3 Simple Ideas to Catapult Your Content and News Past the Noise


by Angela Kambarian, Founder of New York-Based Essential Communications



As the competitive landscape continues to heat up, business professionals are facing the challenge of constantly upgrading, improving and enhancing their communication skills; their roles as content creators or news sources have to evolve and they should always come up with new ways to capture attention or cement trust with their audiences.

It goes without saying that one of the best ways to build trust and increase your visibility is to put out valuable content – something interesting, intriguing and insightful to educate, engage and inspire your readers.

Here are three crucial tips to catapult your story past the noise and elevate your business to the next level.

Become an empathetic storyteller

As you already know, news fatigue and skepticism are on the rise among audiences. In fact, according to the 2019 C&S Sense & Sustainability Study, more than 50% of Americans do not fully trust businesses and seem to be unsure of their efforts to contribute to society. In addition, most folks are convinced that companies are doing a poor job communicating their messages.

So is there any remedy for that?

Oftentimes B2B content is full of facts,  figures and familiar corporate buzzwords. That’s what makes it flat, boring and forgettable and may potentially put some readers to sleep. You don’t want this to happen, do you? It’s okay to showcase some evidence and share statistical data with your audience. Just let people – not data, products or technology – be your storytellers. You may even feature star employees as subject matter experts whose hard work, creativity and dedication lift your company to success.

Don’t forget to incorporate customer or client testimonials into your story, to tout positive experiences with your business and demonstrate results. Keep in mind that third party testimonials can make all the difference in the world and transform your credibility. For obvious reasons! By the way, customers’ success stories may take the form of long-form video, social teaser, written story and other vehicles. Why don’t you spend some time brainstorming? See what you can come up with.

Use simple language

When it comes to communications, many businesses heavily rely on tech-speak and industry buzzwords. If that’s how you get your message across, it is essential that you upgrade your communication style and become fluent in both industry parlance and natural language. By the way, big changes in search engine technology have propelled the rise of business communication that is more natural and conversational.

Back in the day, many SEO copywriters would mainly focus on planting fancy, obscure or intricate keywords to boost their B2B site’s page ranks. But times have changed and these days results from “semantic searches” are more accurate simply because they are based on the content of a query or the meaning intended by the searcher.

Ready to become ‘YouTube star’? Step up your game

Let’s face it: YouTube Channels are increasingly being used to serve up B2B content. If you are determined to tap into this invaluable resource and get the most of it, avoid offering stale behind-the-scenes footage of your company or boring sales presentations that will get you nowhere. Why don’t you offer a fresh look at your business, its people, mission and ideas.

Are you working on a few different initiates focusing on diversity in the workplace? Are you contemplating an inclusion campaign emphasizing the growing presence of women in business? Are you taking steps to contribute to local communities or bring together local businesses?

Here is what I recommend. When considering YouTube’s capacity to attract viewers, try different video genres. You can produce mini-documentaries to share your culture or innovative ideas. You can also attract subscribers by offering a series of upbeat educational videos with colorful graphics that break down technical details in a way that informs and entertains.

Final thoughts:

No one would deny the fact that the media ecosystem has become more complex and audiences have grown more discerning. But in my opinion, these factors are shifting the advantage of toward B2B communicators, businesses and brands.

So with these three simple tips, business owners and business communicators can use their purposeful storytelling to connect with decision-makers, build trust and develop long standing relationships that matter the most. Good luck with your endeavors!

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.






A Few Steps for a Successful Podcast Launch

by Angela Kambarian, Founder of New York-Based Essential Communications


Most folks would probably agree that “making a podcast” is one thing, while “making a successful podcast” is a totally different ballgame. One thing is for sure: the road to podcasting success is paved with challenges and your job is to figure out how to climb the mountain toward more fans, downloads and higher rankings which should help you tremendously with your business.

Here is the deal: In today’s fiercely competitive business environment, building credibility should be of the utmost importance. That certainly explains why so many business professionals are increasingly embracing podcasting and adding it to their marketing mix. It goes without saying that this is a great way to expand your outreach, position yourself as an industry leader and build trust with your prospects and existing clients. But doing something JUST for the sake of doing it or simply “f0llowing the herd” is not going to cut it. In fact, it may turn out to be a waste of time, energy and resources…and time is too valuable to waste.

