling skills upon which communicators rely. While these core competencies will serve you well, there are many others – many of which aren’t taught in the classroom…

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Two Themes On Which Every Good Headline Writer Leans

A good copy editor in the newspaper business is worth his or weight in gold. Among their many talents: Crafting the headlines that captivate and draw us into the stories that follow. It’s no different in the marketing and PR arena, where so much is riding on our ability to engage. Great headlines do 80%…

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Why Your Research May Be Deceiving You

The eyes don’t lie. Neither do the feet. If you’re scratching your head trying to figure out what your market wants, look at actions – not words. Madison Avenue employed attitudinal research for many years trying to better understand the thoughts and feelings of those using its brands. Marketers, armed by prevailing opinions within the…

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Top 5 B2B Digital Marketing Misses

Well over a decade ago I attended a marketing communications workshop in San Francisco that promised to educate all practitioners ...

How Your PR Skills Are Being Re-Packaged and Sold by Ad Pros

by Michael Shepherd, Managing Partner Your marketing people are probably wearing you out these days with their constant references to ...

A Brand Worthy of Admiration

Would you rather be rich or famous? How about most admired? There’s a bank that can make a compelling case ...

How Kleiner Perkins Can Prevail in the Court of Public Opinion

As the dirty laundry piles up in the San Francisco courtroom where blue chip VC firm Kleiner Perkins Caufield & ...

Anchor Away: A PR Prescription for NBC’s Brian Williams

One of the rules most parents instill in their children is to always tell the truth. Because nobody is perfect, ...

The Hole in Healthcare Marketing

Say what you will about the pros and cons of the Affordable Care Act (ACA) – and as we know, ...

A Penney for Your Thoughts

by Michael Shepherd, President & CEO What’s old is new – at least at venerable retailer J.C. Penney Co. Less ...

The OC Register’s Big Bet

by Michael Shepherd, President & CEO Southern California has become a testing ground for one of the boldest publishing experiments ...

Entering the Blogosphere

by Michael Shepherd, President & CEO Well, I’ve done it. Finally. After years of hiding behind the shopworn “shoemaker’s kids…” ...