Why not build a loyal customer base by providing valuable content rather than pushy ad campaigns? Content marketing may still seem like an industry buzzword, but we have the track record to prove our expertise. Joseph McKeating, president of Pulsar Strategy, regularly lectures on content marketing at the graduate and undergraduate levels at New York University and the Fashion Institute of Technology.
There used to be two main reasons for focusing a lot of energy on media coverage: it served as a megaphone and it provided valuable credibility. The ability to publish and distribute original content has put the megaphone in our hands. We focus on strategic press coverage when it fits a purpose and work with our partners in the media to maintain mutually beneficial relationships. We condemn and prohibit the industry practice of building media lists and blasting pitches, as we believe this harms clients.
There is no limit to what we can do from an editorial standpoint. We’re masters at drafting and crafting business materials. Editing is second nature. We’ve written articles with clients and placed them in top publications. A marketing professor has enlisted our help in editing two of his books before publication. For another client, we wrote a book from scratch that is being sold online.
Picasso once said, “Great artists steal.” If you’re unaware of your competitors’ tactics, you’re already two steps behind. We help our clients reverse engineer and examine the methods used by others in their industry. Not only do we determine where there are opportunities, we tell clients the exact tools each competitor is using to succeed.
Meaningful organic reach for brands on most of the major social media platforms has come to a standstill. Due to these restrictions by the platforms, which see themselves as advertising platforms, impressions and clicks are earned primarily through paid channels. We help our clients navigate these murky waters and get the most out of their investment. The main platforms we focus on are Facebook, Twitter and LinkedIn.
We measure everything we do using a variety of tools and methods. One of the main tools we use is Google Analytics, which we’re certified in, meaning we have Google’s endorsement for analytics planning, implementation, data collection, configuration, administration, conversion, attribution and development of accurate reports.