Strategic Planning

/Strategic Planning

How to identify a good case study

Trade publication editors love a good case study. (You know, those stories about your satisfied customer using your saved-the-day product.) So do magazine readers – your customers and prospects. This public relations tactic gets your product applications into magazines’ editorial columns, and it lets readers learn how you helped solve real-world problems. So what separates strong case studies from less effective ones? […]

By | April 16th, 2015|Public relations, Strategic Planning|

Content marketing for B2B: Where to put your content

Wonderful! You know what you want your content marketing program to achieve and you’ve inventoried your existing content (Content marketing for B2B: Start with a plan and an inventory). But now you’re stumped. There are so many channels you could use—websites, blogs, and social media vehicles. Where should your content go?

There’s no simple way to answer that question, but here are a few things to consider:

Find out where your audience goes for information

Identifying the online vehicles your audience uses is critical for successful content marketing. It’s just like identifying vehicles for advertising and public relations, though print and broadcast media make your job easier by [...]

By | November 13th, 2014|Program Measurement, SEO and Pay-per-click, Strategic Planning|

Content marketing for B2B: Start with a plan and an inventory

If you’re in a marketing role, you’ve probably heard of content marketing. In fact, it’s hard to miss the term since it’s our industry’s newest buzz phrase. In case you’re not sure what we’re talking about, “content” refers to information you create that’s of interest to your customer prospects. It could be presented in the form of white papers, infographics, blogs, website content, slide presentations, emails, webinars and more. The Internet and social media have spurred the need for content as marketers rush to fill these web spaces and claim more share-of-mind among prospects. But for B2B marketers […]

The advantage of standing out

I read a Wall Street Journal article about how looking unique can enhance your perceived importance. Although humans are hard-wired to blend in and conform to group norms, we can also view someone who flouts these norms as being more important and powerful. This reminds me of a basic marketing and advertising principle: If you want attention, be different. You can’t bore someone into buying your product, so it pays to be interesting and engaging. Ads, mailers, email and trade show displays that show some flair and uniqueness tend to be the ones that get attention. The trick, of course, is to stay relevant to your target audience while standing out from all the other marketing messages your target sees. […]

By | October 14th, 2014|Branding and Creative, Media Planning, Strategic Planning|

Social media channels for B2B marketing

Social media is more like broadcast media than print, so the word “channel” is used to denote the various social media vehicles. The top three channels are Facebook, Twitter and LinkedIn. However, engineers are more likely to use LinkedIn, Twitter, Google+ and YouTube. Here is an overview of each channel for a commercial/industrial marketer.


  • By far the most popular channel, with over a billion users.
  • Think of it as a cross between a block party, a cocktail party and a family reunion.
  • Personal contacts are called “friends.” Companies/brands have “likes.”
  • There is a distinction made between individuals and companies. The rules are different for each. [...]