Some things I wish non-marketing managers knew about marketing
When I talk to managers outside marketing, these are the most commonly recurring themes.
Marketing strategy development starts with listening
Many B2B businesses say they are market and customer-driven, but such claims seldom survive close scrutiny. Listening is the starting point.
How to be different on LinkedIn without boasting
People struggle with creating effective LinkedIn profiles. Here are a few ideas to help make yours different in a positive way
B2B LinkedIn promotion done badly
It’s easy to ignore the basics in the rush to start promoting a company or service. But it’s always a mistake, and you will end up paying for it.
60 second read: advertising is changing, but is it for the better?
Advertising is changing fast, and not always in ways that benefit audiences, media or budget holders.
Getting started with B2B content marketing
The enthusiasm of some senior executives to get started with content marketing is matched only by their uncertainty about where to start and what to do. That’s why I’ve written this article series.
High authority backlinks: what, why and how to get them
Backlinks remain hugely valuable in B2B marketing, whether as part of a deliberate search engine optimisation (SEO) campaign or not. . …
Research and thought leadership studies: tips for consultants
If your firm’s thought-leadership papers, research studies and other content marketing aren’t delivering results, read this article
PR help wanted: freelance, interim or independent PR consultant?
Understanding the differences is vital for buyers: do you know what they are?
Journalism is now more complex. Here’s why
Understanding how the role of journalists has changed is critical to anyone seeking ‘earned’ media
Journalist bans are usually self-defeating, more so today
Relatively new, fast-growth companies often show their immaturity in the way they try to control communications. And it usually backfires, as this example shows.
Why Robert Peston’s attack on the PR profession is absurd
Do PR professionals have ‘too much power’? The BBC’s Robert Peston thinks so. What about you?
Content marketing: never mind the quality, feel the width
Some companies spend a lot of time and money producing articles, white papers, videos and other so-called content marketing materials but then measure success using superficial metrics.
Sales figures need a lift? Try the balloon trick
When it comes to marketing your business, you could always use balloons to make it stand out and appear attractive to buyers. Then again……….
Brand Journalism: Communications Director magazine fires some questions at me
Communications Director magazine asks Andy Turner about the rise of brand journalism and some of the communications issues arising for companies
Five myths about PR I want to debunk
A few enduring myths about public relations seem to prevail. It’s about time they were killed off for good.
Professional B2B photographs are a must
Even with the very best digital photography kit in your business, the results will never repay that investment. This post explains why
How to be media friendly
To maximise your chances of securing media coverage you must be media friendly. Try comparing your organisation against this ten-point checklist to see how you perform.
What’s the difference between B2C and B2B social media?
The answers I gave to media website Useful Social Media when they put that question to me.
You ultimately get the reputation you deserve
They say you ultimately get the reputation you deserve. Santander UK is a case in point – and it’s not good.
Company announcements: avoid puffy drivel like this
Is the arrival of a new senior executive newsworthy? Not in this case!
Brand Journalism: big new idea or just business as usual?
Companies of all stripes are hiring writers and producing ‘content’ of varying quality. But it’s hardly something new.
Media training: outsiders work best with your executive team
People on the payroll are predisposed to look after their own skin. You need outsiders to speak truth to power.
How to demonstrate expertise using B2B social media
Building your reputation as an expert is easier than ever thanks to social media.
Mystery shopping in B2B: should you be using it?
Walking in your customers’ shoes is a great way to gain valuable insight. Are you doing this?
Public Relations and Human Resources must work together
Customer-facing employees in retail are the brand’s ambassadors. Does HR realise this?
Use blogging and Twitter in defence when the media attack
The power balance between journalists and the people they write about has changed markedly, as this example shows.
Chief executives and reputations: two contrasting stories
When I was interviewed for this article in The Sunday Times recently, it reminded me of two very different customer . …
Is media silence the best PR tactic for Fred Goodwin?
If you refuse to tell your side of the story, others will happily fill the void.
Preparing for media interviews: ten starting points
This advice post on preparing for media interviews was inspired by the closing remarks of Harry, the ‘difficult client’ in . …
Customer advocacy: what’s stopping you?
In my first article on customer advocacy I outlined what I hope was a strong case for talking about your successes . …
‘Trustability’ and why bad reviews are good for business
If your company or product is being reviewed online, it’s not just the good reviews that will help.
How to create B2B sales leads using Twitter
What can you learn from how this Dutch creative duo used Twitter to get hired by a hard-to-reach group?
Securing media coverage: pleading won’t work
Some people find this Youtube video of a mock-plaintive junior at PR agency Ten Yetis amusing. Not me.
Pitching to journalists: email subject lines are crucial
Most journalists receive 1000s of emails a week. If you want yours to be read, a killer subject line is key.
Naming a PR agency: there’s dumb and dumber
Are PR agency founders on a mission to outdo each other when it comes to naming their firms?
Why do we still worship the workaholics?
We all know someone who apparently relishes working long hours. These people seem to believe that the longer the hours . …
Let your best customers do your B2B marketing
Stories that customers tell are way more powerful than anything you say yourself. Here’s why.
Pitching stories to TV news programmes: 2 minute how-to
So you think you’ve discovered something that would make a good television story to get you or your organisation some . …
How to annoy journalists
This post was prompted by a small but noticeable flurry of reporters who used Twitter last week to ‘vent their spleens’.
Getting paid on time is easy, if you know how
A previous post talked about how lawyers don’t market themselves very well. Here is one notable exception.
Pitching reporters requires instinct and persistence
An encouraging story for anyone who works in front-line media relations.
How scribing adds communication impact
A great technique to create interesting, memorable and engaging communications
How to do annual reports in the Internet age
If you still present your financial results on paper, take a look at this.
Supply chains are a huge and rising reputation risk
Foxconn is the reputation ‘canary in the cage’ for all companies with complex supply chains
