With Trade Shows Cancelled, Now Is the Time to Ramp Up Content

Another week and another show is cancelled, with IBC2020 one of the latest to be removed from this year’s calendar as a result of the current coronavirus pandemic. In the absence of these highly attended industry events, we’re seeing many companies take their roadshows virtual. Now is the perfect time to ramp up your content and maximize your online activity.

It’s sad to see these major industry events take a tumble. Exhibiting companies look forward to these shows to meet with existing and prospective customers on a personal level. They also use trade shows as a platform to gain traction and get their key messages across to the relevant media, analysts, and influencers that they target. After the 2020 NAB Show was scrapped, we saw how companies responded to not being able to physically meet face to face with customers and industry peers interested in their latest news and developments. They took their roadshows online and were able to mitigate these “missed opportunities,” in part, by virtually connecting and conveying their news and messaging via webinars, one-to-one video chats, and online product demos. 

Moving forward, with some hindsight and more experience, companies are now in a better position to cope with shows such as IBC being abandoned. The initial blueprint is there to make online events even more successful. But what can you do beyond web-based initiatives to maximize your efforts?

The team at 202 Communications has been busy helping our clients during this global lockdown to produce additional content to complement their online events. 

With no shows to attend, and online events now becoming an increasingly important part of the marketing value chain, it’s time to think about ramping up the production of your surrounding content and materials. White papers, case studies, e-books, blogs and social media posts are not only engaging and powerful lead-generation tools. They also provide a way of binding and stitching together the overall messaging about your organization, your brand, and your products and solutions. Creating more of this type of collateral to align specifically with your virtual events will enable you to drive home your messages beyond web-based activity alone, and they’ll help you to follow up and continue the conversations your online efforts have initiated.

Drop us a line and we can help you get started on ramping up your online content.

Moe Lokat, Senior Account Manager
202 Communications

202 Communications – COVID-19

202 Communications is, like everyone, closely monitoring recent developments related to COVID-19. We would like to extend our thoughts and warmest wishes to all our friends, clients, partners and their families during these challenging times.

All 202 team members are working from home offices. In fact, for most of us this is our normal work setup anyway. So we will continue to provide services for our clients uninterrupted.

However, we recognise the challenges we are all currently facing and the major adjustments many of our clients and partners are having to make. These unprecedented events present challenges to the global business environment, and it’s currently too early to tell what the implications will be for our industry.

With this in mind, we want to offer our support and understanding, and help wherever we can. We have many years of experience working from home we’d be happy to share with you; we also have a range of online tools, such as webinar platforms that you’d be very welcome to use to stay in touch with your clients and customers. 

Our team members would love to hear from you — whether it’s to discuss what we’re hearing about the industry from colleagues around the globe, to plan a new product messaging strategy, or just to check in and compare notes on the challenges of working from home with kids, partners, and pets. We look forward to hearing from you and to better times ahead. We’re here to help in any way we can.

Neil Howman, Managing Director
202 Communications

neil howman

Echoing Marginalized Voices in PR

Our world is changing every minute of every day. At times the change is silent, but sometimes the rumble of that change raises its tone a bit higher to say, “Hey, take notice!” With recent social movements like Time’s Up, Me Too, and Black Lives Matter; open conversations about LGBTQ issues and sex positivism; and the political context of immigrants, DACA, and the DREAM Act, more news around diversity is now taking up space in news columns, and marginalized voices are making their stories heard.

What does this mean for PR, especially in a technology B2B space?

It means it’s a call for a new era. An era in which tech panel discussions are not dominated by white men in black suits, an era in which women engineers lean in to hear and learn from successful women innovators, an era in which a Latin TV engineer finds his voice to share stories from the field and provides valuable insights on regional deployment and cultural nuances.

These voices and stories need to be heard. As a marketing communications professional, don’t let these voices pass by you: Echo them. Play the marginalized card unapologetically to break barriers.

  • Have a talented young woman engineer in your company? Approach her with offers for media-training coaching. You’ll be amazed how many editors will want to hear her thoughts on where she thinks the industry is headed. Thought leadership doesn’t have to be validated only by the senior execs!
  • Reach out to the conference organizers at the next trade show where you are exhibiting and propose an inclusive panel that takes into consideration the marginalized voices from a deployment. Offer your company’s minority leader as the moderator.
  • Shine the light on your company’s woman leaders. Nominate the most deserving candidate for the next industry leadership award.
  • Do you offer a great diversity and inclusion program at the workplace? Play it right for a “Best Place to Work” award given by your local business press.
  • Go beyond the why of inclusion; show how. At 58 million and growing, Latinos are now the largest minority group in the U.S. Engage and partner with your local Hispanic Business Forum at its next event. Be seen in this community as a “race-positive” company. 

We are living in a time of social revolution. Embrace it! Spark a conversation, ignite interest, and build momentum to make the marginalized voices heard. 

Netra Ghosh, General Manager, Client Services
202 Communications

How to Write a Good Tech Trends Blog

Starting this month, we’re going to begin offering marcom tips from the team at 202 Communications. You can find these strategy-driven blogs on the 202 website and introduction to our Multiscreen Buzz newsletter. This month’s entry is authored by Angela Snell, our senior writer.

With 2019 winding down, your marketing team is likely shifting their attention toward devising a plan for the next year. The start of the year is when many companies in our industry begin announcing new technology solutions and demonstrating them at trade shows. But don’t let that slow period signify the conclusion of your marcom activities. 

Right now — when you have a little extra time — is the perfect opportunity to write up thought leadership articles like blogs and editorial articles. These works can be especially relevant to readers that are looking for information on trends as well as expert insights into the future outlook of the industry heading into the next year. 

So how do you write the perfect tech trends blog? Here are three tips for capturing your customers’ eyeballs:

  1. Back it up. If you want to come across as an expert about a technology trend, you need to back up what you’re saying. Let’s say you want to talk about the popularity of live OTT channels. Include a stat from a major research firm, or briefly describe a case study of one of your customers that is successfully delivering live video streaming. 
  2. Hook your reader early. The median time that consumers spend reading an article is 37 seconds, according to NewsCred. That means you need to keep your reader engaged, but there are plenty of ways to do that: First and foremost, write a strong headline and first paragraph. Also, make bold predictions. Don’t be afraid to go against the grain and offer a unique perspective that hasn’t been said before. In addition, keep the writing style of your blog short and precise. You don’t want to lose the focus of your reader.
  3. Pick a topic that will generate excitement. Through your blog post, you want to show that your company is innovative and a thought leader. But you’ll lose the reader’s interest quickly if the blog post just comes across as “as look at me!” 

