The Gong Blog

Inbound: Moving Buyers from Awareness to Consideration

The buyer’s journey – the research process potential buyers go through before making a purchase – is critical to understanding how to develop effective inbound marketing campaigns. Inbound content should be written to potential buyers at each phase of the buyer’s journey: awareness, consideration and decision. The consideration stage Consideration stage content provides in-depth, solution-oriented information. This is the phase where a prospect has clearly defined their problem or opportunity and is committed to researching and understanding all available approaches to solving it. That’s where you come in. What does the consideration stage look like? (Here’s an example I borrowed …

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We signed up for all of the presidential candidate email lists

Here’s what we learned

First things first, this is an apolitical blog. If you’ve ever signed up a for political candidate’s email list, your inbox has likely filled up with updates, donation requests and rallying cries. That’s what got us thinking: are there any trends in political campaign email marketing? What can communication professionals learn from the deluge of emails? We created a fake Gmail account and signed up for every political candidates’ email list and analyzed emails from February 19 – March 18. We pulled data using code from Austin Walter’s blog. At the time, Hillary Clinton, Bernie Sanders, Donald Trump, Ted Cruz, …

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So, you want to be on TV…

When I started in PR more than a dozen years ago, three of the most dreaded words when talking with potential clients were: The Today Show. Nothing against Katie and Matt back then, or Matt and Savannah now, but it’s really hard to break through their producers to actually see your client sitting down next to them for an interview. It can be just as hard for Good Morning America, CBS Sunday Morning or any of the shows on Fox, CNN or MSNBC. Hard, but not impossible. Here are a few things to remember when pitching TV producers. Research – …

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The full disclosure on Full Disclosure

For those of you who know me well, at some point you may have heard me talk about my childhood dream — to become the next Katie Couric. It seemed very realistic when I was in middle school. After all, she did have Virginia connections. I sincerely pursued the idea through college. I interned at Henrico County School’s TV station (and if you can find the tape, I seriously abused the term “excellent” during my interviews), attended the University of Maryland’s Philip Merrill College of Journalism and interned for a PBS show, the Baltimore Fox affiliate and Richmond’s own CBS 6. Alas, …

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How Taxing: HodgePodge for Apr. 15

👀 Apparently I can’t resist a story about emojis. Here, from NPR, is a report on a new study on how well the pictograms work for communication: “Not so fast, say a group of researchers who found that different people had vastly different interpretations of some popular emojis. The researchers published their findings for GroupLens, a research lab based out of the Department of Computer Science and Engineering at the University of Minnesota, Twin Cities.” Is the chicken local? Maybe you heard this on All Things Considered yesterday: The Tampa Bay Times conducted an in-depth investigation into purported “farm to …

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In the mix: Using newsjacking to be part of the conversation

In the early days of The Hodges Partnership, we had a small client from Southside Virginia, a healthcare safety net called Project Danville. It served the uninsured in the community, relying mostly on a federal grant. It did noble, heroic work, and it wanted to tell its story to a broader audience in the hopes of attracting more funding. We developed a pitch, researched some prominent reporters covering healthcare and reached out to them. No sooner had we hit “send” on the email than a Wall Street Journal reporter was on the line. Turns out, she was doing a larger story on …

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Curating Content on Twitter

It’s important to keep your Twitter feed flowing with updated content, both original and a curation of the most relevant and useful materials for your audience. Curating content on Twitter has a number of benefits, including: Growing your authority and expertise on a subject. Improving your relationship with the sites whose content you share. Saving time from creating content yourself. Keep in mind that curated content isn’t only about aggregating and reposting other people’s content; it can also be those terrific original insights you offer, or a combination of both. Aim to become a resource to your audience and offer …

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Is your small brand ready for big attention?

Do you think your small brand is ready for the spotlight? If the answer is yes, there a few things you might want to consider before kicking off media relations efforts and emailing a TODAY producer to pitch your brand. By lining up a few key elements, you’ll make sure your small brand is ready for the attention it deserves: What it takes Consistent Branding. A strong brand identity sets your product or service apart from all others and helps build brand loyalty. Establish consistent branding across all platforms, including your logo, website and social media accounts. High-resolution Images. High-res product and lifestyle images …

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Gotcha! HodgePodge for April 1

For every great April Fools’ prank, there are a dozen bad ones. This April Fools’ edition of HodgePodge is a look at the good, bad and ugly of the contentious April 1 holiday. April Fools: A (Unknown) History As maligned a holiday as it is, no one really knows where April Fools’ comes from. (Don’t) drop the mic Pro tip: Don’t email a .gif of the Minions to potential employers. Nothing to see here One solution to annoying April Fools’ pranks? Ban them.  Roanoke 2026 Shout out to my hometown of Roanoke for its faux Winter Olympics announcement. SEe also For all …

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3 things to do after writing your next news release

Oh, the news release (also known as a press release). Is it dead? Is it alive? Depending on what you’re trying to accomplish, we believe the news release is still an effective and efficient tool for communicating news. In fact, according to our account rep, BusinessWire publishes about 500 releases every business day. But there’s more to the news release than sending it to a handful of targeted journalists. Make sure you keep these tips in mind the next time you announce news: Develop an internal communications strategy: Employees don’t want to first learn about company news in the news. …

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