What Are The Best Key Performance Indicators For B2B Content Marketers?

By Julian Steinforth, Expedition PR

The idea behind Content Marketing is that compelling content attracts customers. An organization creates materials that are relevant for its audiences, such as industry news, white papers, e-books, infographics or case- studies. The key challenge most content creators face is measurement. Which key performance indicators should they pick to measure the outcome?

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PR Counsel On Demand

By Katja Schroeder, Expedition PR

Companies have different communications needs.  They depend on the industry, market position, business stage  and resources.

IMG_0774Communications professionals dedicate endless hours to developing the perfect PR strategy and program, based on their company’s specific situation. Outside help – through agencies – is available. We certainly always love to help.

Through speaking with a number of startups in the past months, we realized that companies, small and large, sometimes need communications counsel on an ad hoc basis.

So, what if you could have instant access to brainstorm ideas, get advice on specific communications challenges, or feedback on a social media marketing strategy?

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Forget Diamonds. Social Media Are A Women Entrepreneur’s Best Friend

By Patricia Martinez, Expedition PR

According to a recent study from the National Federation of Independent Businesses called Small Business: Lessons from the Recession, in 2007 less than 4% of women-owned businesses used social media for business purposes. Fast forward five years, the picture had dramatically changed. Half of the women-owned businesses were using a range of social platforms such as Facebook, LinkedIn and Twitter to market and grow their business in 2012.

The marketing budget for direct mail, print, broadcast and trade show presence had decreased, and the investment in Internet marketing had increased to 35% (see table 1). What had happened? Female business owners had turned to social media during the recession. When the economy slowly stabilized, the use of social networks had become an integral part of their business and marketing strategies – and stayed. About 56% of the surveyed female entrepreneurs consider social media tools to be important or very important for their businesses.

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The Secrets of Business Success – Being Lean and Tech-Savvy

By Patricia Martinez, Expedition PR

Every day, technology changes the way we work and communicate at work.  Over the past decades, technology has proven to be incredibly useful tool to innovate business models and make operations more efficient. Mobile and social channels have paved new ways to collaborate, often in virtual teams, and engage with customers. Many Fortune 500 companies as well as startups can testify about the benefits of a technology-savvy business approach. The commitment to innovation is a core pillar in mission statements from companies of all sizes around the world.

The rapid pace of technology development requires having in place a team with diverse technical and business skills. This is often perceived to be a daunting task for both startups – used to bootstrapping – and large corporations, which try to
Best-Internet-Concept-of-globa-15990506keep operations lean.

However, it’s not that different from seeking help for legal or marketing capabilities.

The solution is co-innovation. Working together with outside IT consultants to bridge the gap between the internal resources and the resources and skills needed to reach the business objective.  IT services provider can bring in specific IT expertise, including mobile and cloud, and collaborate with the in-house team on the IT infrastructure development and transformation.

This model is not entirely new: for centuries, countries and cultures have obtained resources and services from others that do offer them, probably with better quality and prices, which made possible the birth of international commerce. What is new is that by allowing team members to work together via social and mobile channels, technology not only addresses the IT infrastructure needs of a company, it also expands a company’s creative capital.

For example, one of our clients is the global IT services provider Freeborders. Headquartered in San Francisco with offices in China, Malaysia and Europe, the company helps companies align their IT and business strategy. Their clients bring in Freeborders team members to complement their team with industry expertise and technical skill sets – and together – drive business growth.

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Mobile Takes the Lead: Mobile App Marketing Drives Reviews, Downloads, Industry Distinctions

By Katja Schroeder, Expedition PR

It’s easy to see that we’re living in a mobile world.  The Mobile Marketing Association just released their research indicating that mobile marketing is projected to represent more than $400 billion to the U.S. economy in two short years.

A recent Developer Economics report by Vision Mobile showed that developers who do not develop for iOS or Android generate about half the revenue of the developers who do.  Also, in the findings iOS emerged as the highest priority platform.

Expedition PR has been working closely with clients who develop and introduce pioneering mobile applications.

Most recently our client, Morton Subotnick’s Pitch Painter,  received a 2013 ON for Learning Award from Common Sense Media.  Pitch Painter was just one of 50 apps, games, and websites to receive the award celebrating the very best in kids’ digital media products.  We’re so pleased that Pitch Painter was recognized for its innovation and ingenuity.

Also, we’re proud of all of the work we’ve done for our clients in the mobile space, so to learn more about Expedition PR’s Mobile App Promotion Offerings, just check out our latest announcement.


Politics Gone Silly: 3 Places Communications Can Go Right … Or Wrong

By Tress Fereday

With a presidential election looming, politics is the hot topic in media coverage, tweets, and office chatter. I get a chuckle out of the funniest tweets following big events like the debate.

While you may be in business, not politics, there are lessons (good and bad) to be gained from this campaign season.

It was the article about the Kitchen Aid tweet that got me thinking. Now what do appliances have to do with politics? Mmmmm … NOTHING!
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