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A few weeks ago, our copy editor, Stephanie, walked into my office and handed me a piece of paper. “Want this?” she asked. Assuming I didn’t, I took it from her. But before I could drop it in the recycling bin I took a quick peek and…oh! An award! We won! (Kind of.)

Turns out the Content Marketing Institute named ThinkSet a finalist for Best Digital Publication in its 2019 awards. Not long after, ThinkSet also earned an honorable mention in the Ragan’s PR Daily Content Marketing Awards in the Electronic Publications or E-Newsletter Category.

ThinkSet is our client BRG’s magazine; we’re its editors. We plan, manage and edit all ThinkSet stories, and produce all the podcasts, in collaboration with BRG’s design, marketing and internal editing teams. Along with the marketing team, including Phil Rowley, the Chief Revenue Officer, we identify the story ideas that will showcase BRG’s smartest, most original, most advanced thinking. Our job is to use our editorial experience and know-how to help turn the firm’s best ideas into stories, or podcasts, that will connect with business leaders.

Happily, BRG is loaded with ideas. That enables us to produce stories like this one, describing the role business leaders and investors must play in combatting opioids. Or this one, which mines the PC and smartphone revolutions to reveal what the advent of autonomous vehicles could mean for the automotive business. Or this column about how big employers were driving innovation in healthcare long before Amazon got in the game.

Articles like that arm BRG’s team with powerful business development tools. Our media-relations team amplifies the impact, sharing the stories with reporters to demonstrate the authors know their stuff. That’s led to BRG consultants getting quoted in The Wall Street Journal, The New York Times and The American Lawyer, among many others.  

We didn’t win the CMI award – it went to this amazing graphic novel instead. No argument there, and we were in good company among the finalists. Qantas Airways and Volkswagen (that one’s in German) also made the list.

The recognition is gratifying because, alongside the BRG team, we’ve worked hard to make ThinkSet a compelling, valuable business magazine. Maintaining a weekly publishing schedule takes a lot of effort and producing a quality magazine takes a lot of talent, commitment and creativity. The BRG team brings it all, every week. We’d like to think we do too.

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Curiosity. Empathy. Trust. Grit. These are the essential elements that inspire our work — both with our clients and the journalists who cover them. These elements are also the foundation of our development and implementation of successful media relations programs at Greentarget — and they have been since our firm’s earliest days.

The media landscape is constantly shifting, and news organizations are in the midst of disruption that would have been unthinkable not long ago. As print newspapers and magazines continue to fold or shrink, digital news and social media grow. Faced with tight deadlines and demands to produce content online and through social media, journalists are under constant pressure. To top it off, the public’s trust in traditional media sources has declined.

Get the media relations strategy that works for today’s world.

Greentarget’s Media Relations VisionDownload

Against this backdrop, there are some rumblings that earned media might become obsolete — rumblings with which we wholeheartedly disagree. While Americans are consuming the news in evolving ways — with nine out of 10 adults now getting news online — there isn’t less interest in news. We’re seeing explosive growth in digital journalism, with emerging outlets adding resources and staff. As a result, earned media will continue to be a preferred way for B2B and professional services companies to enhance their reputations and direct smarter conversations to key stakeholders.

Known by clients and colleagues as the “guardians of the lost art of media relations,” we at Greentarget are keeping a close watch on the changes to the media landscape and adapting as need be. However, more often than not, we’ve found that staying true to the principles and approaches that we’ve had since our company’s founding is the best approach for our firm and our clients.

At our core, we believe successful earned media campaigns are about aligning our client’s business objectives with communications goals. This means finding clients the right platform to get the messages in front of the right people. We pride ourselves on offering journalists reputable spokespeople who add value to their stories — which, in turn, forges strong relationships with these journalists who return to us time and time again. It is through this process that clients get the third-party validation they need that can turn a quote into a measurable sales impact.

Get the media relations strategy that works for today’s world.

Greentarget’s Media Relations VisionDownload

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Not long after Greentarget and Zeughauser Group closed the 2019 State of Digital & Content Marketing Survey, LinkedIn made news when it announced details about changes to its algorithm – changes that validated trends that we’ve been reporting on for years.

Long the preferred social platform for executives and decision makers, LinkedIn made the algorithmic changes to favor more relevant conversations that (as Axios described them) cater to niche professional interests. In other words, LinkedIn realized that viral content wasn’t as important to users as content that they can actually use.

That echoed what we found in our survey (for the second consecutive year) about the importance of useful content – i.e., utility. Both in-house attorneys and C-suite executives want content that’s useful above all things. Because we live in an era when C-suite executives can be as engaged in choosing a law firm as in-house legal officers – and vice-versa for management consultants and other non-legal service firms – this year we compared their content consumption behaviors and preferences.

In-house counsel and C-suite executives define utility quite differently – and understanding those differences is crucial for marketing officers in the age of information overload. Finding ways to make content stand out was also important to LinkedIn, and the results for the social media platform have so far been impressive. Likewise, we believe that professional services marketers can deliver a stronger payoff for their content by taking to heart the findings in this year’s State of Digital & Content Marketing Survey.

