Tag Archives: content development

3 Steps to Gain Visibility with Your PR Program

Guest Blogger: Dara Quackenbush, PR Newswire

March 26, 2015 

Like most companies, you probably want to drive more visibility for your organization through your PR efforts. But how do you do that? At PR Newswire, we suggest you do three things:

  1. Create compelling content, then distribute it. More than 56% of purchases (even B2B) start online. However, social doesn’t drive organic search, compelling content does. And while content may be king, without distribution, there is no kingdom.


Last summer a client had us help them create a compelling video about employee security; we then released it for them as a Multimedia News Release (MNR). Within one week of the release of the MNR, the client had 88 new business leads. This is a great example of what can happen when you develop and distribute great content.


PR Newswire MultiVu


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Intro to Using Personalization for Lead Nurturing

March 24, 2015

Taking modern inbound marketing to the next level involves targeting specific audiences to provide quality leads that convert (as opposed to a large quantity of mediocre leads). Once a lead conversion model is designed, the content is written and email automation is in place, personalization and segmenting becomes a major factor in nurturing leads properly and through a tighter funnel.

According to a study performed right around the corner from TREW at The University of Texas, the preference for personalized experiences is triggered by the desire for control and the overwhelming access to information.

Personalization in marketing simply means providing the audience with content that is relevant to their buyer journey, i.e. their path to the decision to purchase. If we look at it closely, personalized experiences are actually a choice made by the buyer with their online behavior.

But I digress; personalization for lead nurturing can be tricky to a novice marketer but is very beneficial in creating quality leads and timely executing a conversion.

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Humanize and Analyze Your Social Media Marketing

March 17, 2015

Social media is one of the top marketing challenges facing marketers. In a recent market research report from Rival IQ, 28% of the respondents chose social media as one of their top challenges for 2015, trailing content marketing and staffing issues.


Rival IQ: Social Media Research Report, February 2015

The goal of successful social media marketing is to focus on personalization. This term has been coined H2H (human-to-human) marketing. According to Bundle Post, to have your social media be effective it must have, long-term focus, care and gratitude with authenticity. These things, combined with human connection are what deliver results. To reach this, you need to have defined personas and be able to create messaging that engages and converts those personas. Utilize “social listening” to find out what your personas are talking about on social media and engage them into conversations.

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Three Benefits of Content Marketing Drive Traffic, Generate Leads, and Create Opportunities

Posted March 12, 2015

In a 2014 study of over 700 engineers by CFE Media and TREW Marketing, 75% of respondents indicated they are more likely to do business with a company that regularly produces new or updated content.

Content Marketing Stats

From this data, we know technical audiences value doing business with companies who produce high quality content, and in this and other surveys, we’ve learned that they’re searching for it on Google and websites like your company’s. This is likely not news to you – this data probably reinforces what you thought: content is king.

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The Key to Powerful Content: A Strong Brand

March 5, 2015

We hear the success of content marketing strategies: Speaking directly to a target audience. Web traffic. Lead generation.

We want those results and we want them now, so we jump to developing content – webpages, white papers and presentation slides – often skipping the backbone of that content: a strong brand identity.


The idea of brand-driven content isn’t novel, but that also doesn’t mean it’s easy to develop, especially for technical and B2B companies. The image of Silex Technology’s homepage effectively showcases its full brand, which flows into other content. “When it Absolutely Must Connect”, it’s tagline is integrated into a feature graphic supported by the proof statement of the 55,000+ hours of video transmission that Silex customers can achieve.

Here are four considerations to get you on track for brand-driven content like Silex showcases: Continue reading

Trends: Content Reuse: Repurpose, Revamp and Reap the Benefits

February 5, 2015

Repurposed content is quite the buzz term these days. It’s widely understood across industries that well-used content can generate new leads and though marketing teams are quick to say “oh, we can repurpose that video on YouTube or post that infographic on SlideShare”…how do we repurpose content in a way that effectively attracts new prospects or engages new markets? What content should we use? And how should we change it?

The answers to these questions lie in knowing when to repurpose content and when to revamp content.

