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Great articles roundup: Content marketing, entrepreneurship, startups, PR, the pivot

By Daylin Mantyka

As a regular feature, we provide our readers with a roundup of some of the best articles we have read in the past week. On the podium this week are Techvibes, Financial Post, Ventureburn, Velocity and Fast Company.

Why even startups should practice content marketing

Greg Marlin outlines some compelling reasons why startups should engage in content marketing. The benefits of deploying a smart, well thought out plan include message and market testing, awareness and traffic generation, and shortening the sales cycle, for example. Read on to get a more in depth look at the pros of creating engaging, consistent content.

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Best of: Just the facts … no, these facts

This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from July 2008. We welcome your feedback.

By Leo Valiquette

In my years as a journalist I endured my fair share of embarrassing gaffes, both my own and those of my staff (which I was often on the hook to explain, apologize for and redress.)

Despite the emphasis on clean, factual and reliable content, the occasional mistake is made in the newspaper business. Nobody’s perfect and the strain of rushing to meet a deadline can easily lead one to skip out on taking the time to check the facts through a second time.

Of course, it’s difficult to feel all that sympathetic about the plight of harried reporters when it’s your good name that’s attached to the error. Maybe they called your CEO Rob when his name is Rod. Or said your flagship product is still in trials when it has been commercially available for six months. There are the little things that don’t matter so much, such as whether your company was founded in 1989 or 1990, or the big whammies that can land you in a lawsuit — like that defamatory off-the-cuff remark that was never intended to be on the record.

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Is that writer worth the cost of the ink?

 

By Leo Valiquette

When I worked in the newspaper business, there was a screening practice for job applicants that I wholeheartedly embraced – giving the strongest prospects freelance assignments on tight deadlines.

There is no better way to gauge someone’s abilities. Writing samples are all well and good, but there is no telling how much they have been cleaned up by a third party. The same approach was taken at our affiliated inmedia Public Relations practice, only in this context the assignment was a media release.

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February roundup: What does it take to get technology to market?

By Leo Valiquette

It may have been a short month, by we still pulled together in February a rich lineup of content for marketers, entrepreneurs and investors alike. Hot topics included how not to do customer service, what’s to love and hate about technology marketing, the root causes of the so-called Series A crunch and the risks of “mentor whiplash.”

In case you missed any of it, here is a handy recap of our posts, as ranked by the enthusiasm of our readers:

Feb. 5: Is the ‘last mile’ of sales automation keeping your reps from closing more business?, by Jeff Campbell

Feb. 7: The trouble with mentors is…, by Francis Moran

Feb. 21: 6 little things that tell your customers you don’t care, by Linda Moran and Francis Moran

Feb. 25: Ego capital and the ‘Series A Crunch’, by Ronald Weissman

Feb. 13: Getting to the point in drafting a patent application, by David French

Feb. 20: The traditional corporate presentation is dead!, by Anil Dilawri

Feb. 27: You just never know where a story is going to stick, by Leo Valiquette

Feb. 6: Does your business suffer from multiple personalities?, by Leo Valiquette

Feb. 11: Do you have the key ingredients for an effective board?, by Denzil Doyle

Feb. 26: App development today demands a three-in-one approach, by Peter Hanschke

Feb. 14: Why I heart tech marketing, by Francis Moran

Feb. 28: Why I hate tech marketing, by Francis Moran

Feb. 19: Do your PR people suffer from telephobia?, by Leo Valiquette

Image: February2013CalendarPrintable.com

You just never know where a story is going to stick

By Leo Valiquette

Last week, I spoke about how many PR practitioners fear to pick up the phone or otherwise attempt to engage with media beyond simply hitting “send” on a media release.

I want to follow up by emphasizing that, for a PR program to be effective, it must be consistent, persistent and applied over a period of many moons and fiscal quarters. Because, frankly, there is no telling where a story may stick or when a notable journalist may come out of the woodwork asking for the perspective of your organization’s brain trust on some timely and relevant issue.

Public relations or, to be more precise for our purposes here, media relations, can be broken into two general categories. First, there is the transactional effort, where the goal is to get media to pick up on a breaking news item that doesn’t have much of a shelf life. The second is building a rolodex factor by positioning your organization, or key individuals within your organization, as go-to resources the media can rely on for comment and insight on specific subjects.

These two categories are not silos. Every time you reach out to a journalist the effort contributes to building that rolodex factor, even if the justification for your call is a news item that will be as stale as month-old bread by tomorrow.

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Recent Comments

  • Final Fling in the news and media : [...] 10: Canadian marketing experts blog on Fling taking on the ultimate marketing [...]

  • The best of the web | How to Be Creative (and Why it’s Necessary) : [...] Moran recently likened the current state of content marketing to the early state of radio. Anyone with access to the tools could claim expertise in radio, but as it evolved, it was apparent [...]

  • Francis Moran : Glad you liked the piece, Paul. I don't think you've ever been a client, so you are not directly referenced in any of my examples. But these shortcomings are common afflictions among marketing companies, so the shoe probably fits. :) As for your question about the Ottawa tech community being more marketing savvy? Yes, I believe it is.

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