Meet Tim Morral, director of editorial content for digital and PR at Walker Sands. Tim began his career at Walker Sands as a freelance copywriter and now brings over a decade of content experience to the company as our fearless content leader, working remotely from New York!
I sat down with Tim to learn more about content at Walker Sands. Here’s what he had to say:
1. Tell me about yourself. Where are you from and when did you start working at Walker Sands?
I’m originally from rural Pennsylvania and took a nontraditional approach to a career in this industry. After graduating with a B.A. in Economics, I spent time doing a variety of nonprofit, technology and publishing work. I started working for Walker Sands as a freelance copywriter and have been full time for about six years.
2. What is your current role at Walker Sands? What does your day-to-day look like?
No two days are ever the same for me, which I think is true for most of us at Walker Sands. I’m directly involved in content development and creation for many of our clients. I also spend a lot of time coaching and working with our other content experts, both on the PR and digital teams.
3. How has Walker Sands changed since you first started at the company?
The biggest change I’ve experienced is our growth. When I joined Walker Sands, I was the only content person on staff. When I visited the office, I could walk around and talk to the entire company in just a few minutes. Now, we have an entire team dedicated to content, and I see new faces every time I visit.
The past several years have been an exciting time at Walker Sands. It’s been great to be part of the development of our content team and our growth has enabled us to deliver high-quality work for our clients. We’ve really become trusted partners to our clients and are committed to continuing to grow our teams across all creative service practices to meet client needs.
Though we’re currently enduring winter here in Chicago, we already have our minds set on summer. At Walker Sands, summertime is filled with team bonding, beautiful weather and of course our summer intern class. Our internship program, which we like to call The Sandlot, helps aspiring PR, content, graphic design and digital marketing pros get hands-on experience and do real work for our tech and B2B clients.
We’re currently looking for talented young professionals who are eager to hone their skills and join our fast-paced environment. Check out what past interns say about their experience at Walker Sands, and learn more about our internship program here:
In the fast paced world of business, it’s easy to find yourself wading through multiple campaigns at once. With demand higher than it’s ever been, the expectation is to be seen in multiple places at once. However, rather than feeling overwhelmed with work, take a few deep breaths and download the Walker Sands Marketing Campaign Brief. With our step by step guide to breaking down key messages and reaching your target audiences, you’ll be on your way to marketing euphoria. Think of it as your go to resource for keeping calm and organizing everything from tactics to assets that align with your brand and message.
By identifying a primary objective for each campaign, the template will help you maintain organization and focus each step of the way. Additionally, it will serve as a spring board to all the other assets and avenues to a successful campaign.
We know that start and end dates as well as specific restrictions based on geography and language are key to keeping you on track and maintaining the focus of your campaign, which is why we’ve also included sections to take specific parameters into consideration.
Every day, our clients appear in news stories, in which they provide their expert point of view. We were curious: Does a source’s sex or title affect their credibility?
We conducted a study to find out.
Promises of greater online visibility and increased sales leads have driven many businesses to create content as part of their ongoing marketing efforts. According to a recent study from the Content Marketing Institute, 88 percent of B2B companies regularly use content marketing while 76 percent of respondents plan on producing even more content this year than they did in 2015.
When it comes to boosting conversions, however, cranking out one piece of content after another may not be the most effective use of your businesses’ time and money. Nearly half of all B2B tech buyers consume just two to five content assets before making a purchase. For marketers wondering how to stretch their marketing budget, the choice is clear – focus on quality over quantity.
Still though, you may be debating which type of asset to create. A closer look at the data reveals that white papers are not only one of the most commonly consumed types of content, but they are also the second-most influential content asset according to B2B tech buyers preparing to make a purchase decision.
If you’re eager to implement a few white papers into your content marketing strategy but don’t know what to write about, check out these three tips for generating white paper ideas.
- Identify pain points – Take a moment to consider what problems your target audience faces along with how you can help them overcome those challenges. Drawing a blank? Don’t worry – your sales team should be able to share at least a few questions prospective customers ask time and again.It might also be a good idea to read through comments on other pieces of content you’ve published in the past few months. After all, consumers who take the time to comment are engaged and interested in your brand. The questions they ask will serve as a good indication of what potential customers might be curious about.
- Check the stats – You may have a hunch that one topic is more popular than another. Rather than going with your gut, it’s probably best to take a look at your Google Analytics account. Remember, numbers don’t lie. By expanding on an article with a high number of page views, you can provide potential customers with more information on a topic they’ve shown interest in. Better yet, keep an eye out for content that boasts plenty of page views and a high page rank. The post’s visibility will cut down the cost of advertising for the white paper since you can add a link to it directly within the post. Consumers are already visiting the page – the white paper will simply serve as a chance to turn them into the leads you want.
- Keep tabs on competitors – When deciding what your next great white paper should be about, it’s important to consider why you’re in business to begin with. How have you been able to differentiate yourself from others in your industry? Providing potential customers with the same information and advice each of your competitors have isn’t going to get them excited. Pay attention to what your competitors are talking about. From blog posts to e-books, find out how you can offer a fresh take on a topic or cover something no one else has. Start off by doing some basic research on your potential topic before subscribing to newsletters and blogs of competing companies.
What are they missing that you know all about? Being the first to speak at length on a new idea will strike a chord with customers and establish your business as a thought leader in the process.
Ready to kick your content marketing strategy into high gear? Check out how Walker Sands can create white papers that showcase your industry expertise.