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May 13th, 2013


Introducing the IT press

Introducing the IT press

Part three of six in our new blog series,

Prompt PR Snapshot: Software Testing

At Prompt Communications, each of our PR consultants and copywriters is passionate about technology and, thanks to our work with industry leaders such as Sogeti UK, well versed in the realm of software testing. Inspired by our successful media outreach, we’ve fashioned a six part blog series highlighting the best practices for securing targeted coverage as a software testing firm.

In our most recent update, we stressed the importance of appealing to your niche and recapped the quirks, angles and spokespeople that most appeal to the specialist press. This week in ‘Prompt PR Snapshot: Software Testing’, we broaden the scope a bit and welcome a different kind of press: the IT outlets.

IT press

IT publications, such as Computer Weekly, Computing and Information Week, have a readership encompassing all those within the technology and IT industry, expanding far beyond the software testing professionals. Therefore, the articles tend to take a somewhat different, less detail-oriented form than would a specialist placement. However, procurement of coverage within these publications is vital, as more IT managers who hold the buying power are reading them. In many ways, getting in front this audience can be the first step in turning passive readers into promising prospects.

To land coverage in IT outlets, you must know what will attract your new-found readership and tailor your pitch accordingly. Successful angles would include broad topics such as news, analysis and opinions relevant and of interest to the global and national IT community, all subtly relating back to your expertise: software testing. Inform IT professionals and users of the role that software testing and Quality Assurance (QA) can play in improving their own fields.

While immersed in your industry, it may seem difficult to get a firm grasp on the broader picture. When planning your IT press pitches, just be sure to keep these topics in mind:

– New tools, product and services

– Customer wins, especially those big name, household names

– The benefits of thoroughly tested software for IT managers, administrators, and end-users – all of whom will be reading

– Fear, uncertainty and doubt related to poor software testing and QA

– Fresh developments and trends in the software testing industry

– Dead-ends, obsolescence, misunderstandings and failures in the world of software testing

– Expert insights that improve the software testing knowledge of IT professionals in broad roles

– Further insights that enable IT managers to improve planning, strategy, and purchasing decisions

– Innovations in the world of software testing, and an understanding and empathy with the challenges and pain-points facing IT professionals today

Stop back next Monday for another informational round-up – where we’ll cover the benefits of the even broader business press.

To discuss your specific situation, targets and how to gain valuable traction with relevant press as a software testing thought leader, please email us today. To speak directly with one of our tech PR consultants, please feel free to dial us at (US) +1 617-401-2717 or (UK) +44 20 8 996 1650. Let us help you get in front of the press – and gain the momentum you need to advance in the software industry.

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Posted in Communications consultancy opinion, Copywriting, PR Practices, Software Testing | Comments Off on Introducing the IT press



April 29th, 2013


Software testing and the PR opportunity

Software testing and the PR opportunity

Part one of six in our new blog series,

Prompt PR Snapshot: Software Testing

software testing PR

As a transatlantic PR and copywriting firm, we’ve worked with high tech clients spanning the globe, from Boston start-ups to key players like Dell and Oracle. Since 2005, we’ve worked with Sogeti UK, one the UK’s leading provider of software testing services, to deliver a powerful media outreach programme, securing coverage in popular titles like Computerworld, ComputerWeekly, Tech World and TEST Magazine.

From our experience in working with high tech clients, in particular the software testing industry, we’ve compiled a Prompt blog series highlighting key tips when reaching out to various types of press covering the sector. Consider this your weekly inside scoop when it comes to PR and software testing, compiled from our media relations expertise dating back to 2002.

Why software testing needs PR

If you manage, market or work for a software testing or quality assurance firm, then you are on the reputational frontline. Your customers operate in increasingly competitive markets and know that the quality and speed of software delivery can be the difference between success and failure. They depend on you to make their businesses work, because when technology fails and transactions stop, business processes halt and customers get frustrated. And when today’s customers get angry, they talk about it online; on blogs, Facebook and Twitter.

Your opportunity to comment

Business managers are painfully aware of the need to ‘get up to speed’ with testing tools, applications and processes that are of critical strategic importance. This is the opportunity for you to educate, inform, prove, and even entertain – with fresh ideas, expert insights, real authority, fun and enthusiasm for your business.

