Home / Archive by category 'Marketing & Public Relations'
September 17, 2014
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.
Dan Pecchia is a public relations consultant and president of Pecchia Communications.
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.
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.
April 17, 2014
When considering an online marketing plan for your business, make developing quality content a top priority.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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.
March 22, 2010
A controversial memo reflects the scramble now under way in the traditional media world as bloggers and socia media gain popularity.
March 21, 2010
The AFC Champion Indianapolis Colts took some shots from their online fans Saturday after goofing up big-time on Facebook.
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.
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.
February 25, 2010
Once known solely for excellent financial writing, Forbes appears to be heading the way of the Town Crier.
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.
January 21, 2010
Ohio State Rep hopeful J.D. Williams of Liberty is the kind of candidate we don’t see too often.
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.
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.
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.
October 30, 2009
Today’s limited budgets require us to achieve more with less. It’s a good time to be opportunistic about marketing.