Countless experts say that target audiences are looking for good storytelling in content marketing. Fortunately, most marketing professionals acknowledge this now by using creativity and craft to drive toward a unique and valuable connection to their intended customers. Yet, do they come up with stories with “show” details related to plot lines, pain points and […]
In content marketing, it’s an important but little-discussed topic: When collaborating on an article with a client, how do we capture their voice? After all, when we work with a client, we usually work on more than just articles with them. We represent them across all public appearances, including interviews, podcasts, webinars and speaking engagements. […]
More than nine out of 10 marketers and businesses see content as a valuable business asset with 56 percent of businesses planning to spend more on content creation in the immediate future, according to 2020 survey by Siege Media. The inherent value of creating content is well understood, but many organizations still struggle to fully […]
Picture this: You are five years into a company that you grew from an idea and an investment, your brand is well-thought-out strategically, your printed collateral is pristine, your physical presence is established, but the inpour of clients and partners is underwhelming. Does this sound familiar? Then it’s time to determine the missing link. If […]
It’s summer time! Maybe you have fond memories of going to camp – or at least of watching summer camp movies. Who says the fun is just for kids? Amidst the “dog days” of August, thousands of otherwise sane adults descend on Las Vegas (average daytime temperature: 103 degrees) for two of the hottest cybersecurity […]
As a senior director of content at W2 Communications, Kathy Stershic brings more than two decades of experience working in IT research and communications. Kathy is known for her ability to bring focus and alignment to complex environments including working with many IT companies in various stages of growth, from industry giants like Cisco and […]
In PR, we tend to focus granularly on clients to distinguish them from the crowd – “What is your story? Why is it unique and compelling?” We go into “tunnel vision” mode as we immerse ourselves into their offerings, their market and goals. In the process, however, we often lack a peripheral view which can […]
(If you like this blog, please share it. Thanks!) The summer months are around the corner and college seniors will start their journey to post-graduate life. The first step on that journey is nailing down a job out of college. Unfortunately, in today’s competitive PR job market, it is easier said than done. Overall, two-thirds […]
(If you like this blog, please share it. Thanks!) Music has been a part of my life for as long as I can remember. My dad played keyboard professionally, so it was inevitable that I was around the music scene from an early age. By the time I graduated high school, I was playing […]
(If you like this blog, please share it. Thanks!) Mike Atkinson joined W2 Communications in April 2016. As an account executive, he manages media relations, flagging award/speaking opportunities while identifying potential targets for client news for his client teams. Previously, Mike worked in-house as head of the marketing team at New Oasis International Education in […]