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  • news
January 17, 2019
17 Jan 2019

Nurture an Oasis During a News Dry Spell

Estimated Reading Time: 6 minutes

newsGuest Post by Heather Caouette

Most companies have gone through them – periods without clear cut news. A product release has been delayed, new customers have paused in the sales pipeline and there are no plans to open a new location anytime soon.

How do you stay relevant and in front of your target audiences when traditional reasons for communicating have temporarily evaporated?

There are several ways to keep your name out there in a manner which continues to build brand equity:

1. Develop a Content Calendar

This is recommended regardless of how much your news is humming. Content calendars help you schedule a steady cadence of materials and avoid the inevitable peaks and valleys. A plan enables you to more effectively leverage evergreen content and make use of it across multiple media venues. This is especially important as companies add additional social channels or other communications outlets. Creating a brand-new piece from the proverbial drawing board is daunting and unnecessary as you use content that already exists.  

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Waxing UnLyrical in Your Inbox

Waxing UnLyrical in Your Inbox

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  • content strategy
January 11, 2019
11 Jan 2019

Don’t Lose Clients Due to Lack of Content Strategy

Estimated Reading Time: 6 minutes

content strategyGuest post by Brandon Andersen

Losing a client sucks.

Losing a client because of something you could have easily addressed is worse.

But when it comes to demonstrating actual business results, many agencies scramble to pull together whatever they can to prove success. This often results in showing vanity metrics that don’t tie to bottom line results.

So brands move on to the next agency that promises them something shinier or cheaper.

Are you essential … or a commodity?

Agency life is tough. That one big client you have had for five years and makes up 50% of your business finally decides that the grass is greener on the other side, and they leave.

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Waxing UnLyrical in Your Inbox

Waxing UnLyrical in Your Inbox

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Waxing UnLyrical in Your Inbox

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Heidi Sullivan

Heidi SullivanHeidi Sullivan is a global marketing and product management executive who specializes in transformational implementation of marketing programs, go-to-market strategies, product portfolio management and change management for rapid-growth SaaS businesses with in-depth experience in Marketing Technology.

Heidi has a track record of success in P&L management, corporate strategy, product marketing and top line growth, and spent 14 years in leadership roles at Cision, during which time she oversaw the company’s integration and multiple product marketing strategies through its seven acquisitions.

Heidi was named one of PRWeek’s “40 Under 40 Rising Stars,” “Influencer of the Year” by The Hub in association with LinkedIn, and one of the most influential people in PR by PRWeek’s “Global Power Book.” She was also co-host of the popular “Influence Pros” podcast on Convince & Convert, which was named one of the top 20 marketing podcasts of 2016 by Hey.com.

Jennifer Zingsheim Phillips

JenJennifer Zingsheim Phillips has worked in communications and public affairs for nearly 20 years. Her background includes work in electoral politics, government, lobbying, and public affairs PR work. She also brings nearly eight years of experience in digital and social communications and media analysis to her role at 4L Strategies.

Jen began her career doing campaign work in Missouri during the 1992 election cycle. After two years of political party work, she joined the office of a Missouri state senator and served as his legislative aide for two years. In 1996, she joined the Missouri Chamber of Commerce as Research Director, where she lobbied the Missouri House and Senate on issues such as workforce development, welfare reform, and education policy. She was also responsible for the weekly newsletter highlighting key issues relevant to Missouri Chamber members.

In her spare time, Jen is a voracious reader, and enjoys cooking and baking. She also likes to write fiction, and has had two pieces of short fiction and one piece of flash fiction published in various publications. She has also self-published a children’s book.