For example, let’s say you’ve identified artificial intelligence as a technology that is getting a lot of buzz in the industry lately. You can craft a blog post about this topic that will attract more readers if it is generalized and not overtly specific to your company’s products. A great headline is: Five Reasons Why AI is Shaping the Future of the TV Industry vs. Why Our Company’s AI Product is the Best.

DemandMetric found that on average, companies with blogs produce 67% more leads per month than those without. So if you’re not posting regular blogs on your company website, you’re missing out on a valuable piece of the sales cycle. 

Ready to start engaging your customers with insightful, relevant, and attention-grabbing blog posts? 202 Communications can help you craft tech-focused blog posts, as well as place editorial articles in the most popular industry publications. Contact us today for more info at neil@202comms.com.

Angela Snell, Senior Writer
202 Communications

Meet the 202 Communications Team

With preparations for IBC2019 well underway, I thought this would be the ideal time to introduce you to the 202 Communications team. 

We have several decades of combined experience working with a wide range of clients — large and small — around the world.

Netra Gosh
General Manager,
Client Services
Salt Lake City, Utah, USA

I was the first employee at 202 Communications, and I take immense pride in it! I was working at our sister agency, Wall Street Communications, when the partners offered me a position at this new little startup they had floated. I haven’t looked back since.

What are the most enjoyable aspects of your job?

I love the fact that we get to play the David vs. Goliath game every day on behalf of our clients. We cater mostly to SMEs, and PR plays a massive role in their fight to shine the brightest. But, at the same time, they don’t have the budgets that larger enterprises enjoy, so we have to put in our creativity, grit, passion, experience, contacts, and pretty much everything we have to fight the good fight every day. I haven’t had one single boring day in the past several years. And I’m thankful for that!

Please identify two or three of the key needs your clients have at the moment.

As our lives become increasingly digital, PR is evolving into so many diverse concepts: digital relationships, influencer marketing, SEO visibility. Our clients are often scared to navigate social media because they don’t even know where to start. We can help with that.

Moe Lokat
Senior Account Manager

London, UK

I’m a former journalist with more than 14 years of PR and communications experience in the tech world, with around eight of those years spent specifically in the media and broadcast space. Having worked in pure PR as well as integrated agencies, with clients ranging from startups to global blue chip companies, I have a good understanding of how the marketing and communications mix works, across a broad range of entities.

As a Senior Account Manager at 202, key aspects of my job include working closely with clients to ensure they are maximizing their communications opportunities and their PR and communication plans, as well as effectively executing strategies and tactics. I’m also here in a consulting capacity, offering advice and counseling to clients and integrating seamlessly into their marketing teams.

What are the most enjoyable aspects of your job?

One of the most satisfying aspects of my role at 202 is the strong team ethic that exists across the company. I love having the chance to work with smart individuals that you can draw on for ideas, inspiration, and simply getting the job done to the best of our abilities for our clients.

Please identify two or three of the key needs your clients have at the moment.

My clients want to increase share of voice and highlight major successes to keep pace with, and ultimately overtake, key competitors in terms of industry presence and recognition. They want to plan for and create positive perceptions externally as major internal changes take shape. And they’re looking to capitalize on recent successes and buzz generated, using strategies such as thought leadership, awards, speaking opportunities, and media relations that will take them to new levels of heightened awareness in the media and broadcast world.

Angela Snell
Senior Writer
Overland Park, Kansas, USA

I have a journalism degree from Drake University and worked as an editor at Broadcast Engineering magazine for many years, where I honed my technical knowledge of the broadcast, cable, satellite, and mobile industries.

What are the most enjoyable aspects of your job?

I love being a writer at 202 Communications, because every day I am learning about new technologies that are pushing the boundaries of innovation. I enjoy helping our clients get increased exposure. When I see the final product — a published magazine article, press release, or white paper — there’s a sense of appreciation for all of the various components and hard work that went into making that a polished piece.

What types of content are clients currently needing the most help with?  

Beyond traditional marketing materials like press releases, our clients need help with thought leadership articles and white papers that really show they’re an expert in the market. There also seems to be an increased demand for blog posts, which are a casual and more conversational way for our clients to communicate their expertise and report on industry trends.

Jenna Elegante

Marketing Operations
Salt Lake City, Utah, USA

As manager of marketing operations, I work to ensure a high standard of quality for all clients at 202 Communications. From managing the email distribution process to upkeep of the team’s extensive contact database, I continuously strive to assure excellence for all of our clients and their teams. I also pride myself as the go-to for any of those “weird” little things I can help with that may make my coworkers’ lives easier. I’m working at increasing my knowledge of HTML and other coding languages to proactively expand our reach in the industry. 

Amy Gaylord
Accounting Specialist

Sherwood, Oregon, USA

After dedicating nearly two decades to training horses, the imminent arrival of my second child motivated me to make a career change. As fate would have it, Dundee Hills Group — and 202 Communications — had just opened a satellite office down the road, and my business skills were a match for the advertised bookkeeper position.

As accounting specialist, I manage the agency’s bookkeeping and finances. Additionally, I provide support to marketing operations and have been expanding my digital production skills to assist with social media graphics and website updates.

Cindy Ryan
Marketing Operations Assistant

Salt Lake City, Utah, USA

I’m a highly adaptable, analytical problem-solver with many years of experience in management of small businesses for expert owners, and in print journalism.

My realm at 202 Communications is press release distribution, from the coordination of proofs and HTML builds to distributions scheduled via the company database, along with posts to online briefing rooms.

With a Bachelor of Arts degree in mass communication and journalism, I am also the owner of a B2B editing and proofreading business.

If you think the 202 Communications team can help you with your content creation, content marketing, or media relations ahead of IBC, or any other major industry tradeshow or event, then please get in touch at neil@202comms.com.

We look forward to hearing from you.

Neil Howman, Managing Director
202 Communications

neil howman

How to Build Up Your Thought Leadership Status

It was great to see so many of you at the recent NAB Show. I hope the show was successful for you. Beyond following up on all of the leads you generated during NAB, I’m sure many of you are in prep mode for ANGACOM and ConnecTechAsia. Over the coming weeks, as you gear up for these shows, please check out our tradeshow checklist, tips for organizing a press conference, and how to participate in tradeshow speaking opportunities.

The post-NAB period is the perfect time to build on your achievements at the show and validate your company as an industry thought leader. One way you can do this is by creating really engaging content and ensuring it reaches as many industry players and influencers as possible.

If you’ve recently produced a white paper, case study, video presentation, or e-book, here are a few ideas on how to get maximum exposure for that content.