One of our partners, HubSpot, has published quite a few blogs and articles on content, and I especially appreciated Niti Shah’s April 14th post discussing repurposing vs. revamping content. In summary, repurposing content means to post to additional media or target an additional segment, while revamping content involves customizing or updating content to remain relevant or vertical specific. Repurposing could include taking a series of blog posts and bundling them into an eBook, or taking content from a recent analyst study and turning it into a webinar. While on the other hand revamping includes continuing to use a piece of content that you already have and using it for the same purpose it was originally intended, but updating it so it remains relevant. An example of this can be taking an already produced whitepaper and updating it to reflect changes over a given time period.

Repurposing and Revamping Content


Here are four more tips for effectively reusing your content:

Repurpose content to reach specific targets along the buying stage

Identify where your prospects are and repackage content specifically to that stage. For example, we know marketing for engineering companies can be complex and most have content at the very top or very bottom of the funnel. Create middle-of –the-funnel content by packaging webinar content meant for prospects in the awareness stage with a customer case study video that goes into more detail and proof for buyers in the consideration stage.

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Want to Market Against Your Competitors? Proceed Carefully

Looking for additional insight? Check out our guide: Smart Marketing for Engineers

Remember when you were young, and there was that kid who spent more time dissing you or others than making something of themselves? Maybe you wanted to let them have it, but you knew (or maybe your parents gave you some advice) that it was best to take the high road and focus on your strengths and success.

There is some wisdom in this childhood scenario for grownups running businesses, product lines, and service areas, who are competing for awareness, customers, and marketshare. In every market, every town, every application space, you are going to face competition. And that’s a good thing – for companies and consumers. But maybe you are considering making a move to directly market against your competitor. Is this a good idea? The answer is, maybe, but be careful.

Let’s look at a a recent example to help illustrate some upsides and downsides for consideration: Microsoft’s recent ad campaign against Google in the mainstream business press. Here is one of their ads:

Microsoft Ad Slams Google

Microsoft ad, Text to the right

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How Search Engine Optimization Results In More Than Just Web Traffic

In the beginning of search engine marketing, marketers stuffed their websites with keywords and links, attempting to convince Google to place them at the top of the search engine results page (SERP). Traditional search engine optimization goals consisted of getting found online and getting clicks. Traffic was key, and lead generation was an afterthought. A decade ago, the creation and manipulation of content on a web page was based on what Google wanted to see, not necessarily what readers wanted to see.

Traditional SEO Goals and Methods Still Apply
Though times have changed for search engine optimization (SEO), traditional SEO methods still apply and are important to supporting the goals for a solid search marketing strategy. For a B2B digital marketing strategy to be successful, companies still need to get found online and drive traffic to their website. Placing the right keywords in your content and linking to and from quality content in other places on the web figures into the results algorithm of Google and other search engines.

Search engine optimization should help you be found online with keywords that represent your company and are being search for by your audience. SEO goals should have a combination of a high organic visitor rate and a low bounce rate (the % of visitors who immediately eave your site after visiting one page). These metrics tell you that the keywords are bringing visitors to your site and the content is keeping them there.


Carefully analyzing and choosing your keywords is important to succeeding in getting found, but is also important to prove the quality and purpose of your content.

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Thurs Trends: B2B Inbound Marketing Hacks for 2015 You Should Start Now

As the end of the year sneaks up on us, marketers are beginning to think of their 2015 marketing plans and budgets – or at least, they should be. Here are a few important strategies to have in place before 2015 planning even begins:

Figure out your marketing-sales alignment, and test it now.
One of the biggest challenges every marketer faces is agreeing with their sales team on what success looks like. According to The State of Inbound in 2014, by HubSpot, “more than 25% of respondents reported that their organizations’ sales teams practice inbound.” And with technology following suit – its important that sales and marketing teams have a service-level-agreement (SLA) in place and set realistic goals.

