Posts by Casey Prentice

Why You Should Be All in with Your Content Marketing Strategy

Content marketing, even if you’re not the one executing the work, is a major investment of your time, energy and resources. A company can’t just hire an agency and say, “Hey, go ahead and launch this thing and report back on it in a month.” It doesn’t work that way. There are so many things to consider when it comes down to planning and executing a content marketing strategy, but here are three considerations to whet your whistle. Money Let’s go ahead and start with the topic no one likes to talk about. Money. The Content Marketing Institute found that …

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In-House or Outsource: Considerations for Your Next Hire

If you’re like many marketing and communications departments, there comes a time when you get tasked with a new project or hit a saturation point in your current workload where you can struggle to efficiently manage your workload. Then comes the inevitable conversation, part financial, part philosophical, mostly to answer this question: is it time to bring on more staff or outsource to a freelancer or agency. Here are a few considerations to keep in mind as you mull this over: Budget + Timing – According to a study conducted by SHRM (the Society of Human Resources Management), the average …

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Perfecting Your Spokesperson’s Sound Bite [DATA]

It’s the dirty little secret in PR. It’s the secret that felt so wrong to me when I first started, that I’m only now coming to grips with it. Here’s the reality: CEOs aren’t always the ones uttering profound statements about their companies or apologizing when something goes wrong. Chances are, those well-chosen words originate from communications professionals, crafted so eloquently and precisely that they not only reflect just the right tone but convey all the information and emotion that audiences have come to expect. Over the summer, Hodges (and its ragtag team of interns) read the front page of …

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Inspiring Fresh Content for Your Clients

You know your organization or brand should be pushing out content to your audience and followers, but getting over the hurdle of what to post can be a challenge. We’ve talked about generating content for Twitter, but let’s take a step back and see how you can generate ideas that can be used across all of your platforms. Role Play First, think of the adage about putting yourself in someone else’s shoes.  That is typically a healthy exercise as you contemplate what the audience you are trying to reach wants to read or what problems they are trying to solve.  …

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How to Get Started with Owned Content

Do you know what the beauty of owned content is? You have total control, and for a control-freak like me, developing original, owned content puts me in a happy place. Chances are, if you have a content marketing strategy in place, you are already producing some level of owned content. But if you’re looking to beef up your practice, or get started from the ground up, you may need a little bit of guidance. The world is your content oyster, and it can get overwhelming if you let it. Elsewhere in The Gong Blog archives, you’ll find five helpful questions …

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Write Great Blog Headlines and Get More Clickthroughs

Reading online isn’t much different than in print. Some of us read every word on every line, but for the rest of us – we’re skimmers. If a headline captures our attention and piques our interest, we’ll make the decision to invest time and read the full article. As it turns out, writing blog headlines is just as much a science as it is an art. Sure, you need to eloquently string a cohesive series of words together to tee up your article, but you also need to appease the search engine gods. Here are four best practices for you …

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Why you should diversify your social media strategy

You know the old saying, “don’t put all your eggs in one basket,” right? This idiom perfectly applies to a lot of things in our industry, especially when it comes to social media advertising strategies. It’s easy to think your money should be spent on Facebook, one of the largest social media platforms and one of the earliest adopters to advertising, but if your audience is on multiple platforms, you should be, too. Here are four good reasons you should diversify your social media strategy. Social media advertising targeting varies from platform to platform. Some targeting metrics are universal, but …

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How to start a podcast

“It’s a PR Podcast.” This is the answer Kelsey and I give when asked one of two questions: What are you recording? What are you calling your podcast? We’ve been super excited about this podcast for months now. From Slack side conversations to recording with microphones, the day finally arrived, and we’ve already released a few episodes in our first “season.” For anyone interested in starting a podcast, we’ve boiled down our process and a couple of lessons learned into a few steps to help get you going. Step One: Come up with a concept. We both listen to podcasts. …

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Tips for being comfortable on camera during live interviews

Securing live, on-camera interviews has always been regarded as hitting the media relations jackpot. But for some executives, being in the spotlight on live TV pushes them outside their comfort zone. But no worries. Getting more comfortable in front of the camera just takes practice – and patience – and with a little bit of preparation, anyone can master a live interview. Here are three tips that will set yourself, and your spokesperson, up for success during your organization’s next live interview. Get your message(s) straight. You probably already know why a reporter is conducting the interview, after all, there’s …

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Encourage your employees to seek professional development opportunities

Your employees come into work every day, and they work hard for your organization and clients. Getting into that routine can be productive, but those comfortable rhythms also can suppress that all-important curiosity.  In other words, it can lose your yearning for learning. Encouraging and supporting your employees’ professional development efforts shouldn’t just be an employee benefit – it should be engrained in your company culture. According to Gallup, 87 percent of Millennials say professional development or career growth opportunities are very important to them. Pit that against data from EdAssist which found that only 26 percent of Millennials felt …

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Richmond, Virginia 23223
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