Repurpose your content

There are numerous ways to extend the shelf life of a piece of content. You invest a lot of time and energy in creating it, so get it to work harder for you. Here are a few ideas on how you can do that:

  • Use a recent video interview or presentation to form the basis of a case study.
  • Take segments from a white paper and promote them separately via a social media or email campaign.
  • After a productive meeting with an editor at NAB, follow up with them to propose an article based on your recent case study or white paper.

Promote your content via your website, email, and social media campaigns

Take your content and first promote it to your own database and prospect list. But don’t stop there. The next key step is to partner with a relevant industry publication and send an e-blast to its list, inviting people to download the piece of content. Use an automated system to capture their contact details into your CRM.

Deepen the engagement with your prospects

After prospects download your content, follow up with a further email, ensuring it includes a call to action. You can offer an additional piece of relevant content, or a product demo. 

This will help you to identify which prospects are interested in finding out more.

Arrange a call or meeting

If your prospects continue to download the content you offer them, suggest fixing a date for a demo, call, or meeting. 

Good luck!

If you have already produced white papers, case studies, e-books, or other content and are wondering how to extend their reach, we can help. Or if you are interested in producing content but simply don’t have the time, we can help with that too!

Just drop me a line at neil@202comms.comI look forward to hearing from you. 

Neil Howman, Managing Director
202 Communications

neil howman

202 Communications Clients Win Multiple Awards at 2019 NAB Show

202 Communications wants to congratulate its clients — Broadpeak, Harmonic, Interra Systems, and Triveni Digital — for their technology innovations, which captured a wide range of prestigious industry awards at the 2019 NAB Show.

TV Technology Best of Show

TV Technology’s Best of Show Awards contest recognizes new, cutting-edge solutions at the show, with winners selected based on innovation, feature set, cost efficiency and performance in serving the industry. The winners included:

  • Harmonic for its Primary Distribution Solution
  • Interra Systems for its WINNOW Classification & Compliance

NAB Product of the Year Award

202 Communications clients also won the NAB Product of the Year Award, which honors the most significant and promising new products and technologies being exhibited at the Show. Winners included:

  • Interra Systems’ BATON WINNOW Platform for Content Classification and Compliance in the AI/Machine Learning category
  • Broadpeak’s nanoCDN in the streaming B2C category for synchronizing all screens receiving live content in the ABR format with ultra-low latency
  • Harmonic’s Primary Distribution SaaS in the streaming B2B category for aggregating and delivering local channels connected via internet
  • Triveni Digital’s StreamScope XM Verifier ATSC 3.0 Verification Software in the hardware infrastructure category

IABM BaM Award

Breaking away from outdated, hardware-centric industry models, the BaM Awards categories are based on IABM’s new industry model, the BaM Content Chain: from Creator to Consumer. Broadpeak’s nanoCDN with ultra low latency and device synchronization was the winner in the Consume category.

Produ Awards

The PRODU awards intend to distinguish the excellent use of new platforms, their content, talent, professionals, companies and creativity that stand out in the new digital reality. Broadpeak’s BroadCache Box won for helping broadcasters and content providers reduce CDN costs while boosting subscribers’ QoE by deploying local caches into telecom or cable operators’ networks.

Emmy Award

AVIWEST was presented with a Technology & Engineering Emmy Award for its SafeStreams Technology, which includes forward error correction (FEC), automatic repeat request (ARQ), and IP bonding techniques.

It’s Go Time – Are You Ready for NAB?

With less than six weeks to go until the 2019 NAB Show in Las Vegas, we’re working with our clients to generate pre-show buzz to maximize their investment and help them stand out from the competition. 

We’ve been busy writing and distributing show previews, finalising show messaging and news announcements, researching thought-leadership opportunities, and arranging meetings with press and analysts. 

Video interviews and demos are always abundant at trade shows, and this year our clients will be participating in a quite a few with the trade press at NAB. Increasingly, we’re also seeing a trend for companies to create their own video content at these events. 

If you have lined up video interviews at NAB, here are a few questions to consider:

  • What should I talk about? It’s best to concentrate on what’s new — are you showing a new product, for example? The final cut of the video will only be about two to three minutes, so you need to plan for what to say.
  • What is the main objective? Think about what you want the viewer to do after watching the interview. Should they contact you for more information? Request a demo?
  • What are the three key points I most want to communicate? Break your video interview down to a few important messages. In the technology market, it’s especially important to answer how your product helps solve a customer’s challenges. Don’t overload the audience. Be concise, clear, and engaging.
  • What’s the right tone? Avoid making your presentation an obvious sales pitch. People will switch off very quickly!

A little practice makes perfect. Here area few tips on how you can best prepare for the interview itself:

  • Try to find out in advance whether there will be an interviewer asking the questions or if you will be directly addressing the camera. Practice both scenarios.
  • Rehearse introducing yourself — give your name, job title, and company name. Then deliver a 10-second company overview. Be prepared to give your web address at the end of the interview.
  • Practice your three key messages — you want to be able to deliver them confidently and clearly. 
  • Record yourself on your phone. Ask colleagues for feedback.
  • Visualize how you want your interview to look. Add a file of highlighted product and/or your company logo for the background of the video to a USB drive.
  • Finally, leave a few seconds at the end of the interview. This will allow the editor to easily add your company logo and web address at the end of the clip.

Good luck!

For additional tips on how to prepare for video interviews, please drop me a line at neil@202comms.com.

You can also download a free copy of our Ultimate Tradeshow Checklist here https://fl200.infusionsoft.com/app/page/202-ebook-ultimate-trade-show-checklist

Neil Howman, Managing Director
202 Communications

neil howman

How to Use White Papers to Drive Sales (webinar replay)

More than ever, your customers are hungry for knowledge and solutions to their problems. They will find the answers somewhere, so you have an opportunity to help them find the answers from you. Here is the replay of “How to use white papers to drive sales.”


Go ahead and download this worksheet now, we use it during this webinar.

Neil Howman’s contact info: neil@202comms.com or on LinkedIn at https://www.linkedin.com/in/neil-howman-6323579/

Cindy Zuelsdorf’s contact info: cindy@kokoroinc.com or on LinkedIn at https://www.linkedin.com/in/cindyzuelsdorf/


Neil Howman: For those of you who have just joined, there’s a link in the chat box where you can download our worksheet which will just provide you with a little bit of a guide. Feel free to make notes on it, any questions occur, put them in the chat box. We’ll do our best to get to them. If you’re watching this after this live broadcast, then you can also please email me at neil@202comms.com and Cindy at Cindy@Kokoroinc.com

Cindy Zuelsdorf: Correct and we’ll throw that contact info in the chat box, as well.

