I spend the bulk of my time managing LinkedIn company pages for two drastically different clients: one is a boutique branding consultancy, and the other is one of the largest tech companies in the world. Although the size of these organizations differ greatly, I still approach them with the same principles in mind.
The phrase thought leadership has been bandied about for a long time. People embrace it and dismiss it with equal intensity. Marketers have commandeered the term in recent decades, but according to the Oxford English Dictionary, it was used as far back as 1887 to describe a New York clergyman who supported the abolition of […]
The business world has bought into the effectiveness of influencer marketing. A recent survey conducted by Linqua found that in 2016, 86% of marketers had used influencer marketing. Of those who used it, 94% found influencer marketing effective. In the same survey, marketers cited content creation, audience engagement, and higher traffic as the top benefits of […]
You have thought leadership inherent in your organization. It’s locked in the heads of your colleagues who possess the knowledge and skills that make your organization run. Add in a bit of structure to channel this thought leadership online and you have the ingredients of an internal influencer program. An internal influencer program targets thought […]
Influencer marketing is not new, but it’s quickly becoming one of the most popular ways for companies to increase the visibility of their brand—and their products. This type of marketing focuses on paying influential third parties to amplify a brand’s message to their established audience. But whether a company is B2C or B2B, what many […]
For marketers, attracting eyeballs is a perennial challenge. You can create the best content in the world but if no one sees it, it’s like the proverbial tree falling in the forest. So much content is produced every day that it’s getting increasingly difficult to reach your target audience, much less generate leads. Word of mouth is the communication channel most trusted by B2B audiences, but for that to work you need to inspire people to share your content. How can you do that?