Harris Marketing Services

Content Promotion Checklist: A B2B PR Strategy

If a tree falls in the woods and there’s no one to hear, does it make a sound? Who cares! When you are marketing a product or service, the point is to get your message heard That means establishing a plan for content promotion in your B2B PR strategy The…

How to Market Complex Products to B2B Audiences: Break it Down

Marketing complex products to a B2B audience requires a meaty content promotion strategy The stakes are high for these purchasers, because complex products and services tend to be more expensive, usually are technical in nature, and are often deployed at an enterprise level so they have a significant impact on…

Churned Content Will Burn: Keep the Trade Press in Your Toolkit

I received an email this morning with the subject line “How to Churn Out Content” Ugh, no That may have worked in the early days of inbound marketing, but there’s way too much competition for your prospect’s attention today Mark Schaefer recognized the impact of “Content Shock” back in January…

Pitch Perfect: How to Craft a Pitch to Get Results

One of the core aspects of my work when I was a virtual CMO was to help people communicate I worked with people in all phases of business — entrepreneurs, execs in ongoing businesses, and startups with every kind of “ask” Before you have a shot at landing your “ask”…

Earned and Owned Media in Content Marketing — How it Works

B2B marketing is different from the consumer world, in part because it relies on engaging with an audience that wants a lot of information on how best to solve what can be complex and sophisticated business problems While paid media (including advertising and content syndication) fits well in marketing plans…

Building Your Content Library — Eight Ideas to Get Started

The most powerful way to connect with B2B customers is through education — people are eager to learn, and providing the information they need can help drive them right to your door How can you help educate your prospective customers? The best place to start is by creating content you…

How to Share Your Story

As B2B marketers, we spend a lot of time researching how to share your story We’re big believers of earned media, which is when a journalist, blogger, or other person of influence writes about your company They introduce you to their audience, and give you an opportunity to connect Earned…

B2B White Papers are for Smart People

I love smart people I once got into a conversation with a couple of financial modelers from a major bank at a business cocktail party I’m way more of a words person than a numbers person, so you’d think that my instinct would have been to head for the bar…

How to Make an Editorial Calendar for your Business

Good intentions are meaningless Good actions deliver — that’s why we’re big fans of building an editorial calendar to guide B2B marketing efforts for our clients What is an editorial calendar? Why is an editorial calendar important for your marketing efforts? And how can you make an editorial calendar for…

Where to Invest in Content Marketing for Your Business

Is this the year that you’ve resolved to finally get serious about marketing? If you are like 75% of marketers in North America, you’re thinking about investing in content marketing Content marketing goes hand-in-hand with relationship building, as it’s all about providing your prospects with valuable information they need Content…

Venn Diagram: Finding the Sweet Spot in Content Creation

Show me a company that hasn’t struggled to generate blog topics and I’ll show you a company that doesn’t have a blog It’s just one of those things that make content creation so tough — you need to constantly generate ideas Every one of my clients asks me to help…

Backlinks Discovery: How to Find (and Stay on Top of) Editorial Calendar Opportunities

Backlinks are a valuable component of any marketing program because they accomplish two goals: you get in front of a new audience, and you earn SEO love Invest a bit of time to find those opportunities and you can build a full schedule of outreach to boost your awareness While…

What are the biggest hurdles, problems or challenges when using a freelance content creator?

The biggest stumbling block I encounter with my clients is when they don’t really know what they are looking for You may think you absolutely, positively need an e-book or whitepaper about XYZ subject, and you may be right But the best content creators also offer insight on content strategy…

Is That Free Content Calendar Template Any Good?

If you scroll even briefly on Twitter, you’ll see tons of marketers offering their free content calendar template Are they worth it? Does it make sense to download and use one of these templates, or should you invest in professional software? If you are like most marketers, content marketing has…

Four Traditional Tactics for a Modern Content Checklist