Neil Howman: We’ll do our best, obviously, to get to your questions, as many as possible. Welcome, everyone. My name is Neil Howman and I’m from 202 Communications and if I can also introduce, officially, my wonderful colleague, Cindy Zuelsdorf, from Kokoro Marketing. Thank you, Cindy.

Cindy Zuelsdorf: Thank you.

Neil Howman: Yeah. It’s still a bit early where you are so thank you very much for that. I know you work all hours but, thanks you very much. Also, thanks Fallon, who I believe Cindy, correct me if I’m wrong, she will be fielding the questions.

Cindy Zuelsdorf: Correct.

Neil Howman: In the chat box.

Cindy Zuelsdorf: Yes.

Neil Howman: Perfect. We thought that we would do a Webinar on how to use White Papers to drive sales. Really the reason why we thought this would be a really good thing to discuss is because, over the past two or three years especially, we’ve noticed the people we’ve worked with, have the desire to create White Papers, the requests for White Papers and that sort of more in-depth content has grown quite considerably.
We were thinking, why is this happening? We’ve got a few observations on how the industry is changing, the changing landscape of the industry. It used to be the case, in my experience, that companies could do a certain amount of marketing and maintain visibility and keep a presence in the trade media by attending the trade shows, doing a bit of activity around that time, press releases, etc. But, I think that year on year, it gets more competitive the marketplace and their customers are wanting more and more in-depth solutions before they make their purchasing decisions. Cindy, would you agree with that? Have you noticed anything similar?

Cindy Zuelsdorf: Well, yeah. Customers have changed how they buy. It used to be, back in the day, somebody’s going to fax a price list and really the sales person was in control of everything and had the info. They were the folks giving everything out to prospects before they purchased. As we all know, it’s completely changed. We all research everything online. The long story short of that is the customer’s going to get some info online about the topic they care about. We know that for sure. Really, why shouldn’t you be the person to give it to them. You just have to change, we all have to change how we present that info and how we deliver it.

Neil Howman: I couldn’t agree more. They’re hungrier for knowledge year on year, I think, we’ve noticed. You’re right. If you’re not gonna provide them with the answers that they are looking for, the solutions to some of the issues they’re facing, they’re gonna find that answer somewhere. In a highly competitive industry, you want to give yourself as many advantages as possible. If you can demonstrate that you understand the challenges that your customers, or your potential customers, face and that you have the expertise, the solutions, the flexibility to help them solve their problems, I think that is what we’re talking about here. Why White Papers? I think, specifically, I’ve looked at some recent research and several surveys, industry surveys, and White Papers consistently come at the top of the type of content that people look at when they are making their purchasing decisions. Closely followed by things like case studies and things like that but, consistently, White Papers are at the top of their list. We might mention case studies a little bit in passing, as well, but this Webinar is mainly gonna focus on White Papers. I think we’ll get in and take a look at our worksheets. I hope you all have your worksheets downloaded and ready. One thing I should mention, to some lucky early downloaders of the worksheet … We are offering after this Webinar, over the next coming weeks or into the new year, whatever suits you, if you wish to continue having a strategy conversation with us, maybe a 10-minute strategy conversation, I think the lucky first five who downloaded this, Cindy?

Cindy Zuelsdorf: Yeah, I believe if it works for folks … There’s a two-piece bonus here for folks who are on live. One is, you get a 12-minute call with Neil to finish up your worksheet.

Neil Howman: You lucky people.

Cindy Zuelsdorf: Ton of expertise, right? To sign up for that, all you need to do is put in the chat box right now, put yes and your email address and that’s gonna get you a sign up for that 12 minute call. Not a sales call. No strings attached. Meet with Neil, finish up your sheet, get your strategy and tactic nailed down. What we said was, for the first five people who sign up for it, you said that you’re gonna talk with your writers, your company you’ve got pro-writers who really know what works and they will write your first post promoting your next White Paper, right? Get this expertise that usually costs a bunch of money to get writers to do it. They’re gonna do it for you.

Neil Howman: That will be a free social media or short blog post. We can talk about that later so, good luck with that. I think there are some questions coming in. Is everybody okay with downloading the worksheet? I hope you’ve been able to get that. There’s the link for you, perfect. That’s great. Thank you, Fallon, for working away in the background there.
Let’s get in with our worksheet, for lack of a better word. I think that in our industry, I think we would all agree that sometimes we get a little complacent about the terminology. What is a White Paper? What is a case study? Cindy, I’m gonna give you the first shot at this. I’m actually cheating here because I’ve got an official very brief definition of them. Just so that we make sure that we all know what we’re talking about here.

Cindy Zuelsdorf: All right. You want me to define White Paper?

Neil Howman: Yeah. No pressure, Cindy.

Cindy Zuelsdorf: No pressure. I’ll tell you how I think of it. I think of it as, especially in the technical industry, it can work for any industry but for our industry, it’s going over a technology specifically and maybe a little bit around the problem that technology solves. It’s not a data sheet. It’s not a checklist. It’s not a case study. It’s going over that technology. Over to you Neil, how do you define it?

Neil Howman: Yeah. In my experience, the White Papers that we’ve worked on over the past two or three years, they’ve usually been an in-depth piece of content that is looking at a specific issue or challenge, certainly, the most effective ones are. They are a presentation of whoever’s writing that White Paper, the company, the client, whoever, about their thoughts on that particular matter. Obviously, solving a complex issue or challenge. That’s certainly been the most successful ones. Case studies are, usually, in our experience the ones that we’ve worked on predominantly, a written account of some detailed information about a process, usually undertaken on behalf of a customer or working with a partner, again, to solve a particular issue. A step-by-step guide of how that was achieved, what the positive outcomes were of deploying certain solutions or certain approaches. We’re mainly gonna be talking about White Papers but, I think the case studies are the sort of junior partner to that, or the cousin, or another piece of content which have been extremely useful because, let’s say, if you can get a customer or a partner talking about the work you’ve done together, then it’s worth its weight in gold when convincing people to make sales purchasing decisions. Hopefully, they’ll be buying from you.
The first area is really about what, in our opinion or in our experiences, makes a good White Paper. I would suggest that it’s the relevance of the topic. Again, the most successful White Papers that we’ve worked on and worked with people on is one that they’ve been talking to their customers or their potential customers and they are getting a challenge, an issue that is recurring. If you can address a specific challenge that a lot of your customers are facing and, obviously, demonstrate that you’ve got the expertise and understanding of that challenge and therefore then help them solve it. I think that really is the first thing I would suggest. It builds your credibility. It positions your expertise in a particular area. Would you agree, Cindy? I know that you do a whole range of White Papers in a number of sectors, tech sectors.

