Posts by Paulyn Ocampo

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 use to see if social media advertising has had an impact would be different than if your goal were generating …

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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 to map out a content campaign, consider including your sales team as part of the strategic discussion. Here are some …

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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 a comprehensive evaluation of an organization’s ability to effectively communicate with its key constituencies. An audit typically aims to: Assess …

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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 the ages of 18 and 29. Makes sense. What is shocking is that 31 percent of those Millennial users earn …

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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 IoT software technology company, was gearing up for the launch of its Niagara 4 software, which featured significant changes and …

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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 yet while planning those events, many are missing out on the opportunity to extend their brand during those events, particularly …

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How Your CEO Can Build Brand Loyalty with Twitter

While tweets may be a mere 140 characters long, the majority of corporate leaders say they’re far too busy running their organizations to spend their time posting to Twitter. What’s more, many see it as a fruitless exercise that doesn’t increase revenue, they don’t like the idea of ceding control, and they’re leery of sharing too much – or not enough. The result is that fewer than 6% of Fortune 500® CEOs use Twitter and of those, only 60% tweet on a regular basis. But the benefits of CEOs tweeting are abundant, with studies showing that over 80% of people believe that CEOs on …

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5 tips for writing blog posts that convert

If you’ve been on the fence about bringing your brand’s blog to the forefront of your inbound marketing strategy, there are plenty of good reasons to jump in and harness this powerful tool to both position your brand and turn hesitant leads into loyal customers. Let’s begin with some statistics: Brands that blog 15 or more times per month see five times more traffic than those that don’t. B2B marketers who use blogs receive nearly 70% more leads than those who choose not to. Marketers who prioritize blogging are 13 times more likely to enjoy positive ROI. At Hodges, we …

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3 Tips for Adding Video to Your Content Marketing Strategy

We’ve seen a lot of trend pieces recently heralding video as the top content marketing tactic for 2016. At Hodges, we’ve used video for both clients and ourselves with much success. (Have you seen our “mean tweets” video?) The proliferation of video online and the ease with which people can now consume high-quality videos, whether from their desktop or smartphone, makes video a tough channel to ignore when planning your marketing strategy. Just consider that at the moment, online video accounts for more than 50 percent of all mobile traffic. If you’re thinking about including video as part of your content marketing …

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Creating content that converts

Lately at Hodges there’s been a lot of talk about content. Creating it, boosting it, managing it, curating it, amplifying it. All of this discussion points to the fact that it’s not enough to just come up with good content anymore. For your PR, marketing and communications strategies to be effective, you have to make sure that each piece of content you produce has a purpose, and ideally, that its purpose ties back to your business goals. Some of us at Hodges, including me, have been working through Hubspot’s inbound methodology and taking steps to become inbound certified. Part of …

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