Since every member of a business’s decision-making unit (DMU) is unique, with distinct roles and concerns, each one will be optimally reached in a different way.

Known also as expertise marketing, thought leadership refers to putting a company’s knowledge and experience on display by giving their audience a free sample. Thought leaders market with solutions, not promises.

Too small a sample, and the results are unusable. Too large a sample, and the company has wasted valuable resources. So how can one tell too small from too large?

Seeing a business’s name or representative on TV will always leave an impression of prestige which seeing them on the internet can seldom reproduce. But for most businesses, that is where the benefit ends.

By capturing their existing knowledge in an honest statistic or two, marketers can land their companies in top-level publications and convey the value they offer more clearly than ever.

At Razor Sharp Public Relations, we believe that the brand-image our company puts out—logos and colors—should be an honest reflection of the brand itself—what our company is, does, and stands for.

While the lines between empathy, apology, and liability are often fine, legally speaking, gaining an understanding of those lines will empower you to make confident and informed decisions when adversity comes.

By following a clear set of guidelines, writers can tweak their articles to adhere seamlessly with the search engines which every day bring content to the hands of the company’s target audience. This, in turn, can make a business’s content more visible, accessible, and credible.

Binet and Field’s 60/40 rule applies to marketing one of, if not the most important principles in business: short term investment must be kept in proportion to long term investment.

The six-rule framework given below can not only spare a new author much of those trials and magnify the odds of a contributed article being placed in the media, but can drastically improve the quality and reputability of a company’s public voice.

As with anything else in business, the best course of action for a given company will always depend on its specific circumstances and needs, and the various pros and cons of a paid contributor program must be carefully considered within the appropriate context.

Deciding what to write is the first step in the process of creating any content, and it also happens to be the most vital.