Cindy Zuelsdorf: Yeah, a lot in the tech area. It can actually work in different industries, as well. It’s not limited to tech but, the special thing about tech is everybody’s got so many challenges and they’re scrambling to keep up on the latest technology. It’s a special opportunity there. If you guys haven’t downloaded the worksheet yet, we do have this link here and really we just ticked the first box here is, making a good topic. Some ways that I look to find a good topic … When I work with different companies they’ll say, I don’t know what to do for a topic or, it’s too hard to write a White Paper, that kind of thing. I’m like, let’s look at your outbox. What are you answering? What are your customer service people answering repeatedly? That’s the thing that we wanna talk about. If I’m working with someone at a trade show, I’ll go in and go, hey, so what are the top questions that you’re getting at the show today? What’s everybody asking about? Oh, they’re asking about this. Boom, there’s your topic. That’s how to come up with a relevant topic.

Neil Howman: I think that’s really important because, we have on occasion come across companies who are fantastic but are a little keen to start dictating to their potential customers what they should be, rather than a response of a real-time, real life issue that their customers are dealing with.

Cindy Zuelsdorf: It’s true.

Neil Howman: It’s a bit of a listening activity, really, rather than a dictating to act, too. I think.

Cindy Zuelsdorf: Yeah. Can I jump in on this piece just with one other bit? A lot of times we feel like we know what our customers and prospects need, and we do. That said, a great tool is to do a little, quick survey and it can be something as easy as, hey, quick 30 seconds, can I ask you what your top challenges on an email? It can be really one or two questions. For people who wanna get into it in depth, there’s a book, maybe you’ve seen this one, Neil, called Ask, by Ryan Levesque, puts out a whole series of tactics on how you can use this type of questionnaire to come back to, what does my customer really need to know about? It’s just another way to do it. We’ve done a couple with people where we’re like, hey, what’s your top challenge? You get answers back right away and sometimes you know what they are and sometimes you’re like, wow, I didn’t think about that.

Neil Howman: Absolutely, yeah. They can be put together really quickly as you say. Real simple surveys just to make sure that you’re thinking along the right lines, as well. Make sure that you’re really listening. Everything we do starts with a conversation and I would suggest before your White Paper together and you invest all that time and resources. Have a conversation with the people who account most, which are your customers and your prospects. I would then suggest that White Papers, in-depth, lengthy pieces of content, often, they take a lot of work. Get all the preparation in to start with. Do the research. Really make sure that you are understanding the issues exactly. Whether that is commissioning some research, which can be expensive. It doesn’t have to be, there are ways of doing it, make sure that you’ve really got your facts and figures right, all of that. It will make the actual writing, putting together of the White Paper a lot easier. Would you agree, Cindy? I think, at times, even from your consulting with your prospects.

Cindy Zuelsdorf: Definitely. One way to do it is to talk to, either, a design engineer, a salesperson, someone who really knows that particular problem or technology the best. For me, that’s a great starting point is to sit down with them or just jump on a 10-minute call ’cause people are busy. They’re like, oh, I don’t wanna do a big thing. Hey, just jump on a 10-minute call with me and give me the top two important things about this technology or this process. Once you get that, you’re like, boom, I know what to do next.

Neil Howman: That’s the approach that we take when we sit down with White Papers, 10, 15-minute call, as you say. Sometimes, that design engineer can send over a few links and we can, then, carry on and do more research, as well. Once you have all your research in place, you understand what the topic is about, it’s very important that it is presented in a clear and logical way. There are many times you get a fantastically in-depth information but, they jump around from topic to topic. It’s very difficult to follow the logic of the narrative. It’s gotta have a narrative to it. You’ve gotta be able to follow it through.
What we would suggest is, when you have all your information collated, is to start breaking it down into chapters and then subheadings, and bullet points, just on a page, two pages maximum of what you’re gonna cover in each chapter and really, does it flow? Is it easy to follow, easy to understand? You might have the most incredible knowledge but, if people can’t get through this very dense text, it’s gonna be counterproductive, we would suggest. Let it have a very clear thing. One way to do that is to … One way to increase how engaging the content you’re putting over in your White Paper is to include graphics, relevant charts, relevant pieces of research put in an illustrative way.
That can really help break up the text and, yeah, engage the audience more. One important point, I think you’d agree with me Cindy, that if I have a fantastic piece of research which is easy to look schematic or graph, that becomes a piece of content on its own, doesn’t it? That is something else that you can use at a later date and we’ll come on to how we can then market this content but, I find that it really helps to see some really good illustrations and visuals.

Cindy Zuelsdorf: One thing to keep in mind is that people learn in different ways. We have visual, auditory, and kinesthetic. If we can incorporate those mediums into what we’re doing so the visual, obviously, we wanna have some blocked diagrams, especially if our end audience is in engineering. That can be really helpful to explain and spell it out quickly as you said, Neil. Auditory and the kinesthetic is really more about getting a feel for it, or if you can really have a little video and audio clip that you wanna reference in there as well. Maybe the White Paper, itself, is the piece with the information that’s written down and the drawings.
You maybe do a 15, 30 second or even longer clip with an expert on that. That lets you hit all the different learning styles and, in that White Paper, of course, you’re gonna tell them in the beginning what problem you’re gonna solve. Hey, if you’re interested in solving X, Y, Z, take a look at this. We’re gonna go over A, B, and C that do that. That’s a good way to organize it, as well.

Neil Howman: That’s a very important point about how people receive information. That ties into the easy to understand and the engaging aspect. If you can get that balance, then that can be a real plus point. I’m a little conscious of time. Thank you everyone, for taking time out to join us today. I wanna really move on to once you’ve created your White Paper. Then, what? You put a lot of time and effort into it. You, then, want that piece of content to work very hard for you. This, I suppose, goes to the heart of this Webinar, how you can use White Papers to drive sales.
You’ve done your creation of your White Paper, what are you gonna do now? Well, the first and very obvious thing is that you obviously promote it to the people you know and you promote to the people you don’t, or you don’t know yet. That’s the point. The first point of call is, obviously, to publicize this content on your social media platforms, on your website. You want to use all of your internal email communications with your database. Also, a great way of beginning to develop some buzz around your White Paper is, on your LinkedIn page, try and start a discussion group about certain aspects the White Paper covers.
What do you think about this? Who agrees with the conclusions we draw? Cindy, you have a lot of experience using LinkedIn and developing campaigns via LinkedIn and social media platforms. Anything you can share about how you can get that conversation started?