So if you are ready to jump on the podcast wagon, step up your marketing game and do it right, here are a few simple tips to ensure you make the biggest splash possible and get noticed in a crowded marketplace.

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You Will Get Out of It What You Put In It

When it comes to podcasting, doing your homework is the step you shouldn’t skip. In fact, the more time and effort you invest in your research,the more likely you are to come up with interesting insights, draw attention to your program and stand out from the crowd. Besides, if something is created WITHOUT much thought or genuine purpose, it’s easy to quit and move on.

So what goes into launching a successful podcast? From coming up with a catchy title to selecting your recording devices, you should get your creative juices flowing and put a lot of thought into the process. By the way, do you know what your biggest competitors have been up to? And what makes YOUR podcast unique, interesting and compelling? Are there any new trends, developments and ideas you could share with your audience? Do you think you are well-equipped to educate your listeners and get them hooked? These are just some of the questions that will help you with the process.

Turn Your Podcast Launch into an Event

Celebrating the launch of your podcast is a smart way to make the initial splash and spark some interest. Once you put a great deal of effort, determination and creativity into your new venture, the next step is to attract the attention it deserves and “propel it forward”. After all, what can be worse than working incredibly hard to produce a program, only to remain invisible or fade into obscurity.

Build Excitement Ahead of Time

Figuring out how to turn your podcast into an exciting event is always worth your time. So give it as much thought as possible and build the buzz. I suggest you strategically put all the pieces in place in a way that will inspire curiosity, anticipation and excitement.

If you want to get the word out, set a specific launch date and notify all your contacts about your new undertaking. Don’t forget about the impact of a simple email — use this cost-effective tool to reach your ideal listeners and get your podcast into their inbox prior to launch by offering them a valuable resource.

Turn Your Social Media Followers Into Long-Term Allies

Creating a thriving podcast takes so much more than selecting a mike and recording your voice. Tap into your social media community it took you so long to cultivate and get the most of it. Your Twitter, Instagram and Facebook followers are your goldmine and an extension of the things that you like. Therefore, it makes perfect sense to bring them in as part of the excitement for your new venture.

Offer Sneak Peaks of Podcast Episodes

I think one of the best ways to pique some curiosity about your podcast is to share work-in-progress versions and encourage your audience to provide their feedback. In addition, you can share short, fifteen-second clips of your podcast leading up to your first episode. These actions will give your community a sense of the podcast with a short and sweet preview.

Take It to the Next Level with Sponsors

Once you set the wheels in motion and get your podcast rolling, the next step is to monetize the show so it can grow. Corporate sponsorships can help you fund the project, bring in more fans and make you a nice profit. With a strong following, sponsors might be willing to partner with the show to spread the word about their products or services. I suggest you pick the sponsors that resonate with listeners and appeal to their interests, goals and inspirations.

Keep the Buzz Going Post-Launch

Sadly, most podcasters tend to forget about the importance of the post-launch promotion. This could be one of the reasons why their launch is not as successful as it could’ve been. I strongly recommend you continue with promotion even if the launch date has passed. Let your email list know how it is going via a weekly newsletter and remind them of the upcoming episodes/guests/events. Furthermore, keep your “podcast tour” going by appearing as a guest on other podcasts and mentioning your own venture. Finally, make sure to ask your listeners for those 5-star reviews. Some people would be more than willing to give you a glowing review but may need a little call-to-action or incentive to take the time of their busy day to actually do it.

Final Thoughts:

With the advent of technology, podcasts are on the rise. In fact, podcasting is not only a great opportunity to share your expertise, thoughts and insights with your audience but also an opportunity to increase your profits. In addition to that, evidence suggests that oftentimes podcasting becomes a labor of love for many entrepreneurs.

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.










