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7 Reasons You Should Be a Publisher

September 17, 2014

These days, publishing is a lot easier.

These days, publishing is a lot easier.

By Dan Pecchia

If your company excels at what it does and has compelling information for your customers and/or employees, then you ought to be publishing content on a regular basis.

Gone are the days when publishing meant mass advertising and other expensive forms of communication. Today, a good blog, mini-magazine, digital newsletter or video series can be created – and distributed – at a fraction of yesterday’s cost.

Here are seven reasons you should consider publishing content.

1. Today’s publishing is smarter than yesterday’s advertising. It’s not directed at massive, costly-to-reach audiences, but rather to targeted individuals you already know are (or should be) interested in your information. It doesn’t have to be “creative” in order to “break through the clutter” of other advertising because you’re not looking to interrupt a football game, but rather to address questions/issues in which your closest audiences are already interested.

2. Publishing can move customers and prospects. Every week, your company shares valuable information and insight when it answers questions from customers, prepares proposals for new business or organizes sales meetings. Much of that information can be wisely leveraged to reach targeted groups of customers and prospects on a regular basis to convey expertise and sustain identity.

3. Publishing can move employees.  People who are more informed are more effective. Other than money, few things can inspire and motivate a team like well-crafted information, pictures and/or video.

4. Today’s marketplace is expecting information. Because publishing content is so much easier and less expensive than it used to be, more companies and organizations are doing it. Many of your competitors may be doing so. As more young people accustomed to life in the information age take leadership positions in companies, more decisions will shaped by the bias that sharing information is a standard.

5. You already have the information. Consider the compelling information you have and occasionally share privately but are not publishing broadly. Many of your customers and prospects value that information. If you’re not regularly sharing part of it to make connections and build relationships, you’re effectively burying a key asset in the ground.

6. You already have the distribution list. You know your customers and you know (or should know) who your top prospects are and who your primary referral sources and influences are. Most of them are used to being asked for their email addresses in return for opportunities to receive valuable information.

7. What you don’t have – the vehicle – is easier than ever to develop and distribute. Basic publishing tools like blogs and digital newsletters can be built at very low cost. Even video and printed publications can be executed economically and practically, and now distributed efficiently through email and social media.

Clearing Hurdles to Effective Publishing

The hardest parts to publishing are finding a champion who can get it done and finding the time to contribute to content development.

But companies are figuring out ways to clear those hurdles and here’s why: Publishing is effective. A Hubspot survey report (page 18 of this document) says companies that blog only one or two times a month generate 70 percent more leads than companies who don’t blog at all.

One effective route to a successful publishing program is getting outside support. Some 73 percent of companies outsourced their published content creation last year, compared to 65 percent the previous year, the Content Marketing Institute reports (read more here).

If you’d like more information about leveraging the power of cost-effective publishing, feel free to follow up by email. You might be surprised at how practical and valuable it can be.

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Dan Pecchia is a public relations consultant and president of Pecchia Communications.

Ignore the Naysayers: Tressel is
A Championship Pick for YSU

June 19, 2014

Our view is that Jim Tressel’s proven ability to unite, lead and inspire people will restore a winning attitude to YSU, make him an exceptional president and vault the university to new levels of success.

A Tastier Draft: Follow Our Picks
Of the Valley’s Top ‘Workeries’

May 05, 2014

Pecchia Communications unveils a round-by-round competition to select the best roster of workeries in the Mahoning Valley. We’ll post our picks on Facebook, share the rationale for our selections and invite reactions from our followers.

Successful Online Marketing
Starts with Good Content

April 17, 2014

When considering an online marketing plan for your business, make developing quality content a top priority.

When – and When Not – to Force
Brands into the Social Media Discussion

February 18, 2014

The practice of “newsjacking” is still relatively new, but it’s been around plenty long enough to yield some big winners and some really sorry losers.

Freebies, Creativity & Content:
How Do You Land Business?

December 10, 2013

In the years ahead, organizations that do a good job with content marketing won’t need to rely so heavily on old-fashioned methods of acquiring and keeping customers.

Effective Marketing Pros Can Turn
Even ‘Garbage’ Ideas Into Winners

November 06, 2013

The best marketers listen carefully to ideas and help transform them, when needed, into workable solutions. It can be difficult, but rewarding.

6 PR Skills That Can Be Honed Coaching T-Ball

July 03, 2013

In his rookie season, Coach Jim noticed some striking similarities between his skills as a PR professional and those required to manage a T-Ball team of 4 and 5-year-olds.