Cindy Zuelsdorf: Yeah, for sure. You eluded to this earlier, once you have that White Paper it’s almost the pinnacle piece of a campaign if you will. You can take chunks and pieces of it and spin it out into literally 20, 40 different other pieces of content, whether that’s a LinkedIn article, a LinkedIn post, an email, another email, a Webinar. You get the idea where you can, no kidding, spin it out into 40 pieces. In each one of those snippets of it, one way to do it is to drive them back to that White Paper that you have and, if you wanna keep track of who’s reading it, that’s a really good idea, right?
You can give a piece of that and then, for the person who wants to read the whole White Paper, keep track of who’s reading it. If that’s in an email, like you mentioned, make sure your email system can track who clicked to the White Paper so that you know who did that.

Neil Howman: Cindy, you’d advocate being able to put your email address and then we’ll give you the whole White Paper?

Cindy Zuelsdorf: You can do that, too. Yeah. Make a sign-up sheet. So, hey you read the first chapter or you read the first page or, hey, you liked this infographic or diagram about it. If you’d like to read the whole thing, give us your email address in exchange for this White Paper. That’s what, of course, sales people want is to know who’s interested. That gave them a way to raise their hand to say, hey, I’m interested in this.

Neil Howman: In my experience, that is the start of the conversation. You have follow-up email campaigns which are then offering further pieces of interesting and useful content to deepen your engagement, potentially, with people who are wanting to learn more about your product solutions, et cetera. Email campaigns are certainly one of the things I think works really well with these.

Cindy Zuelsdorf: It can be also a call campaign. Anything can be happening in parallel with what the salespeople are doing anyway. This is a bit pre-sales but, if someone downloads something on a very technical topic or even not so technical, you can see that person’s a prospect because nobody else would download this. You could even just have someone in-house calling or sending a LinkedIn message. It could be an automated thing, but you can have someone picking up the phone and going, hey do you have any questions on that? If you do, we can answer them.

Neil Howman: Again, I think that probably ties into the more specific the topic of the White Paper and therefore the challenge that you are helping, the issue that you are helping someone solve, that you are talking about solving. When you get somebody wanting to download that, you know that they’ve at least come across the issue that you’re addressing somewhere along the line. It’s a good chance that they’re really very interested in what you are proposing and continue that conversation with them.
Of course, the other way then to really begin to get a lot of visibility is to try and engage with the trade publications. Now, the publications are obviously by their very nature, covering the world that we work in. They have substantial readership out there, a percentage of whom will probably have an interest in the sort of thing that you’re addressing. There are many trade publications who are willing to host and even promote White Papers. That usually comes into the commercial activity that they get involved in. There is often a cost involved there.
We have found that it’s very worthwhile engaging with trade publications on this level because the editor of that particular publication can take an interest in the content and suggest it further follow-up editorial opportunities from that. It’s a very often the case that they, oh, I read that White Paper. It was really interesting. We’re hosting it and can I have an interview with such and such to learn a bit more. We’re doing a feature coming up on the topic that your White Paper’s covered or something related to it.
Also, the other thing that you can do proactively as far as the trade press is concerned is, as Cindy was mentioning earlier, you can take elements of your White Paper and pitch it to that editor as the basis of future articles on a particular point.

Cindy Zuelsdorf: I had one like that this week.

Neil Howman: Exactly.

Cindy Zuelsdorf: We had put together a White Paper with the company that we work with. Actually, it was Broadcast Bridge, came back and said, hey, this is really interesting and ended up putting it out this week. We’re able to use that and promote it and that was really a happy day.

Neil Howman: You’ve just reminded me of another client I know who put out a White Paper and an editor of a publication just took a section of this and pretty much ran it as an article, as well, almost as was. We needed to repurpose it slightly but not an awful. There is a great advantage in doing that and, again, an endless possibility by engaging with the trade press. I guess, we now move on, really, to one of the things that we hear a lot of and one of the most important things. We talk to a lot of sales teams. We deal with marketing communications teams a lot. We speak to a lot of sales teams and they are often crying out for really, really good, well researched, well presented, in-depth pieces of content to use as part of their sales engagement, their presentations to potential prospects.
It’s a fantastic piece of engaging sales collateral for want of a better word. They are really happy when a really good White Paper is produced. It can be printed into hard copy, Pdf, and they use it as their sort of sales engagement. We’ve noticed that’s really appreciated by, hard done by sales teams around. Would that be fair, Cindy? I see a lot of guys saying, look I need something to give a hook to this particular-

Cindy Zuelsdorf: Yeah, I spent a lot of years selling equipment to TV stations and bringing in a suitcase with stuff and hooking it up and selling it. Anytime I could have some technical information about how this product worked or what the technology behind it or, I don’t know, sampling, just the different details. I love that. I totally needed. Yes, absolutely.

Neil Howman: Yeah, there was a slight look of … They were a bit down in the mouth if it was just a product sheet, which people can read for themselves. What the customers want or the prospects want is more in-depth information and knowledge-
Yeah, as a salesperson, whenever I could do something that isn’t a sales pitch, that’s being genuinely helpful, that’s really how I roll anyway. I know a lot of people like that. You wanna walk in with something useful because then you’re working together and you’re giving them something they need. Absolutely.
I think it’s worth mentioning, obviously, on this topic, case studies, as well because, you’re then getting, what you’ve done with a partner or customer. You’re getting the customer to talk for you and that is gold to a sales guy to say, look, don’t take my word for it… Here’s some proof, some proof of a customer using our technology and really finding it helped them solve their problem. I think the final thing we would suggest in this Webinar, as far as how you can drive sales, get your content to work harder for you is, you can take elements of your White Paper or case study and use it to base presentations on.
There’s increasing opportunities, speaking opportunities at trade shows around the world and conferences, where, again, attendees are hungry for knowledge. They’re hungry for answers. They want problems to be solved. We’ve had endless occasions where an element of a White Paper has been packaged and we can go to a conference and say, we’d really like to deliver a speech on this and the conference producers are really, really interested. They want real-world solutions to genuine problems people have. Cindy, would you go with that?

Cindy Zuelsdorf: Yeah, I think you nailed it on that. I don’t have a ton to add to that. We do have a question, though.

Neil Howman: Yeah, I was gonna say, questions. I see some questions coming.

Cindy Zuelsdorf: Yeah. One of the questions and it goes along with what you were just saying is really about the length of the White Paper. What’s your experience in the successful ones?