The media opportunity

Prompt has worked with the media in the US, the UK, France and Germany. These are the countries where our clients operate, where we employ consultants to work in local languages, and where we know the press. We regularly work with all areas of the media in these territories to protect and reflect our clients’ objectives and interests. Join us next week, as we take our first look into some of the different print and online influencers that we advise and target for software testing vendors. We’ll start our series off with the specialist press, which includes the SD Times, Programmez! and Professional Tester.

To discuss your specific situation, targets and activities that will get you traction with relevant press as a software testing thought leader, please email agile@prompt-communications.com. We look forward to hearing from you.

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April 26th, 2013

Hazel Butters

Read all about it! Are print newspapers fated to fold? (Part 1)

Read all about it! Are print newspapers fated to fold? (Part 1)

As PR and comms consultants we have a keen interest in the spoken and printed word.  So, it’s no surprise that at Prompt Boston’s office there’s been a great deal of discussion about the potential sale of The Boston Globe. Current owners, The New York Times Company, are looking for bids for the New England Media Group, which includes the Globe as well as the Worcester Telegram & Gazette.

If you have a spare $100 million or so, these great papers could be yours. The most likely interested parties, Heberden Ryan and Richard Daniels, certainly have a difficult decision to make. Should they even be entertaining this investment when the future of paper-based newspapers has never been so uncertain? In a statement, Ryan and Daniels couldn’t hide their love for traditional professional journalism, (“Our intention is to give these news organizations the economic viability they need to bring great journalism to their consumers and their communities.”) but only while underlining the importance of a strong complementary online presence (“the best and most important newspapers and digital media sources in New England.”)

What futures do newspapers as we know them really have? No-one would argue that print publications are suffering from declining fortunes. When the New York Times Company bought The Boston Globe back in 1993 it paid $1.1 billion. Since then, our news reading habits have changed dramatically, as we casually graze a far broader range of sources including websites, social media, pushed news feeds, mobile apps, and ever slicker and more competitive electronic versions of our habitual daily newspapers. Perhaps understandably in the face of such fierce competition, the readerships and advertising revenues of traditional papers have declined steeply.

Towards the end of 2012, Pew Research Center discovered that just 23% of Americans read a daily print newspaper, compared to 41% just a decade earlier. The same research revealed that 55% of regular New York Times readers now prefer to read it on a computer or mobile device, as do 48% of USA Today and 44% of Wall Street Journal readers. Britain’s much-loved broadsheets have fared no better, with the Telegraph’s daily readership dropping from over a million each day in 2000 to 555,000 today, the Independent falling from 222,000 to 71,000 over the same period, and the Guardian from 409,000 to 209,000. Tabloids have gone the same way, with the Sun going from 3.5 to 2.4 million, and the Mirror from 2.07 to 1.06 million.

In the US there are already clear signs that revenues lost in print sales and corresponding display advertising must and can be reeled back by various forms of paid digital channels. According to the Newspaper Association of America (NAA), print advertising remains the largest source of revenue for newspapers at 46%, but its value actually fell a further 6% year-on-year in 2012. Newspaper circulation revenues were actually up by 5% in 2012 at $10.4 billion – the first gain since 2003. This is all down to growing subscriptions to digital editions. Industry-wide, advertising spend was $18.9billion last year, supplemented by a growing $3.4 in digital ads.

NAA president Caroline Little said: “America’s newspaper media are transforming themselves… …they are finding new ways to serve audiences and local businesses.”

How do you see the future of the printed newspaper? Will it continue to thrive in niches, serve traditionalists, dominate regional and specialist markets? Will printed papers complement digital editions? Or are all printed newspapers fated to fold?   

Take the Prompt poll: 

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Posted in Boston, Copywriting, Hazel Butters: Opinion, Media, Polls | 3 Comments »



April 22nd, 2013


Prompt’s content marketing Monday tip #10: Keep up with technology

Prompt’s content marketing Monday tip #10: Keep up with technology

In our last content marketing tip, we couldn’t help but share the endless benefits of video – even if it does come with hours of video editing, tedious takeover shots and knowing what makes great footage. But a video camera isn’t the only technology you should know how to use.

