The LoudspeakerSep 30, 2021
How to Write Content That Adds Value
Today we are joined by our own in-house content writer here at Publicize, Helene Doetsch. She joins us to explore the topic of content writing. On today’s show, you will learn what your goal for writing content should be, important things to consider before you set out to write content, and best SEO practices.
We also go over the worst mistakes people make when starting out with content writing. And finally, Helene shares with us some useful resources and recommendations to help you come up with ideas for content writing.
The Purpose and Benefits of a White Paper
Today’s episode is inspired by our guide “THE ULTIMATE GUIDE TO WRITING A WHITE PAPER”. Go to Publicize.co to check it out or follow the link in the description of this podcast. However, for now you can stay right here as we are bringing you some extra juicy information on how to write a kick-ass white paper, with help from our guest Matt Seltzer, a market research and marketing consultant. Matt works on numerous white paper creation projects for his clients, and conducts original research that's then packaged as a written document, for an agency to then go pitch for its clients or even itself to garner new business.
In this episode, you will learn how to successfully find the balance between adding value for the reader and promoting content, how SEO can be used in white papers, and how white papers fit into an overall marketing plan or PR strategy.
How to Nail Your Next Press Release
In today’s episode we will be discussing how to write a press release based on our guide “ULTIMATE STARTUP PRESS RELEASE GUIDE.” To explore this topic, we are joined by Shel Horowitz, a sustainable focused marketing expert and the presenter of the TEDx talk “Impossible is a dare -- business for a better world”. With hundreds of press releases under his belt, Shel joins us to share his tips and advice so you can nail your next press release.
From today’s discussion, you will learn why keywords are important for press releases, how to use the 5Ws (Who, What, Where, When, Why), and examples and advice on how to use the "Story-behind-the-story" style press releases.
A Brief Guide To Writing a White Paper
In today’s episode we will be looking at writing a white paper based on our guide “THE ULTIMATE GUIDE TO WRITING A WHITE PAPER.” To explore this topic, we are joined by Kashif Naqshbandi, Chief Marketing Officer at Tenth Revolution Group, a global leader in cloud talent solutions.
From today’s discussion, you will learn what is a white paper, how a business with no experience can get started with white papers, and when and why they should consider creating a white paper.
A Brief Guide To Digital Advertising
In today’s episode we will be looking at Digital Ads based on our guide “THE ULTIMATE GUIDE TO DIGITAL ADVERTISING IN 2021” To explore this topic, we are joined by Alex Hollander, CEO of digital ads agency Tribu.
In this episode you will learn what digital advertising is, what it entails and and how you can use it for your business.
You will also learn what Search Engine Marketing is, and how it works, what Display Advertising is, and how Social Media Advertising fits into an overall advertising campaign
A Brief Guide To Email Marketing
In today’s episode we will be looking at email marketing based on our guide “THE COMPLETE GUIDE TO EMAIL MARKETING.” To explore this topic, we are joined by Mac Ossowski, Director of GetResponse MAX, a comprehensive marketing software platform.
From today’s discussion, you will learn how a business with no experience can get started with email marketing, the secret to effective email marketing content, and some tips on how to avoid ending up in the spam folder.
Mac also shares with our listeners what CAN-SPAM & GDPR email marketing regulations are and why they are important.
A Beginner's Guide To Marketing For Saas Startups
In today’s episode we will be looking at marketing for a Saas business based on our guide “THE COMPLETE GUIDE TO SAAS MARKETING ROI” To explore this topic, we are joined by Dave Hurt, CEO and Co-founder of Verb Data, a company that helps Saas clients build end-user dashboards and reports.
From today’s discussion, you will learn how Saas startup founders with no experience can start marketing their company, what should be the main focus of a marketing strategy at the early stages, and why it is important to start with a Minimally Viable Brand.
Dave also shares with our listeners some examples of successful marketing tactics Verb Data has implemented, and how early adopters play a role when it comes to marketing.
The PESO Model: Understanding the difference between Paid, Earned, Shared and Owned Media
Today we will be discussing the PESO model, which stands for Paid, Earned, Shared, and Owned Media, with Jacob Crompton-Schreiber, a senior account manager here at Publicize. In this episode, we break down the differences between Paid, Earned, Shared, and Owned Media, how they can be measured, and how Publicize decides what type of media to focus on first when we take on a new client. Jacob also gives his predictions of Paid, Earned, Shared, and Owned Media for the second half of 2021.