Neil Howman: Yes. It’s an interesting one because, of course, how complex is the topic? How complex is the issue? There’s nothing worse than just padding a White Paper but, in my experience a White Paper with, we’re touching on really engaging graphics, as well, that are obviously relevant to it. I would say between six and ten pages in my experience. I’ve seen longer ones which have held the attention. I’ve seen shorter ones which have done the job as well. Again, I think all the points we made earlier about what goes toward making a good White Paper is the most important thing. In my experience, about six to 10 pages, 10 pages is a very good maximum figure I would think.
Case studies tend to be a bit shorter, again, depending on the complexity. We had a client, once, who were working with eight other partners and asked us to do a case study for them. Eight other partners, obviously, it was a very substantial document but, again, the sales team couldn’t be happier when it was delivered.

Cindy Zuelsdorf: I think that there are sometimes smaller companies that feel like, oh, it’s so hard to put that together and it’s a lot to do. I wanted to just say, White Papers are great and, also, it can be that you can use sometimes to get effect a checklist and a guide where it can feel like a little bit easier in terms of putting that helpful content together.

Neil Howman: Absolutely. On this survey of the most effective content, checklist and guides were also very near the top. You have White Papers up there. White Papers, yes, they do take a lot of work but, if you’re gonna put that work in then, there’s a myriad of ways to really make it work for you once it’s created.

Cindy Zuelsdorf: Nothing makes me sadder than to see someone’s awesome, amazing White Paper and they just sort of post it on their website and they’re done. Okay, we did our White Paper, we’re done and have not taken advantage of this awesome stuff that we’re busting out here. Really, if you’re gonna do a White Paper, be sure you go through all the different steps and then work it, a before sale, a post sale, put it to work.

Neil Howman: Absolutely. Do we have any more questions? Sorry, I haven’t been looking at the chat.

Cindy Zuelsdorf: Yeah. Bring on your questions, what else do you have?

Neil Howman: If you have to go, it’s been great. Thank you so much for joining us. We’ve gone on a little bit long but, I hope it’s been helpful.

Cindy Zuelsdorf: Fallon’s tracking who’s signed up. I know that there’s private messaging you can send into just the panellist, too. I’m not sure where we’re at, if we’ve hit our five yet but, if you wanna do a call with Neil afterwards, not a sales call but a call to finish up your tactics in terms of putting your next White Paper together, just put a yes and your email address in the chat box. Again, you can send it just to panellists if you don’t want everyone to see. For the first five of those, you get a bonus to where some of Neil’s colleagues are, obviously, professional writers who work specifically in this industry and the first five people who sign up for that, it may have already happened. I don’t know.
Cindy Zuelsdorf: Also, get a special social media post to promote your White Paper. A lot of bonus there, it’s really good.

Neil Howman: I see a question from Bregt. Sorry to interrupt, Cindy. How technical should your White Paper be? Can it be high-level? I would … Thank you for the question, Bregt. Every White Paper is a different animal to an extent. Again, I would suggest that it would be … It’s dependent on its subject matter and dependent on the conversations you’ve been having with your potential target audience. If the White Paper is dealing with a topic that’s gonna be for the CTO of the company then, naturally, a more technical level of understanding. If it is really, the challenge you are trying to help a potential client, customer, prospect achieve is a little bit on a business model but, through a more efficient use of a technology or deployment of a solution. Then, I would suggest that it could be a slightly higher level thing.
I think it would be very dependent on the specific topic involved. If it is going to be very technical, just be sure of the audience that you’re going for. It’s usually the more specific, CTOs especially, the head engineers. You’ve always gotta be trying to speak the language of your target. Okay, I can take one more question. Yeah, do we need to change the toning of the content as per target audience while writing White Papers.
Well, thank you very much for that question. I think, in a way, what I’ve just said previously is probably applicable to that question, as well, in my opinion.
It’s an understanding of the people you’re trying to reach, always. If you are specifically doing something which is gonna play best with your sales team being able to use that and you’re talking to the CFO or somebody like that then, I think the tone is obviously gonna be different too, as I said, a more technical conversation with the CTO of the company, who is gonna have some buying influence on new technology, whatever.

Cindy Zuelsdorf: Neil, can I jump in on that one?

Neil Howman: Yeah, please Cindy. Go ahead.

Cindy Zuelsdorf: One thing you can do is, in your White Paper, be sure that of course, you’re hitting, in sales speak I call it above the line and below the line issues. We’re gonna hit the budget and everything like that and how it’s gonna save time, save money. It needs to talk about that there. Then, the actual, how does integrate with this? How does the day-to-day applications work? How do I install it? Whatever those actual integration or application pieces, right? That White Paper might be the same and your messaging can hit different personas.
The messaging that you’re doing in LinkedIn, if you’re doing Facebook, email marketing, at a trade show, all those things, on the phone. We know, as salespeople, our messaging on the phone is different depending on the persona or type of person we’re talking to. Your promotion, if you will, of that White Paper, if you’re headed to a CTO is gonna talk about are you having X, Y, Z technical problem. Whereas, your promotion of that exact same White Paper that’s going to the CFO is maybe, did you find your staff is spending a lot of time on this and do you wanna help them be more efficient?
Your messaging can be different depending on the different persona. We can still all drive them to the same document if you will.

Neil Howman: Absolutely, I couldn’t agree more. I think this goes back to our initial point of having that conversation and really getting an understanding of the pain points of the people you’re talking to and that specific piece of content, that specific White Paper is looking to address. There’s always room to do more, which we’ll address perhaps another aspect of that customer’s concern or whatever it may be. I’m just looking through some of the other questions. Fred, thank you. Some of the best ways to distinguish your White Paper and stand out from the crowd.
Again, I would go back to some of the earlier points that we made, Fred, about really understanding the relevance of the issue that people are facing and do your research would be … You’ve really gotta be very honest with yourself. Do we have the expertise, understanding, and solution to help this particular problem? Cindy, would you agree with that? That’s in my experience, you’ve just gotta be very clear that you’ve got what it takes to help them.

Cindy Zuelsdorf: Make sure the title of it actually addresses the problem or the technology specifically. It needs to talk about that and, when someone reads it goes, oh, I would wanna know that. If you’ve done any surveying or conversation with your customer and you heard someone say, gosh, I wish I could get a little bit more info about X then, you’re gonna have that in your White Paper title. That’s gonna help it stand out immediately, just so we’re really sure we’re using the language of the people that we’re talking to.