In today’s digital era, your company should always remain up-to-date with the latest trends in technology, especially when it comes to jumpstarting your content marketing efforts. Sending a marketing brochure through the old-fashioned post is simply not enough anymore – one must think outside-of-the-box, and turn to technology for new distribution methods:

The rise of mobile

The rise of mobile

Everyone owns a smartphone – which gives you all the more reason to push content through such a powerful platform. Mobility ensures constant connectivity to current customers and future prospects while on-the-go. Look into “m-commerce” as a means of marketing your company – create a mobile-friendly site and offer communication through text messaging (for those who prefer it).  Just be sure the mobile experience is seamless, as we all know there’s nothing worse than a flawed system. 

Tablet compatible e-newsletters

You’ve heard our many reasons why you need a company newsletter before. Not only does it provide a means of visibility, increased SEO and enhanced thought leadership, but it also maintains regular communication with former and current clients around the world. However, with the recent trends in mobile (see above) and tablet, how many of your e-newsletter recipients are really reading the content on a computer screen? Your answer: slim to none. When distributing your company newsletter, ensure layout and graphics are tablet-friendly and displayed properly – leaving readers to rave over the piece, instead of unsubscribing. 

Social media scheduling tools

If your company is on any form of social media – be it Twitter, LinkedIn or Facebook – it must remain active and consistent when sending messages. But with limited bandwidth and overbooked weekends, it’s hard to find time to log on to Twitter and send that 140-character tweet every other hour. Thanks to techies that understand this need, several platforms now exist to help you schedule your messages ahead of time, and in various time zones. As a transatlantic PR firm with offices in the US and UK, we use these tools on an everyday basis – our favorites include our friends over at MarketMeSuite, along with easy-to-use HootSuite and TweetDeck

Vine videos

vine videoVine, a new short video app, has presented us with yet another way to distribute video – but this time, in six seconds or less. Perhaps the best feature of Vine is its ability to splice together bits of past video content to create a montage. The video app gives you a new way to differentiate your brand and engage with others, without losing your audience’s attention span. The app is integrated onto Twitter, so existing followers have the chance to seamlessly surf onto your Vine account.

For the most part, the list above gives you a current glimpse into tech tools and trends – but you must also consider the future. How will Google Glass, smartwatches and touchscreen user interfaces impact your company’s marketing? In a constantly evolving world that is heavily reliant on technology, you must keep up with the trends – or get left behind by your target audience.

To access all of our past ten content marketing tips in one convenient, free download, please fill out the form below.

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April 8th, 2013


Prompt’s content marketing Monday tip #9: The value of video

Prompt’s content marketing Monday tip #9: The value of video

Now that you’ve taken the time to re-learn the laws of traffic with the Green Cross Man, you know how to find and engage your audience effectively. So, naturally, it’s time to take engagement to a new, more in-depth level – through video.

Video takes some skill – after all, you need someone in front of the camera as a confident spokesperson, and a director filming behind the scenes. But, thanks to the rise in smartphones and portable camcorders, a camera doesn’t have to cost you big bucks – meaning engaging marketing materials are now more affordable and attainable than ever before.

Camera to film video

And it’s not just cost-effective; it’s beneficial too. Hosting videos on your site will bring a 200% to 300% increase in unique monthly visitors with each person lingering on the page an average of 100% longer in time. Cisco predicts that in by the end of 2013, a whopping 90% of web traffic will be driven by video alone.

Still reluctant to jumpstart your filming efforts? Here are even more reasons to break out the video camera (or iPhone – it really is that simple):

– Establishing a personality – Having your audience read your messaging is great, but letting them hear and see it is even better. When you let the charisma of your organization shine through verbally and visually, the connection with your customer base will strengthen astronomically.

– Easy (and free) sharing services –In addition to hosting a video on your company blog, external blogs, social media outlets and YouTube, other video sharing and hosting sites are all over the web.  Some of our favorite free services include Vimeo, Vivo, Shutterfly and Flickr – the options are endless. There is no shortage of outlets for your video, so you can rest assured that it will be seen by a variety of audiences.

– Consumer preference – We’ve already told you how imperative it is to know what your consumers really want, and be the one to give it to them. And in an age where tablets, smartphones and social media dominate, your audience most likely wants a short, engaging video that’s easy to view, and even easier to share. In a study done by Eloqua, CMO.com and Software Advice, it was found that internet users prefer to ingest information via video, especially when discussing case studies, in person-demos and even free trials. So, why not give them what they want!

You may be ready to shine in front of the camera now, but aren’t quite sure where to start. As a reference, be sure to view some of Prompt’s own videos by visiting our YouTube channel here. And remember, great content doesn’t always have to be written – oftentimes, it is most effective when spoken.