5 Ways to Get Better at Delegating

by Angela Kambarian, Founder of New York-Based Essential Communications


Dear savvy business professional,

What happens when your business starts to grow? Your free time starts shrinking. You feel exhausted and decision fatigue sets in… Eventually, you may come to a “sad” realization that you can’t handle everything yourself without compromising the quality of your work. Besides, keeping track of the minutiae of every project and handling every tiny detail may not only overwhelm you, but also preclude you from seeing the “big picture”, engaging in the big-scale thinking and doing the planning which is absolutely crucial to the growth of your company. At some point you may come to the conclusion that it’s time to assign the routine duties elsewhere while fully focusing on what you do best – building your business and moving your organization forward.

That being said, being a good delegator doesn’t always come naturally to many strong-willed business professionals. What a surprise! 🙂 So many of them are struggling to let go and are convinced that the risk of delegating may far outweigh the potential benefits. But delegating is a critical skill for any business leader to learn; it can dramatically increase productivity, result in the highest-quality work and boost revenues. Interestingly, evidence suggests that CEOs who delegate typically generate 33% greater revenue than those who do not.

Therefore, I decided to put together a few simple tips and tricks that will enable you to offhand certain tasks to your colleagues and keep your sanity. Take a look at the pointers below!

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1. Do it the SMART way

I suggest, initially you outline a few low-to-mid-level responsibilities that you can clearly articulate to your employees. Set deadlines and explain the tasks; just make sure you have realistic expectations and do NOT ask the impossible of your team member which may quickly become de-motivational. Think SMART – Specific, Measurable, Agreed, Realistic, Time-Bound.

2. Select the right person for the job

It is important that the tasks you choose to delegate are based on your employee’s skills, strengths and talents. In fact, finding someone eager for more responsibility should make your first experience delegating easier.

3. Create clear instructions

Don’t be one of those leaders who just hand over tasks and assume the job will get done properly. It is YOUR responsibility to clearly articulate the procedures and make sure they sink in. At first it may seem like a hassle but, on the other hand, it’s  worth your effort and it’s an investment that will pay back many times over. In addition, come up with a specific time frame and decide how progress will be measured.

4. Keep track of progress

When it comes to delegating, monitoring results and following up is part of the game. Check in now and then…just to see if the employee is on track or has any questions. Keep in mind that providing feedback is one of the most essential aspects of the delegation process, and it works BOTH ways. If the employee does a great job, let him or her know by publicly acknowledging their input and praising success. Alternatively, if they fall short, don’t be afraid to provide constructive criticism.

5. Take a step back

While you should be available for guidance and lend authority as needed, refrain from micro-managing or taking over. You don’t have to outline EXACTLY how you would do it. Let your team member exercise some freedom, show the initiative and get creative. You may be pleasantly surprised at the results.

By the way, one well-known business leader maintains that delegating is a learning process. It takes courage to let go of that control and put more faith in your team members. Delegating may take some time…however, in the long run assigning certain tasks to your subordinates will enable you to build and motivate your team, create more leaders and ultimately result in a well-run business that can survive even during your absences. It’s not just about offloading your work; it can actually deliver tangible benefits in terms of business growth.

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.





How to Use PR in the Sales Process

by Angela Kambarian, Founder, Essential Communications


Oftentimes, converting a sales lead into a customer or a client is a challenge. What’s more, it is not always easy to get ANY type of response from your prospects – be it good or bad. It typically doesn’t occur to sales and marketing teams to incorporate PR activities into the sales process precluding them from closing deals and boosting profits. In fact, it’s a big mistake which may result in missed opportunities.

Simply put, if your sales team isn’t utilizing earned media to move your prospects through each stage of the sales funnel, then you are neglecting the full potential of your communication efforts.

The capabilities PR provides in the context of the sales cycle include some of the following:

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1.Serving as a valuable resource for your prospects, providing some of the latest updates, insights and tips outside of sales.

2. Offering crucial recommendations on how to clearly communicate your messages to various audiences.

3. Acting as a proactive information resource to elevate your company’s stature in the industry – from pointing out industry awards to gaining recognition from industry influencers to becoming a trusted source on the latest industry trends and developments.

Being proactive can make all the difference in the world

Your company should rigorously seek to secure media coverage. When good things happen, don’t keep them to yourself. Go ahead and share the news. If you sit back or rest on your laurels for too long, it is highly unlikely that your prospects will beat a path to your doors.