Neil Howman: This next question from Barbara, thank you, Barbara, as well for, it’s probably a bit more for Cindy, really. If you’ve got some time Cindy, sorry to keep bombarding you but, I think this plays very much … How would you recommend to proceed with prospects once the White Paper has been downloaded? This is totally your expertise. I know certain ways we’ve done that but, would you offer them a free trial, a demo, or do you suggest something else?

Cindy Zuelsdorf: If it’s okay, I’ve got a couple of samples that are cued up and we’ll put the links to them in the chat here. You can actually see some real-life examples of what we’re doing with opt-ins with actual customers right now and a sales funnel. I put that together, in case someone had this question. To answer your question, I think about the sales funnel. This is my sales funnel here. If we’re using the White Paper more at the top of the funnel to get people interested in us, just to know about us, then maybe think about your buyer’s journey. What happens next? What do they need to do next? Do they need to, I don’t know, get a data sheet? Do they need to, closer to the bottom of the funnel, get a demo? Do you have some software they can demo?
Eventually, do they need to talk to a salesperson or can they just buy right away? Pick two or three points in the buyer’s journey and then, you’re gonna line up everything with that. One successful one that we just put into the chat here, does just that. Hey, here’s a guide on this technology. Here’s a White Paper. Then, after they download it, we say, hey, would you like to download our trial? Here’s some more helpful info and would you like to download our trial? Hey, would you like to jump on this Webinar? Now, would you like to talk to a sales person? If that sounds like a reasonable buyer’s journey for you, put it together. Some people are gonna do something different and color outside the lines. It’s okay.
Put a path for ’em. If they take it awesome and, if not, you still have something in place that will help them along the way. Does that answer the question and, if you have more questions about that, you can put them in the chat. You’re welcome to hit us up later. We’ve got our contact info here in the chat box for you, as well.

Neil Howman: I noticed a couple of people did come to the conversation late. Email addresses and contact details, as Cindy said, are in that chat box and please feel free to continue the conversation after this Webinar has finished. We’ll be bringing it to site.

Cindy Zuelsdorf: I have a question.
Did you guys find this useful? Will you be using it? Were you able to fill it out during the Webinar? Just curious and if you have time to chat that in, great, or just let us know later. We’d love to know.

Neil Howman: Yeah, it’s just a handy guide to help you structure how you might approach this and, of course, just reminding you again that we’d be very happy to have further conversations. We can revisit the worksheet or talk about some other aspect of your strategy. Very happy to do that afterwards, you’ve got our contact details there. Maybe just one more, sorry, I saw one. Aditia, yeah that was a great question there. Is it a good idea to promote White Papers through a Webinar? Absolutely, I would say.

Cindy Zuelsdorf: You could, or the other way around. It depends what you feel is more, again, what your buyer’s journey like. It’s kind of a what’s an easier ask of the customer if that’s gonna be at the top of the funnel.

Neil Howman: It’s all to do with getting that piece of content you worked very hard to create, to get it to work. The more, the different ways that you can use that to maximize the amount of targets of people you wanna reach.
If you want to have a call with Neil to finish up your worksheet, I saw some people filled theirs in and we’ve got some comments saying you didn’t get ’em filled in yet, which makes sense ’cause we’re all talking and stuff. If you wanna have a 12-minute call with Neil that’s just a tactics call to get this filled in for you, put a yes in the chat and we’ll take note of it. You can chat it directly to the panellists or to everybody, either way. The bonus was, and I think it’s taken by now, the bonus is you get some writing, as well.
I’ll probably be following up in the next couple of days and we can … It doesn’t have to be before the holiday period. It can be after, it can be whenever you want. We’ll make that work. Can I thank Cindy very much?

Cindy Zuelsdorf: Thank you, Neil.

Neil Howman: Thank you, Fallon, for all the work behind the scenes and thank you, everyone, for making the time to join. I hope it’s been helpful. Please, let’s this be the beginning of the conversation. Let’s not end it here. You’ve got our contact details. It’d be great to engage with all of you further. If you have any questions, you wanna continue to look through the worksheet, talk a bit more about case studies, whatever it is, please drop us a line. Thank you very much indeed and see you soon.

‘Tis the Season . . . to Plan for Next Year’s Marketing Strategy

The New Year is upon us, and the absolute best thing you can do for your company right now is to start working on next year’s marketing strategy, if you haven’t been already. Recently, I was speaking with a prospective client, and our conversation naturally turned to 2019 planning. We explored a range of topics, which I’ve summed up in this post. Here are four key areas that every company’s marketing department should be focusing on for annual planning:

  • Have a clear set of objectives: Whether you plan to launch a new product or service, embark on a major growth or acquisition strategy, or diversify into a new market, it’s important to have a clear focus on what you’re aiming to achieve.
  • Know your customers and your competitors: Listen carefully to what your customers are asking you for. Are you fully meeting their requirements? What are your competitors doing better than you? Think about the last time you lost out to a competitor and also the last time you won a contract — why did you fail or succeed? Examining both experiences can help you improve your offering.
  • Create a content roadmap: Once your objectives are in place, think about what content you can produce to achieve those goals. You might want to create a pipeline of news announcements covering product launches, produce a series of thought leadership editorials for key trade publications, and maybe even write a series of case studies and white papers. And remember, once you’ve created a piece of content, you can repurpose it in numerous ways, including social media or blog posts, email campaigns, advertising, and speaking presentations…the possibilities are endless!
  • Start scheduling your events calendar: It’s time to consider what trade shows and industry events will provide the best platform for your company to demonstrate its products and expertise, plus engage with prospective customers. Once you’ve decided, start putting together specific trade show campaigns to ensure maximum exposure before, during, and after the show.

202 Communications can help you execute all of your 2019 content marketing planning. To give you an example, one of our prospective clients is planning to exhibit at the 2019 NAB Show in April for the first time and developed a clearly defined set of goals for the show. I recently submitted a proposal to her, outlining how we can help her meet all NAB preview deadlines, build visibility and interest in her company’s products ahead of the show, and finally, help maximize her opportunities to brief the trade press and present to prospects at the show itself.

If you are planning to exhibit at the 2019 NAB Show, 202 Communications is offering a limited number of discounted NAB projects on a first-come, first-served basis. (This offer ends Friday, Jan. 11)

If you would like to discuss your content creation, marketing communications or media relations requirements for 2019, please drop me a line at neil@202comms.com.

Don’t wait too long! 2019 is almost here and the pre-NAB work starts in early January!

We look forward to hearing from you. In the meantime, Happy Holidays from everyone at 202, and here’s wishing you a safe and successful 2019.

Neil Howman, Managing Director
202 Communications

neil howman