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March 25th, 2013


Prompt’s content marketing Monday tip #8: Be like the Green Cross Man (stop, look and listen)

Prompt’s content marketing Monday tip #8: Be like the Green Cross Man (stop, look and listen)

Anyone who grew up in Britain in the 1970s and onward will remember the Green Cross Code — a safety programme to help children learn about traffic and how to cross the road. It was led by a green-costumed David Prowse, a British actor and former bodybuilder who also played Darth Vader in Star Wars. The crux of the Green Cross Code mantra was and remains, ‘Stop, Look and Listen’.

Green Cross CodeSharing content is very similar. You need a steady pace, a thoughtful attitude and a strategic mindset.

So when it comes to content marketing, you should:

Stop: Consider what you want to achieve, plan it out, review your communication objectives

Look: What has been created already? What content do you have that you could re-use, add to, or even throw out and start again?

Listen: Pay attention to what your target audiences are saying, listen to them and what they want to learn about or know. What’s frustrating them?  What’s exciting them?

To continue with the road analogy, great content marketing isn’t a one-way street where you publish your thoughts and ideas and hope that somebody somewhere reads it.  It’s about listening  —  reading, hearing and processing what your audience is talking about and reaching out with something thoughtful. With all the traffic: tweets, blogs, forums, events, podcasts and videos at your disposal, there’s no excuse for not having stopped, looked and listened.

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March 18th, 2013


Prompt’s content marketing Monday tip #7: Partner up!

Prompt’s content marketing Monday tip #7: Partner up!

Most marketers know all too well that one of the biggest challenges of great content marketing is developing that great content.

There is always high demand for compelling content, and while we would naturally recommend partnering with a professional PR and content creation agency such as ourselves, we know that outsourcing isn’t always an option for everyone. However, we also realize that internal bandwidth in any expanding businesses is generally limited, and any wishes you may have for a few more hours in the day – or for a time machine – are probably falling on deaf ears.

Business partnersSo where to turn? How about to other like-minded businesses? Partnering up for the exchange of ideas and content will not only expand your ideas and your audience, it should also prove a fun thing to do. At the end of the day, business is about exchanging ideas and opportunities, and you should never be too shy to collaborate.

For example, we’ve been working with MarketMeSuite, a company that we met just by chance – a benefit of working in a space like the Cambridge Innovation Center, located right in tech-savvy, booming Kendall Square. We really liked the company, its product and its vision, so we got to know them better. We talk about the markets we both work in, areas that interest us, and trends that we both see.

Recently, we decided to work together on some mutually-benefiting content. We completed a post for MarketMeSuite’s blog, which we called ‘Tweet The Press: Prompt’s Guide to Twitter Media Relations’. Our new friends shared our post with their audience across social media and their newsletter, and we posted a really great article from them on our blog, shared it over social media, and published it in our own Impromptu newsletter.

From experience then, here are a few tips on how to create the perfect content marketing partnership:

  1. Find a good partner. Think of people and companies that you like, respect and are sure would be fun to work with. MarketMeSuite has a really engaging team with great ideas, so we knew it would be enjoyable, and mutually beneficial
  2. Think about what you each bring to the table, including content ideas, company visions, ideals and audiences. You need to make sure that any content you are developing is relevant to your partner’s audiences. Yes, it’s an opportunity to expand horizons, but not to alienate
  3. Set deliverables. Just like any business partnership, it’s best to have it all agreed and laid explicitly. If you think that you’re writing something for a partner’s newsletter but your partner doesn’t plan on including your content, then you’re going to run into problems. Keep things clear from the outset
  4. Consider how to approach numerical goals: This is business, so it’s not out of the realms of possibility that one party may be thinking strictly in terms of the number of unique views, downloads or even sales queries your reciprocal arrangement might generate. Be clear and realistic – if you’re just starting a content partnership then you need to get content out there, see what the reaction is and then determine your next steps
  5. Be collaborative. Brainstorm and share ideas, look for overlap
  6. Have fun. These are great opportunities to exchange fun ideas, new ways of thinking and to engage with someone new. Have fun with it!
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Posted in Boston, Communications consultancy opinion, Content Marketing, Copywriting, Social Media | 2 Comments »



February 20th, 2013


Maker’s Mark: Social media turns up the volume (of alcohol)

Maker’s Mark: Social media turns up the volume (of alcohol)

If you’ve never seen or drank it, Maker’s Mark is a classic American whisky. But last week the company announced it would be dropping its alcohol content from 45% to 42%. The reason? The logic of supply and demand, and the need to meet demands in new markets such as India. In short the company planned to water down its alcoholic content to stretch it further.

