• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

Can I use a newsletter to promote my AR blog? (AR Practitioner Question)

Question: The following question was asked during a Blogging for AR webinar “Can I use a newsletter to promote my AR blog?”

The answer is “yes.” A newsletter is one of many tools AR should be using to increase the visibility and traffic to its blog. A regular newsletter (e.g., sent the last Wednesday of every month) could highlight some or all posts on a blog with a simple one sentence tease with the link to the post. Do not include the full post as you would want the analyst to get in the habit of visiting your blog. In addition to promoting the blog, this regular – and short – newsletter could include news about events, links to especially important financial statements or other web posted information, and even links to press releases, if they were highly relevant to analysts.

SageCircle Technique:

Other techniques for promoting an AR blog include:

  • Include a link to the blog in your email signature block
  • Include a link to the blog in any PowerPoint presentations or PDFs
  • Mention the blog during inquiries and briefings
  • Send personal emails to targeted analysts about a new blog post that might be of especial interest to that particular group of analysts

Bottom Line: Blogs can be a very powerful communications tool in the AR toolbox. However, they can only be effective if the analysts are reading the blog. AR teams must use good marketing techniques to promote their blogs in order to increase readership.

Question: AR – Are there additional techniques for promoting a blog that you like?

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One Response

  1. Hi Carter,

    A related question: I’m wondering why people have an AR blog at all. I mean in house AR people, especially large companies.

    I’ve looked at a lot and it’s unclear what the goals and audience are. Some are clearly internally focussed (look at my accomplishments and promote me please) and others aimed at analysts are redundant with other public channel.

    Do you think analyst get anything useful from the latter category?

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