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Content Marketing Institute Course

Aker Ink Content Specialist Taylor Renee Haynes earned the Content Marketing Certification from the Content Marketing Institute after completing a rigorous series of courses. Topics cover the full spectrum of modern content marketing, including planning, audience, story, channels, process, conversation and measurement. The courses are hosted by marketing veteran and author Robert Rose. Effective content marketing is a valuable and effective way for businesses to reach key audiences, engage in thought leadership and boost SEO. In the B2B world, it’s a heavily relied-upon and proven approach. But it’s much more than just writing and publishing blogs – all content must be strategically aligned with business goals and targeted appropriately in order to elicit the best possible results. Taylor Renee completed the nine required modules and looks forward...

It’s been a busy year. To celebrate the end of 2019 and welcome 2020, we revisited our most-read blogs of 2019. #1: Why Every Spokesperson Should Understand the Block and Bridge Technique Spokespeople are the first to admit that interviews with journalists aren’t always easy. The block and bridge technique can steer the conversation toward more favorable and often mutually beneficial topics. Read more. #2: These 3 Steps Should Be Part of Any Post-Crisis Communication Strategy If your organization recently experienced a crisis, an effective post-crisis communication strategy can help you move forward and reflect on a new goal or vision. This post explores how your organization can respond to a crisis and mitigate damage. #3: Thinking Ahead: Why Preparation is Paramount in Crisis Situations A company crisis really isn’t a...

The Newsworthiness Sweet Spot

Newsworthy is a word that means different things to different people. But simply put, it means something of interest. But of interest to whom? Therein lies the struggle for businesses when trying to land media coverage. Every business has a story to tell, but the truth is not everything that’s of interest to a business is of interest to a journalist. But there is a way to bridge this gap. To do so, it comes down to identifying stories of interest inside your business that also meet the specific needs of journalists. The Newsworthy Sweet Spot When it comes to landing media coverage, there are two types of outlets: mass media (New York Times, Arizona Republic, NPR, Fox News, etc.) and trade media (Nation’s Restaurant News, Modern Healthcare,...

The American workforce is more diverse than ever. For the first time in recent history, it’s possible (and often expected) to have four generations represented in one company: Baby Boomers (born 1946 to 1964), Generation X (1965 to 1980), Millennials (1981 to 1996) and Generation Z (born after 1996). With a wide range of ages, perspectives and capabilities, a multi-generational staff can be a distinct advantage in any industry. Older, more experienced employees can offer invaluable mentorship and guidance. Fresh-faced, straight-out-of-college hires are often technologically savvy and bring new ideas to the table. Many employees enjoy and thrive working with a range of ages. At the same time, managers and leaders may encounter communication-related challenges. We explore ways to examine your organization’s internal communications and connect with...

Brand voice

You have a unique way of communicating. Your voice is different from anyone else’s – and you tell your personal story best. The same should be said for your business. A business’s brand voice is a critical aspect of its public-facing persona. It is: How your company communicates with its audience. A piece of how your company is perceived and the experience it provides. The vocabulary, the tone and attitude in all your written content. Part of what makes your company stand out among competitors. A way to enrich your company identity. Whether your brand voice is authoritative and formal or casual and warm, a strong brand voice should reverberate across your marketing communications. Without a consistent brand voice, your company can easily end up with a disconnected...

A rebrand, while no simple undertaking, can be an opportunity to re-evaluate, hone and polish your company’s public-facing image. When it’s done right, a rebrand can provide the marketing infrastructure needed for future success. Young companies sometimes make the mistake of not devoting enough time to developing their brand identity as a first, critical step. This can lead to confusion or inconsistencies across your communication platforms — whether this is on your website, social media, in advertisements or press releases. A fruitful marketing strategy requires a confident and consistent brand to build from. Marketers understand a successful brand extends far beyond a company’s logo. While a fresh logo certainly helps, a brand goes beyond a single element. It’s defined by an experience: how others —...

Your website serves as a 24/7 storefront and is the core of nearly every marketing initiative. A solid, strategic website allows you to control how your brand is presented, how visitors are funneled throughout the various sections and acts as an informational hub for customers and prospects. Refreshing or redesigning your website is easier said than done. A website redesign project contains quite a few moving parts, so it is important to approach it with a logical plan. Determine Functionality & Visitor Flow Build out a sitemap and content outline to determine how many pages your site will have, how they will be organized and the information they will contain. Concurrently, think about how you want your site to function. If you simply want to provide information, you...