In our ninth survey this decade, we provide deep dives and practical guidance – utility, you might say – on topics that are top of mind (or should be) for marketers. We cover content strategy, the keys to content creation, search engine optimization, the importance of research and, of course, how to best leverage LinkedIn.

It’s never been more important – or more challenging – to stand out above the noise when trying to reach decision makers. But that means there’s an incredible opportunity for those who get it right.

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Just 31 percent of C-suite officers rate content created by professional firms as “very good,” and 38 percent find it “barely satisfactory,” according to Greentarget’s 2018 State of Digital & Content Marketing Survey – Professional Services edition.

Those are disappointing figures – and improving upon on them should be a goal of most PR marketers in the B2B space. That’s why the topics covered at the Legal & Professional Services Council (LPSC) NextGen’s annual Writing with Impact workshop earlier this month struck a chord.

The panel, which included Greentarget’s own Megan Turchi, offered tangible advice on how to improve overall quality of content, with a focus on the written word. The presenters shared best practices and tips on how PR, marketing and communications professionals can make an impact with their writing and (we hope) improve on the percentages mentioned above.

1. Know and Empathize With Your Audience.

Stephanie Reid, marketing and communications senior manager for legal recruiting and development at Kirkland & Ellis, stressed the importance of knowing your audience. We talk about this all the time. Whether you’re writing an email, a tweet, a LinkedIn post, a blog post or really anything at all, you have to stop and think about what matters to the people you’re trying to reach. It should be the first step before writing a word, even before having a prep call. Empathizing with your audience makes it possible to determine the right tone and language and decide which points to emphasize and prioritize.

2. Do Your Homework

Research. Research. Research. It’s important to be prepared before talking to anyone about a new project, a thought leadership campaign, a story mining call, etc. At Greentarget, we often talk to clients who are at the top of their fields or are known experts on particular subjects. It’s unlikely that we’ll ever achieve that level of knowledge ourselves, but doing homework ahead of time can lead to a fulfilling, productive conversation – rather than one that leaves both parties feeling like the call was a waste of time.

3. Pay Attention to Daily Communication

It might be tedious to review emails several times before hitting send, but what seems like a menial task can quickly become a missed opportunity to establish credibility. It’s important to consider a few factors: Does the individual you are working with prefer to communicate in a professional manner or are they more informal (think about their manner on calls)? How do they format their own emails and other communications? Paying attention and mirroring their methods will show not only that you are good at what you do but that you understand the importance of empathy.

4. Establish a Structured Approach

It can be difficult to gather the information necessary to craft key pieces of content – pitches, proposals, client alerts, press releases, social media posts, event invitations, etc. – but having a content hierarchy makes a big difference. That’s according to Kevin Blasko, global head of communications for McKinsey & Company’s Transformation practice. He suggested structuring your everyday communication in a way that explicitly outlines what you need. For example, in an email about a problem you to need weigh in on, bullet out the situation, complication and proposed resolution so that the recipient can easily identify what it is you are asking for so you can ultimately get the input you are seeking.

5. Be Open to Feedback

Crafting content on behalf of others is challenging, especially when it comes to capturing the right tone. Sometimes, no matter how much due diligence you did, your first draft may still get hacked nearly to death by the author. It’s important to remember that no matter how much time you put into a piece, it still has the author’s name on it. Everyone has their own style and tone – and edits are part of the process. Never take them personally, and make sure to review the feedback, incorporate it into future pieces of content and consider asking colleagues or mentors for a second review.

By taking these simple steps, professional services marketers can improve their writing and build credibility. Even the most seasoned writer should constantly be seeking ways to improve and ensure their content is relevant, engaging and compelling – so it’s important to keep these tips in mind as you’re drafting your next email or writing your next article.

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As we enter the time of year where the temptation to reflect overwhelms our entrepreneurial instinct to look forward, a seminal moment in our history comes to mind. Perhaps even more important than the beers we shared in a grocery store parking lot 14 years ago.

Just over a decade ago, we sat in a conference room and watched a demo of new software that empowered organizations like Greentarget to run quantitative research campaigns. Today, many of these platforms are household names. But, at the time, this was a novel idea within an emerging segment of the SAAS industry. Our reaction to the demo was along the lines of: “We can do this.” Which quickly morphed into “We have no business trying to do this.”

True to form, we jumped in head first, another leap of faith, and discovered that our professional services clients immediately understood the marketing-communications value of data-driven insights. Since that time, we’ve run countless research-based campaigns that have uncovered points of view on everything from autonomous vehicles and tax reform to global bribery and cyber risk. We’re immensely proud of how strong the thread of research-based insights runs through Greentarget.

Fast forward 10 years to last March when the Holmes Report awarded Greentarget its Diamond SABRE award for “Superior Achievement in Research and Planning.” The award, based on our work for our client, Duff & Phelps, was a proud achievement for sure but also a reminder of the responsibility we embrace at Greentarget to direct a smarter conversation.