Maker's Mark alcohol social mediaA number of customers were outraged, and vented their thoughts over social media. There was a sharp increase in tweets, Facebook posts, and blog posts.  One fan stated: “Maker’s Mark is going to destroy itself. Bad move.”

By Sunday Maker’s Mark had retracted its statement, assuring customers that their favorite bourbon would remain at 90 proof, or 45% alcohol by volume.  Yes, the company will still face shortage problems – and will probably need to scramble for new ways to get its product on the shelf. After all, three months of research and design were put into the ‘new proof’ solution – and as a high-tech PR consultancy, believe us when we say that’s an investment no company wants to scrap.

While Marker’s Mark is back at the drawing board, where does this leave business responses to social media?  After all, we each have opinions, but in the new world of social media, we are all equipped with a voice. Should businesses should simply resign their plans in the face of popular demands?

The alcohol industry is no stranger to this type of mayhem. Just last year the college favorite, Four Loko, was forced to remove a key ingredient: caffeine. There was a resulting social media frenzy, but ultimately sales began to return to normal – without the company changing policy.

Time will tell whether Maker’s Mark should have caved to popular opinion. To paraphrase a saying, the proof is in the whisky.

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February 18th, 2013


Prompt’s content marketing Monday tip #6: Bring (the right level of) enthusiasm

Prompt’s content marketing Monday tip #6: Bring (the right level of) enthusiasm

The premise of marketing is to engage people. To do that requires enthusiasm – enthusiasm for your product or service, your team and company, your customers, your business partners and route to market. Without enthusiasm, your marketing efforts and your marketing content can seem flat. After all, no one wants to buy or try a product or service that a company cannot enthuse about, and having the right level of enthusiasm will increase the energy and engagement of both your employees and potential customers. When it comes to marketing, information is like a sundae and enthusiasm is the cherry on top.

But there’s a caveat here about having the right amount of enthusiasm. You don’t want to be shouting: ‘YOU NEED TO BUY THIS RIGHT NOW AND YOUR LIFE WILL CHANGE BEYOND RECOGNITION!!!’, make spurious claims; act like a preachy know-it-all or use an unhealthy amount of exclamation marks (in many cases, one can be too many). You need to have an authentic and genuine excitement for your product, its features and its positive effects on your customers.

So ask yourself the following questions, and write down simple and honest answers – and then consider how you can use these within your content strategy. Remember, skip the marketing overdrive.

Q: Why do you think you have a great product or service?

Q: What do you genuinely like about it and the benefit it brings to users?

Q: When you speak to your customers about their experience with your product or service, what do they say — in their own words?

Q: What are the proudest moments you have had working with your company? What created these moments?

Q: [Money, fame and fortune aside…], why do you do what you do?

Got questions? Feel free to contact us!

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February 11th, 2013


Prompt’s content marketing Monday tip #5: Find your best voice

Prompt’s content marketing Monday tip #5: Find your best voice

Planning your content strategy is an essential process. But actually creating that content, quickly throws up a host of fresh challenges. One of the first creative hurdles to overcome is finding the best voice with which to communicate your key messages.

A creative voice – the one that readers, viewers, listeners and visitors will hear in their heads when digesting your marketing messages across their favoured channels – is something that can be refined over time until adopting it becomes second nature. However there are a few qualities that this voice should always reflect from the very outset, and which will serve as foundations for later tuning. These basic characteristics are: relevance, accuracy, authority and consistency.

Image by Sarah Klockars - http://sarabbit.openphoto.net

Image: Sarah Klockars-Clauser

A relevant voice is one that is appropriate, applicable, and ‘right’ for the industry, audience and messages being marketed. Understanding this setting means winning half the battle, and many content creators will automatically grasp how to adapt accordingly. Different tones and styles are required, for example, to speak with a youth audience attending a gaming exhibition about gadgets, than to a group of financial directors assembled in a civic hall to debate fiscal policies. So if your audience is actually a group of business professionals at a telecoms conference interested in mobile applications, then it’s your job to find a voice that is relevant to that industry, audience and message.