Read the “4 Steps to Tear Down the Wall between Marketing and Sales” by TREW Marketing

An SLA between marketing and sales teams is a ‘hand-shake’ between the two teams, and includes measurable strategies for both parties, achievable goals, and realistic timelines for those goals. Putting together an SLA now, and measuring the success of both teams, gives you knowledge you’ll need to tweak your SLA for 2015.

Caption: According to HubSpot, “Inbound budgets positively correlate to the presence of a Service Level Agreement (SLA) between marketing and sales.”

Caption: According to HubSpot, “Inbound budgets positively correlate to the presence of a Service Level Agreement (SLA) between marketing and sales.”

Marry your B2B inbound and outbound strategies – and TEST THEM NOW!
B2B marketers have slowly let go of some outbound tactics to make room for inbound ones, yet some outbound tactics are here to stay – at least for the next few years.

For example, B2B marketers still find tradeshows to be a good source of leads, when executed properly. No longer can you simply scan 300 badges of your booth visitors and expect all 300 to answer the phone and sign up for a product demo and quote. You have to utilize the outbound interaction in outbound tactics to improve upon your inbound ones.

Outbound tactics, such as PR and tradeshows, can be complemented with inbound techniques such as social media, email automation, and good content and SEO on your blog and website. And either can come first. For example, sometimes a press release is the first thing people see; so don’t forget SEO best practices for finding later. Add content to your site to compliment the press release so when they get to your site, they have something else to read – and convert on. Incorporating inbound techniques with your outbound tactics are essential in completing the full circle of modern marketing.

Decide on your preferred marketing technology… and train on it!
In a study by Ascend2 featured in MarketingProfs, 45% of marketers agree that the lack of an effective marketing strategy hinders the success of marketing automation, and 40% agree that the lack of skilled end users is another challenge in marketing automation success. Marketing automation makes inbound marketing efficient and effective, but most importantly, provides marketers with the metrics needed to improve upon the ongoing strategy.

Read TREW’s post “Thurs. Trends: Marketing Automation Trends among B2B Marketers

Caption: Ascend2 Marketing Automation Survey, “What are the MOST CHALLENGING OBSTACLES to marketing automation success?”

Caption: Ascend2 Marketing Automation Survey, “What are the MOST CHALLENGING OBSTACLES to marketing automation success?”

According to MarketingProfs, the two most important factors in choosing a marketing automation platform is analytics/reporting and ease of use. Which means you not only need to strategize the use of the tool, but you need to train your team how to use it! Take the time to make sure both marketing and sales users understand the full scope of what the tool can do, as well as what your company uses it for.

Caption: Ascend2 Marketing Automation Survey, "What are the MOST IMPORTANT FACTORS in choosing a marketing automation system?"

Caption: Ascend2 Marketing Automation Survey, “What are the MOST IMPORTANT FACTORS in choosing a marketing automation system?”

In conclusion
Planning your B2B marketing strategy for 2015 shouldn’t put a hold on Q4 of 2014. Use this time to test and train on the new marketing strategy you are implementing in January – and stay ahead of the trends.

Redesigning your website for 2015?
Download TREW’s eBook, Smart Marketing for Engineers: Website Redesign”

Interested in a Marketing Plan for 2015? See the bundles offered by TREW Marketing.

Related Reading:
Top 3 B2B Marketing Trends to Prioritize for 2015 – http://www.trewmarketing.com/smartmarketingblog/marketing-trends/2015-marketing-trends-to-prioritize/




Increase Leads With B2B Video Marketing

Curious about how to incorporate video marketing into your lead generating efforts but unsure where to start? Video marketing has transcended the marketing boundaries and has given businesses the opportunity to have human interaction with their target audience.

The cliché,“people buy from people,” most definitely has some truth behind it and video marketing makes that digitally possible in our technology driven world.

Screen Shot 2014-10-15 at 10.28.36 AM

Video marketing not only helps with your business branding, but it can also attribute to the increase of traffic to your website and landing pages. Statistics from Forrester Research show that your website is actually 53% more likely to be highlighted on the first page of Google if it has a video on it.

But, remember, not every marketing video generates leads. Before you hit that record button, here are a few tips to make sure you’re on the right track to executing a successful lead generating marketing video.

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