‘Other Companies’ Did It: An Oily PR Strategy

February 12, 2013

D&L’s “other companies” caper was as weak as it was deceptive. The company has earned the distrust of the media and the public. So has anyone in its PR corner.

Resolve Now to Improve Your
Marketing & PR Efforts in 2013

December 27, 2012

If you influence the marketing and public relations efforts in your organization, take some time to consider these resolutions for the year ahead.

Lipstick on a Pig: How Some Gussy Up
Content Mill Slop as Genuine Advice

December 27, 2012

Do you receive impressive email newsletters with links to articles by local professionals? Would you be as impressed if you knew the articles were actually purchased from a content mill?

Social Media’s Impact Reaches Beyond
Connecting with Old Buddies Online

July 10, 2012

The Mahoning Valley’s victory in the recent Walmart Fighting Hunger Together Challenge demonstrated the power of social media to mobilize people to get things done.

Comments on Ryan Braun’s PR Home Run

February 25, 2012

The hallmarks of Braun’s approach apply far beyond sports. Here’s our take on what made his PR homer so towering.

Transparency is Good for Business

February 02, 2012

In the newsrooms of yesteryear, reporters bemoaned the formidable walls of privacy that protected the affairs of private companies. Those walls are crumbling.

There’s Only One Home, and
I’m Glad to Work Here

January 03, 2012

Jim Houck is glad to be back home in the Youngstown area, he says in his first blog post since joining Pecchia Communications.

Promoters Cloak Bike Race in Green,
Seek More Volunteers for July Event

June 28, 2010

Promoters of the Tour of the Valley are unabashedly leveraging messages about cleaner air and a greener planet as they seek participants and volunteers.

BP’s PR Effort Needs Focus, Not Stunts

June 15, 2010

BP would find itself in deeper goo if it would heed any of the PR recommendations reported recently by the Associated Press.

Under Circumstances, BP PR Not So Bad

May 18, 2010

Under the circumstances, the team at BP isn’t doing a bad job. BP has kept its executives visible, shared information and even ponied up cash to support tourist bureaus in the region.

Memo Banning ‘Newsspeak’ Signals
Better Direction for Traditional Media

March 22, 2010

A controversial memo reflects the scramble now under way in the traditional media world as bloggers and socia media gain popularity.

Indy Colts Goof Again, This Time on Facebook

March 21, 2010

The AFC Champion Indianapolis Colts took some shots from their online fans Saturday after goofing up big-time on Facebook.

With New Press, Vindy Looks Great;
Now It’s Time to Lose the Scowl

March 08, 2010

Hopefully, in addition to the meticulous planning required to launch the new press, the Vindicator will work hard to retool its public image. That can use some investment.

Ex-TV Reporter Clarifies Facts
As Cafaro Company Spokesman

March 02, 2010

When he joined Cafaro Company as director of corporate communications in early 2008, Joe Bell could not have imagined a week like the last one.

Is Forbes Becoming a Town Crier?

February 25, 2010

Once known solely for excellent financial writing, Forbes appears to be heading the way of the Town Crier.

Café Capitalizes on Interest
Sparked by Attack on Senator

February 16, 2010

The Lemon Grove Cafe, a downtown Youngstown establishment where an Ohio senator was assaulted last week, is turning the proverbial lemon into lemonade.

J.D. Williams, Pilot Running for State Rep
In Ohio’s 65th, Looks Like the Real Deal

January 21, 2010

Ohio State Rep hopeful J.D. Williams of Liberty is the kind of candidate we don’t see too often.

Quick Follow-Up: Tiger Can’t Have It Both Ways

December 04, 2009

Tiger can’t bemoan the societal voyeurism that lands his mistakes on Page One while also benefiting from society’s willingness to spend outrageous sums for golf gear he endorses.

Tiger Woods Reinforces Old PR Lesson:
Staying Silent Only Makes Things Worse

November 28, 2009

Tiger Woods is the best golfer in the history of the game. But when it comes to public relations, mark him down for a snowman.

If You’re Consistently ‘Swamped,’
You Might Want to Raise Your Prices

November 23, 2009

There’s a risk involved in raising prices. But if you’re too “swamped” to be responsive, there may be greater risk in preserving the status quo.

Follow These Four Guidelines to Get
More Opportunistic About Your Marketing

October 30, 2009

Today’s limited budgets require us to achieve more with less. It’s a good time to be opportunistic about marketing.