Joel Goldstein

Goldstein Group agency president who builds “Measurably Better Marketing” programs that create WOW experiences for clients.
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What B2B Blog Topics Work Best?

Posted by Joel Goldstein

Jan 21, 2020 10:00:20 AM

You have a blog and you post at regular intervals. Great, lots of companies do.

But oh, finding those topics …

Probably the most difficult part of maintaining a B2B blog is finding appropriate topics. Everyone’s got a few good ideas. But you have to feed the beast all the time and it’s hard to write blogs that don’t eventually sound the same.  And believe me, everyone’s getting tired of the formulaic headlines about “3 ideas for this” and “5 tips for that.”

However, there are several topics that any company can cover on its blog in a way that’s fresh, has impact, and ties to the brand. They not only provide a variety of content, but they also help tell the story of your brand and why it stands out from the competition.

Check out this list of B2B blog ideas.

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Topics: B2B, blogging, B2B Marketing

Goldstein Group Wins Gold for Technical Writing

Posted by Joel Goldstein

Jan 15, 2020 5:46:05 PM

Goldstein Group is proud to have taken home the Gold Rock, top honors, in the Technical Article category of the 2019 PRSA Cleveland Rocks Awards competition.

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Topics: B2B, lead generation, Inbound Marketing, marketing to engineers, content marketing, Lead nurturing, Integrated Marketing, business-to-business, White Paper, B2B Marketing

The Importance of Campaigns that Market to Engineers (and How to Do It)

Posted by Joel Goldstein

Dec 18, 2019 3:09:07 PM

Marketing is all about your message. How you say something is equally as important, if not more, than what you’re MarketToEngineers-249x221 (002)saying. That’s why you need to adapt your language and your tone to fit your audience.

If you’re dealing with highly technical customers – like engineers – then your communications should be up to the technical level that they’re used to. Otherwise, it just might feel like you’re speaking two different languages. You need to come across like someone within their industries who knows what they’re talking about. Since engineers can often be the decision makers at their company on what products to use, you must convince them more than anyone else that you offer a quality product or service.

Some marketers talk instead about simplifying engineering content, about making it understandable to the layman.  Actually, at GGC we do the opposite: we take engineering content and keep it at an engineer-to-engineer level. While layman’s language may be the right strategy if you’re communicating in a B2C environment, in the B2B world, the technical buyer understands complexity and needs that complexity in order to make the right buying or spec decision.  So we must be able to communicate at their level.

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Topics: engineers, White Paper, B2B Marketing, 2020 Media Planning, market engineers

Throwback Thursday: AI for Marketing

Posted by Joel Goldstein

Nov 14, 2019 2:54:22 PM

Today we are throwing it back to this summer when Scott McAfferty from WTWH Media visited our offices to talk about how companies are using AI and marketing automation to leverage marketing impact.  

Artificial intelligence is being used within marketing to reach current and prospective customers by creating programs that align with users’ content affinities to drive ROI. AI for marketing is in its early stages and tech tool developers pitch that their tools will have a great deal of impact in how we can find leads, nurture them, and convert them into customers. There is still a lot to learn, though. “While over 80% of marketers have used AI in some way, only 15% are using it effectively. “ (Source) 

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Topics: Education, marketing to millennials, B2B Marketing

It’s Halloween, but That Doesn’t Mean Marketing Has to Be Scary.

Posted by Joel Goldstein

Oct 31, 2019 1:57:36 PM

It’s our Halloween blog post, but we’ll keep our ideas here on the Treat side of Trick or Treat.  

The GGC community certainly enjoyed a Marketing Treat to remember when we invited Alan Gaffney, Vice President of Global eBusiness & Digital Marketing at Parker Hannifin Corporation, to speak at our recent Marketing Summer Camp. 

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Catching up with the Marketing Momentum.

Posted by Joel Goldstein

Oct 24, 2019 12:55:54 PM

Happy Fall! We can't believe it's the end of October already and 2020 is right around the corner. We are busy preparing for the year ahead and looking back on everything we learned in 2019. 

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Topics: Inbound Marketing, digital marketing, B2B Marketing

A Look Back at the second Annual GGC Marketing Summer Camp.

Posted by Joel Goldstein

Oct 3, 2019 2:40:01 PM

It’s hard to believe it's already Fall. Today we’re looking back on our second Annual GGC Marketing Summer Camp held at our office in August. It was so nice to welcome clients and friends alike, to catch up and learn a thing or two (and eat lots of tacos and ice cream).

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Topics: Goldstein Group Communications, Parker Hannifin, digital marketing, Education, B2B Agency

The 5-IN-15 Digital Marketing Audit

Posted by Joel Goldstein

Sep 19, 2019 11:26:51 AM

Marketing today can be daunting. We see clients struggle with trying to figure out what works in digital marketing and how to boost their ROI.

Everyone’s trying to draw that straight line from marketing to sales, and we’re working hard with them to connect those dots! In fact, we’ve learned over time that reducing the cost of marketing involves not just making the sales funnel bigger, but also making it work more efficiently.

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Topics: digital marketing, B2B Marketing

How to Elevate your B2B Marketing by Building a Compelling Message Architecture.

Posted by Joel Goldstein

Sep 5, 2019 11:01:43 AM

Companies often struggle with the messaging that drives marketing. Getting the message right is hard, and all the precise execution in the world on the tactics won’t really take hold if the programs are built on a message that misses the mark. Why do companies seem to struggle so much with messaging? Often, it’s like not being able to see the forest for the trees. Companies don’t have the distance or context to see how their message is playing. Or they feel they’ve got a differentiated message, something that’s truly unique, but in truth it’s just another case of “me-messaging,” something too similar to everyone else.  

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The Dog Days of Summer

Posted by Joel Goldstein

Aug 1, 2019 2:28:05 PM

As summer begins to wind down, we aren't quite ready to say goodbye and are excitedly preparing for our Marketing Summer Camp event. Working in marketing, we sometimes are the company department accused of having too much fun, and that's what we go for here at GGC. It's also what we get having our "Office Pups" around every day. ICYMI, in our last newsletter we introduced you Gertrude and Elliott, who belong to Marketing Manager Sandi Hensel.  

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About Us and this Blog:

At Goldstein Group Communications, we believe passionately in the power of great ideas, coupled with the impact of measurable results. It’s a philosophy that delivers customers to the sales team, profits to the CFO, and sustainable growth to the CEO. Inspired ideas that are grounded in the real world demands of the market.

We call it Measurably Better Marketing. 

 

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