Old Rules, New Rules Articles

How to Create Strategic Campaigns That Convert

As marketing and PR professionals we need to be confident that the campaigns we are creating and all the content that fills them out is generating real profit. The PESO model helps us do that.

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Content Strategy — the Key to Creating Content That Converts

Content is critical to every aspect of your marketing strategy. It attracts prospects, converts them into leads, nurtures them through your sales funnel and then helps turn them into customers. Afterward, it continues to inform and engage them to the point where they become promoters of your brand or business.

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Demystifying Earned Media

Earned media is what the PR industry is traditionally known for — getting your name or your brand name mentioned positively in the news media or in other influential publications and blogs. These placements are earned because you have worked hard to build relationships with journalists in your local media or editors and bloggers in your target industry to be aware of your company’s strengths and/or the skill and expertise of its leaders.

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How to Win at Public Relations

If you’ve only ever thought of public relations as a tool for generating awareness about your products and services or corporate maneuvers, you’re missing a whole side of profitability and justification.

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New Business

Kevin Hutchison

Vice President of Client Relations and Business Development



Ann Pedersen

Director of Strategic Communications and Public Relations