Accuracy is the easiest quality to explain, but one of the hardest to get right every time. It should go without saying, but regardless of your marketing situation, your content must be focused, succinct, grammatically correct, truthful, well researched, defendable and simple to understand.

Authority is a less tangible quality, but a very important one. It’s very easy to talk, but far harder to be heard. In order for your audience to pay attention to your marketing messages, they must first believe that you’re worth listening to. Reinforce your experience and position in your market, speak with balanced empathy of industry issues and pain-points rather than hyperbolic sales pitches, and demonstrate your understanding with proof points, references, research data or success stories.

Consistency in messaging will buy and build long-term trust with your audiences, and reinforce the other qualities already mentioned. Flip-flopping around an issue will confuse your messaging, so it’s important to spend a lot of time in the content planning stages really thinking about values and missions that you can stand by. However, consistency does not equate to rigidity. Should market conditions change radically, the flexibility to change stance supported with a thorough explanation is also an admirable and desirable characteristic.

These qualities are by no means the only values to consider when trying to find your best voice, but they’ll certainly start you off on a solid footing. For more information about marketing, please browse the rest of our blog and website: http://www.prompt-the-crowd.com/marketing/

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February 4th, 2013


Prompt’s content marketing Monday tip #4: Involve people

Prompt’s content marketing Monday tip #4: Involve people

When you’re ready to start planning your content strategy, it can be tempting to assume the full burden yourself, and to try to retain personal control over the image of your business projects. This might feel like the professional thing to do, but is nearly always a mistake. Ultimately you’ll pile too much pressure on your own shoulders, force the business to be overly reliant on your presence, and most importantly, you’ll miss out on the breadth of fresh ideas that other people would bring to your strategy.

Bring in your team to helpDon’t be afraid to bring in your team. While a committed and responsible figurehead is always useful to get things moving and to ensure continued momentum, it’s also important to recognise that it takes more than just one person to demonstrate the full scope, authenticity and unique nature of any business.

Involving a group of colleagues with a broad range of skills and personalities will breathe new life into your content strategy, as well as transforming the ways in which you approach the task yourself. Never underestimate the hidden and not-so hidden talents of your team – often it’s the most reluctant individuals who are hiding the most surprising and creative skills.

One of the successful and fun content programmes that we worked on at Prompt in 2012 was for a client that allowed us to involve 16 of its software engineers in its strategy. We worked directly and alongside the marketing department with this large sample of highly-skilled, but highly individual experts in their own fields, and gained excellent results. Not only did we produce some excellent content together, between us we also managed to accurately convey the multi-disciplined identity of a hard-working tech business.

So, try and think about who the experts could be within your company. Identify what they might know and share what would be of value to your audiences – whether that means customers, prospects, shareholders or business partners – and then involve them in your content planning. You may be surprised by the results you achieve with just a little openness and encouragement.

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January 28th, 2013


Prompt’s content marketing Monday tip #3: Think like an editor

Prompt’s content marketing Monday tip #3: Think like an editor

When you are ready to start creating and developing thought leadership content as part of your broader PR and marketing strategy, it’s important to think like an editor. Just as any editor would ensure a publication’s articles and stories are relevant, engaging, and accurately written for its readers and audience, you should do the same with your organization’s content.

Like an editor, you’ll need to take the time to think carefully about the content of your marketing pieces, and be prepared to put some effort into balancing your own marketing messages with the informational needs of the audience and individuals you are targeting – whether that’s other industry professionals or potential customers. To start, map out the content you plan to share, schedule when you will release it, and think about how it will be received and discussed.

Think like an editorThere is no need to create this content in a vacuum – always link your creative processes back to your broader business objectives and sales targets.  And don’t be scared to be specific and upfront about those business objectives either. For example, if the Prompt team is working with a client who is in the process of supporting activities around a venture funding drive, we will work with that marketing team to produce detailed content that can be used at appropriate times before and after VC presentations.

A core tactic we’ve seen many clients use recently is scheduling content to link to specific lead generation activities – whether it’s a key product launch, an interesting new product feature, or a strategic expansion into new markets or geographies. And most importantly, be smart, plan your content creation for maximum return, make sure you know why your messaging is of value, and remember to keep thinking like an editor.

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