We’ve all heard of the Americans with Disabilities Act (ADA). But what most people don’t know is that it applies to both in-person and online opportunities. Just like contractors need to consider ADA compliance when building a new facility, website developers need to consider it for website accessibility.
With more than 15 years of experience in publicity and PR, Element’s new public relations manager, Kristen Schremp, is no stranger to the world of perfectly-crafted pitches and cutting-edge campaign strategies. We sat down to learn more about the Seattle-born caffeine junkie’s favorite destinations and what makes a great public relations campaign.
Picture this: you live in a small town where everyone knows everyone and nothing’s a secret. One day, Nancy has a bad experience with a clerk at the grocery store. Tales of the rogue clerk spread through book club and golf league like wildfire, and the grocer soon sees his sales plummet.
In this digital age, the web is much like that small town. Rumors take root on sites like Google Places, Yelp, and Angie’s List, and, if left unmanaged, spread and endure, damaging sales like Negative Nancy’s comment did to our poor grocer.
What to do? Some may tell you to ignore the haters and focus on what you do well. We’ll argue the opposite. The first step to effective online reputation management is embracing the negativity that comes with a digital presence.
Today’s buyers don’t want to hear from you until they say so. That’s why, at Element, we preach the gospel of permission-based marketing. The content marketing programs we run on behalf of our clients aim to ease buyers along the journey to purchase with the right materials at the right time. We’re successful when customers get what they need to inform themselves, decide our client is the solution, and, only then, initiate contact. Information is the oil that keeps the modern buying process running. And, make no mistake: buyers are in charge, not you. If you aren’t providing a great buyer education experience, someone else will.
To help your customers learn about your brand, culture, products and services, follow the three rules of buyer education: Continue reading Are You Following The Three Rules of Buyer Education?
When you think about what makes up an effective content marketing program, a lot of moving pieces come to mind:
- Blog posts
- Video and animation
- Branded graphics
- Social media
- eBooks, case studies, and other premium content
…And so on. The workflow goes like this: get a great idea, create content around it, and publish. You get your content finished and you’re good to go, right? Not so much.
There’s a very important step missing above that can slow down even the most incredible content marketing: Continue reading Six Ways to Accelerate Your Content Marketing Approval Workflow
If you visit Element on any given day, you’ll likely see car windows smudged by dog noses and offices filled with cute cat photos. You may even see some fresh eggs in the fridge. It’s obvious that we’re pet people, so before you can truly know us, you need to familiarize yourself with the furry faces of our pets.
If you follow us on social media, you may have noticed our Facebook page just got a whole lot wittier. That’s because we recently hired Shelby Bake to join Element as the agency’s own social media specialist.
Everyone in your company wants to get something different out of content creation.
- SEO specialist: Better rankings, backlinks, and more traffic.
- Social media marketer: More likes, shares, and comments.
- Public relations director: Lots of press coverage and brand awareness.
- Sales reps: More qualified leads with contact information.
- The boss: Just wants to know how it’s going to affect the bottom line.
Meantime, the content marketer wishes she could just sit back at her computer and create cool stuff instead of worrying so much about trying to make everyone happy.
First, let’s get one thing straight. You should be creating content for your target audience, not for the people on your marketing team. However, there are still decisions to make concerning what kind of content you should develop.
So, does the best content marketing educate people who have questions, entertain an audience, or sell products and services to prospects? The answer … is yes.
If you’ve called our Neenah office recently, you may have heard a new voice on the other end. That’s because we recently welcomed account coordinator, Kayla Marcoe, to our growing company. Kayla, a recent graduate of UW-Madison, has been learning the ropes of advertising firsthand by working alongside the agency’s administrative, account management, and public relations teams.
Did we hook you with that title? If so, we’re using the famous post-viral video Chewbacca Mom (also known as Candace Payne) as an expression of everything that works for live video, even for businesses. In her now famous four minutes of giggling, Candace accomplishes four essential things that can translate directly from consumer video to branded marketing message.
Candace Payne in all her Wookiee-clad glory (via Jon Deak)