The Biggest Mistakes Made When Trying To Convert Leads To Sales
Kristin Marquet is the Owner of Marquet Media, a PR, analytics, and digital marketing firm in New York. She joins us today to discuss the biggest mistakes companies make when trying to convert leads to sales. In this episode, we cover some of the most common mistakes relating to copy, how a business can effectively qualify prospects, and how being too pushy while trying to educate prospects in the middle of the funnel can scare them off.
How To Produce Content That Turns Leads To Sales
Will Blesch is the Founder and Owner of Vertical Content, a company that helps its clients generate qualified leads, gain visibility, and reduce customer churn through effective content. In this episode, we cover the importance of extensive market research, and how to conduct it with a low budget, the different types of content used for each stage of the content marketing funnel, and advice when it comes to recruiting or sourcing writers.
From TOFU To BOFU: The B2B Marketing Pipeline Explained
This week we are joined by Jonathan Franchell, CEO of Ironpaper, a B2B growth agency. Jonathan helps B2B companies achieve growth through qualified lead generation, and in today's episode he takes us on a journey from the top of the B2B marketing funnel to the bottom, breaking down each stage on the way. In this episode, we discuss the difference between B2B funnels and B2C funnels and why this distinction is important, how content fits into the overall role of these funnels, and the mistakes B2B companies make when addressing buyers at each point of the funnel.
Securing Blockchain PR as a Startup with Trezor Hardware Wallets
Kristyna Mazankova is the Head of PR for SatoshiLabs, the inventors of Trezor, the original cryptocurrency hardware wallet. She joins us on the show to discuss how they have secured PR for the company. In this episode, we cover how their owned media has boosted their PR, how they build trust in an industry that is rife with scammers, and how the company uses blockchain and Bitcoin news to gain extra PR through newsjacking.
Why Your Marketing Strategy Needs To Change In 2021
Jackie Hermes is the Founder & CEO of Accelity Marketing, a full-service B2B marketing agency. She joins us on the show to discuss how they have adapted to the new customer environment and how other businesses can better adapt. In this episode, we cover how different industries have been impacted by the pandemic, why Jackie believes it is important to expand beyond email marketing as a business, and what advice she has for marketers who are trying to adapt to this new environment.
Moving To A Cashless Society
Ximena Aleman is the co-founder & CEO of Prometeo, a Latin American open banking system. She joins us to discuss how to we are moving to a cashless society. In this episode, we go over how we saw a change in the way that customers pay for products, examples of companies that are setting the trend when it comes to offering vast methods of payment, and whether or not companies should accept Bitcoin as a method of payment.
Adapting To The New Customer Environment Under A Pandemic
Geoff Crain is the Digital Director of Kingstar Media, an advertising agency in Canada that uses multi-platform media solutions to help customers emerge in the Canadian market. Alongside Geoff, we are also joined by Adam Seaborn, the Director of Sales and Media Operations at Kingstar Media. They join us on the show to discuss how customers' needs have changed since the start of the pandemic and how they have adapted as a company. In this episode, we cover how Kingstar media has changed its strategy since the start of the pandemic, if they believe the impact of these changes will last beyond COVID, advice for marketing professionals who are trying to adapt to this new environment.
Selling During a Pandemic
Freddie Frances, Growth Consultant here at Publicize, joins us on the show to discuss how his sales calls have changed since the start of the pandemic. In this episode, we cover the psychological mindset of prospects in 2020 compared to 2021, why a good salesperson shouldn't just agree with a prospect, but instead challenge and educate them, and advice that helped Freddie sell throughout the pandemic.
How To Use Webinars To Boost Your Business
Ken Kerry is the Co-founder and Executive Creative Director at Script to Screens, a Strategic Response Agency with a specialty in creating results-driven Long Form and Short Form DRTV and online digital content. He joins us on the show to discuss how to use webinars to drive business. In this episode, we cover why a business would want to conduct a webinar or online conference, what changes we have seen in attendance of webinars and online conferences since the start of the pandemic, and what advice he has for anyone interested in launching their own webinar or online conference.
Setting Realistic Expectations For The ROI Of Digital Marketing
Marquis Matson is an SEO Analyst and Content Marketer for the women's clothing company Sozy. She joins us to discuss how to set realistic expectations of ROI for digital marketing. In this episode, we go over why it is better to invest resources into more long-term sustainable efforts, like SEO and growing your email list, rather than ads, how long it takes for a business to start seeing results when carrying out best practices for SEO, and common vanity metrics - why they are not as important as we think they are, and what we should be looking at.
