Articles Written By:

Paulyn Ocampo

The resurgence of user-generated content

The resurgence of user-generated content

Soliciting user-generated content has been an arrow in the content quivers of many marketing and PR teams. Previously, user-generated content had been used mainly as an activation tool to get audiences to engage with a brand on social and/or as a way for brands to fill their own content pipelines when creative resources were low.  The rise of user-generated content in 2020 With the rise of COVID-19, we’ve seen a resurgence of user-generated content, but the impetus for the ask...

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How to prep for a tradeshow from an EOP perspective

How to prep for a tradeshow from an EOP perspective

When it comes to tradeshows, the focus for marketers tends to be on developing the creative for the booth and collateral, while the sales team is focused on customer appointments. Taking some time to look at your tradeshow strategy through an EOP (earned, owned, paid) lens can help you get more mileage out of these big budget events. Below are some suggestions for prepping for tradeshows from an EOP perspective. Earned  Industry tradeshows are often attended by trade media. Whether...

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Content Marketing is an Organizational Effort

Content Marketing is an Organizational Effort

All too often we are approached by clients who struggle to initiate and maintain an ongoing content marketing program. Typically, it’s not that they don’t recognize the value of such a program, it’s more a gnawing fear of how they will find the time to implement what is likely a time-consuming strategy. After all, it’s usually our friends in the marketing and communications departments who often shoulder the entire brunt of the effort, without a lot of help from the rest of...

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Creating content that converts

Content marketing has been around for ages and its accelerated growth and use especially in the last few years shows that it’s not going anywhere anytime soon. 89 percent of Americans use the internet to find new products and services and research potential purchases. The way consumers shop today differs vastly than they did even just 10 years ago. They are no longer swayed by overt, aggressive sales and advertising tactics—instead today’s buyers (both b2b and b2c) prefer to do...

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measuring social media advertising ROI

Does social media advertising really work?

“Does social media advertising really work?” “What kind of ROI will I get on my social ad spend?” These are the kinds of questions we get a lot from clients. So, let’s start with the second one, the important question about using social media to move the needle.  The answer: it depends. Goals and objectives are different from client to client, so it’s tough to give a concrete, one-size-fits-all answer. For example, if your goal is awareness, the metrics you’d...

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How to get buy-in on your content strategy from your sales team

How to get buy-in on your content strategy from your sales team

Gathering buy-in from internal stakeholders on a content strategy often can be a difficult feat. One of the most successful and helpful ways to get everyone in the boat rowing together is to involve internal stakeholders in the content marketing process early on. Sales teams, in particular, can be helpful in shaping content strategy as they typically have a deep well of knowledge about both the products you sell and your key prospects. The next time your team sits down...

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What’s a communications audit?

What’s a communications audit?

You’ve likely heard us talk about communications audits on the blog, on our website and in videos and maybe even in person, too. While audits are not a new concept, at Hodges, we view audits as a crucial starting point for working with new clients.  It’s a way to create an informed foundation for developing the best possible communications strategy to achieve a client’s goals. But let’s back up a bit. What exactly is a communications audit? An audit is...

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The Rundown May

The Run Down | May

Blink and you might've missed it. Earlier this year we revamped our monthly newsletter, The Press Box, to include some of the industry-related news and trends we're talking about around the Hodges office. Think of this aptly named section, The Rundown, as your monthly recap of all things PR, social and content. Like what you read below? Subscribe to receive the next issue of the Press Box. Millennials makin’ bank? Find them on Instagram. Not surprisingly, 59 percent of Instagram users are between...

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Putting a human face on a technology product launch

Putting a human face on a technology product launch

Product launches are the stuff marketing campaign dreams are made of. There are your typical campaign tactics—advertising, media relations and maybe even a tour du jour, as we like to call it at Hodges, where you take your product on the road for a series of launch events. But for a recent product launch, our client wanted to take a more educational, behind-the-scenes approach, one that leveraged the advantage of an owned platform to push out messaging. Tridium, a B2B...

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Social media for events

Online to IRL: Bringing your online community to life at an event

Building community online is one thing--most organizations have spent years amassing followers and fans on Facebook, Twitter or Instagram with communities amounting into the tens or hundreds of thousands. And those communities can spur hundreds of likes, comments and shares a day on these platforms.  But translating all that online activity into real-life excitement and engagement is a different story…and an important one. For many marketers, hosting tradeshows, conferences and events are ubiquitous elements of their annual marketing strategies, and...

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