In addition, make sure to take full advantage of social media. It is essential that you keep your LinkedIn, Twitter, Facebook, Instagram and other social channels current. This way you will attract more followers, drive more traffic to your website and potentially become a go-to resource.

Earned media hits are excellent conversation starters with prospects and could be leveraged in so many different ways.  For example if you choose to distribute a monthly newsletter to your target audience, email marketing that mentions your most recent placement goes a long way to keep your company competitive and top of mind, while your prospects are considering purchasing your offerings.

What I have found from years of experience is that significant benefits accrue when PR is integrated into a sales strategy. In fact, it can facilitate an interactive environment that prospects tend to view as informative rather than too sales-y or intrusive.

At a time when prospective clients or customers have access to a myriad of information, options and suggestions, PR serves as an added dose of stickiness and trust. According to one marketing guru, “sales still reels in the catch but PR provides the irresistible bait.”

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.








The 5 Habits of Highly Successful Content Creators

by Angela Kambarian

Founder, Essential Communications


As you may already know, content creation has become one of the most essential aspects of a marketing and Public Relations strategy. Sadly, very few business professionals are capable of developing riveting content that educates, informs and inspires their readers. Why? It could be due to a lack of time, expertise or creative ideas, among other things. Most folks are fully focused on what they do best, with very little energy left for writing, marketing or PR activities.

So what does it take to become a savvy content creator? What is the best way to establish yourself as an industry leader in your field and take your competition by storm?

In a nutshell, content creators produce a wide variety of entertaining or educational materials that bring value to their new and existing clients. This content can take many different forms including (but not limited to) infographics, images, blog posts, videos, ebooks, etc.

Whether you choose to develop content on your own or hire a content marketing team, there are some tried-and-true methods that can help you engage your audience and dramatically improve your reputation. While miracles do not happen and your skills may not improve overnight, the sooner you embrace the right habits and techniques listed below, the sooner you will be on your way to becoming a high-quality content creator.

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  1. Try to devote some time to writing on a regular basis

If you don’t use it, you lose it. Simple as that. Therefore, I suggest you get in the habit of writing – every day or every other day. Of course I am not talking about a highly-detailed and polished 2000-word essay on an industry-specific topic. I am talking about setting aside about 10-20 minutes just to jot down some of your thoughts and ideas. Doing so should help you work through ideas that might be cluttered in your head and potentially identify nuggets that could transform into successful strategies. Without a doubt, it’s worth the effort.

2. Identify your own voice

Are you the only one providing advice, writing articles and sharing your insights? Obviously not. Your job is to figure out how to stand out from the crowd and get noticed. Diversifying into a new content medium, promoting your content on different channels and gaining trust are just some of the things you can do to set yourself apart. How are you and your organization different from others? What can you incorporate into your story that nobody else can? How would you define your personal voice? Here is what I want you to know: Readers click on your content for the information, but they come back for the personality.

3. Pay attention to your key performance indicators (KPIs)

Here is the deal: Just because you publish content online doesn’t mean you will get all the traffic your story deserves. To get your content discovered, you need to focus in on a key performance indicator and optimize your content for it. KPI is a metric you have chosen to measure how well your content is doing against your expectations. Please note that KPIs include social media traffic, direct traffic to your website, the number of visitors who use search engines, or the number of people who submit their contact information in exchange for your articles (a form of lead generation).

4. Offer solutions, not just commentary

For successful content creators, expertise isn’t everything. If you want your readers to remember your content, don’t just recite the things you know – explain why they are important and what your audience can take away from it. They are not interested in just hearing you talk. Your job is to help them solve a problem and put your market observations into terms they can understand and learn from.

5. Play devil’s advocate

As a savvy content creator, you should get in the habit of questioning the status quo. Taking the contrarian view of a piece of content can be difficult at first, but if you start to question why the author thinks this way and what happened in the industry that triggered this point of view, you will begin to think more critically about the content you are consuming. By the way, critical thinkers usually make great content creators!

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.








4 Effective Ways to Communicate with Your Employees

Dear savvy business professional:

Are you spending enough time developing communication materials for your team members? Every business owner should revisit and re-evaluate their internal communications and give this very important strategy the attention it deserves.

Here is why.

