Every marketeer is faced with the question of how they should actually fill their social media channels or the company blog. “Storytelling in content marketing” is the buzzword of the hour, but what does that mean? Well, in principle we are dealing with old wine in new bottles here, because by the turn of the […]
Storytelling for Companies: Become Your Own Publisher! Read More »
Many life science companies inherently understand the importance of a public relations (PR) strategy. Often, however, they do not know how to articulate its importance or quantify the results. It is clear from the coverage of many life science companies during the COVID-19 pandemic that many have benefited from PR. But how do they evaluate
How to Analyze the Impact of News Coverage Read More »
While most technology companies don’t have the large marketing departments associated with consumer brands (for whom positioning is a fundamental element of product branding and promotion), positioning is as vital to effective B2B communications with engineers, scientists, and technical customers as it is for the household names targeting end customers. Much has been written about
The Power Of Product Positioning Read More »
In 2020, the so-called “cancel culture” is hitting its high point on social media. The general discussion culture on Facebook and on Twitter in particular reaches new depths almost every week. To put it bluntly: EVERY company is running the risk of becoming entrenched in some way and being drawn into a whirlpool of hatred
Minefield Social Media: How to Avoid and Deal With Viral Maelstroms Read More »
Scientific marketers often have a harder challenge than their peers in reaching their target audience, many of whom spend significant times in the lab. The COVID-19 crisis, while devastating, provides some unique opportunities to reach these people, while they are working from home and sitting on computers. There is currently a unique opportunity for marketers
Marketing Personas. Why Do We Need Them? And How To Develop Them Read More »