KPIs To Measure Digital Marketing
Kindra Svendsen is the Vice President of Client Partnerships at Speak Creative, a Tennessee-based digital agency. She joins us on the show to discuss KPIs to measure Digital Marketing. In this episode, we cover how specific goals help us measure KPIs, How goals are different by source, and why it's ok to go after two audiences, two types of conversion, or two metrics, but the approach cannot be the same.
Dash: Exploring The Ins And Outs Of Publicize’s New Dashboard
Jennifer Poole is the Head of Client Acquisition here at Publicize. She joins us to discuss Dash, Publicize's new dashboard to give clients greater transparency over workflow and results. In this episode, we go over what is Publicize’s Dash and how it works, why Publicize decided to create Dash, and what advice Jennifer would you give to other companies that want to roll out their own version of Dash.
How To Measure The ROI Of Digital PR
Tereza Bízková is a Senior Writer at Publicize. She joins us on the show to explain how to measure the ROI of digital PR, based on an article she produced titled "Why ROI Matters in PR and How to Measure It" on the Publicize blog. In this episode, we discuss how a DA score can be used as a KPI to measure the ROI of PR, how backlinks can help to understand the ROI of PR efforts, and how a business can assess the impact of PR content on social media.
How To Engage Your Customers With Interactive Marketing
Rene Cheng is the Content Marketing Growth Specialist at Hiretual, an AI-Powered Talent Data System. She joins us on the show to help listeners improve customer engagement using interactive marketing. In this episode, we discuss how Rene uses TikTok to engage with clients, why you should treat your relationship with a client like a friend, and how you can use polls and competitions to encourage better engagement.
Real-World Examples of Interactive Marketing
Elliott Jaffa is a behavioral and marketing psychologist with over 30 years of experience working in marketing and psychology. He joins us on the show to discuss real-world examples of interactive marketing. In this episode, we discuss
- What Elliott believes are the most important ingredients to create successful interactive marketing content
- Positive real-world examples of interactive marketing
- The biggest mistakes companies make with interactive marketing
What is Interactive Marketing
Gina Pomponi is the president & COO of direct marketing and advertising agency, Bluewater Media. She joins us on the show to discuss explain what is interactive marketing and how COVID has impacted the interactive marketing industry. In this episode, we discuss
- How to find a healthy blend of digital and traditional marketing within a campaign
- How digital advertising and marketing has changed during the pandemic
- Previous examples of work relating to interactive marketing with Bluewater's clients
The Loudspeaker: The Best of 2020
In this episode, we take a look back at some of the best tips and advice from guests relating to PR and marketing.
How to Build a Business on Social Media /
How to effectively plan and react to a PR Crisis /
Why local PR can be better than top tier publications /
Setting realistic PR expectations /
Stepping up your email marketing to an advanced level
Bruce Hogan is the Co-founder & CEO of SoftwarePundit, an Internet business that helps SMBs successfully adopt technology. He joins us on the show to help email marketers improve with expert tips and advice. In this episode, we discuss
- What email service providers (ESPs) you should consider and how much they cost
- How you should develop your email channel over time
- How to deliver personalization at scale through the email channel
How To Up Your Game To Become An Advanced AB Tester
Yushau Sodiq is the Vice President of Digital Marketing at Verint, a $3B technology firm. He joins us on the show to help high-level AB testers improve with expert tips and advice. In this episode, we discuss
- What separates an advanced AB tester and a novice AB tester.
- KPIs measured by an advanced AB tester
- Why a good marketing team should look like The Avengers
5 Steps To Successfully AB Test Written Content
Sabina Khilnani is an award-winning marketing professional with over 15 years of experience. She is currently the co-founder of elocance, an audio application for busy professionals, and leads all things marketing and growth at the startup which is incubated in Paris’ Station F, the largest startup campus in the world. Sabina joins us on the show to explain how anyone can get started with AB testing in 5 easy steps. In this episode, we discuss
- How to identify your KPIs / objectives and framework for success
- How to test with different types of imagery/graphics
- How to on various platforms (YouTube, IG, Facebook, Google ads, blog, etc.)
