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Storytelling: Less Benefits. More Blood.

We all have a good story to tell, but often don’t know where to begin, or forget basic storytelling tips. Too often marketers jump into why their gizmo is so amazing—but without the context of why it’s needed, who really cares if a product is up and running in minutes, utilizes machine learning or automates the lifecycle end-to-end? Compelling narratives start with drama! There is a reason fairytales don't ...

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PR Pros Are Getting Better, but Release Headlines Are Too Long

The best content is useless if people can’t find it. Yet when it comes to the basic content companies produce the most, news releases, they often fail to optimize the most fundamental element – the headline.For the past three years, the Schwartz MSL Research and Insights Group, with invaluable help from BusinessWire, has analyzed the headlines of more than 11,000 news releases issued over Busine ...

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LinkedIn – The Forgotten Social Media Channel

Marketers and communication professionals alike agree that social media is here to stay. Facebook and Twitter have proven to be an effective tool to reach a targeted audience and to engage in a conversation that’s relative and important to business, often resulting in an impactful ROI. However, there’s one social media channel that all too often is overlooked. I don’t know if it’s be ...

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Video Marketing: The Importance of Creating Digital Content for Your Communications Plan

With the right digital content, you can turn a website surfer into a buyer, a prospect into a customer and a news brief into a feature. Digital content takes many forms, but video is the most compelling, and it’s already dominating in 2013. The traditional B2B engagement model is shifting. Buyers are initiating much of the contact with vendors, so while outbound marketing efforts continue to be important, i ...

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Social Media vs. Media Relations Campaign: Are You A PR Sprinter or Marathon Runner?

At the risk of using an Olympic metaphor one month too late, public relations has evolved into two forms of running. Social media is the sprinter, or Usain Bolt, and traditional media relations is Meb Keflezighi (if you know who he is), or the marathoner.Social media is a world of short bursts in which you can largely control the narrative. With 140 character tweets, three paragraph blog posts and spontaneo ...

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Wait A Minute: Why Twitter and Facebook Engagement Don’t Always Drive Action

 More and more, I find myself defending the power of the telephone to persuade people. Have you ever had every committed attendee to a Facebook event invite actually show up for the physical event? I haven't. Oftentimes, we marketers forget that while we are using Facebook and other social media channels to drive action, Facebook engagement and other social media channels might not be persuasive enough ...

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The Future of BYOD Policies and Telecom Expense Management

In our ongoing series on mobile and wireless trends, I spoke with Philippe Winthrop, managing director of the Enterprise Mobility Foundation. Past topics included the iPad, iPhone, Amazon Kindle Fire in the Enterprise and the Widespread Adoption of Mobility and the Future of Teleworking.Today, we discussed the challenges of BYOD expense management policies. In the video, Philippe also shares a prediction on ...

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Mobile and Wireless Trends with Bob Brown of Network World

Bob Brown, executive news editor of Network World, a coveted trade publication for technology companies, visited Schwartz MSL Boston offices recently. Bob works with Network World reporters to shape the weekly news coverage. With CTIA fast approaching, we sat down with him to learn about the key mobile and wireless trends that are going to make the headlines at the show this year. Bob also shared some usefu ...

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Mobile and Wireless Trends with Craig Mathias – Part 1

In our continuing series of interviews with mobile influencers leading up to CTIA and Interop, Rob Skinner sat down with Craig Mathias, one of the most respected voices in wireless and enterprise mobile strategy. In a wide-ranging conversation, Craig discussed the hot-button issues in mobile, from carrier strategies around consumer data consumption to the landscape for mobile unified communications in the e ...

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The iPad, iPhone, Amazon Kindle Fire in the Enterprise

In our ongoing series on mobile and wireless trends, we spoke with the Managing Director of the Enterprise Mobility Foundation (EMF), Philippe Winthrop. The EMF is an independent think tank providing thought leadership through the Enterprise Mobility Forum, the largest social network exclusively dedicated to enterprise mobility.Philippe joined us at our studio to share his predictions on the future of the i ...

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The Road to CTIA

With wireless and mobile trends likely to dominate the discussions at CTIA 2012, the show promises to be a great venue for organizations to network and learn more about this critical market. Vendors have many wonderful opportunities at the show to meet with influential journalists, analysts and other industry experts as the show ‘unofficially’ kicks off a busy year in marketing, sales and public ...

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