Three presentations at the recent ISSA/INTERCLEAN tradeshow in Las Vegas involved online marketing strategies and producing “remarkable” content was a reoccurring theme. What exactly is “remarkable” content and how does it differ with other forms of content?
What do IBM, Best Buy, John Deere, Coca-Cola, the United Way, and many other distinguished organizations all have in common?
They all publish their own online magazines as a way to market their companies, their products, and their services. And, these publications are totally separate from their company Web site.
Over the past few weeks, I have posted several items on LinkedIn and my blog about Content Marketing. As we know, content marketing is a marketing program based on the sharing of quality, credible, and pertinent information – usually on a separate online platform – that generates traffic to a company web site and, along […]
A common practice of many manufacturers and other organizations marketing their products or services is to ask visitors to fill out a form in order to download an e-book or a report. This is referred to in online marketing terms as “the gate.” The reason they do this is simple: the filled-out form provides marketers […]
Content marketing is all the buzz in the marketing and PR/communications industries as the new way to grow your business’s online presence. If this is the first you’ve heard of it, get ready–you most likely will be hearing much more about it in the near future and may even be directly involved with it. While […]
Many years ago, I wrote a book entitled, “The Mysterious World of Janitorial Brokers.” The book discussed how many of the contracts to clean facilities in Northern California were bought and sold by brokers to cleaning contractors. While janitorial brokers are still a bit of a mystery to many, what is possibly even more mysterious […]
The professional cleaning industry is getting noticed. The importance of cleaning in protecting health as well as the size of the industry have resulted in more editors from business and related publications taking the time to get to know the industry as well as the people in the industry better. And, because the industry will […]
Both individual companies and entire industries have choices to make about how they respond to the needs of their community, the environment, etc. For instance, when it comes to environmental concerns, they can take no action unless they are required to do so by laws and regulations. Or they can address environmental concerns not because […]
Clients often request that the articles we place for them in industry trade publications be more promotional in nature. By this they usually mean specifically naming their company and products within the article. However, many editors object to this and fortunately there are other strategies that can prove far more powerful than such a direct […]
More and more manufacturers are realizing that have to develop their own media property. But why have an owned media property? Very simply, the old and trusted model that has been used for decades—advertising in trade publications—appears to be losing its luster for many organizations. Even writing articles in trade publications, as I have done for more than 14 years is […]