5 Steps To Get Started With Email Marketing
James Pollard runs TheAdvisorCoach.com, a marketing consultancy that works specifically with financial advisors. He is also the host of the podcast "Financial Advisor Marketing". He joins us on the show to explain how anyone can get started in email marketing in 5 easy steps. In this episode, we discuss
- Where a newbie can go for the best knowledge
- What tools they can use
- What everyone should know about email marketing before getting started
How To Conduct A/B Testing With Social Media Content
Eugene Capon is a Social Media Futurist and the CEO of Studio Capon, a Seattle based animation and XR production company. He joins us on the show to explain how A/B testing can be implemented for social media content. In this episode, we discuss
- Why A/B testing is important for content
- How to decide on themes for content
- What inspired him to create VR versions of classic games such as Sonic the Hedgehog
What Should Be Your Social Media Non-Negotiables
Valentina Gomez Bravo is an award-winning brand strategist and the Executive Creative Director of Bunke+58, a branding and design studio dedicated to working with small businesses, entrepreneurs, startups, and influencers. She joins us on the show to explain what should be your social media non-negotiables. In this episode, we discuss
- How to ensure you are putting out the right tone of voice
- The biggest mistake she sees businesses making in the space of social media
- How to ensure a consistent level of quality for every post
How Does Social Media Differ in Terms of B2C and B2B
Courtney Sandora is the Owner of Go Social, a social media marketing firm, and has worked with numerous Fortune 500 companies and start-ups over her 10 years in the industry. She joins us on the show to explain the difference between B2C and B2B on social media. In this episode, we discuss
- The best channels to target B2C and B2B
- How the content differs between these two target audiences
- Courtney's number one piece of advice for businesses targeting B2C and B2B
How to Build a Business on Social Media
Sarah Funk is the founder of SarahFunky LLC, and owns an NYC tour company. In addition to this, Sarah is the host of GoDaddy's "School of Hustle". Working out of NYC, she joins us on the show to discuss how she built a business around videos of her city for tourists. In this episode, we discuss
- How Sarah has adapted her business in the face of COVID-19
- How she took her business from a passionate hobby to a lucrative career
- The three components necessary to produce popular online content
How to Use Storytelling in PR and Marketing
Keeley Walker is the founder and Director of KW Comms. Based out of London, Keeley helps brands develop their message through her unique approach based on creative storytelling. She joins us on the show to discuss how any brand can identify the crucial components of storytelling to effectively convey their message. In this episode, we explain
- What makes a good story
- Businesses that have successfully incorporated storytelling to promote their brand
- What makes Christmas unique when it comes to brands telling their story
The Evolution of SEO, PPC, and SEM
Kent Lewis is the founder and president of Anvil Media, Inc., a search engine marketing company, providing pay-per-click, search engine optimization, social media, Amazon, and email marketing services. With a history in SEO dating back to 1996, Kent shares with us how he has seen SEO, PPC, and SEM evolve over the years. In this episode, we discuss
- Why he was fired from two different SEO marketing positions (and it has nothing to do with black hat activity)
- What SEO was like back in 1996
- What we can expect from SEO in the next 10 years
The differences in language between PPC vs. SEO
Pamela Wagner is EX-Google Associate Account Strategist, Founder of Paid Ads Agency Ajala Digital, and has been included in Forbes 30 Under 30 (2017). She joins us on the show to discuss the difference between PPC and SEO. In this episode, we discuss
- The pros and cons of both PPC and SEO
- How to track the ROI of SEO
- Advice to those looking to improve their PPC and SEO for their business
How to effectively plan and react to a PR Crisis
Alex Greenwood is a PR veteran with over 20 years of experience in the industry. He is the man behind the PR agency AGPR, and helped many brands, businesses, and organizations during times of PR crisis. He is also the host of "PR After Hours," a podcast focusing on public relations and marketing. Alex joins us on the show to discuss how to effectively plan and react to a PR Crisis. In this episode, we discuss some of the worst PR crises in history, businesses that have done well in the face of a crisis, and how you can effectively prepare so you are ready in a PR emergency.
Creating a better PR agency culture
In this episode, we chat with Evie Smith, Founder, and CEO at Rebellious PR & Consulting, a boutique PR agency headquartered in Portland, OR, alongside Meghan Jones, a Senior Account Director at the agency. The pair also host the PR podcast "Pitch, Please." Evie and Meghan join the host of The Loudspeaker, Sam Brake Guia, to explain why they believe PR agency culture needs to change. In this episode, they discuss:
- How the modern PR industry can be more inclusive
- Steps Rebellious has taken to create a better culture
- Why a sports team mentality is so important for a successful business culture.
How to use "Compassionate Marketing" in your PR strategy
In this episode, we chat with Chandra Gore, a full-time entrepreneur, PR consultant, and host of the PR podcast Conversations with Chan. Chandra joins us on the show to discuss a term she coined called “Compassionate Marketing”. The host of The Loudspeaker, Sam Brake Guia, and Chandra go over what is “Compassionate Marketing,” how businesses are using it, and how you can incorporate it into your PR strategy.
