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Introduction to Message Mapping for Effective Communication

A message map is a framework used to create compelling, relevant messages for various audience segments. It also serves as an organizational alignment tool to ensure message consistency. Whether you are launching your company, introducing the next big product, or preparing for other major marketing campaigns, messaging mapping is an important step in communicating effectively.

Six Characteristics of a Great Spokesperson

During a presentation, your technical spokesperson becomes the voice of your company. While often the person is an expert on the product or technology, they are less often comfortable or experienced telling that story to an external audience. However, the strength of your spokesperson makes a significant difference in how your company, products and services are perceived.

5 Tips for Communicating Your Brand During a Crisis

When 9/11 changed everything over the course of a single Tuesday morning, I was two years into my first job. I was an account executive at Weber Shandwick and one of my clients was Fort Worth-based American Airlines. Over the days and weeks that followed, I had a front row seat to the most extensive crisis response effort ever mounted. It was an experience I still draw upon. In particular, those days come back to me when I’m advising clients about what to say, and when, against the backdrop of potentially sensitive news or trends.

Ensuring a Cohesive Rebranding Strategy Around a B2B Merger or Acquisition

Rebranding occurs when a company decides to change a significant element of its brand, and is typically necessary when a company is involved in a merger or acquisition. Rebranding could include a name change, new or refreshed logo, revised brand positioning and messaging -- or all of the above.

Align and Inspire Stakeholders With Mission and Vision Statements

Just as companies develop a business plan to define their markets, their strategy to compete, and operational structure to succeed, it is an important idea for companies large and small to develop mission and vision statements. Done right, they can provide alignment and direction across the enterprise and inspiration for all employees and stakeholders.

New Ebook: Content Marketing for Engineers

Fuel Your Marketing With Inbound Content. In our years of experience, the one thing we've learned from doing surveys, over and over again, is that Engineers want quality content. As a B2B technical company, you need a way to generate and convert leads in today's digital age.  This is where content marketing comes in to play. Content is a critical component to any inbound marketing program.

Want to Market Against Your Competitors? Proceed Carefully

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.

Trust Drives Results – Core Values of TREW Marketing (Part 1 of 2)

This is a 2-part series – this post focuses on the founding of TREW and the importance of building trust, and the 2nd post will follow with examples of companies who are committed to building trust and the outstanding results they've delivered.

Technical Marketing Writers: Why You Need One When You Already Have an SME

They are questions that arise often at the beginning of marketing planning. You’re in the middle of content calendar creation and ready to start marketing to engineers and assigning subject matter experts (SMEs) and writers to each task. You wonder aloud, “Why should we have a writer handle these content projects? Can’t our engineers write the content?”

5 Web Hero Headers that Capture Technical Buyers' Attention

Whether you’re meeting in-person at a trade show or a customer finds your company via Google search, first impressions are important. Companies were once judged based on their store fronts or conference rooms. Now, buyers are making judgments and gathering information about you based off of your website.

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