B2B Media Ecosystems That Deliver Results
Content Strategy & Development | Earned Media & Owned Media
B2B Marketing and Media Strategy
B2B Media Ecosystems That Deliver Results
Content Strategy & Development | Earned Media & Owned Media
B2B PR and Marketing
Good PR and marketing starts with the right questions. How do you define success? Who do you want to reach? And what do you have to offer? Marketing and media services can help you shorten the B2B sales cycle, increase brand awareness, communicate complex products, and stand out from your competitors. At Harris Media Services, we blend traditional PR and marketing strategies with digital marketing techniques to help you meet your business goals.
Who to Reach
We start by figuring out who is your target market. We develop buyer personas to identify their pressures and pain points, and what drives them to buy. Then we find their influencers: trade press and business journalists, analysts and bloggers. This is the universe that we need to reach.
What to Say
Next, we craft messages that will resonate with your audience. How does your product or service solve a business challenge? And how can we share that most effectively? We brainstorm content options and identify your thought leaders.
How to Execute
We discover the best way to reach your goals: earned media – including traditional B2B PR and marketing communications, owned media – including digital and inbound marketing, or a blend of both. We develop an editorial calendar to map out the content we will create matched to buyer or influencer channel. We identify content creators and a content promotion plan, and make it happen.
B2B Earned Media
Earned media is pretty great - it's when a journalist, blogger, or other person of influence writes about your company. They introduce you to their audience, and give you an opportunity to connect. Earned media drives inbound leads to your site while boosting your credibility with your target market. Plus, you can use the piece to share with existing customers and prospects via outbound marketing and digital marketing. You have a great story - let us help you find the audience to listen.
Discover key B2B editorial contacts
We use a variety of tools to help find the influencers in your market. We find the B2B bloggers, journalists, analysts, and other key players who connect with your target market.
Research B2B editorial calendar opportunities
B2B publications want content – we help you match your expertise with editorial calendars so that you can deliver bylined articles, blog posts, and editorials.
Pitch Stories and Promote Content
We engage B2B editors, journalists, and bloggers to write about your company. We find every angle that works to share your news and insight.
Speaking Opportunities and Trade Show Meetups
Get up close and personal with your target audience. Meetings with press and industry influencers at trade shows can solidify your relationships. And hey, since you’re going to the show anyway, let’s see if we can get you on the speaking program. We’ll even help you develop your presentation.
B2B Owned Media
Owned media is all of the content you need for traditional and digital marketing, from blog posts to ebooks. We work with your team to develop high quality, journalistic content that tells your story, engages your prospects throughout the sales funnel, and helps you close sales. We explore everything from big-picture issues to subtle nuances to develop pieces that attract your audience. And we try to make everything work at least twice - a great white paper can be chunked into a byline, promoted via a blog post, and used in an outbound marketing email campaign. We'll even help you tweet about it.
Bylines and Editorial Content
Content for earned media, including bylines and opinion pieces. We work with your team to develop their story, including research and writing. If you have a terrific writer on your team, we’ll edit and polish his or her work to make sure it is perfect. (more…)
Customer Success Stories
Customer success stories are one of the most successful types of content for the digital marketing sales funnel – prospects want to understand how their peers are using your product or service to grow their business and meet their goals. (more…)
Back before content was called “content” we had the press release. It’s the workhorse of the communications world, and remains an effective way to gather and share all of the elements of your company’s news. We use them everywhere, including as LinkedIn updates and in email campaigns. Of course, we make sure to share them with the influencers they are named after: the press.
Outbound Marketing Content
Content for customer and prospect outreach, including traditional and email newsletters and email campaigns.
Ebooks and White Papers
Long-form content that explores a subject in depth. Often used for anchor content, these pieces deliver real value to your customers, and generate leads when used for both inbound and outbound marketing. We conduct interviews, do the necessary research, and write all content.
Used for direct connections, slide decks and webinars are great to move prospects through the sales funnel and to educate existing customers, as long as they’re not boring. We’ve all been guilty of that from time to time – but we can help you be more engaging.
Online and Social Content
Just about every piece of content should be formatted to go on your website and to your social channels. We can help you create blog posts and web copy from your content. And we also can help you share it via LinkedIn, Twitter, Facebook, Google+, and any other social channel of choice.
Infographics, Stats, and Surveys
Everybody loves data, right? Numbers can be a super compelling way to tell a story. We create and conduct surveys for your list, or use your data. We work with our artist or yours to develop engaging information pieces.
Would You Like Samples of Content that Gets Results?
We specialize in B2B markets, and understand how and where to capture attention throughout the sales cycle. Areas of focus include information technology, healthcare technology, and renewable and alternative energy technologies. We're good at understanding a complex subject and communicating the business benefits in clear language. We love working with small- and medium-sized businesses, and helping them develop a marketing strategy, create compelling content, promote it to the right audiences, and grow the business. We're not the right fit for every company, so it's important for us to talk up front about your goals to make sure we can deliver. Check out this post in our blog about our values - it can give you a good idea if we will work well together. If this resonates, we'd love to work with you.
Alison Harris founded Harris Media Services in 2000 after years of experience in the B2B publishing industry. Alison was an editor, then publisher of national business trade newspapers for IT support and CRM/contact center professionals. She oversaw tremendous growth in both publications at a time when IT and CRM technologies were beginning to impact business success. From developing conferences to travelling throughout the country to write about emerging technologies, Alison built a deep knowledge base about how technologies and communication impact a company’s bottom line and an affinity to translate complex issues. These provided her with the foundation she needed to launch Harris Media Services.
Alison is proud to say that she is still retained by her first client. She views the client relationship as a partnership and values the opportunity to impact their ongoing success. Equally as important are her relationships with her team of exceptional researchers, writers, digital media experts, and artists, who work hand-in-hand with HMS staffers to provide services needed to fulfill client needs.
Alison resides outside Portland, ME with her family and is a die-hard Beatles fan, amateur cook, and wanderluster. She loves Maine equally for its burgeoning craft beer scene as for its startup culture, and now manages PubHub, Maine’s entrepreneurial networking event, to celebrate their coexistence. Contact Alison.
A journalist by training, Karen Craven cut her teeth at the venerable City News of Chicago. Karen covered state, federal, and local governments for print and radio outlets, and worked as a general assignment reporter and business trade writer before crossing over to public service. Her experience as a member of the media served her well in government where she built meaningful relationships with state and national press for Illinois Comptroller Dan Hynes and the Illinois State Board of Education.
Since 2004 she has been a senior leader in corporate and not-for-profit settings, where she managed myriad crises, developed long-term growth strategies, reorganized and or rebranded organizational image with key stakeholders, and brokered relationships that helped garner state and federal dollars as well as substantial capital investment. She has consulted for an array of not-for-profits and corporations, focusing on public affairs, communications, and development strategies that have resulted in multi-million grant awards and contracts.
Karen is a rich communicator who understands how all aspects of communication – including marketing, public relations, collateral, advertising, and stakeholder engagement – are connected to success and growth.
An almost lifelong Chicagoan, Karen grew up on the South Side of the city. She now lives in Glen Ellyn, IL with her husband, daughter, and two golden retrievers. She enjoys walks in the nearby forest preserves, cooking, and spending time with family and friends. She is most passionate about access, quality, and affordability of education, and serves on her daughter’s elementary school parent teacher council. Contact Karen.
So, give us a call. We’re pretty friendly, and would love to learn more about your company. If we're not the right fit, we'll help you find someone who is.