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We believe that industry dialog benefits from the skillful participation of our best and smartest thinkers. We are forever grateful for that seminar 10 years ago; it put us firmly on the road to mastering data-driven thought leadership campaigns. It’s a key element to fulfilling our mission of directing a smarter conversation.

Speaking of data, as we close out another year of striving to cultivate a destination for the public relations industry’s top talent, here are a few statistics that make us smile:

  • Our team welcomed four new babies this year – with one more to come in early 2019.
  • An astounding 23 young professionals completed our internship program this year, including the three who graduated to full-time employment. Great things are coming from our newest junior associates: Taylor Craddock, Briana Chernak and Nathan Kamradt. It’s a privilege for us to play a small role in the careers of so many young professionals.
  • In a major expansion of our repertoire, we welcomed John Matthew (JM) Upton as Greentarget’s first Director of Digital, responsible for expanding Greentarget’s digital capabilities into a full-service offering.
  • Further deepening our bench strength, Sonja Elmquist and Megan Turchi joined to support our content and editorial capability, while Annie Keller and Sarah Bauman joined our account teams as Account Supervisor and Associate, respectively. All four can already tell you exactly what time the groceries arrive on Mondays and within an hour when there’ll be nothing left but baked rice cakes.
  • If you didn’t make it to our offices in Chicago this year, you might’ve found us at the Legal Marketing Association national conference in New Orleans. Or at GroPro, an event in New York focused on bringing professional service firms and individuals together to exchange industry best practices and ideas. We also spoke at LMA Tech Midwest, Legal & Professional Services Council, RelativityFest and facilitated a session on artificial intelligence at the PR Council’s Critical Issues Forum in Chicago.
  • Greentarget’s 7th annual State of Digital and Content Marketing report dropped this June. And for the first time, we expanded our research to include C-suite officers beyond the general counsel. The resulting reports revealed that, while CEOs, CMOs and others differ from legal executives in some respects (they consume more video, read fewer email alerts and are less obnoxious about explaining the flaws in “Law & Order” storylines), both groups of decision-makers are hungry for better, more timely and more thoughtfully curated content.

We would like to wish you and yours a joyous holiday season filled with ample opportunity to reflect and celebrate what’s most important to you. With deep gratitude for all that was and what is yet to come.

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Humanity Rising needed a hand. The nonprofit group, which gives Chicago-area students scholarships for self-directed volunteer service projects, wasn’t telling its story in ways that resonated. Debbie Ferruzzi, Humanity Rising’s founder and CEO, came to Greentarget for help.

In the course of six months, our team not only revamped Humanity Rising’s messaging but also helped Debbie and her team develop and execute on comprehensive marketing and communications plans. In all we spent nearly 200 hours, all delivered pro bono, on Humanity Rising – an investment in time that easily paid for itself in inspiration and gratitude for our team. Here’s how it happened.

Capturing Our Imagination

In 2017, Greentarget launched its first-ever GT Cares Grant to expand our pro bono reach and build a deep connection with an organization that truly aligned with our service offerings, our background and the collective passion of our team. Each member of the Greentarget staff sought nominations through personal and social media networks, casting a wide net to find organizations that would match our strengths and push us to stretch our comfort zone. Our Pro Bono and Community Investment Committee carefully winnowed the group to five candidates to take to the full staff for a vote. While each of the candidates was deserving, and each would have been an exciting challenge, one in particular captured our imaginations.

Humanity Rising is a movement to create a better world through volunteer service. By enabling students to choose a cause they feel passionately about, Humanity Rising helps bring awareness to dozens of worthy causes – making it a perfect fit for our team, which has a broad range of philanthropic passions.

Throughout our six-month engagement with Humanity Rising, we assisted with messaging, media relations, event support and digital and social strategy. All of this work came together in a comprehensive PR and communications plan, which included sets of strategic messages tailored to Humanity Rising’s stakeholders: students, individual donors and corporate sponsors. It was important to define a clear message for each group, and we produced versatile messages to be molded and iterated across different types of marketing materials and external communications as Humanity Rising continues to grow. The plan also included in-depth media and influencer lists tailored to the organization’s audiences.

In addition to this plan, we provided press release and media advisory templates, content for sponsorship brochures, a social media plan, draft social posts and strategic guidance on Google Ads and website structure. We also gave support and guidance on follow-up for a conference Humanity Rising attended and developed a job description that led to the employment of a new intern to help support PR and marketing initiatives into the future.

Purpose-Driven Work – At Work

In the end, we left Humanity Rising equipped to more strategically and effectively communicate its mission. They’re poised to execute a media relations plan and develop savvy content. We’re looking forward to seeing what’s next for them.

At Greentarget, doing purpose-driven work isn’t a requirement; it’s a benefit for our team. And from an organization standpoint, we are lucky to contribute to causes we believe in while offering our colleagues unique experiences in both public relations and life. From the United Way of Metro Chicago and Heartland Alliance to the Domestic Violence Legal Clinic and the Cameron Kravitt Foundation to Culinary Care and Barrel of Monkeys, Greentarget has committed hundreds of hours to a broad spectrum of organizations that are working tirelessly to improve the lives of thousands of individuals and their families.

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