MARKETING AND SALES STRATEGIES

Public Relations is about Buyers. Not Clip Books.

In the early 2000s, I was vice president of marketing and PR for two publicly traded companies.

Back in the day, I spent millions of my companies’ dollars and thousands of hours of my teams’ time trying to get mainstream media to pay attention to us.

This was pre-social networking, pre-YouTube, pre-easy blogging. While we had a fledgling content strategy using an email newsletter, information rich site, and direct to consumer news releases, we didn’t have today’s real-time communications tools so we primarily generated attention using the old rules of public relations: Press releases and pitching journalists.

A decade ago we measured by how thick the spiral bound PR clip book was. This isn't the best approach today, yet many organizations are still working based on the old rules.

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A Visual Representation of The New Rules of Selling

At my presentation at HubSpot’s Inbound conference this September, I delivered a talk titled The New Rules of Selling.

Fortunately, HubSpot had Kelly Kingman sit in on the presentation to create a wonderful graphic recording of my talk.

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Optimizing the Past: Content Lessons from the HubSpot Blog Team

Content drives action.

Content is the best way to reach buyers.

Content is King. (And President and Pope and Queen as well).

So how do you create great content? How do you understand your buyers, create compelling content that educates, informs, and entertains them, and then how does that content drive action and grow business? And what are the implications for ROI?

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The power of SlideShare for social sharing

Less than a month ago, I released a presentation on SlideShare titled The New Rules of Selling.  Because many of you viewed the presentation and shared it on social networks, the presentation has been viewed more than 107,000 views as I write this. Thank you

In this article, I’ll provide some thoughts on why I think the SlideShare has been viewed so often in such a short time, and provide lessons learned so you can achieve similar results for your business.

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How OPEN Cycle communicates relentless simplicity to customers

OPEN Cycle, a company building an extremely lightweight and strong mountain bike, was founded in 2011 as a completely open company taking advantage of the new communication tools that I frequently write and speak about. As a brand-new company, the founders were able to create an organization completely around their vision of the company’s character and then set a goal to communicate that directly to the marketplace.

OPEN’s greatest assets are the fantastic engineering that goes into creating the best mountain bikes in the world, and the stories they convey to their customers about the bikes and the company they created. Everything they do is shared with customers, retailers, and vendors on social networks and via email in real time—it helps them build better products, keep existing customers happy, and grow their business.

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Silver Oak Cellars builds passionate fans through social media “bottle stories”

After I delivered a talk called “Business Lessons from the Grateful Dead” to a group of enthusiastic company leaders at YPO, I had a chance to spend some time with David Duncan CEO of Silver Oak Cellars, a producer of delicious and distinctive Cabernets from Napa Valley and Alexander Valley, California.

Duncan told me about the importance of social media for his winery and how they communicate with the passionate fans of his wines. Like other CEOs active on social networks who I wrote about in my recent post The #Social CEO Drives Business for their Company, Duncan is an enthusiastic supporter of content creation and social media engagement at his company.

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Upgrade to Canada #social program nabs tourists from other countries

Last month I presented at an event in Winnipeg, Canada for Travel Manitoba. The travel market is crowded and consumers have lots of places to find information about places to visit. Into this environment, the best content can win the day.

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Great content creation ideas come from seeing patterns

As I write this I am in Istanbul, Turkey preparing for a speaking engagement later today. As I always do when I’m on the road, I’m looking for patterns that I might be able to use to create a blog post.

Many people ask me about finding stuff to write about on their blogs. They know they shouldn’t just talk about their products and services but they struggle with what else to focus on.

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Not so new: Apps and infographics from 45 years ago

When discussing the world of web content and social media, many people like to say how everything is new and different and untested: Smartphone apps! Infographics! Content marketing!

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Authors of Return on a Share Report do not really value sharing

A new research report from ShareThis, the Paley Center for Media, and Beresford Research calculates dollar value and influence of sharing on purchase decisions.

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David Meerman Scott

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