Fresh Thinking on Marketing & Communications

from the Roop & Co. Team

5 Steps to Gain Executive Buy-In for Your Content Marketing Strategy

Having management support is crucial for your content marketing strategy. Without it, you’ll find yourself running into barriers that will certainly impede the success of your marketing efforts. These hurdles may make it challenging for you to: Secure a budget and resources Get cooperation from internal partners to provide information Gain enough runway to experiment, learn from mistakes and make improvements Ensure company influencers will share and promote content To avoid these corporate roadblocks and secure executive buy-in, you should present your content marketing initiative in a strategic way. For this, you will need to embrace your inner salesman. Here [...]

The Long and Short of Creating Short-Form Video

Short-form video is an excellent marketing tool that helps you connect with your customers on a more personal level, while delivering all the information they need in 60 seconds or less. By 2020, video is expected to account for 79% of global internet traffic, which means there’s no better time to start producing marketing videos than now. In order to create greater awareness for your products and services, generate new leads and retain existing customers, you’ll need to be able to quickly produce short-form videos. In this post, we’ll discuss what equipment and knowledge you should have to produce quality [...]

Roop & Co. Wins Four Honors at PRSA East Central District’s 2016 Diamond Awards

Roop & Co. received two Diamond awards and two Merit awards at the PRSA East Central District’s 2016 Diamond Awards for entries spanning the Integrated Communications, Investor Relations, Special Events and Community Relations categories. The awards recognized the firm’s distinguished work in the design, development and execution of the following communication campaigns and tactics: RPM International Inc.’s 2016 annual report, centered on the theme “5 Decades of Leadership, 5-Year Strategic Plan,” which highlights the five decades of leadership by former CEO and chairman Tom Sullivan and the company’s five-year strategic plan for achieving sales growth to $7 billion by fiscal [...]

By | January 20th, 2017|Categories: News|

Roop & Co. Hires Assistant Account Executive

Roop & Co. is ringing in the New Year with a new team member. Jacqueline Gedeon has joined the public relations firm as an assistant account executive. Her experience and responsibilities include public and media relations, content creation, internal communications and video production. Gedeon began her career in Montana, where she most recently served as a communications specialist for the U.S. Geological Survey. In this position, she regularly developed content for a variety of communications, including the website, blog posts, press releases, newsletters and fact sheets. Before joining the U.S. Geological Survey, Gedeon was a news reporter, anchor and producer [...]

By | January 6th, 2017|Categories: News|

Roop & Co. Wins “Best in Show” Top Honor at PRSA Cleveland Rocks Awards

Roop & Co. received a “Best in Show” top honor at this year’s Public Relations Society of America (PRSA) Cleveland Rocks Awards. The entry, Groundbreaking Innovation: Bringing Drone Technology to the Roofing & Building Maintenance Industry, highlighted the agency’s outstanding integrated communications campaign for the launch of client Tremco Roofing & Building Maintenance’s SkyBEAM drone service offering. The multi-faceted campaign included media relations, digital content, social media, video and internal communications. The PRSA Cleveland Rocks Awards are presented annually to recognize the highest quality of professional skills, creativity and resourcefulness in public relations and its impact on a particular project [...]

By | December 2nd, 2016|Categories: News|

Is Content Marketing an Expense or an Asset?

In the world of marketing, you get out what you put in. And content marketing is no different. Creating useful, engaging content on a consistent basis requires a fine mix of skill, time and creativity. Not surprisingly, content creation often comes with a price tag. But as marketers leverage content marketing as a way to build their businesses, they’re often left second-guessing whether the content they’re producing is more of an expendable expense than a valuable asset.For example, consider a “traditional” form of content, such as an advertisement. The content created has a limited lifespan because advertisements are generally distributed [...]

What is Content Marketing and Why Should You Care?

In an era where consumers prefer to receive their information of their own volition through channels like search and social media, traditional marketing tactics can sometimes feel too obvious or just plain pushy. Gone are the days when marketers could bombard consumers with information in the hopes of converting a few individuals into loyal customers. Modern consumers are weary of these types of heavy-handed marketing efforts and can spot them from a mile away. How can you try to genuinely engage and connect with new and existing customers in this communication landscape? Or even better, what if your customers actually [...]

4 Reasons to Use Video in Your Marketing Campaign

Any marketing communications professional knows that in order for a campaign to be successful, its content must resonate with the target audience. However, success isn’t about a one-time ability to captivate your audience’s interest. It’s about deepening the engagement between the target audience and your business over the long run. This is where video comes into play. According to Cisco, about 59% of senior executives would rather watch an online video than read text. Perhaps it’s no surprise then that video is projected to account for 80% of all consumer internet traffic by 2019. By not incorporating video into [...]

3 Ways B2B Businesses Can Benefit from Twitter

83% of B2B marketers use Twitter 19% of these marketers refer to Twitter as their central platform 53 of B2B companies were active on Twitter 3 years ago Statistics according to Social Media Examiner Given the increased importance of Twitter to businesses, B2B marketers must leverage its reach and features to their organizations’ benefits. Below are three ways businesses can incorporate Twitter as part of their marketing strategy: 1. Twitter Lists Twitter lists allow you to categorize your followers and segment your feed so you [...]

By | September 15th, 2016|Categories: Digital Marketing|Tags: , , |

6 Tactics Your Content Marketing Strategy is Missing

But as many businesses are hastily jumping on the bandwagon as a quick way to increase traffic and sales, their content marketing strategies are often lacking several critical elements: 1. Getting to Know Your Target Audience One of the first, and most important, steps to creating a sold content marketing strategy is defining your target audience. A great way to do this is by creating a persona, which is a composite of who you are targeting. It may include such things as job title, job function, primary job needs/challenges, gender and education level. With personas, businesses can more strategically [...]

By | September 3rd, 2016|Categories: Brand Strategy, Digital Marketing|
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