Media Relations: No Swiping Left or Right

By Tricia Denci When building relationships with the media there is no app or easy swiping left or right on your phone to automate the process and allow you to become a resource for media. You have to slowly build a connection and trust based on a common interest. Then this connection can grow into…

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Who Cares About Your Content

By Joe Kowalke Did you see my eyes roll? No, of course, not. That’s because I only did it in my mind. I mentally roll my eyes whenever someone in business proclaims, “We need content!” I know, I know, it’s the PR and marketing industry’s word du jour. Now more than ever businesses are expected…

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How I Became the Office Spirit Stick

By David Blackburn Think back to your days in elementary school, maybe high school. I know it may seem like you’re pushing through a dusty attic of memories—some good, some bad. But see if you can find that box labeled “childhood emotions.” I’m sure it’s old and shoved in some dark corner of your subconscious.…

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Five Reasons You Should Consider Marketing to the Recreational Athlete

By Heather Hawkins Whether your brand is specifically targeted towards athletes, such as performance nutrition, gear or clothing, or just has an affinity with an active consumer segment, targeting active media and influencers is a great way to reach a highly engaged group of consumers. Here are five reasons you should consider marketing to recreational…

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Five Tips for Planning an Influencer Event

By Emily Greenberg Hosting an influencer* event is a great way to bring a company culture to life and introduce a brand to an audience in a simple and shareable format. Plus, influencer events are an effective way to generate content that can extend beyond the activity and reach a larger audience. Below are five…

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7 Rules for Following People on Social Media

Do you think there’s no strategy to who you should follow on social media? Think again. The company we keep matters – in the real word and online. Here are some guidelines for who to follow on social media.  A follow reads like an implicit endorsement. If you’re an organic food company, don’t follow McDonalds.…

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Social Media Doesn’t Work: 5 Ways to Change That Fact

“Social media doesn’t work.” We hear it all the time from prospects, and they are right. Social media doesn’t work – if you don’t use it. The  biggest naysayers of social media are the people and brands that don’t use it, or, the people who tried it but quit too soon to reap the rewards. So…

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How to Tell Your Startup Story

Before a startup has a product, customers, revenue, or funding, it needs to have a story. Why does the company exist? What problem is it solving? What motivates the founder? Even after the first round of funding and the first sale, a story is a key asset for any new company. This week Double Forte cosponsored the SheStarts…

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Own It: 5 Tips for a Smart Owned Media Strategy

A recent Harvard Business Review article states, “If you want to truly be disruptive, it’s time to rethink owned media and make it a more strategic part of your marketing mix.” We couldn’t agree more. Unlike earned or paid media, or social (which many confuse with owned), owned media gives a brand control over its…

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Six Steps to Creating a Content Map

Most content creators understand the need for, and have mastered the development of, editorial calendars. They have outlined what content they are going to create when and they know to plan posts around major events – both internal and external – like corporate earnings, product launches and holidays. But too few creators have recognized the…

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