W2 Communications Wins Nine MarCom Awards for Content Development and Media Relations

At W2 Communications, we take pride in our commitment to clients as a one-stop, full-service agency. We offer far more than traditional PR; we are a communications consultancy. Because of this, our IT industry clients benefit from a wide range of services – PR, content, go-to-market and social media – to elevate the presence of […]

How to Earn the “Trust Factor” in Content

(If you like this blog, please share it. Thanks!) In an article earlier this year for the Content Marketing Institute, digital marketing guru Sujan Patel makes a compelling case for earning the “trust factor” in content. I strongly agree that this is an overlooked value – if your target audience doesn’t consider your content as […]

4 Ways to Conduct a Great Content Interview

(If you like this blog, please share it. Thanks!) I read many blogs and reports about content marketing, and most focus on storytelling and SEO: You want to convey a compelling narrative about your clients, and, obviously, you need people – specifically your target audience members – to find it online and read it. As […]

Content Strategy: Avoid Format Blunders

(If you like this blog, please share it. Thanks!) Are you deploying multimedia content strategically – or are you doing it because “that’s what everyone is doing?” Do you have an effective content strategy? Sure, we’ve seen lots of statistics touting the dominance of video – that video will account for a staggering 80% of […]

audience engagement

Ask “Why” to Connect Content to Audience

In content marketing, it’s critical to make a meaningful connection to the target audience. But it’s not an easy task: Potential customers and partners are perpetually busy. There’s plenty of content out there competing for their time. If you don’t offer something that’s instantly compelling, they’re going to swiftly dismiss you and move on to […]

How “the Right Voice” Drives Good Content

(If you like this blog, please share it. Thanks!) In my most recent blog, I presented findings from the Content Marketing Institute (CMI) which convey the extent of challenges tech companies face in trying to produce content: The vast majority do not feel their organizations are effective at content marketing, according to CMI’s “2014 B2B […]

What IT Companies Must Know about Content Marketing

(This is the first of a two-part blog on effective content marketing. If you like this blog, please share it. Thanks!) As an occasional contributor and one-time webinar participant for the Content Marketing Institute (CMI), I’m always eager to read the organization’s research. Given that W2 Communications is a high-tech PR agency, I found the “2014 […]

What “The Godfather” Teaches Us about Business — and Content

(If you like this blog, please share it. Thanks!) Depending upon one’s perspective, they were either a group of enterprising olive-oil importers or the most notorious crime family in the history of cinema. They were the Corleones. And “lessons learned” from the three Godfather movies still convey much relevance today in the business world. After […]

Why PR Teams Need In-House Training

(If you like this blog, please share it. Thanks!) How much money do organizations invest in external trainers and educational seminars a year? Actually, U.S. companies will spend $156 billion a year on employee training alone, according to the American Society for Training and Development. But recently at W2 Communications, it only cost the price […]