Knowing when is the right time to get started in PR
Ronjini is also the host of The PR Playbook Podcast, a podcast focused on helping listeners elevate their brand using modern public relations strategy and tactics including paid/earned media, digital marketing, social media, and other forms of marketing. In this episode, the host of The Loudspeaker, Sam Brake Guia, and Ronjini discuss why the rule “the sooner the better” doesn’t always apply to PR, examples of businesses that have entered PR too soon, and signs that a business is ready for PR.
How to develop a career in PR
In this episode, we speak with Dan Pantelo, CEO of Marpipe, a company that conducts creative experiments for brands. In this episode, the host of The Loudspeaker, Sam Brake Guia, and Dan discuss how he started his career as a street salesman in some of NYC's lowest-income neighborhoods, how he has achieved viral success with Reddit, and advice for others who want to make a career out of PR.
Why local PR can be better than top tier publications
In this episode, we speak with Bryon Clayton, founder of Green Pal, a service that provides multiple quotes from lawn care services near you. In this episode, the host of The Loudspeaker, Sam Brake Guia, and Bryon discuss why it is important for one person in the company to take ownership of PR, how they have secured PR on such a large variety of channels, and why appearing on local news channels has secured more business than being featured in major publications such as Forbes, Inc, and WSJ.
How to Hack PR in the Cybersecurity Industry
In this episode of the podcast, we are joined by Nick Santora, CEO of Curricula, a company that uses short relatable stories to teach cybersecurity training. Nick and Sam Brake Guia, host of The Loudspeaker, discuss how to give value when offering something to the media, newsjacking in the cybersecurity industry, advice for other cybersecurity companies seeking PR coverage.
Getting creative with PR as a young startup with Stasher CEO
In this episode of the podcast, Jacob Wedderburn-Day, Co-founder and CEO of Stasher, a startup described as the "Airbnb of Luggage" that uses the sharing economy as a solution for storage, joins us on the show to discuss how to successfully approach PR as a young startup. Jacob and Sam Brake Guia, host of The Loudspeaker, discuss how the idea of Stasher was created following a running joke between the founders, creative ways to grab the media's attention, and why being a small startup is a greater PR challenge than bringing a novel idea to market, and how Stasher overcame both
Using your niche for better PR results with Pretzel Kids CEO Robyn Parets
In this episode of the podcast, Robyn Parets, Founder and CEO of Pretzel Kids, a yoga company for kids that offers online and in-person classes, joins us to explain how displaying your niche can help you stand out and gain better PR coverage. Robyn and Sam Brake Guia, host of The Loudspeaker, also discuss how Pretzel Kids selects content for its online blog, why press releases alone are no longer enough to get PR coverage and the importance of building relationships with journalists.
Publicize's PR Pioneers: Riddle
In this episode of Publicize's PR Pioneers, we speak with Mike Hawkins, Co-founder, Director of Marketing at Riddle, an online quiz maker and marketing platform, and a client of Publicize. In this episode, host Sam Brake Guia and Mike discuss how Publicize improved RIddle's Google search rankings, why outsourcing PR to professionals can yield better results, and why Riddle chose to use Publicize over other options.
Publicize's Most Frequently Asked Questions
For this episode of The Loudspeaker, Publicize's account management team answer some of our prospects' and clients' most frequently asked questions. In this episode, you'll learn what the difference between PR and advertising is, if should you polish your owned media (website, blogs, social media) before pitching to journalists and reporters, and why self-promotional GA articles are not successful.
The art of storytelling in PR with Searchspring's VP of Marketing
In this episode of The Loudspeaker, host Sam Brake Guia is joined by Searchspring's VP of Marketing, JoAnn Martin, to discuss the art of storytelling in PR. In this episode, Sam and JoAnn cover the emergence of conversational marketing, how storytelling impacts memory, and how good storytelling can create your biggest fans.
Publicize's PR Pioneers: intive
In this episode of Publicize's PR Pioneers, we speak with Mariana Zalazar, Marketing & Communications Manager at intive, a company that partners with market leaders in accelerating digital transformation for products and services, and a client of Publicize. In this episode, host Sam Brake Guia and Mariana discuss why intive first chose Publicize's PR services, why they have continued working with Publicize for many years, and how Publicize has helped intive gain better brand awareness in the US.
Developing networking as a mindset
In this episode of The Loudspeaker, host Sam Brake Guia is joined by Publicize's Head of Client Acquisition, Jennifer Poole, to discuss how to network successfully. In this episode, Sam and Jennifer cover why networking is important, advice for introverts, and why networking should be a mindset rather than an item to check off your to-do list.