Guest post from our U.S. partner Text100 and its Hypertext blog. Insights for this post were taken from the Text100 Influence Index: Paving the Path to Advocacy. Authored by Rowan Benecke.
A major goal for B2B companies is reaching decision-makers to keep their product top-of-mind and ultimately result in sales. However, given the proliferation of content and general noise in the B2B industry, it’s hard to keep track of who is actually influencing buying decisions. Based on surveying more than 1,900 decision-makers, our Influence Index revealed the major influencers impacting business decision-makers and what they purchase.
In order to make the right choices regarding who to target to ensure your brand is part of the product buying conversation, decision makers (unsurprisingly) turn to sources they trust, who are highly influential in the decision-making process. Typically, these influencers fall into three main buckets:
The death of the press release is a favourite topic for media and communications professionals. Recently, it flared up again when Alex Aiken, executive director of US government communications made the (bold?) declaration that, yes, the press release is dead.
Aiken’s argument, as described by PR Week is that public relations pros should be content producers. Here’s the quote:
“You should not start with three pages of A4, but a tweet, an infographic or a video. If you are writing more than 200 words on any subject, you’re probably in the wrong place.”
I understand where Aiken is coming from. Social media has changed the way we get our messages out. I would argue no profession knows that better than journalists, who not only use Twitter and Facebook (and others) as a listening tool, but perhaps more importantly as a platform to project their content. Read More