How to Build Winning, Long-Term Relationships with Content Clients

“We’re breaking up” is a phrase no one wants to hear, whether in love or content marketing. Sadly, those words remain an unfortunate reality, especially in the agency-client relationship. In fact, many of these partnerships last less than two years. Since launching our Content Development services in December 2010, W2 Communications has bucked this trend […]

Getting Started in Small Business Social Media

As ubiquitous as social media is, every day small business owners around the world are evaluating the pros and cons of making the leap for the first time. Perhaps you’re an entrepreneur who has recently started a small business and you’re trying to figure out which mix of social channels to pursue out of the […]

Research Informs the Right Communications Strategy

Stakeholder research is incredibly valuable to informing an effective communications plan, developing targeted messaging and creating narratives that speak to real industry concerns. I’ve often seen vendors who think they understand their target audiences’ sentiment based on gut intuition or select anecdotal evidence (like a particularly vocal salesperson representing one customer’s feedback as an entire […]

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Inside the Media Mind of Thomas Hobbs

On this episode of Inside the Media Minds, our host Christine Blake speaks to freelance and culture journalist, Thomas Hobbs. Thomas discusses his background and recalls how reading magazines and reviews, as well as listening to music, drove him to pursue a career in journalism. After college, Thomas became a business reporter and learned many […]

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Inside the Media Mind of Paul Wagenseil: Senior Editor, Security at Tom’s Guide

On this episode of Inside The Media Minds, our host Christine Blake was live at Black Hat 2021 in Las Vegas with Paul Wagenseil, Senior Editor, Security, at Tom’s Guide. Paul’s interest in security was sparked by reading Brian Krebs and Rob Pegoraro’s work in The Washington Post on his PalmPilot. Now as Senior Editor, […]

Best Practices for Developing Thought Leadership Content

We have a saying around W2 Communications that “thought leaders have to have thoughts.” That means relevant thoughts that speak strategically to a need or concern experienced by many people. In my years working in the tech industry, I’ve seen my share of those who think their product or service is so brilliant that just […]

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Inside the Media Mind of Nicole Blake Johnson: Managing Editor at GovLoop

On this latest episode our host Christine Blake chatted with Nicole Blake Johnson, Managing Editor at GovLoop, the knowledge network for government.  Nicole always wanted to be an orthopedic surgeon, that is….until she saw a full knee replacement. It was then she decided to pursue her love of telling stories and become a journalist. She […]

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Inside the Media Mind of Tonya Riley: Reporter at CyberScoop

In this week’s  episode of Inside the Media Minds, we sat down with Tonya Riley, reporter at CyberScoop.  Tonya began her career at a start-up before she quickly jumped into freelancing, where she reported on many topics from lifestyle to technology. Tonya then made the move to Washington, D.C. where she jump-started her journalism career […]

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Inside the Media Mind of Shaun Nichols: Senior News Writer at TechTarget

In the latest episode of Inside the Media Minds, we sat down with Shaun Nichols senior news writer at TechTarget’s SearchSecurity.  Shaun began his technology journalism career in the San Francisco Bay Area over 15 years ago as the U.S. correspondent at VNUnet. Now he has written for V3, The Register and Lawrence Berkeley National […]

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Inside the Media Mind of Kelley Damore: Chief Content Officer at TechTarget

This week on Inside the Media Minds we talk to Kelley Damore, Chief Content Officer at TechTarget, a global technology publication with 140 + technology focused websites aimed to help tech vendors reach buyers actively researching relevant IT products and services. Kelley started her career in technology right out of college 32 years ago at […]