Your company has no press coverage. Your services are complex for your clients to consume, but vital to their business. How do you build your company brand?
It’s a common business problem. One the chief executives of a marketing services company realized they had to address in order to keep their business thriving.
The marketing company offered services that on its face could be considered “geeky.” But in reality, they are vitally important to companies since ultimately they help major brands improve the ROI of their marketing. Before MarX Communications started working with them, they had virtually no press coverage.
Since we began providing public relations service to the firm in 2005, the marketing company has been featured in nearly every publication covering marketing and advertising, including Advertising Age, the New York Times, The Wall Street Journal, Media Post, OMMA, Direct, Click Z, The Advertiser, and many other media outlets and blogs.
So how did we trigger interest among the company’s client base? We developed a thought leadership and business to business branding program, positioning them as experts in marketing ROI —and in “hot” areas like sponsorship and celebrity marketing. The MarX Communications approach leveraged traditional and new-media avenues of PR publicity: podcast, white papers, blog and Twitter outreach, surveys, by-lined articles, and speaking engagements. And it worked. We turned the marketing company’s executives into “rock stars” while simultaneously creating new alliances with key industry groups.
As a result of all the publicity it has received, the company is perceived as a leader in its category, and its executives as noted experts in their respective fields. The company relies solely on PR and marketing for new business development, and all of its new business is attributed to PR and its offshoots.
March 13th, 2010 at 9:58 am
Article distribution is a critical elemtent of your overall article marketing campaign. Without a nice strategy, writing articles is only a waste of time, If your article marketing campaign consists in merely submitting an article or two each week, the results will be likely very low, It needs more than a couple of articles submissions a week to get results. In fact, the ones who are successful are definitely submitting at least five to ten articles each day. but this can be very time consuming, they find the results keep them motivated to keep on, that’s why you should put some money in automation tools. Article spinner and submitter softwares are the most effective ones you need to acquire that will massively help you leverage your article marketing efforts.
March 14th, 2010 at 9:54 am
I would agree that strategy is important. What’s also important is that your articles advance the conversation and have a point of difference. Creating a literal content machine as you propose can help with the search engines but it can also devalue your brand. At the end of the day you want to be in front of the right people. There is no point on being on a zillion sites that none of your prospects care about with content that sounds like it was written by a non-English speaker. Alternatively, if you can create a content machine with valuable content that is read by your target audience and encourages engagement — then you’re helping your brand.