PR, Fame, Communications

SUMMARY: B2B marketers often face the challenge of getting the specialized industry knowledge their audience will value out of the heads of subject matter experts and into the hands of the media and content marketers.

This case study looks at how a global Internet security services company, with clients such as Google and Microsoft, leveraged its massive amount of internal data into easily consumable quarterly trend reports, and drove a 261% increase in media coverage over two years. read the complete case study

SUMMARY: Your team is launching a new product that's going to expose your company to a new type of customer. But is the product right for your brand?

Find out why one brand consultant says it's often smarter to create a new brand when broadening your product mix -- and how you should go about it. Also learn why she says advertising should not be part of your launch strategy. read the complete article

SUMMARY: "Advertising on blogs or social networks" was rated the most accurately measured (32%), and was also rated the least effective (16%). More than 90% of companies believe that social media is the most effective in accomplishing brand building goal, followed closely by goals for attracting website visitors. view the complete research record

SUMMARY: Potential customers want to hear how you can solve their problems in simple, understandable language -- not empty marketing clichés. Social media can help teach you that language.

Read why marketing strategist David Meerman Scott thinks phrases such as “robust” and “mission critical” can do more harm than good to your marketing, and how you can use social media to move past them. read the complete interview

SUMMARY: Do you have a short anecdote about test results, campaign lessons or other insights you gained in 2011? If so, please take two minutes to share it for your chance to be published in the 2012 Marketing Wisdom Report, sponsored by HubSpot. read the complete article

By Anne Holland, Content Director

Starting a blog is easy. Keeping a blog going for more than a few months is hard. If you are one of the relatively few, the proud, the multi-year bloggers, you should give yourself a gold medal for sustained effort above most people’s capacities.

However, is your hard work really paying off as much as it could?

Very few blogs are optimized for success. Here are the top 5 action items I’ve... read the complete blog post