The art of selling through informing…

Throughout my career as a product marketer I tended to view Public Relations as a promotion activity. And with promotion I mean free publicity in media. As such PR is usually seen as a welcome addition to advertising.

With the rise of the social web, a different aspect of PR becomes increasingly important. On the web, the most valuable thing PR can do is to help businesses build relations with prospects, customers and stakeholders.

Building relationships. Right.
Does that sell anything?
The answer to that question is: YES. Public relations sells.

Why?

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The fundamentals of B2B Marketing…

I’m often being asked by friends why I dedicate so much time to writing my blog, maintaining my Linkedin profile, getting Twitter contacts, crafting presentations to publish on the web, commenting on people’s blogs et al.

This video answers all these questions:

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Using online content to build relationships…

Want to harvest emails? Then don’t ask for people’s email address. Not just yet. Instead, try giving them some great free content first.

It’s pretty amazing to see how much valuable stuff one can obtain via the World Wide Web. I’m talking not only about valuable content you can find on websites, blogs and forums, but also downloadable documents such white papers, e-books, case studies, trend reports and market research to name but a few.

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