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A year in the life of bringing technology to market

By Francis Moran

This is a word cloud of the more than 200 blog posts we published here in 2012. In one fell swoop, it graphically illustrates our preoccupations over the past year, the subject matter we returned to time and again as we looked at the unique challenges of bringing technology to market.

Not surprisingly, the most frequently mentioned word — and by a significant margin — in all our content last year was”marketing.” We are, after all, marketing strategists, and we created this blog as a resource where technology companies, both startups and more established ventures, could find solid counsel on how to master this mix of art and science. This will continue to be our main focus this coming year.

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Walking the digital tightrope: The perils of co-branded employees

By Megan Totka

Before businesses began to really cash in on the power of social media, people were signing up for Twitter, Facebook and MySpace accounts in the privacy of their homes. These platforms allowed a new medium for self-expression, along with networking opportunities. Businesses began to see the advantages of connecting with their customers and started using social media, too.  Just over five years into the social media boom, it is not uncommon to see individual accounts with hundreds, or even thousands, of followers or friends. While there is nothing wrong with being popular in online circles, an unexpected consequence has arisen for businesses: co-branded employees.

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5 tips content marketers should take from journalists

By Alexandra Reid

 

As companies increasingly opt to bypass the traditional press in favour of content marketing, journalists are being increasingly sought after to tell company stories, communicate with their audiences, and deliver information that is valuable to their marketplaces.

Journalists are known to employ a number of practices to share news and other information with their audiences so that it is persuasive, easily understood and remembered. They tell balanced, well-researched, newsworthy and engaging stories to win the hearts and minds of the masses. Companies are beginning to realize that this style of communication works extraordinarily well for inbound marketing. The content marketing bar is rising as more journalists are hired to these positions and those marketers without journalism backgrounds are now obligated to learn and apply journalism best practices to improve their content marketing activities.

Here are a handful of best practices that I learned during my journalism years that I use to carry out content marketing activities for our agency and its clients:

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July roundup: What does it take to bring technology to market?

By Alexandra Reid

As usual, we covered a lot of ground last month on our blog. We talked about social media, customer service, content marketing, trademarks for small businesses, neuromarketing, the trials of RIM, government funding for startups and what they have to get right to go global. In case you missed any of our posts, here’s a handy roundup:

July 9: Trademarks for small businesses in little towns

July 23: What technology firms must get right to internationalize quickly

July 25: Have the feds finally found the right way to back winners?

July 30: The pitch from a neuromarketing perspective

And on a related note…

In addition to our series, our associates and guest bloggers were also busy writing on a great range of topics. Here are our other posts from July, as ranked by the enthusiasm of our readers:

July 26: Hard-cabled for success

July 31: A nice little story about the value of storytelling in content marketing

July 16: The best time to start a business

July 17: 5 qualities of a great ghostwriter

July 24: Throttled by those five ubiquitous rings

July 10: 7 reasons why people hate your B2B business blog

July 11: Your audience will judge you by your cover

July 3: The top 10 truths of social media

July 18: Where is Ottawa’s International Startup Festival?

July 12: Managing perceptions and product at RIM like Apple did

July 19: Why I like customer advisory boards

July 5: The price of everything, the value of nothing and customer service

Image: Cynthia Frenette

A nice little story about the value of storytelling in content marketing

By Alexandra Reid

I’ve been a volunteer at Big Brothers Big Sisters Ottawa for almost a year now, running the youth mentoring organization’s online accounts and helping with its blog. As a non-profit, its budget for marketing activities is tight and so it relies greatly on word-of-mouth referrals and small events to attract volunteers, donors, and partners and spread its messages.

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Recent Comments

  • 5 Ways to Engage With Your Brand Voice - icuc.social : [...] “A strong company voice on social media should emphasize the company’s values, objectives and key differentiators that set it apart from its competitors. These can be expressed in the tone of the communication and the content that is shared with community members and the target audience.The best social media voices are communal, grammatical, dialectical, authentic, original, contextual, relevant, timely, persistent, responsive, helpful, generous and more informal. A company’s social media voice should only be changed if absolutely necessary and should maintain all of these qualities. Any change should be preceded by lots of information explaining the change to community members to ensure they know it is deliberate and that the company isn’t suffering from some form of instability, which jeopardizes relationships.” [@TechAlly, Francis Moran & Associates – via Francis Moran & Associates] [...]

  • Stephen Murray : Interesting article. I am close to finishing a book titled "Davis and Goliath - One Inventor's Struggle with the Mismanagement and Theft of Intellectual Property." Davis in my book is W.R. Davis Engineering. "Goliath" is the Canadian Department of National Defence. The intellectual property is an infrared signature suppression system to protect warships and tactical aircraft from being targetted by heat seeking missiles. I was a public servant co-inventor in this story. As was the case in the biblical story "David and Goliath," Davis did indeed slay Goliath. Davis is wealthy today. The inventors and the Crown got nothing. But the Crown's negligent acts were to blame for most of outcome. Everything that could have gone wrong in the story did go wrong. My book may interest you. Hope to have it published by year end.

  • Dan Rather’s Words of Wisdom for the PR profession | Return On Reputation : [...] that you are serving a higher purpose than just serving your clients – you are serving public interest and our nation’s [...]

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