It appears that an overwhelming majority of employees are NOT up-to-date on company information and news. In fact, according to Gallup, more than 74% of employees feel that they are missing out on the crucial information that could facilitate their progress or improve their performance. There is another research suggesting that just 4 in 10 can confidently describe to others what their employer does. Pretty amazing, isn’t it?

There is a good reason why things are the way they are. Most organizations do not put much emphasis on internal communications, which may lead to a great deal of misunderstanding, disengagement or fear. Obviously, this is not a good way to run a business.

So here are a few very important tips to improve employee communication in the workplace and strengthen your team.

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1. Cut the crap and clarify your messages

Traditionally, employee communication has been focused on broadcasting news and information in a steady cascade down. Let me assure  you that this formal approach is NOT conducive to two-way conversation. And it’s certainly NOT a good way to obtain much-needed feedback from your team members. On top of that, it tends to be quite boring and may put your employees to sleep rather than inspire or educate them. A better way to connect with them is to create a better, more riveting and more effective flow of information. Forget about a stuffy, bland stew of jargon; get rid of all your buzzwords and cliches and try to be more straightforward. Most importantly, encourage your employees to be a part of the discussion so you can dispel rumors or clear up misconceptions.

2. Stop communicating with employees the same way you did years ago

As you know, things continue to evolve in the workplace. Preferences change. Therefore, you should adjust your programs and platforms accordingly. Why don’t you poll your employees to see which channels and technologies they prefer – if no one uses the intranet, pivot to something else. And if no one pays attention to your printed or online newsletter, shouldn’t you kill it? In addition to that, make sure your communications are representative of the diversity you have on board and give everyone a voice.

3. Diversify your employee communications

That’s where you have to get creative. Take some time to develop different kinds of messages via different mediums. After all, who wants to read the same mundane messages for years on end? Have fun with your internal communications. If you discover that your emails are going unopened, send a video or an audio message. You can use an infographic or a photo essay to convey a new policy or explain a new procedure.

4. Use employee communications to empower your team

Your task is not only to inform and educate your employees, but also inspire, motivate and bring out the best in each one of them. In every piece you develop, try to incorporate an uplifting message. Don’t be afraid to include an element of empowerment for your colleagues. You can also share useful content that can help them grow professionally, creatively or intellectually. Become a source of inspiration and helpful information, address questions, solicit feedback and utilize your platform to lift up those around you. This new strategy is worth your while and eventually will pay off big time.

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.



Social Media Tools to Take Your Business to the Next Level

By Angela Kambarian, Founder of Essential Communications


Dear savvy business professional, 

You are probably well-aware of the fact that in today’s fiercely competitive business environment, maintaining a social media presence is paramount to your success, increased earnings and improved reputation. If you choose to ignore social media, you are at risk of falling behind and letting your competitors take over.

Therefore, I decided to share some additional insights about a few social media tools that can help you galvanize your marketing and propel your business forward.

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Here are a few crucial strategies to add your arsenal:

Even though there are countless social media networks to choose from, your job is to familiarize yourself with all the nuances, specific advantages and demographic offerings each channel has to offer.

For instance, Facebook is a great tool for retail businesses allowing them to advertise their products, post content and interact with followers. Twitter is another popular network offering a few advertising options and an opportunity to post ads. Snapchat is an unconventional marketing tool; unless you are selling to millennials, you can forego using this network and focus on others. Pinterest works best for businesses with specific niches, such as travel, beauty, food, health or fashion. Instagram targets individuals between the ages of 18 and 29 and enables businesses to connect with a millennial market.

Post compelling images

According to one study, riveting images resulted in a 94% increase in total post views on social media. Besides, young millennials have an insatiable appetite for the visual which should prompt you to create eye-catching photos to boost your online presence.

Post often and post conistently

While consistency is key to your success, I want you to be aware that there are optimal times to post on different networks.

When it comes to Facebook, aim to post at least once a day between 1pm and 4pm. Twitter may require a whopping 15 posts per day to get the best impact. You should post one to two times on Instagram, with the first one around 8am-9am and the second one in the afternoon around 2pm.

Armed with these valuable insights, you will be better equipped to enhance your marketing campaign, step up your game and stand out in a crowded marketplace. Good luck with your endeavors!

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.