THE MARSDEN MARKETING BLOG

Starting a Relationship with Influencer Marketing in your B2B Company

Posted by Carla Niknejad

Thu, May 11, 2017 @ 12:07 PM

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While you're scrolling through your Instagram feed, you pause on a picture of your favorite baking blogger promoting a brand of cake pans she always uses. With just a few words and a beautifully staged picture, this brand has gotten into your head. 

This is an example of an influencer marketing tactic that B2C companies have taken and run with. B2B companies have yet to catch up, with only 11% of B2B organizations managing ongoing influencer marketing programs, compared to 48% of B2C companies.

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Pay for Play: Where PR and Marketing Join Forces for Good

Posted by Stephanie Zercher

Tue, Mar 28, 2017 @ 10:21 AM

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Pay for play: Not such dirty words any longer. In a time with fewer journalists and a need for content driven by the digital world, the lines between traditional PR (in which you earned coverage by pitching your company’s story to reporters) and marketing (in which you generally pay to reach your audience) hasn’t just blurred. It’s been erased and replaced by a new paradigm – a hybrid that calls on PR’s ability to shape content for paid opportunities that often look a lot like what a journalist would typically produce. 

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How to Create Content that Editors Will Publish

Posted by Stephanie Zercher

Tue, Dec 27, 2016 @ 09:07 AM

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In our last PR-focused blog, we talked about why news releases aren’t necessarily going to get the job done for your business these days, and how you can begin to open conversations with journalists and influencers instead. This time around, we’re going to talk about the next step: contributing content that editors will publish and audiences (including prospects) will take notice of.

In this day of reduced editorial staffs and the unlimited capacity of the web, trade publications and online industry sites are as hungry for content as those who do inbound marketing. You don’t always have to “pay to play,” and you’re not limited to self-publishing on your website. Instead, if you write and submit content that meets a publication’s needs, and do it thoughtfully and well. This is a particularly effective tactic for small and mid-size B2B companies that want a specific, targeted audience to get to know them.

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Stop Sending Out “News” Releases

Posted by Stephanie Zercher

Tue, Aug 23, 2016 @ 01:02 PM

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This isn’t another blog about whether the news release (or press release, if you prefer) is dead, or dying, or should die. We’ve all read opinions on that topic, but with thousands going out each day, it’s clear that companies still think the news release is a viable tool for getting the word out.

This is, however, a plea for companies to stop sending out “news” releases: those that don’t announce significant changes or developments and therefore have little to no value to organizations and absolutely no value to journalists or influencers. It’s also a plea to be realistic and purposeful when you do issue a release. But take heart: we’ll also propose another way to target key journalists and influencers to build your presence in print and online.

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How to Leverage Digital Tools to Deliver Better PR in 2016

Posted by Charlotte Cook

Tue, Apr 12, 2016 @ 02:40 PM

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PR’s responsibility is to get the word out about your company, but how can your team accomplish this without using technology? In today’s digital age, you can’t if you want a competitive advantage. PR professionals have to know what happens first when it comes to opportunities for your company, which is why technology is so critical. However, it’s less about implementing lots of new software and applications, and more about leveraging specific applications the right way.

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How to Give Your Inbound-Driven Email Campaigns a PR Boost

Posted by Quisha E'lom

Thu, Mar 24, 2016 @ 02:30 PM

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As an agency, we believe that public relations and inbound marketing go hand-in-hand. They both share the purpose of strengthening your brand identity, increasing traffic to your owned properties, and attracting qualified leads. We've already taught you how to amplify your inbound marketing strategy with PR - now we will give you 3 ways to boost your inbound email campaigns with public relations tactics. 

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3 Ways PR Can Amplify Your Inbound Marketing Strategy

Posted by Quisha E'lom

Tue, Sep 29, 2015 @ 03:08 PM

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What do peanut butter and jelly have in common with public relations and inbound marketing? They each go well with the other! Well, maybe not peanut butter and public relations, but inbound marketing and public relations goals are more clearly aligned than you may think.

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#INBOUND15: The Best Lessons I Learned About Business, Life & Live-Tweeting at An Event

Posted by Brenna Zenaty

Thu, Sep 17, 2015 @ 12:30 PM

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INBOUND: A conference of epic proportions hosted every year in HubSpot’s backyard for customers, industry leaders, and marketing and sales professionals alike. INBOUND is equal parts TED Talk, rock concert, and business boot camp rolled in to 4 days of motivational awesomeness.

As an INBOUND newbie this year, I was excited for the opportunity to learn from and be inspired by a dynamic line up of keynote speakers, ranging from best selling author and marketing prophet Seth Godin, to author & comedian Aziz Ansari, to social activist and political royal Chelsea Clinton. Attendees also had the opportunity to gain insight from their peers during a jam-packed 3-day agenda of strategic talks, breakout sessions, workshops, and product deep-dives.

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