This post describes a practical plan on how to do that.
As a marketer, there is so much to take care of to drive the business forward. Not only do we need to create a brand, make sure our brand reaches our target audience through the best communication channels, we need to engage and interact with buyers, generate sales ready leads… the list is endless.
Marketers lack credibility
Many of these marketing efforts cost money, which need to be defended towards the CEO or the management board of the company. Back in 2011, @BrennerMichael posted an article about how marketers have little credibility towards CEO’s. The post pulled numbers from a study reporting that 73% of CEO’s say marketers lack credibility due to an inability to translate the results of marketing campaigns into outcomes that improve business performance such as new demand, sales, customers, or market share.
This is compounded by the study’s result that 69% of the marketers actually agree that they cannot translate the result of their marketing efforts into quantifiable business value. Solving this issue is another debate, but my point is that sometimes you do not have the CEO behind you.
Do you believe in content marketing ?
But if your are reading this post, it might just happen to be that you got so much convinced about content marketing or inbound marketing, like I did, because it touches the very foundations how we do marketing.
And you believe that you should change the way your company is doing marketing in general. You believe that you finally found a way as marketing to grow the business and stand out, but more importantly, keep up with the changing world around us.
In this post I want to share with you some of the reasons why B2B companies must change the way they write their press releases, and move away from overly polished and egocentric writing styles.
The good news
In my experience, press releases are really a powerful way to put out your news. No matter if you are a small or large company, they are an effective tool to put out your news. Putting real effort in PR and media relations by having personal contact to members of the press usually pays off in terms of media coverage or speaking slots at major events in your industry. What also helps is having a media buying relationship if your industry is small enough.
When I talked to some of the journalist I know, it struck me that most companies are not doing PR in the right way.